|
|
Marketing Strategy of Companies on the Market of Mobile Operators in the Czech Republic
Fedorková, Simona ; Průša, Přemysl (advisor) ; Kotyza, Pavel (referee)
This Bachelor's thesis compares marketing strategies of three major mobile operators on the Czech market. The aim of this thesis is first to define particularities and critical success factors of a marketing strategy on the market of mobile operators in the Czech Republic. Secondly, to compare marketing strategies of Vodafone Czech Republic, a. s., T-Mobile Czech Republic, a. s. and Telefónica Czech Republic, a. s. based on the analysis of their current marketing strategies and the questionnaire survey. And thirdly, to design an optimal marketing strategy for the current market of mobile operators. The theoretical part covers the concept of marketing, marketing environment and its factors and forces. In addition, the marketing management, different types of marketing situation analysis and a strategic marketing are described. Furthermore, the services marketing is defined. The practical part compares three mobile operators with a special focus on their product, price and promotion strategy. A brand perception, an effect of advertising campaigns and customers' loyalty and satisfaction is contrasted. The outcome of the comparison is the ranking of marketing strategies. The optimal marketing strategy for the market of mobile operators in Czech Republic is proposed in the end.
|
|
|
Branding Strategy of a Consulting Company
Bönischová, Sandra ; Halík, Jaroslav (advisor) ; Pruckner, Karel (referee)
This bachelor thesis deals with branding strategy of a consulting company. The goal of this thesis is to evaluate marketing communications of a specific consulting firm, to compare it with competitors, propose recommendations that will help the company to build their brand, and define the weaknesses which should be eliminated. The thesis was based on a relevant theory, questionnaire, foreign study and competition analysis. The major output of this work is designed positioning, main elements that should be emphasized in the communication strategy based on the needs and desires of the most attractive target group of the company, and also the final draft of a communication strategy itself.
|
|
|
Strategie vstupu na zahraniční trh - EF Education First
Zadražilová, Lucie ; Král, Petr (advisor) ; Peterková, Michaela (referee)
The principal goal of its thesis is to conduct a research and do the analyses necessary for the decision whether to enter a foreign market and in case of positive answer the entry strategy is to be suggested. The research and analyses are done on the case of EF Education First, a global company doing its business activities in the educational sector with the main specialization in language learning, and the market of Ukraine. The thesis is divided into a theoretical part which summarizes main elements and academic knowledge important for the entry market strategy including modes of entry, international specifics, marketing of services and 7Ps. In the practical part, the findings from the PEST analysis conducted on the Ukrainian market are presented and the internal environment of the company is analyzed. The two main strategies are selected and their advantages and potential limitations are presented. The final recommendation is made.
|
|
|
Marketing and Communications Strategy of a B2B Company
Rajmicová, Iva ; Mikeš, Jiří (advisor) ; Tomášek, Přemysl (referee)
The thesis deals with main issues of B2B marketing and marketing communications of a company providing services in the B2B market. The principles of B2B marketing are less known than those of B2C marketing, although most of the companies operate in the B2B market. The thesis is divided into four chapters. The first chapter concerns the basic conception of marketing and its form nowadays. The two following chapters deal with services marketing and B2B marketing. The last chapter represents an analysis of marketing and communications strategy of Advanced World Transport a.s., which belongs among the biggest private carriers across the whole of Europe.
|
|
| |
|
|
New marketing concepts in food services offer
Kostková, Hana ; Mlejnková, Lena (advisor) ; Zábranská, Hana (referee)
Diploma thesis is on researching new marketing concepts in food services offer, especially restaurants. Aim of the thesis is to gain more detailed information from the field of marketing of food services, analysis of the new concepts and examination of hypothesis of the survey research. The thesis is divided into four chapters. To the forefront of interest are brought above all innovative and experiential marketing approaches, which are introduced in the first chapter. There is also mentioned theory of marketing management and characteristics of services marketing. In the second chapter the thesis focuses on tourism services marketing. In the third chapter are analyzed marketing concepts of restaurant businesses in the Czech Republic and foreign countries. Next, fourth chapter includes analysis of results of the survey that was carried out online. Goal of this research, that was carried out for purposes of this thesis, is to find out how many interviewees have ever been, either in the Czech Republic or in any foreign country, in experiential restaurant and what in particular evoked the experience. The next part of this chapter features two interviews with professionals from the field of tourism and food services.
|
|
|
The specific role of marketing in the field of health insurance
Cestr, David ; Procházková, Markéta (advisor) ; Bek, Jiří (referee)
The main target of this Master thesis is to find out health insurance company's possibilities in creating marketing plans and their implementation. The health insurance company is a specific subject which has different marketing tools as well as other responsibilities and legislative limitations. First part describes theoretical principles, methods and tools of marketing. Those are later applied to the field of public health insurance. Basic information about health insurance, its creation, formation and development concludes this passage. Second section deals with analysis of particular health insurance company, its marketing plan, budget, strategy, etc. An evaluation survey which depicts general public awareness of health insurance companies and their activities is also included in this part.
|
|
| |
|
|
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.
|
|
|
Marketing in the Public Administration
Červeňáková, Jana ; Zamazalová, Marcela (advisor) ; Štědroň, Bohumír (referee)
The paper deals with specifics which are typical of marketing in the public sector and which are different from marketing in the private sector. On the example of the governmental agency, CzechInvest, it aims to generalize how marketing in the public sector works. It poses question whether marketing in the public sector can apply the same principles as marketing in the private sector. The paper deals with the fact whether public sector uses the same marketing tools as private sector. It observes how marketing in the public administration is efficient and what factors have influence on the efficiency of the marketing in the public administration agencies. Finally, the paper comes with recommendations that should lead to bigger efficiency of marketing done by state institutions.
|
guest ::
