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Analysis and Proposal of Communication Strategy of Znovín Znojmo, a.s.
Šedivá, Petra ; Průša, Přemysl (advisor) ; Friedová, Paulina (referee)
The objective of the thesis is evaluation and proposal of marketing and communication strategy of Znovín Znojmo. In the first part, I explain the theory of marketing and creation of marketing and communication strategy. In the second part, I analyze the Czech wine market as seen by both producers and consumers, and I introduce current trends. Furthermore, I analyze marketing activities of the company and its competitors and evaluate its current situation. Based on the identified issues, I propose new marketing and communication strategy.
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Market segmentation by using marketing data as part of marketing strategy
Nagyová-Tkáčová, Monika ; Průša, Přemysl (advisor) ; Jakešová, Patricia (referee)
The thesis deals mainly with market segmentation which is very important part of marketing strategy. The theoretical part consists of general knowledge of marketing, a Customer relationship management (CRM), market segmentation and database marketing. A case study consists of the implementation of the theoretical knowledge into the practical part. The aims of the thesis are: an introduction to the issue of market segmentation, an importance of market segmentation in creating marketing strategies, an implementation of market segmentation for a company which has decided to put a new product on the market, giving a definition of a target segment as a result of market segmentation and to make a suggestion of an effective communication strategy.
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Analysis of communication strategy
Královcová, Kamila ; Cimler, Petr (advisor) ; Filipová, Alena (referee)
This thesis deals with communication strategy. Its goal, according to market research in field of retail businesses, is to find out what kind of communication strategy from supplier is suitable. In the theoretical part, an overview of basic terms from marketing, specifications of B2B market, communication tools of pull and push strategy is presented. In the practical part, an example of a communication strategy of wholesale company TotalOutdoor is used. Within the thesis a current way of communication with existing and potential purchasers was specified. Consequently, a qualitative research was accomplished using depth interview with camping product retailers. According to secondary information and to the outcome of qualitative research a quantitative research between camping product retailers was executed. This thesis presents constituent conclusions resulting from these researches. The outcome of this thesis is a summary telling in which points the communication of TotalOutdoor company meets requirements of retail purchasers.
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Export strategy for the company Preciosa
Piekarzová, Karolína ; Halík, Jaroslav (advisor) ; Průša, Přemysl (referee)
The aim of the thesis is to propose a suitable export strategy for the company Preciosa Figurky, s.r.o. in Chile. The first chapter briefly characterizes that company, and describes its economic situation and business strategy. Other chapters are devoted to the analysis of the current marketing mix of the company, mutual trade relations between Czech Republic and Chile and there is also a detailed PEST analysis of Chilean market from the perspective of domestic entrepreneurs. The last chapter proposes a specific export strategy, where the greatest emphasis is placed on communication strategy. The company has been successfully operating in other countries in Latin America and export to Chile is due to the economic advancement of this country right strategy.
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Analysis of a communication strategy of the sport club Rytíři Kladno
Korychová, Monika ; Zamykalová, Miroslava (advisor) ; Kuthanová, Andrea (referee)
This thesis deals with the analysis of a communication strategy of the sport club Rytíři Kladno. The aim of the thesis is to analyse marketing activities organised by the club. The main focus of the thesis is on the communication strategy of the club. The thesis is divided into five chapters. Each chapter starts with a theoretical introduction of the topic and is followed by a practical part describing the particular activities organised by the club. The practical contribution is based on marketing research. This is the basis for the analysis and evaluation of the awareness of the fans about particular marketing activities organised by the club as well as about its sponsors. Based on the research, the current marketing strategy is evaluated and the ideas for improvement are given.
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Communication strategy of the company Ahold on the Czech market
Daďová, Andrea ; Průša, Přemysl (advisor) ; Volfová, Jitka (referee)
The thesis analyses current communication strategy of the retail company Ahold Czech Republic, a.s. The thesis studies whether the elements of communication mix are used effectively in the relation of company and customers and whether communication of the company for Czech consumers is appropriate and sufficient or not. The theoretical part of the thesis is primarily focused on marketing mix, marketing communication and its modern trends. The practical part of this thesis presents the company Ahold and its development on the Czech market. Furthermore, the practical part defines the main competitors on the Czech retail market. The final part of this paper analyses the results of my own survey, from which subsequently derive recommendations of improving individual elements of the communication strategy of Ahold Czech Republic a.s. in to the future.
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Design of system external communication in district of Prague 14
Novotný, Tomáš ; Pešek, Ondřej (advisor) ; Pavlík, Marek (referee)
The purpose of this work is to analyze the existing forms of external communications of municipal authority in Prague 14 and suggest improvements to modern approaches and appropriate to the needs of local residents. This area is developing dynamically in the Czech Republic. Methods that are common in the private sector are now moving into the public administration, as the new trend is to understand its performance as a service. This is related to the need for better interaction between the municipal authorities and the relevant residents. The theoretical part will summarize current knowledge on the topic. With their help, then the practical part will verify their existing application, reveal shortcomings and suggest corrective solutions. I would like to emphasize that I will not deal with internal communication of municipal authority.
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Communication strategy for selling of electronic tickets
Kučera, Martin ; Halík, Jaroslav (advisor) ; Czechowski, René (referee)
This thesis discusses the electronic ticket market. Goals of the thesis are to provide an overview of the electronic ticket market, to conduct a survey aimed at this kind of market and to propose a communication strategy for a relevant company. In the first section the current state of a ticket and voucher mobile distribution application called Smart Ticked is described. This application is being developed by a start-up company that wants to make this application available on a global market. In the following section categories of the potential users of this application are identified as well as the value that this application might bring to its users. Current state of the relevant market and the alternative solutions are discussed in the thesis as well. This thesis also discusses the potential revenue streams, the key partners and communication channels that can foster market penetration of the application. For each target user group the potential benefits resulting from the use of the application are identified as well as the benefits for the Smart Ticket itself that might result from reaching the target user groups. Market survey aimed at the electronic ticket market was conducted as part of this thesis. 108 respondents completed the survey. The results showed that the method of a ticket in smartphone is not yet widespread, but the public responds to this idea positively. Communication channels that might be used to reach the target user groups or the potential partners are described in the next section. Besides this the author proposes a minor extension of the functionality provided by the application. Author also suggests a massive use of direct marketing and a web portal to support the communication activities. The portal is divided into two section. Content of the first section is created by the Smart Ticket vendor and it should promote the solution, inform about its features and provide guidelines for its use. It should contain for example case studies and user guides. Content of the second section is mainly created by the users. Those who organize some events or marketing campaigns can create a web site on the portal promoting their products or services. Features such as blogging or comments should be provided as well. Innovations suggested by the author are summarized in the concluding section of the thesis which also contains the recapitulation of the goals and how they were achieved.
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