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The analysis and proposal of changes in a marketing strategy of a selected company
Pokorná, Adriana ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The main aim of this graduation thesis is a proposal of changes in a marketing strategy in the area of the B2B service marketing, to be specific in the area of special trainings. The theoretical part consists of two chapters. The topic of the first chapter is a process of the strategic marketing. The second chapter describes specifics of the B2B marketing, specifics of the service marketing and theoretical backgrounds of the employee education. The methodical part consists of remaining two chapters. The third chapter focuses on the situational analysis. It consists of an analysis of the external environment, an analysis of an internal environment and a market research. The fourth chapter is based on results of the third chapter. The main aim of the last chapter is to propose a concrete marketing strategy, including a budget proposal.
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Proposal of ecological communication strategy for well known consulting company
Ondrušová, Martina ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
Diploma thesis deals with the creation of environmental corporate image and with designing a communications strategy in order to address environmental program. In the world of globalization and increased competition, companies strive to differentiate their business in unconventional way. Differentiation is being done by open communication and also by socially responsible behavior. The goal of the thesis was to point out that each and every company can run its business ecologically, even the consulting company operating on B2B market. Building the environmental image, however, requests new values being integrated into common internal processes and creating new corporate identity visible to public. The content of the thesis is divided into theoretical and practical part. The theoretical part deals with the corporate identity, corporate image and brand. Other chapters are devoted to the theory of communication, corporate social responsibility and environmental aspects of business. The practical part includes description of the company and proposal of comprehensive environmental program. The final chapter of practical part describes the plan of external and internal communication strategy which is inevitable for building environmental corporate image.
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Benefit analysis of Sales representative for a selected company with a focus on a traditional market
Půčková, Kateřina ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The aim of this thesis is to analyze benefits of Sales representative for a chosen company. As an Intern in the position of Sales representative in Procter&Gamble (in cooperation with p.k. Solvent), which is leader in the market, had the author chance to meet the organisation of direct sales and is offering thus to the reader of this thesis a successful model of direct sales, which is used in this company. First two captures are based on theoretical point of view of this matter. Further parts describe methods, which are used in P&G (p.k. Solvent). In those are companies described as a whole and give figure about organization of sales and pillar of the work of Sales representative -- Seven steps of business appointment. Next captures are oriented on an example which was taken from the month July 2010. Author is in the last part evaluating and summing up the real benefits of Sales Representative and is also suggesting possible ways for improvement. This thesis is mainly dedicated for a managers or companies who are thinking about implementing of direct sales model as an instrument of sales and also for team leaders who are already leading a group of SR.
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Marketing strategy of Potrefená husa restaurants
Krejčíková, Lenka ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
This thesis focuses on the marketing strategy of Potrefená husa Resslova restaurant as a part of the franchise chain of Pivovary Staropramen. The aim of this thesis is to suggest a new marketing strategy of this restaurant based on the analysis of the current marketing environment and the results of the consumer's typology questionnaire. The new strategy also results from the analysis of the marketing campaign on Slevomat.cz. The teoretical part of this thesis describes advantages and disadvatages of franchising and its positon in the world and is followed by the marketing strategic process and marketing research. The practical part informs about Pivovary Staropramen and its franchising concept Potrefená husa. Afterwards the thesis tells about the marketing environment of Potrefená husa Resslova and together with the consumer's typology questionnaire creates a SWOT analysis. The end of the thesis includes a new marketing strategy.
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Specifics of international marketing in Indian market
Dudková, Klára ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The diploma thesis discusses the importance of marketing mix adaptation in order to succeed in Indian market. It evaluates the most important differences of the market and their influences on marketing activities. Specific factors affecting the marketing strategy and marketing program result from analysis of external environment and Indian consumer recognition. Some practical examples of marketing mix adaptation of successful multinational companies are listed in the last chapter. Moreover, the theses should lead to reflection of real Indian market opportunities. At the first sight the market looks pretty attractive. Upon closer examination successful market penetration seems to be very difficult.
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Adaptation of the Jacoby Company marketing strategy on the Czech market
Tůma, Lubor ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
Despite the negative effect of the global financial crisis the Czech market with organic food is growing rapidly. In the past ten years the consumption of organic food increases as well as its product line. The label bio covers almost every kind of food. There has been also an increase in awareness concerning the organic food and people start asking questions about the origin of the food. Organic food is no more the issue of a narrow group of consumers, but it is going mainstream now. The main goal of this thesis is to analyse the specificities of Czech market with organic food which will help the Jacoby Company to adapt its marketing strategy on Czech market with organic food and beverages. The main tools of the thesis are the research of the purchase behaviour of Czech customers and the research of competitive organic beverages in the main retail chaos in Czech republic.
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Analyse of the stategy of personal selling of the Kofola company
Strachová, Stanislava ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The theoretical part of this thesis contains the general characteristics of the Kofola company, aspects of personal selling and the most important atributes of a successfull sales representative. The fourth chapter is focused on the review of the personal selling by the Kofola company and the fifth chapter summarizes concrete activities and specifics of the workweek of the sales representative of this sompany. The sixth chapter decsribes instruments of sales promotion often used by the Kofola company: special offers for customers and consumers. The last part of this thesis is focused on the performance measurement of the sales representatives, which is a part of a motivation system of the Kofola company.
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CSR Strategy in Aviation
Foralová, Jitka ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
This thesis deals with the general concept of Corporate Social Resonsibility (CSR), its principles and contributions which have been applied to the air transport market. The first chapter defines the notion of CSR, analyzes three pillars of sustainable development and discusses the opinions that fundamentally reject the CSR concept. The second and the third chapter look at the aviation industry from the sustainable development point of view. Discussion about social contributions of the air transport and current topics concerning sustainability are a basis for the theoretical model of CSR which has been constructed with regard to unique industry features. Execution of CSR policy is being analyzed in the last chapter. The CSR initiatives of the airline company are evaluated in terms of their impact on the company overall performance.
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Use of different tools of direct marketing
Vacek, Vladimír ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The thesis solves the matters of direct marketing and its communication channels. Direct marketing is characterized in the first part, the history is discribed and the database marketing is showed. Further different communication tools are analysed, advantages and disadvantages described. A functional loyalty programme for fashion chain is created at the end of the thesis. Suitable communication tools are carefully chosen and the estimated costs are calculated.
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Comparison of Online Marketing Communications in the Czech Republic and Austria
Skalová, Kateřina ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The topic of this diploma thesis is comparison of online marketing communication in the Czech Republic and in Austria. The aim of this thesis to compare online marketing communication in the Czech Republic and Austria, describe its characteristics, identify main differences and analyze essential reasons for the differences. After the introduction part, in the second chapter, the theoretical grounds of marketing communication, internet, its characteristics and history, as well as online marketing communications are described. In the third chapter, both markets are described in detail, in terms of internet users, situation on the marketing communications markets and in terms of media consumption. In the fourth chapter, main common features and differences are analyzed. In the last chapter, the most significant reasons for the differences are analyzed, first in terms of macroeconomic influences, second in terms of the industry itself and third in terms of individual preferences. The main sources for the diploma thesis were theoretical books concerned with marketing communication, online marketing communication and internet, written in Czech, English and German. Furthermore, statistical data of national statistical offices, articles from magazines and online sources, printed and online studies of selected associations or companies as well as interviews with experts are used.
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