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The analysis of the renewal and success of the brand Kofola
Dopitová, Šárka ; Pešek, Ondřej (advisor) ; Boček, Martin (referee)
The thesis analyses the successful return of the Czech brand Kofola to the Czech market. The main examined areas are marketing mix, financial analysis and the position of the brand Kofola in the Czech market. The first part deals with marketing mix. It describes the form of which Kofola occurred in the market and how it was presented there. The financial analysis brings essential information about economic results which were reached by the company Kofola. These numbers are not fully related to this particular brand but it is important to mention them though, because the financial strength of the company influences the contemporary and future development of the brand. The last area that puts the finishing touches to the actual standing of the brand is its position in the market and among its competitors.
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Analysis of Marketing Mix Tools of the Hotel U Města Vídně
Bednářová, Zuzana ; Luštický, Martin (advisor) ; Vitovská, Helena (referee)
The bachelor thesis analyses currently used components of the marketing mix of selected hotel. The thesis is primarily focused on the analysis of the communication mix. It also analyses the organization macro-surroundings and micro-surroundings and it tries to define the profile of typical guest of the hotel and his/her needs with regard to the marketing mix. On the basis of synthesis of ascertained information it suggests the conceivable recommendations.
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The Application of Marketing Management in a Chosen Company
Jirák, Stanislav ; Ezrová, Hana (advisor) ; Přibyl, Jaroslav (referee)
Jirák, S.: Dissertation. Jindřichův Hradec : The University of Economics, Prague, Faculty of Management in Jindřichův Hradec 2009. 78 s. Dissertation consulting professor Doc. Ing. Hana Ezrová, CSc.. The work considers using marketing directing in a specific company. Specific resources and solutions are used, and based on them a description and analysis of marketing directing in company LINE, s.r.o. was made. This project is divided into two parts, the first is created as a general frame for the use of marketing directing and the second part is the application part, with definition of company and subsequent analysis of each steps of marketing directing. The conclusion contains recommendations connected with the world financial crisis.
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Business-to-business marketing of the Champs company
Kasman, Tomáš ; Procházka, Jan (advisor) ; Rech, Miroslav (referee)
The work dissertates about the specifics of the business to business marketing with an application in the Champs company. The theoretical part is focused on the definition of main differences between marketing on the consumer market and on the business market. Extra attention is dedicated to the marketing mix. On the one side the practical part is trying to create an appropriate marketing conception for the possible collaboration between Champs company and mBank - retail banking BRE Bank SA in the sale of current accounts, saving accounts and credit cards and on the other side to analyze the marketing mix of the present partnership of the Champs company in the sale of Citibank`s credit cards.
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Marketing communication of TŠ Astra Praha
Pastorková, Jana ; Zamazalová, Marcela (advisor) ; Toman, Miloš (referee)
The subject of my diploma thesis is the marketing communication of Astra Praha dancing school. The main purpose was to create the right communication mix in order to stabilize current situation and enable further development of the company. The main subject consists of various parts which are: mapping of theoretic basis focused on marketing of services, marketing analysis of Prague dancing schools' market, analysis of Astra Praha dancing school as well as analysis of elements of marketing mix being used by the company. The thesis is based as well on my personal experience as a tutor in Astra Praha dancing school (more then ten years). This was fundamental when proceeding detail analysis of customer behavior and process analysis in the school. I have also the opportunity to research in praxis of Astra Praha dancing school as well as other dancing schools across Czech Republic the theoretic basis. This contributed to even better understanding of strengths and weaknesses of Astra Praha dancing school and its position on the market. Astra Praha dancing school was not using any kind of electronic database at the time. Therefore it was necessary to gather all relevant data and build a new customer care / marketing database. Some other suggestions and ideas stated in my thesis were also discussed and implemented before the finalization of this work. I chose the marketing communication for a topic of this thesis because I think it is the weakest point of the company's strategy. Therefore it represents serious thread to its next development and success and I hope this work could provide some strategic recommendation. Nevertheless, the most important benefit of this work seems to be the instant change of Astra Praha director's perception of the marketing management and its link to the overall company's management.
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Ecological marketing
Neznaj, Radek ; Procházka, Jan (advisor) ; Pešek, Ondřej (referee)
The work addresses issues of ecological marketing, specifically focuses on the marketing mix of organic products. The intention is to point out guidelines and outline options that may be the potential of products development in line with environmental objectives and the enterprise. The work is divided into three parts. The first part briefly shows the evolution of marketing and its current form, including current trends and events that led to the emergence of ecological marketing. This section defines the ecological marketing objectives. Second, the main part of this work shows the ecological marketing mix in the ordinary formulation: product, price, place and promotion. Attention is paid to all individual elements of the mix, their advantages, disadvantages and the key aspects in the use of ecological products and where possible, illustrated on practical examples. The last part consists of two case studies. The first one is focused on design and packaging at Hewlett-Packard, namely multimedia notebook HP Pavilion for Walmart. The second is focused on the Toyota and its Prius hybrid model in order to analyze key aspects of the success of this model on the market of hybrid cars. The conclusion summarizes the key aspects of ecological marketing and suggests possible development for the future.
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Launching a new financial product on the market
Opatová, Barbora ; Koudelka, Jan (advisor) ; Siuda, Richard (referee)
The thesis analyses process of launching a new financial product of Conseq Investment Management, a.s. The new product is Investment mortgage. Theoretical part describes parts of the launching, process of adaptation and marketing mix. In practical part is introduced company Conseq Investment Management, a.s. and its basic products. There is described process of launching the product Investment mortgage. At the conclusion there are suggested a few recommendations for the company.
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