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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Skechers company's strategy of marketing communication for the Czech market
 Nováková, Michaela ; Voráček, Josef (advisor) ; Ruda, Tomáš (referee)
Title: Strategy of marketing communication for Skechers on the Czech market Goals: The main objective of my thesis is to create a marketing strategy of communication for the Skechcers brand on the Czech market. This goal is based on identifying the biggest weaknesses of the brand. An important aspect of my thesis is also the comparison and inspiration of selected competitors, which are Nike and Under Armour. The target group of the communication strategy will be Generation Y in the Czech Republic. Methods: The practical part of my thesis, thus qualitative marketing research, was done in the form of an interview with two representatives from Skechers and Under Armour. The interview was centered around a previously prepared questionnaire, which was almost the same for both respondents - the only change was the name of the firm which the respondent represented. During the interview we focused on seven sections, which I discribe more in my thesis. A second method was used for the analysis of electronical documents and materials about existing marketing communications of Skechers and selected competitors. Results: The analytical part of the thesis is consisted of undertaken interviews with the representatives of Skechers and Under Armour. The results showed that Generation Y exclusively uses Under...
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Research on the perception of Skechers brand product design viewed by generation Y
 Nováková, Michaela ; Voráček, Josef (advisor) ; Janák, Vladimír (referee)
Title: Research on the perception of Skechers brand product design viewed by generation Y Goals: The main goal of the bachelor thesis is to find how generation Y perceives the sports shoes design of Skechers brand. To determine, which design factors are the most important during the selection of a sports shoes. An integral part of the thesis is to choose the most popular types of sports shoes, in the eyes of generation Y and also to find out how they perceive stoles of those shoes and their thallus. Methods: The practical part of this thesis, the marketing research, was conducted via electronic questionnaire, which was distributed using social networks and email. The main part of the questionnaire consists of pictures of Skechers shoes, and also of general questions asking respondents about their perception of sports shoes design. Results: Results of the research will be used not only to evaluate how sports shoes design of the Skechers brand is perceived by generation Y but also ease the choice for specific Czech shoe selling companies when selecting from a new collection of products. The results in practical part are described, graphically illustrated and displayed via photographic presentation of the most preferred models. The choice of design elements was similar to the most favored choices of...
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