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Marketing Strategy Proposal for the Selected Company
Verner, Pavel ; Kaňovská, Lucie (referee) ; Chlebovský, Vít (advisor)
This diploma thesis deals with the design of the marketing strategy of a selected company. The first part deals with the objectives, methodologies and the procedure used to achieve them. The second part of the thesis presents the theoretical basis of the thesis and the technical concepts needed for the third part of the thesis, the analysis of the current situation, which is devoted to the analysis of the current situation, internal and external factors and the survey of customer needs and preferences. The outputs from the analysis of the current state are used in the following own solution proposals, where the output is a proposal of the future marketing strategy of the company with an emphasis on online marketing and the use of artificial intelligence.
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Proposal of the company's marketing strategy
Ryba, Jakub ; Schüller, David (referee) ; Havíř, David (advisor)
The thesis deals with the design of a marketing strategy for Teepee in Style, a company that provides experiential teepee accommodation. The theoretical part of the thesis explains key marketing concepts, including the marketing mix, online marketing and the use of social media. The analytical part assesses the current state of the company, analyses the market, customer behaviour, competitors and identifies opportunities for improvement. Based on the findings, specific proposals for the company's marketing strategy are formulated.
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Concept of Strategic Development of the Company
Havelka, Jakub ; Šichová, Kateřina (referee) ; Chlebovský, Vít (advisor)
The diploma thesis deals with the concept of strategic development of a company operating internet projects based on content. The first chapter explains basic concepts such as marketing, strategy, and basic concepts in the field of internet marketing. The second chapter deals with analysis of the current situation, internal and external environment of the company, market analysis and the search intent analysis. Based on the results of the second chapter, the third chapter formulates the concept of strategic development of the company for the next five years.
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Proposal of Digital Product Expansion to the Foreign Market
Procházka, Filip ; Chlebovský, Vít (referee) ; Šimberová, Iveta (advisor)
This thesis delves into the expansion of a digital financial services product, focusing on the selection of suitable markets through the analysis of online marketing campaign data. The objective is to identify and select appropriate markets using online marketing data research. The introductory section outlines the problem, defines objectives, and selects appropriate methods. The subsequent theoretical section provides definitions of key concepts related to international trade and digital marketing. The analytical section encompasses an analysis of the company's internal and external environments, market analysis, and research and evaluation of marketing campaign data. The concluding proposal section reflects the findings from the analyses and outlines steps for effective expansion.
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Proposal of the company's on-line marketing strategy
Reuterová, Lenka ; Milichovský, František (referee) ; Havíř, David (advisor)
The Master's thesis focuses on the design of marketing strategy in the online environment for the brand YourBody of IDC-FOOD, s. r. o., operating in the food industry. The thesis is divided into three main parts. The first part contains the theoretical background related to the topic of the thesis and the key concepts and methods used in the thesis. The second part focuses on the analysis of the brand and its company. The third part, derived from the analytical part, presents the online marketing strategy and recommendations for its successful implementation. This part includes an economic evaluation, a plan for implementing the suggestions.
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Marketing communication of a specific company
Komínková, Denisa ; Havíř, David (referee) ; Mráček, Pavel (advisor)
The master thesis focuses on the marketing communication of a specific company. The thesis is divided into three parts. The first part defines the theoretical background that underpins the second part of the thesis. The second part deal with the description of the company, the overall analysis of the marketing communication of the company, marketing research and the analysis of the main competitors in the writing instruments sector. The third part deals with the proposals that are based on the analyses carried out. The suggestions should help the company to improve its current marketing communication in the future.
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Marketing Strategy of the Selected Company
Zapletalová, Lucie ; Vařeka, Jan (referee) ; Chlebovský, Vít (advisor)
Master´s thesis is focused on marketing strategy of a selected company in the woodworking industry. The thesis is divided into three parts. The theoretical part of the thesis is focused on defining the relevant concepts and methods, which are further used in the thesis. The analytical part is focused on the analysis of the current state of marketing strategy in the company. The analytical part includes the marketing research. The practical part of the thesis is based on the findings of the analysis of the current state. This part is focused on proposals leading to improvements in company´s marketing strategy.
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Use of online marketing
LEFAN, Radek
The aim of this thesis is to evaluate the current utilization of online marketing in a selected subject and to develop specific recommendations for innovation. The collaborating entity for this research is LH PARKHOTEL****Hluboká nad Vltavou. The first part of the thesis consists of a literature review, providing fundamental concepts for the addressed issue. The second part outlines the methods employed to obtain necessary data, including content analysis, questionnaire survey, and individual interview with the company manager. Content analysis was conducted based on publicly available information and provided internal information. A total of 106 respondents participated in the questionnaire survey, aimed at gaining insight into respondents' attitudes and opinions on various marketing tools in the context of accommodation selection. Subsequently, individual interview was conducted to gather insights from the company manager regarding online marketing and its management within the selected subject. Analysis of the obtained data revealed that the most effective online marketing tools for the selected subject are websites and the portal Booking.com. These results were corroborated by both the company manager and the questionnaire survey results, where respondents selected websites as the most used source of information and Booking.com as the most used platform for accommodation selection. Additionally, suboptimal management and the overall state of social media were identified, which play a significant role in today's context, as confirmed by respondents in the questionnaire survey. Hence, the selected subject does not fully exploit the potential offered by social media. Therefore, steps have been proposed to enhance social media management to reach a wider customer base.
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