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Space management of a retail unit
RYCHECKÁ, Julie
The thesis deals with space management of a selected retail unit Kaufland in Jihlava. The first step was to map the current layout of the sales and non-sales area. Subsequently, a questionnaire was developed and presented to respondents of all age categories shopping in the selected retail unit. The questionnaire examined not only the frequency of purchases, but also satisfaction with the current layout of the sales area and the range of products offered. When dissatisfied, respondents could list what they were specifically dissatisfied with and could suggest solutions to these problems. When the collection of responses was completed, the data was evaluated. Using this data, suggestions were then made that the sales force could apply to achieve higher customer satisfaction. Thus, the result of this work is the redesign of the sales unit layout.
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Marketing Communication of a Selected Retail Unit
Pavlíčková, Kamila ; Kaňovská, Lucie (referee) ; Mráček, Pavel (advisor)
The master's thesis is focused on marketing communication of a selected retail unit. The thesis is divided into three main parts. The first part includes definition of the theoretical framework. The second part is an analysis of the current situation of the shop. Based on the results, improvement solutions in the marketing communication are proposed in the third part. The aim is to increase awareness of both the store and its goods, to aquire new cutomers and strenghten relations with the loyal cutomers.
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Proposal of the Retail Network Activity Streamline
Záděrová, Šárka ; Škrdlík, Miloš (referee) ; Bayerová, Vladimíra (advisor)
This dissertation engages in the development of proposals for the improvement of retail networks. The goal is to propose changes in the strategy of regional retail networks, which should lead to an increase in its competitiveness. The proposed changes are based primarily on observations of selected stores, as the accuracy and functionality of internal processes can only be inspected in the retail units, which creates value for customers.
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Marketing Communication of a Selected Retail Unit
Pavlíčková, Kamila ; Kaňovská, Lucie (referee) ; Mráček, Pavel (advisor)
The master's thesis is focused on marketing communication of a selected retail unit. The thesis is divided into three main parts. The first part includes definition of the theoretical framework. The second part is an analysis of the current situation of the shop. Based on the results, improvement solutions in the marketing communication are proposed in the third part. The aim is to increase awareness of both the store and its goods, to aquire new cutomers and strenghten relations with the loyal cutomers.
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Shopping atmosphere in the selected retail unit
MILAN, Jan
The main objective of my diploma thesis was to conduct an analysis of the shopping atmosphere at a selected retail unit from the perspective of Czech consumers, and the development of recommendations for its possible improvement. The main method selected for the analysis and for the actual investigation consisted of a questionnaire survey among customers. The retail unit selected for the research was Electro World České Budějovice. An analysis of the shopping atmosphere of ElectroWorld České Budějovice shows that most customers perceive it positively. This can be confirmed and identified by the fact that customers return to this store and make repeated purchases.
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Sales promotion focused on consumers in a selected retail unit
DAVIDOVÁ, Monika
This thesis is focusing on the sales promotion at a selected retail unit. The theoretical part of this work focuses on history of trade, its diversification, functions and specifics. The following chapter describes marketing communications and is split into 5 different categories advertisement, personal selling, sales promotion, public relations and direct marketing. The literary recherche concludes with a chapter about marketing research, which is focused on methods used in practical part of the work. The purpose of this thesis is to evaluate sales promotion focused on consumers in a selected retail unit and to bring proposals for development of sales promotion. For the purposes of the work, Penny Market in Veseli nad Luznici have been chosen, where surveys and one-on-one in-depth interview with the manager of the store have been carried out. Based on the results from processing collected data, recommendations to improve development in the selected store are proposed.
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Using of POP resources in the selected retail unit
JANČUROVÁ, Aneta
This thesis begins with the theoretical part where are explained some important terms. At the beginning it is defined what business, marketing including marketing mix, POP means and marketing research are. POP means represent a set of advertising materials and products that are used at the sale promotion for a particular product. This covers, for example, floor graphics, inflatable model, the sales rack, etc. In the practical part is conducted field research that takes place in the retail unit Albert Hypermarket. Fieldwork was carried out in person face to face via questionnaire. The main target of this work is to evaluate the use of POP resources in the selected retail unit. A research question is whether or not the respondents are satisfied and whether or not they pay attention to POP resources in the retail unit. Finally, the results of research are evaluated and the recommendations for improvement are suggsted.
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Proposal of the Retail Network Activity Streamline
Záděrová, Šárka ; Škrdlík, Miloš (referee) ; Bayerová, Vladimíra (advisor)
This dissertation engages in the development of proposals for the improvement of retail networks. The goal is to propose changes in the strategy of regional retail networks, which should lead to an increase in its competitiveness. The proposed changes are based primarily on observations of selected stores, as the accuracy and functionality of internal processes can only be inspected in the retail units, which creates value for customers.
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Use of marketing in a chosen retail unit
SEDLÁKOVÁ, Soňa
The title of bachelor work is Use of marketing in a chosen retail unit. The main objective of this bachelor thesis is evaluation of using marketing in a chosen retail unit and potential proposal of change. The theoretical part is based on the analysis of professional literature and investigates basic terminology, such as requirement, wish, needs, marketing and retail unit. In the practical part is analyzed chosen retail unit, specifically Flosman in Počátky. Information about this retail unit was collected through structured interviews with store managers and through marketing research. In conclusion, the information was evaluated and proposed changes.
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