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Sports shoes reselling and its marketing contribution to brands
Hrubá, Tereza ; Procházková, Markéta (advisor) ; Kováč, Peter (referee)
Thesis on --Sports shoes reselling and its marketing contribution to brands-- aims to analyse the Nike brand awarness and to clarify the issue of sports shoe reselling and then to evaluate the benefits of it for the Nike brand. The thesis is diveded into five chapters. The first two chapters are focused theoretically and the remaining three are focused practically. The theoretical part is based on relevant contemporary literature and it describes theoretical marketing with emphasis on a brand and reselling. The practical part is focused on the Nike brand and its marketing in general. Based on a primary research -- survey -- the current Nike brand awarness is analysed and optimazation measures based on the conclusions of the questionnaire data are proposed. Furthermore, using the expert interview, the contribution of sports shoes reselling for the Nike brand and for the independent reseller is evaluated.
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Multinational corporations and their influence in developing countries
Veščičíková, Simona
This bachelor thesis deals with the issue of multinational corporations and their impacts on developing countries. The primary objective is to assess, how activities of multinational corporations influence developing countries in the economic, environmental, political and social areas. One of the major findings of this that is a fact, that negative influences of MNCs in developing countries are gradually reducing. First part of this thesis is focused on the general characteristics of MNCs including its structure, position in the world economy and formation and evolution over time. Further are analyzed developing countries and the principal issues they encounter. The second part of this thesis will demonstrate the previously discussed issues on three specific case studies - Royal Dutch Shell in Nigeria, Nike in Indonesia and Coca-Cola in India.
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Nike and adidas financial analysis and comparison
Matyáš, David ; Chylíková, Hana (advisor) ; Paško, Michal (referee)
In this thesis I describe the process of financial analysis and consequently I perform a comparison of two competitors whose reports are based on different accounting standards. Financial analysis is performed on data from consolidated financial statements and the analysis deals with possible gaps in reporting arising from the fact that Nike, Inc. uses U. S. GAAP, while adidas AG applies to IFRS. I conclude that in this particular case there is not significant divergence between data reported and analysis can be undertaken without material errors. Comparison itself shows that both companies are generally in a good financial condition, but with adidas falling behind quite considerably in a few indicators. As such I can mention assets turnover, operating margin, working capital and others.
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Knowledge of marketing and PR activities of Nike, Inc.
Kubicová, Zuzana ; Tahal, Radek (advisor) ; Procházková, Markéta (referee)
This Bachelor's thesis describes the history and components of Public Relations. The aim of the thesis is the analysis of PR activities, which support the running race We Run Prague organised by Nike, Inc. By two questionnaires I will find out the level of public awareness of the race and company's PR activities and further I will examine the influence of building customer relationship and the loyalty to brand.
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Evaluating of shopping atmosphere in NIKE and ADIDAS
Korba, Peter ; Chylíková, Hana (advisor) ; Cimler, Petr (referee)
This thesis is about evaluating shopping atmosphere in two retail units Nike and Adidas. Thesis is divided to three chapters. First chapter is dedicated to definition of shopping atmosphere and it also characterizes criterions which make this atmosphere. Second chapter describes companies Nike and Adidas. Third chapter analyses atmosphere in these retail stores using two research methods. Last point is about analysing results. There are also some proposals how to improve negative points.
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Analysis of the use of celebrities in marketing
Droščáková, Jana ; Skokanová, Dagmar (advisor) ; Vargová, Martina (referee)
The topic of the Bachelor Thesis is the advantages and disadvantages of celebrity endorsement in marketing. The work explains, firstly, the terms celebrity and celebrity endorsement in general and their appearance in different kinds of industry. Secondly, it describes the methods of selection of a particular celebrity to represent a brand and it also analyses different ways of their presentation together with both successful and unsuccessful practical examples. The work contains a brief look at the legal code concerning these problems and the prognosis of its future trend. The second part of the work is focused on the marketing strategy of celebrity endorsement of Nike brand. The aim of the Thesis is to either confirm or disprove the idea of the effectiveness of celebrity endorsement as a marketing strategy to promote a brand.
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Corporate responsibility as a part of company strategy
Pavelčíková, Katarína ; Dušková, Iva (advisor) ; Soukupová, Jana (referee)
The main topic of thesis is the issue of corporate social responsibility, which gradually acquires new fans and so is gaining importance. The first part aims to describe the basic characteristics of the concept and then clarifying the procedure for the incorporation of social responsibility to the main business strategy. Latest part of the theoretical part points to need to distinguish from the concept of corporate philanthropy and Public Relations. The practical part of the thesis describes long-term strategy of Nike, Inc., which own activities manage not only meet the requirements of all stakeholders, the company but the promotion of own business and the industry in which the enterprise operates. The author wants to point out in the thesis that implementing corporate social responsibility into the strategic plan can help every company to gain competitive advantage and support the community, which is part of.
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Brand Image and Brand Identity - Selected Issues
Petráčková, Jana ; Filipová, Alena (advisor) ; Průša, Přemysl (referee)
This thesis focuses on building strong brands through brand image and brand identity. Therefore, an analysis of various factors that influence both brand image and brand identity was carried out. The most important of these factors are brand value and related brand value models, corporate social responsibility, and new trends in brand management as for example digital marketing, viral marketing, event marketing and sponsorship. The aim of the performed research is to identify the image of two most valuable sports brands, Nike and Adidas. Based on the results the image of both brands is compared and furthermore, a comparison of the Nike's brand image with its identity is performed.
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Product's media in Nike company
Svobodová, Eva ; Kališová, Libuše (advisor) ; Vácha, Václav (referee)
My diploma paper is focus on the brand, package and design. Abstract part contains explanation of definitions and meanings.In the part of Nike company is described its history, activity in Czech Republic and selected components - catchword, logo and package. Practical part contains three methods of research - list of questions, focus group and mystery shopping. I used these methods to find out opinions on the brand Nike and knowledge. In conclusion are suggested some recommendations for Nike company.
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