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Dependability management
Brlica, Pavel ; Hammer, Miloš (referee) ; Řezníčková, Hana (advisor)
Theme of this bachelor‘s thesis is dependability management. Theoretical part consist of basic definitions of dependability, it describes relationship between dependability and quality and analysis dependability management system. Practical part focus on calculation of dependability coefficients and construct a bathtub curve of a real machine.
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Pricing of IT Goods
Kacina, Michal ; Janoušek, Vladimír (referee) ; Květoňová, Šárka (advisor)
The thesis contains the theoretical basis for study of possibilities of pricing information goods. The source areas are microeconomics, marketing, competitive advantage and economics of information goods. The model of market is created with constraints defined on the ground of theoretical basis. The thesis analyzes requirements that define the system that supports the choice of pricing strategy. It includes detailed design of the prototype of such system. The prototype is designed with robustness because of the future improvements. The design describes the prototype's input parameters and their transformation into useful outputs that cover basic characteristics of information goods. The designed prototype is implemented. The thesis includes demonstration of the prototype and possible directions for improvements that lead to validity of proposed model of market.
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Introduction of the Product on the Market
BRYCHTA, Michal
The aim of this thesis is to determine the strategy and partial steps that are needed to introduce the product on the market. The theoretical part defines the basic terms, which were described in accordance with professional literature related to this topic. The thesis describes SWOT analysis, BCG Matrix, market segmentation and Marketing Mix. In the practical part, the current state of the Marketing Mix is evaluated and it is pointed out how it should be newly set up correctly. The product development strategy was chosen based on Ansoff matrix. The market share of old brilliant watercolours gradually decreased, so the company took a step that innovated this product (saturation, pigment expansion and new packaging). Changes made to the product should have a positive impact on the volume of units sold and the gradual increase in market share. Furthermore, it is important that the company follows the new steps that are suggested based on the marketing mix. It is crucial that the company segment the market properly. In the Market Segmentation section, 11 categories are newly introduced. Brilliant watercolours are newly categorized as Creative, designed for a wide range of elementary art schools and creatives who are not satisfied with plain watercolours and products from ART category (professional products) are, in terms of price, inadequate to use. The new steps to introduce the product on the market include the costs that are reflected in the break-even point calculation. The resulting value is to show whether the payback time has been extended or shortened.
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Marketing decision during the product life cycle
ŠVECOVÁ, Iveta
The aim of this diploma thesis is to explain a product´s life cycle principle and process and its influence at marketing decision process ( in a real company). The theoretical part explains the essential concepts related to marketing, such as information, marketing decision making, product´s life cycle and its phases, BCG matrix and marketing mix. The practical part presents the company MADETA, explains the definition of cheese, represents MADETA competitors, and associations that operate in the market of cheese and dairy. The second half of the practical part presents a product´s life cycle analysis. For the life cycle analysis was chosen cheese Madelad as a suitable product. In the framework of Madeland´s life cycle, the marketing decision was analysed in details in the four basic politics of marketing mix, and there were found such strategies, which could be used by Madeland during the individual phases of the life cycle. To confirm the results of a life cycle analysis of the product was designed BCG matrix. In conclusion of this diploma thesis is formulated recommendations that could contribute to an increase in sales volume of Madeland and thus affect its life cycle.
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Dependability management
Brlica, Pavel ; Hammer, Miloš (referee) ; Řezníčková, Hana (advisor)
Theme of this bachelor‘s thesis is dependability management. Theoretical part consist of basic definitions of dependability, it describes relationship between dependability and quality and analysis dependability management system. Practical part focus on calculation of dependability coefficients and construct a bathtub curve of a real machine.
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Pricing of IT Goods
Kacina, Michal ; Janoušek, Vladimír (referee) ; Květoňová, Šárka (advisor)
The thesis contains the theoretical basis for study of possibilities of pricing information goods. The source areas are microeconomics, marketing, competitive advantage and economics of information goods. The model of market is created with constraints defined on the ground of theoretical basis. The thesis analyzes requirements that define the system that supports the choice of pricing strategy. It includes detailed design of the prototype of such system. The prototype is designed with robustness because of the future improvements. The design describes the prototype's input parameters and their transformation into useful outputs that cover basic characteristics of information goods. The designed prototype is implemented. The thesis includes demonstration of the prototype and possible directions for improvements that lead to validity of proposed model of market.
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Marketing Plan Proposal for a Firm Oriented on Information Goods
Šulc, Martin ; Zámečníková, Eva (referee) ; Květoňová, Šárka (advisor)
The subject of this diploma thesis "The proposal of a marketing plan for a company specialized in information products" is to suggest a system based on the theoretical background that generates the marketing plan from the input data. The important requirement for this system is to respect the specialization of the company, which operates in the field of information products. The thesis contains the detailed proposal of a prototype system, in which the focus is on the user-friendliness and the complexity considering the scale of the issue analyzed. The proposal also contains the possibilities and the limitations which are the results from the mentioned solution. The proposed prototype is implemented successfully. The work also includes the demonstration of all implemented functions and the description of the improvements that lead to its use also in other areas of business than the market of information products.
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Effectiveness of Marketing Activities in Preparatory Phase of Construction Life Cycle
Sychrová, Lucie ; Simová, Josefína (referee) ; Stávková, Jana (referee) ; Zúbková, Mária (referee) ; Šimberová, Iveta (advisor)
This doctoral thesis "The effectiveness of marketing activities in the preparatory phase of the life cycle of construction" deals with the possibility of more effective marketing activities in preparation for construction. The main goal of the thesis is, based on the analysis of the current state of the use of marketing activities from the view of a building contractor and building users, to propose a methodological indicators suitable for assessing the effectiveness of marketing activities in the preparatory phase of the life cycle of the building.The theoretical part is an overview of the current state of knowledge in areas related to efficiency, marketing, product life cycle and construction. In the practical part is to find out which marketing activities and effectiveness criteria are used in the preparatory phase of the life cycle of the building. The findings on the relationship to the use of individual elements of marketing activities and effectiveness criteria from the perspective building contractor and building users are summarized. Subsequently it is evaluated achieved financial efficiency of construction companies and assessed its link to relationship marketing activities. For a comprehensive evaluation are also used results of the analysis of selected financial indicators. Based on the findings is designed methodical indicator for assessing the effectiveness of marketing activities in the preparatory phase of the life cycle of the building. In conclusion, barriers and opportunities for application of the methodology of creation and use of indicators in practice are evaluated.
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The product as a basic tool product politics of company
KASKOUNOVÁ, Kateřina
The main objective of this thesis is the analysis of a specific product from a marketing perspective in selected company. A partial objective is to determine the position of the product as a marketing tool in the marketing politics of company. The aim is to describe and analyze a product of company on the basis of the product life cycle, when it will be clear, how the company cares about customers and how it satisfies their needs in the different phases of the product life cycle. This thesis is processed on company LAMIVEX s. r. o., doing business in serial and custom production of furniture from laminate. The company has a residence in Strakonice and boasts a long tradition. In the application part is introduced the selected company LAMIVEX s. r. o., when it is described company´s history, scope of business, customers, competitors, implemented contract etc. From a marketing portfolio was selected the specific product (Wardrobe LA 02), which was analyzed on the basis of the product life cycle. The analysis shows, how the company determines the price, how the product is
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