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Corporate value proposition and strategy
CHYLÍKOVÁ, Markéta
The content of this thesis focuses on the analysis of companies' value propositions and their strategies. The aim of this thesis is to analyse the current situation of selected businesses based on the chosen methodology and subsequently propose changes to improve their strategy. This main objective was achieved through four sub-objectives. The thesis is divided into two parts: theoretical and practical. The practical part explains basic concepts such as strategy, strategic thinking, blue ocean strategy, as well as the significance and principles of the business model, which is crucial for this thesis. Related concepts such as value proposition, value for the buyer, and value chain are also discussed. In the main part, individual companies are characterized, and business models are developed. Subsequently, the companies' value propositions and their determinants are evaluated using value curves, PEST analysis, and Porter's model of 5 powers. Recommendations for strategy and changes for each company are then proposed. To achieve this goal, a framework of four active measures was developed. All three examined businesses are highly successful on the market and offer customers a certain added value. The company Pandora has a strong market position primarily due to its original bracelets, which customers can customize according to their preferences. Mixit is known primarily for its custom mixing of muesli according to the customer's taste and choice. Airbnb is successful due to its diverse range of accommodations and varied experiences.
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Development of concept Blue Ocean strategy
Chiziţcaia, Oxana ; Doucek, Petr (advisor) ; Novotný, Jakub (referee)
The subject of this thesis are two terms, start-ups and strategies blue oceans. The aim is therefore to realize characteristic development of the strategy and the concept of start-up and subsequent analysis of the key success factors of start-ups, in correspondence to the strategy. Output objective is to formulate recommendations on the business segment, investors. The above primary terms are initially defined and subsequently integrated in terms of the practical analysis selected start-ups, which is also based design of this work. The work was divided into two parts, theoretical and practical. The theoretical part identifies and traces the development of the strategic concept at the time, according to the primary authors of publications strategy. Then I present the designation start-up and subsequent key factors. Subsequent practical part is converted, through analysis and comparison, theoretical background in practice. This section presents the start-ups Crowdholding and Emuj and subsequently evaluated their key success factors. In another part I implements assessment of the factors of their success in terms of key aspects of the Blue Ocean strategy. Outputs are recommendations for potential investors in terms of controversy over business plans. The conclusion summarizes the theoretical and practical part of the thesis.
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Innovations Product Portfolio of a chosen Company
Makovičková, Martina ; Hesková, Marie (advisor) ; Kůdela, Tomáš (referee)
The content of this thesis is to analyze the product portfolio of the company ECS Invention spol. s r. o. and a proposal for its innovation. Recommendations related to the product portfolio are included as well. The thesis is divided into two parts. The theoreticalpart is focused on theoretical and methodological background of strategic marketing and innovations. The practical part deals with application of the theoretical knowledge into practice.
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