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Inquiry into the Use of Marketing Tools in the Management of Firms
Dočekalová, Jana ; Hesková, Marie (advisor) ; Čapek, Michal (referee)
In my dissertation I made a marketing research of group of small and middle sized companies. The research deals with common marketing instruments in running the small and middle sized companies (mainly basic marketing mix - 4P). The results of my own marketing research are compared with results of marketing research which was made in 2004 and 2005 by Faculty of Economics and Administration of Masaryk University of Brno.
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Marketing strategy of Red Bull Czech Republic
Janík, Dan ; Vávra, Oldřich (advisor) ; Vávrová, Táňa (referee)
Work consider theoretic information related to marketing strategy and brand marketing. There is description of Red Bull Czech Republic company and its organization in second part of work. In practical part of work is analyze of marketing research about influence of marketing activities and analyze of consumer preferences.
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Does marketing research have important role in operation and decision-making of the touroperator?
Rehúšová, Alexandra ; Lechnýřová, Zuzana (advisor) ; Indrová, Jarmila (referee)
The thesis is divided into two main parts -- theoretical and practical. In theoretical part are characterized touroperators and their operation and typology. Following chapters are dedicated to marketing research and its characteristic including reasons for its realization and particular steps of marketing research process, types and forms of marketing research with detailed characteristic of qualitative and quantitative research. Next chapters discuss information in marketing research and their sources, realization and operating of marketing research. In practical part are summarized answers given by respondents within qualitative research that were about the importance of marketing research in operation and decision-making of the touroperator. The results of research are stated at the end of each subchapter.
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The proposal for a new promotional campaign for AIESEC Prague
Jenisová, Veronika ; Zapletalová, Šárka (advisor) ; Průša, Přemysl (referee)
The aim of this thesis is to create the concept of a new promotional campaign, which concerns the recruitment of students of University of Economics (VSE) for internships through the student organization AIESEC. The thesis includes theoretical and practical part. The theoretical part deals comprehensively with promotion. This section is also devoted to the issue of proper planning of promotional campaigns and the creation of market research. The practical part includes assessing the previous campaign and the new proposal. Trends in the current communications represent a customer-orientation, which is increasingly demanding. Promotional campaign I have proposed matches the specific requirements of VŠE students. I considered all the promotional channels and means that could be used within the promotion at VSE.
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Consumer Protection at football stadiums
Hurník, Vítězslav ; Horová, Olga (advisor) ; Kotáb, Jiří (referee)
The goal of the diploma thesis is insight into the problematics of spectator's violence at football stadiums and elaboration of proposal of the precautions which would lead to elimination of football hooliganism. Theoretical part contains general characteristic of football hooliganism, history of destructive behaviour at football stadium and activities regarding ensuring security during football matches. Practical part includes marketing research, benchmarking and proposal of the precautions which would solve problematics of spectator's violence at football stadiums in the Czech Republic.
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The consumer purchase decision process in the market for bicycles
Škrabánek, Tomáš ; Koudelka, Jan (advisor) ; Vávra, Oldřich (referee)
This thesis aims to analyze the consumer purchase decision process in the market for bicycles in all its stages. It sets to involve significant specifics that have any bearing on this process. The thesis is divided into several parts. The theoretical part deals with marketing tools applicable within the bicycle market considering bicycle a complex product with all related components. The following part goes into great detail analyzing the purchase decision process in the bicycle market, most of the space being devoted to the actual PDP stages. The last part handles the question of marketing research generally. The practical part of this thesis draws on the results of a marketing research carried out by means of questionnaires. Written questioning played vital part in primary data collection. This work also presents information concerning the questionnaire research. Then, socio-demographic issues are analyzed which specify more closely the questioned-group structure. The statistical analysis of each one question in the questionnaire presents the crucial part which involves both a first stage analysis of all the questions used and a two-dimensional statistical analysis that gives an insight into the coherence between selected questions. Also included is summary of results and formulating marketing recommendations for bicycle manufacturers and sellers.
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Analysis of Marketing Mix Tools in a Chosen Company
Havlíková, Žaneta ; Karásková, Hana (advisor) ; Vítek, David (referee)
The goal of this thesis is to characterize the selected company, to analyze the implementation of the marketing mix tools, i.e. the product, price, distribution channel and marketing communication. The next goal is to specify the concept measures by the using of question-forms created by the author of this thesis to analyze the implementation of the marketing mix on customers.
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Strategic Analysis of an Enterprise
Petrová, Alena ; Dvořák, Jiří (advisor) ; Martenek, Milan (referee)
I chose the topic: Strategic Analysis of the Firm for my diploma work. In this work, I devote myself to the hotel of Atom***, which has its seat in the street of Velkomeziříčská in Třebíč. I chose this firm, especially because I have been working here as a waitress and receptionist for a part-time job; I have access to information, and I know the environment in which the hotel is situated. The main purpose of the work was to analyze an external environment and mainly to focus on the competition being situated in this town. My alternate purpose was to find out whether potential customers are aware of the hotel and whether existing customers are satisfied with the services being offered. To reach these purposes, I used an internal and external analysis from whose results I made a SWOT analysis. I used the PEST analysis, industry analysis and Porter's five competitive forces model for the external analysis. Further, I used marketing research that helped to reach the alternative purpose and to complete previous analyses in particular. Since the hotel of Atom has no strategy, being apparently defined, I can tell that as a matter of fact, the strategy in itself does not exist. In the final chapter, I therefore suppose a certain strategy and specific operative measurements that will lead to the fulfilment of the vision existing only in subconsciousness of the hotel keeper.
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