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Marketing analysis of market with luxury professional hair care in the Czech and Slovak Republic
Bolfíková, Petra ; Postler, Milan (advisor) ; Hebká, Gabriela (referee)
The master thesis deals with strategy of luxury professional hair care brand Kérastase Paris on the Czech and Slovak market. The focus of this thesis is on the brand's current position and its communication strategy on these markets. Based on own research, suggestions how to improve this strategy are then made. The work could be divided into three sections. The first one brings theoretical base for the next sections. The second one introduces the brand Kérastase Paris and its current position on the local market by analyzing the secondary data sources. The last part of the thesis focuses on the actual research, interpretation of its results and suggestions of the improvements of the communication strategy of the brand on our market.
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The relationship of Enterprise Architecture and strategic management
Vašíček, Václav ; Gála, Libor (advisor) ; Matějovský, Jan (referee)
Enterprise Architecture is so far the highest development step in IT's architectural description of enterprises. At the beginning, just technological architecture existed. However, with the quickly growing complexity of IT other domains occurred, that had to be described. Information or application architectures can serve as examples. IT then realized, that it needed to add to its IT architectures a business view and consequently the discipline Enterprise Architecture came into being. Strategic management is crucial for the development of each enterprise. The thesis focuses on the strategic management of business and the strategic management of IT. The strategic management of business consists of a business strategy and an operating model. To the strategic management of IT then belongs an information strategy and IT governance. Business-IT alignment further explores and ensures the accord between the strategic management of business and the strategic management of IT. The aim of the thesis is to describe the relationship of Enterprise Architecture and the different forms of strategic management and to express to which rate Enterprise Architecture supports them. The explored relationships are: - The relationship of Enterprise Architecture and business strategy - The relationship of Enterprise Architecture and operating models - The relationship of Enterprise Architecture and information strategy - The relationship of Enterprise Architecture and IT governance - The relationship of Enterprise Architecture and business-IT alignment The goals of the thesis are reached via theoretical research and subsequent deduction. The author's personal asset consists of creating a hierarchical model of Enterprise Architecture, of defining Enterprise Architecture's reaction to business strategies, of modifying the methodology MMDIS in respect of information strategy, of depicting, how Enterprise Architecture can be used in IT governance, of illustrating, where Enterprise Architecture contributes to business-IT alignment and of assessing, to which rate Enterprise Architecture supports the different forms of strategic management.
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Franchising as a form of entry to the market
Humlová, Anna ; Turnerová, Lenka (advisor) ; Khelerová, Vladimíra (referee)
The goal of this thesis is to explain the principles of franchising. The thesis is made up of three chapters. First teoretical chapter is concerning about the advantages and the disadvantages for franchisors and frnchisants. In the thesis, there is described the situation on the czech market and possible perspective of another development.. Second one contains details about the franchise concept that offers the company Daos Plus s.r.o. At last the conclusions of research among young people are published and show the general knowledge in this area.
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Multinational corporation in the process of globalization
Švejda, Jiří ; Jiránková, Martina (advisor) ; Nováková, Jana (referee)
The bachelor thesis deals with the role of multinational corporations in world economy, in the context of globalization and internationalisation. It tries to discover their impact on contemporary human society. Further emphasis is put on research of historic context and predecessors of present transnational corporations. An attention is also paid to the globalization itself.
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Communication strategy of Severočeské doly a.s.
Kohoutková, Kateřina ; Postler, Milan (advisor) ; Kozák, Rudolf (referee)
The aim of this thesis is to analyze existing communication of the company and, based on field research, evaluate the image of the company as perceived by inhabitants of surrounding villages. The other aim is to make a suggestion for optimization of communication strategy. Underlying aim of the thesis is to assess general function of Public Relations and CSR activities in the field, which is rather demanding in the view of the subject of its activity.
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Cultural standards of India and their manifestation in a working environment
Píšťková, Petra ; Khelerová, Vladimíra (advisor) ; Turnerová, Lenka (referee)
The paper focuses on characteristics of the Indian culture and analysis of its effect on a working environment. In the theoretical part, India will be briefly characterized from the geographic, demographic and politic point of view, and its role in international trade will be described. In the practical part, the manifestation of the Indian culture in a working environment will be analyzed based on questionnaire researches, and recommendations on how to work in the Indian environment and how to achieve an efficient cooperation with Indians will be given.
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Guests´ satisfaction with Hotel Kaskády services
Slobodníková, Stanislava ; Králová, Tereza (advisor) ; Lorencová, Hana (referee)
The goal of my diploma theses is to use the questionnaire research to analyse the Hotel Kaskády guests' satifisfaction with the services provided. This work is trying to focus on psychology of satisfying customers' needs and the uniqueness of each guest's personality. The other goal is to improve the questionnaire form used for the hotel research and come out with the ideas how to make it more simple for the guests and more practical and valuable according to the results the questionnaire brings.
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Analysis of selected advertising campaign in the category of socio-environmental communication
Hokrová, Lucie ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
This thesis focuses on the analysis of advertising campaign in the category of socio-ecological communication. Advertising is a phenomenon of these days. It is part of everybody's everyday life. It is all around us. This thesis informs readers about the terms of marketing communications, business communications, and forms of commercial communications of which advertising is just one form. In this work the outdoors or outdoor advertising is analyzed in detail, as the most varied form of advertising ever. The third chapter is devoted to the ethical code of advertising which is issued by the Council for promotion in order to regulate advertising. The next chapter deals with issues of social advertising, its importance and specifics. The conclusion of this thesis is focused on the analysis of the advertising campaign "You live because your parents wanted you." This chapter describes the actual campaign, its submitter, refers to the attitude of the Council for promotion towards the campaign and provides information on the conducted research and its results.
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Employee motivation and benefits
Březíková, Tereza ; Turnerová, Lenka (advisor) ; Khelerová, Vladimíra (referee)
The topic of my bachelor's thesis is the employee motivation and benefits. The thesis is divided in two parts, a theoretical one and a practical one. The theoretical part deals with the theory of motivation and individual employee benefits. The practical part describes employee benefits in ČSOB, where I did my research by questionnaires that were filled in by employees from different departments of ČSOB. These employees answered questions about their work motivation and benefits. The resultts are presented in graphs and with a comments.
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Organizational culture in hotel Adria Prague
Pauličková, Katarína ; Nový, Ivan (advisor) ; Surynek, Alois (referee)
Organizational culture is very important determinant of every organization. This diploma thesis deals with the specific aspects of organizational culture. It consists of four main parts. In the first chapter the theoretical basis regarding organizational culture, organizational commitment and experiential education is described. The second part consists of the deep analyses of hotel Adria Prague. It provides the information regarding its employees, clients, competition and specific events the management organizes on regular basis. The next part is dedicated to the empirical research the aim of which was to identify organizational strategy and values as well as the extent to which employees identify with these values. It also focuses on factors fostering organizational commitment. In the final part of the thesis the practical recommendations for the management of the hotel are mentioned.
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