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Simulace politik komunikace z pozice Informačního manažera
Velehradský, Petr ; Mildeová, Stanislava (advisor) ; Rafaj, Jan (referee)
Managerial simulators enable us to experiment easily with all possible variants of alternative decisions. This facilitates the process of assessing the effective policies and strategies formed by the managers. The creation of simulators based on the principles of system dynamics in the background is the main point of interest of this diploma thesis. This paper is focused on building a simulator which would simulate policies of communication from the position of Information manager, depending on the variable settings of its parameters. The structure of the model and the parametrization of the simulator comes from practical experiences from the company called NETservis s.r.o., which specializes on the development of internet applications for large international companies. The simulator is therefore intended for the simulation of policies in this particular company, however can also serve as a referential model and be used by other companies.
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Komunikační strategie vstupu na trh zemí východní Evropy v oblasti mezinárodního výběru mýta
Záklasníková, Alena ; Mikeš, Jiří (advisor) ; Klencz, Armin (referee)
This thesis concerns development of a communication strategy in Eastern Europe, particularly Bulgaria, as a model country, in the area of international tolling, more precisely road user charging system offered by Satellic. In this strategy the promotion mix tools such as advertising, personal selling, PR, public affairs, events and conferences are applied. A concrete target group, the key message, the goal, the message strategy and the budget are created in each of the above noted promotion mix tools.
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Sunsilk - Analysis of Brand Strategy
Mackovičová, Lucia ; Král, Petr (advisor) ; Vokáč, Matěj (referee)
The purpose of this document is to analyse strategy, activities and reasons of a bad success of a global hair cosmetics brand Sunsilk in Czech Republic. International success of the brand, its very successful start in Czech market and a positive brand image profile soon after the launch in 2003 were about to make Sunsilk a big brand in Czech republic. The brand was innovative and had creative and very well accepted activities and communication. However in 2005 the progress stopped and Sunsilk started to lose its sales, market shares and positive brand profile attributes. Today the Sunsilk products are being delisted in a major of key accounts. The analysis contains description and evaluation of launch of the brand in Czech hair care market, overview of projects of the brand in 2004 -- 2007 and evaluation of communication of Sunsilk in this period. The stress is put on new launches, portfolio changes and communication, inconsistency of which is considered as a main reason of the brand's bad success. The analysis contains a comparison of brand image profiles of Sunsilk and its competitors and efficiency of communication in terms of investments. As a part of the document price development and portfolio changes analysis of Sunsilk are considered.
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