|
|
Introduction of a new energy drink to the Czech market
Svěchota, Daniel ; Vávra, Oldřich (advisor) ; Písař, Pavel (referee)
This bachelor thesis, is devoted to the subject of introducing a new energy drink to the market that is currently being distributed in over 12 countries worldwide. It starts with the idea of introducing the new energy drink to the Czech Republic and focusing it on the current situation and the market place. The next part describes the marketing plan outlining the possibilities of brand communication. The end part contains the findings that could be used to introduce this product onto the Czech market.
|
|
|
Franchising as a Form of Market Entry
Říhová, Denisa ; Kaczor, Pavel (advisor) ; Cílek, Michal (referee)
This bachelor thesis will discuss franchising as a business model. The structure of this thesis is the following; firstly I describe franchising and its context and secondly I apply the theory on the company Dancing Crackers. The purpose of this thesis is to line up steps and prepare a plan for the realisation of a franchise project. I start with the more general perspective and then move on to the practical aspect of the thesis. Based on the lined up steps which were applied to the company Dancing Crackers I have concluded several findings which allow me to argue for methods that increase effectiveness of franchising processes. This was concluded based on methods of observation.
|
|
| |
|
| |
|
|
Ways of Indtroduction of the New Product in the Market
Mlejnek, Jiří ; Kaňovská, Lucie (referee) ; Chlebovský, Vít (advisor)
The main objective of the diploma thesis Ways of introduction of the new product in the market is to evaluate and choose suitable marketing strategy for the management of company Schrack Technik spol. s r.o. which is considering introduction of the new product in the market. The new product is electric vehicle charging station. Due to comprehensiveness of the main objective there are also set two partial objectives which are interconnected and contribute to its elaboration. First partial objective is to define company´s situation on the market applying financial analysis, analysis of internal and external environment (Porter´s five forces, PESTE, SWOT analysis) which should help to find company´s strength and weaknesses, evaluate possible threats and opportunities. Second partial objective is to evaluate whether the electro mobile industry is attractive or not.
|
|
|
Aspen Aerogels: Internationalization of Nanotechnology-based Insulation Materials
Vastušková, Valéria ; Koláček, Michal (referee) ; Chalupský, Vladimír (advisor)
Táto diplomová práca je zameraná na analýzu a následné vyhodnotenie trhu v Juhovýchodnej Európe z hžadiska potenciálu a možnosti budúceho investovania a pôsobenia firmy Aspen Aerogels v tomto regióne. Firma Aspen Aerogels má vedúce postavenie vo vývoji a výrobe materiálov pracujúcich na báze nanotechnológie známe ako aerogely s unikátnymi vlastnosťami. Prvá časť diplomovej práce je zameraná na popis teoretickej problematiky, ktorá rieši otázky marketingu, analýzy trhu a internacionalizácie. V druhej časti je kladený dôraz na praktickú analýzu firmy a prostredia. Posledná časť je zameraná na celkové vyhodnotenie potenciálu Balkánskeho trhu a autorove odporúčania, či je Balkánsky trh vhodný na vstup pre firmu Aspen Aerogels a aká marketingová stratégia je vhodná.
|
|
|
Penetration of Luxury Car Brands to Balkan Region
Učeň, Michal ; Vaníčková, Iva (referee) ; Chalupský, Vladimír (advisor)
Předmětem diplomové práce je analýza potenciálu balkánského trhu pro distribuci luxusních automobilů Bentley a Lamborghini firmou Leonhardt Group Automobile. Společnost působí jako distributor luxusních značek koncernu Volkswagen Group v Německu a management zvažuje vstup na trhy zemí bývalé Jugoslávie. Z důvodu negativního vlivu globální hospodářské krize na automobilový průmysl autor analyzuje vedle distribuce nových automobilů i možnost prodeje ojetých vozů. V první části diplomové práce jsou popsána teoretická východiska vztahující k analýze trhu. Druhá, praktická část, je zaměřena na vlastní analýzu potenciálu vybraných trhů a zhodnocení, jestli má společnost Leonhardt Group na trhy vstoupit a jakou marketingovou strategii zvolit.
|
|
|
Banks and their market entry strategy
Sessa, Gionni ; Král, Petr (advisor) ; Machek, Martin (referee)
In the global market in which many countries still struggle with the consequences of the financial crisis of 2008, many companies come to the conclusion that growth can be achieved through international marketing activities. This attitude poses big challenges to organization that want to enter the international arena, involving deciding which markets should be entered, how this should be done, through which marketing program and finally how to organize the marketing. International expansion poses risks as well as opportunities to businesses, and it is crucial for the organization to thoroughly evaluate the market in order to take a decision about the market entry strategy. Based on the case studies of Credit Suisse and UBS entering the Brazilian market, this thesis sought to study how Swiss banks entered the country and with what results. Based on an extensive literature review, the two cases have been presented and it was possible to demonstrate that great cultural difference and tight regulation suggest the entry through a merger or an acquisition.
|
|
|
Aplikace princípů teorie her v oligopolním prostředí
Strážnický, Matúš ; Hořejší, Bronislava (advisor) ; Fantová Šumpíková, Markéta (referee)
The goals of the master thesis are describing the strategic oligopoly environment of chosen industry of Czech telecommunications, together with introducing basic game theory principles with their possible real case application. It mentions historical shifts in Czech telecommunications sector which influence the actual industry conditions. The thesis briefly describes the individual players in the market and turns its attention towards the industry characterization through standard oligopoly models. Following, it introduces theoretical insight on possible market entry strategies into oligopoly industries. The application part focuses on game-theory in pricing strategies, market entry and entry deterring scenarios with examples. Final part summarizes the objectives in detail and provides final comments on the thesis.
|
|
|
Market Entry Strategy for LEDON Lamp
Bihelerová, Judita ; Karlíček, Miroslav (advisor) ; Mikulsky, Detlef (referee)
The main goal of this thesis is to set up a vital and pertinent marketing strategy for LEDON Lamp GmbH to enter the UK market with its innovative product. In order to approach the problem correctly, a review of the existing theoretical literature was performed, based on which a thorough secondary and primary research was carried out. The findings include a detailed description of LEDON Lamp GmbH and the UK market, the characteristics of the main competitors, their products and other competing technologies, the possible distribution channels and it also includes a part dealing with the characteristics of British consumers. Furthermore, the research findings are analysed using the tools introduced in the theoretical part of the thesis. Based on those findings and the analysis performed, a market entry strategy and a complete marketing mix are introduced.
|
guest ::
