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Marketing Planning in FMCG: Case Study Lovela
Waniausová, Lucie ; Karlíček, Miroslav (advisor) ; Machek, Martin (referee)
The Master's Thesis'goal is to identify specifics of maketing planning in FMCG market and prepare marketing plan for brand Lovela in 2012. Thesis is divided into three related sections. The first part is purely theoretical and summarizes lessons learned from the available literature dealing with the topic of marketing planning and its phases. The second part is focused on description of each phase from experts'point of view. This part is based on interviews with three FMCG brand managers. The third part is devoted to the creation of the specific annual marketing plan.
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Marketing planning of regional gallery for fine arts
Bělotová, Jana ; Černá, Jitka (advisor) ; Štědroň, Bohumír (referee)
The master thesis, "Marketing planning of regional gallery for fine arts," consists of two major segments; theoretical and practical. The first includes theoretical bases concerning marketing plans and most importantly, Arts marketing. The regional gallery of fine arts in Zlin can be given a practical definition with special focus on; characteristics, buildings, visitors, competi-tion, current marketing activities etc. The main attribute of this thesis and the initial goal con-sists of proposed communication solutions linked to the plan of exhibitions for the year 2012. Recommended communication regards the nature of exhibitions and using the suitable com-munication channel that finds the target group. The original proposal concerning the lower financial inputs while using targeted communication was proved. The effectiveness of rec-ommended solutions expressed by a higher number of visitors could be proved only after full application of proposed solutions.
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Marketing planning of Pytloun Design Hotel in Liberec
Filingerová, Petra ; Valentová, Jana (advisor) ; Kvítková, Zuzana (referee)
My bachelor thesis is focused on marketing planning process of Pytloun Design Hotel in Liberec. The aim of the thesis is to set marketing objectives based on situational analysis and to suggest marketing strategy. The first part is theoretical and explains basic terms such as accomodation facility, marketing planning process or marketing mix. Second part is focused on macroenvironment, microenvironment and involves analyses of competitors, customers, current marketing mix and SWOT analysis. In the last part marketing objectives and strategy are set.
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Management of marketing campaigns on example Hewlett-Packard
Pešek, Miroslav ; Halík, Jaroslav (advisor) ; Kočer, Petr (referee)
Main goal of this thesis is to show to the reader process of planning, realisation and management in real international enterprise Hewlett-Packard. Second goal is to distinguish the specifics of work of the local marketing department and central marketing department of HP. For evaluation of both this goals is used the comparation between theory and real situation. The whole process of planning, preparation and management is shown on the example of real campaign HP forum.
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Marketing in Civil Engineering
Štipčáková, Lenka ; Polanecká, Šárka (advisor) ; Vlnas, Pavel (referee)
This thesis is focussed on the analysis of marketing in the area of civil engineering. The first, theoretic-practical part describes the individual marketing tools that are applicable in civil engineering. The second, analytical part inspects using the individual marketing tools by the chosen subjects which are active in the field of civil engineering. For these purposes I decided to choose some of the most influential general contractors -- Metrostav a.s., Skanska a.s., OHL ŽS, a.s., Hochtief CZ a. s., PSJ, a.s. and Porr (Česko) a.s.
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Positioning jako strategický nástroj plánování firmy
Lhotáková, Markéta ; Klosová, Anna (advisor) ; Sato, Alexej (referee) ; Zadražilová, Dana (referee) ; Sailer, Helmut (referee)
Positioning is an important tool of marketing planning and brand building on the market. Positionig is a streategy that helps marketers to differentiate the brand from those of competition and creaete unique brand perception in minds of target consumers. In a proces of positioning development four core elements must be defined and analyzed -- target consumer, unique consumer benefit which brand offeres to the target consumer, brand and its brand equity and competitors from whom we want to differentiate the brand. In my dissertation I address both, theoretical attitudes toward positioning and its definition, as well as practical application of theoretical conclusions in case study from corporate practice
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Marketing Analysis - AIMS International, s.r.o.
Kukura, Peter ; Procházková, Markéta (advisor) ; Magott, Marta (referee)
The main target of the Master's thesis is to evaluate international marketing activities of the AIMS International, s.r.o which belongs to the category of Small and Medium-sized Entities Within the Theory, definitions of marketing applications in the field of conference and incentive travel are described. Practical part is dealing with situation analysis of chosen company. Marketing budget and plan are included.
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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.
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Valorization of the marketing strategy of the selected social service organization, under the law of social services 108/2006 Sb., and proposal of its innovation.
ŠAFRÁNEK, Libor
The objective of this thesis was to evaluate the standard of marketing planning in social services facilities established by the citizens? association o.s. Prevent. The objective was to find out whether such planning is performed and, if so, how and in which areas. In my research I focused on identification opportunities, risks, weaknesses and strengths of the individual facilities by means of a situation analysis, which enables to set the main pillars of the future marketing strategy. Further, I evaluated the provided services by interviewing a user of the services about the quality of service provided by o. s. Prevent facilities. The research was performed in facilities providing services in the drug addiction area on the territory of the South Bohemian region. Marketing as such was always primarily used in the profit sector. Currently, however, it has also entered the sector of non-profit organizations. The process is often accompanied by skepticism, which is based on a superficial view of the purpose of marketing management and also on the dominant position of the service providers in the region which means that they are not sufficiently motivated to use marketing. The method used for the research was collection of qualitative data. The data were collected by means of non-standardized questionnaires. Another research technique was interviewing. Additionally, directors of the individual facilities filled out tables for the situation analysis and clients of the facilities filled out non-standardized questionnaires with open questions. The research has shown that the individual facilities fail to use in their planning the structured mechanisms of marketing planning. Their planning is based on the necessity to meet requirements set by the law and in many cases their approach to the planning is rather intuitive. The quality of planning then depends on capabilities of directors of the individual facilities. A strong motivation element in favor of development of marketing strategies of the facilities might be the lack of financial means. On the other hand, the lack of funds also threatens introduction of new marketing activities in those facilities. Therefore it is necessary to think about the ways of effective generation of funds by their secondary economic activities. The research has confirmed the client´s satisfaction which is a significant indicator of quality of the provided services and of properly performed work by the facility. However, for a more efficient comparison comparative studies should be performed comparing the services with those of other facilities of similar type; this is the only way to prepare the facility for the ever more competitive market of providers of the services in the future. For the future structured planning it is essential to set some objectives. The objectives should be as specific and detailed as possible. The objectives should be measurable and comparable as only such objectives will enable to work on an effective and long-term strategy for the facilities.
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Marketing methods in practise
ŘEŘÁBEK, Tomáš
This bachelor thesis is focused on chosen marketing methods used in this discipline. In the thesis are used these analyses - SWOT analysis, Porter's model and ABC analysis. In literature survey is specified issue of marketing planning, situational analysis and especially issue of chosen marketing methods. In the following section are these analyses applied to the selected firm. Then they are evaluated from the view of concrete benefit for the company and also there is determined possible order in concrete situations in which the firm could be found.
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