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Proposal of the recommendations for the use of guerrilla marketing
Kulčák, Bruno ; Kaňovská, Lucie (referee) ; Havíř, David (advisor)
This bachelor thesis works with the topic of guerrilla marketing as one of the non-traditional forms of marketing and its use in marketing campaigns. At the same time, the psychological side of the matter is looked at and the fact that psychology is closely related to marketing. In the theoretical part, literature and concepts from the field of marketing and psychology are introduced. The analytical part is divided into 2 parts, where each part discusses different approaches to guerrilla marketing campaigns. Subsequently, in the design part, the parameters of each campaign are compared and from the findings, an output and recommendations are proposed. Finally, a proposal is made on how to create such a guerrilla marketing campaign using the findings of this thesis.
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Proposal of the marketing campaign for a new product of a selected company
Tomášek, Vojtěch ; Machala, Jan (referee) ; Havíř, David (advisor)
The bachelor's thesis focuses on the design of a marketing campaign for home battery storage AES, for the company FENIX Trading s.r.o., a member of the group FENIX GROUP a.s., which deals with marketing matters of the group. The campaign is based on the outputs of analyzes performed on the current situation of the company and the assignment of the company itself. At the end of the thesis there is also a recommendation for evaluating the effectiveness of the campaign.
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Proposal to improve the marketing mix of the company Duostav KB s.r.o.
Klimecký, Filip ; Kaňovská, Lucie (referee) ; Havíř, David (advisor)
The bachelor thesis focuses on proposal to improve the marketing mix of the construction company Duostav KB s.r.o. Throughout the bachelor thesis I followed the theoretical foundations that are mentioned in the theoretical part. Then I analyze the marketing mix, marketing environment and management of construction company Duostav KB Ltd. Based on the outputs of the analysis of the current situation, proposals are made to improve the marketing mix.
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Marketing Audit of a Company
Ermolin, Daniil ; Havíř, David (referee) ; Chalupský, Vladimír (advisor)
The master‘s thesis deals with marketing auditing of company Tungaloy Rus with a special focus on its employees’ satisfaction. The theoretical part of the thesis defines the meaning and importance of marketing audit, as well as the concept of employees’ satisfaction and modern approaches to its measurement. The analytical part of the thesis focuses on performing the marketing audit of company Tungaloy Rus and surveying the satisfaction of its employees. The proposal part of the thesis aims to making a set of recommendations based on the results of the marketing audit and the satisfaction research, which leads to improving the company's marketing activities.
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Proposal to Improve the Marketing mix of e-shop
Roztočilová, Zuzana ; Havíř, David (referee) ; Kaňovská, Lucie (advisor)
The submitted master thesis is focused on proposals that lead to improvements of the marketing mix of a company About You GmbH. The first part of the thesis contains a theoretical description of important terms from marketing and selected analyses. The analytical part of the thesis follows, it contains the introduction of the company, analysis of the internal and external environment and then evaluates the questionnaire survey applied to customers from the Czech Republic. In the final part of the thesis, based on the analysis and questionnaire survey, there are shown proposals lead for possible improvement of the marketing mix and also their risk analysis.
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Proposal to Change the Company's Communication Mix
Žáková, Veronika ; Havíř, David (referee) ; Kaňovská, Lucie (advisor)
The master’s thesis is focused on the communication mix of the company C SYSTEM CZ a.s. The work includes the theoretical, analytical and proposal part. The theoretical part includes important marketing concepts. The second part analytically analyzes the current situation of the company. In the last part, based on the analyzes, proposal for improving the communication mix are created. The aim of these proposals is to reach new customers, strengthen relationships with existing customers and further increase awareness of the company and their products.
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Marketing Strategy Proposal
Procházka, David ; Havíř, David (referee) ; Chalupský, Vladimír (advisor)
The diploma thesis deals with analysis of the current situation of the company Domácí dobroty s.r.o., which produces and sells dried fruit. The aim of the thesis is to suggest a proposal of marketing strategy focusing on introduction of a new product and expansion of company promotion. The work also includes strategic analysis of an external and an internal environment of the company. The suggestion part of the thesis focuses on speci-fic proposals of new marketing strategy.
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Proposals for Marketing Mix Elements Improvement
Kadlecová, Nikol ; Havíř, David (referee) ; Chalupský, Vladimír (advisor)
The bachelor thesis focuses on proposal for improvement of the marketing mix of education agency SOVA STUDIO, which is division in the company SOVA SYSTEMS Č.R., spol. s.r.o. Theoretical part explains basic concepts of marketing and marketing tools. In the analytical part SWOT analysis is performed on the company and the current situation of marketing mix including the usage of the marketing tools. Based on the results the final part contains propasal for improving the marketing mix.
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Proposals for Marketing Mix Elements Improvement
Kalužík, Matěj ; Havíř, David (referee) ; Chalupský, Vladimír (advisor)
The bachelor thesis focuses on finding and solving problems that impact the sale of Gumotex a.s. made inflatable boats via e-shop. Problems are identified through the analysis of data from Google Analytics, personal consultations in the company, and the set out theories of online marketing. The work includes suggestions for improving the situation in form of non-price benefits for the customer, strengthening the middle of the conversion funnel and improving marketing channel coordination and engaging a longer-term strategy.
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Specifické faktory úspěchů – zákaznická zkušenost, tvorba hodnoty a born globals
Havíř, David
Cíl článku: Záměrem tohoto článku je ověřit a analyzovat vzájemnou závislost tří potenciálních faktorů úspěchů firem, jimiž jsou zákaznická zkušenost, tvorba hodnoty a born globals, v nejvíce citovaných vědeckých článcích vydaných v letech 2015 a 2016 a indexovaných databází Web of Science. Metodologie: Tento článek je založen na sběru a analýze vědeckých článků týkajících se zákaznické zkušenosti, tvorby hodnoty, born globals a případové studii v oblasti born globals. Vědecký cíl: Cílem tohoto článku je zjistit, do jaké míry jsou faktory zákaznické zkušenosti, tvorby hodnoty a born globals považovány za faktory úspěchů a jak jsou spolu spojovány ve vědeckých publikacích. Zjištění: Analýza literatury odhalila úzkou spojitost oblasti tvorby hodnoty se zákaznickou zkušeností a potvrdila jejích významnost pro úspěch a konkurenceschopnost firem. Firmy born globals skrze své identifikované vnitřní a vnější faktory by naopak mohly z kombinace těchto oblastí těžit pro posílení svého postavení na globálním trhu. Závěr: Zákaznická zkušenost a tvorba hodnoty vykazují povahu faktorů úspěchu a několikero vzájemných styčných bodů jako soustředění na zákazníka, překonání jeho očekávání nebo vliv jejich řízení na spokojenost, retenci a loajalitu zákazníků. Zákaznická zkušenost, stejně jako tvorba hodnoty, vztahuje do svého konceptu tvorbu hodnotu a vytváří tak prostor pro další výzkum zaměřený na jejich synergii. Prostor pro další výzkum taktéž poskytuje využití této synergie firmami born globals pro podporu diferenciaci a konkurenceschopnosti.
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