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European Low-cost Air Transport and the Verification of the Blue Ocean Stategy
Rázová, Ilona ; Dvořák, Jiří (advisor) ; Kincl, Tomáš (referee)
This thesis tries to prove a functioning of the Blue Ocean Strategy on the case of Europen low-cost air transport. Through the Blue Ocean Strategy´s Analytical Tools and Frameworks, specifically with the help of the Strategy Canvas, the Four Actions Framework and the Eliminate-Reduce-Raise-Create Grid, it is proven that the strategy introduced by the airline Ryanair in the nineties of the twentieth century corresponds to the Blue Ocean Strategy. Through the same Analytical Tools and Frameworks and a comparison of business models of three low-cost airlines also the time validity of the Blue Ocean Strategy is proven in this case. The functioning of the Blue Ocean Strategy on the case of European low-cost air transport was verified.
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Promotional Methods of Universities
Mládková, Lenka ; Chytka, Tomáš (advisor) ; Kincl, Tomáš (referee)
The aim of the bachelor's thesis is to appraise marketing tools, which are used by universities within the communication with potential students. It concerns universities of economics in South Bohemia- The Faculty of Management (The University of Economics in Prague), The Faculty of Economics (The University of South Bohemia in České Budějovice) and The Institute of Technology and Business in České Budějovice. The thesis is divided into two parts, theoretical and practical, which contains methodology at the same time. The theoretical part deals with the general descriptions of the particular tools what is more it is specifically solved its use by the educational institutions. In methodology is particularized the aim of study together with defining the study sample and the method of data processing. The practical part is divided in several chapters, which are focused on strengths and weaknesses of the chosen universities, the university fair Gaudeamus and promo videos, used by universities to present themselves.
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Brand product as a symbol of young participants
Haicl, Matouš ; Novotná, Eliška (advisor) ; Kincl, Tomáš (referee)
This theses Brand product as a symbol of young participants is focused on the phenomenon of brands, which is interpreted through its relation to social status. In the theoretical part of the theses there are two contradictory views discussed (T. Veblen's and G. Lipovetsky's), which provide two different points of view concerning contemporary society and the relation between luxurious goods and social status. Through this discussion the thesis provides the characteritics of youth in the context of its developement during the 20th century. Another discussed topic are marketing techniques focusing on today's young generation. In the research part the author aims to find a connection between luxurious brands consumption and the concept of status among young adults studying Czech high schools. Results did not prove this connection to be very strong, and it seems therefore that Lipovetsky's point of view was the one closer to our analysis.
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Fashion blogs as a platform for marketing communications: a case study
Nejmanová, Kristýna ; Šimůnek, Michal (advisor) ; Kincl, Tomáš (referee)
The aim of the bachelor thesis is to identify and describe the marketing tools that can be found on the selected Czech fashion blogs. The theoretical part contains description of the main types of marketing tools usually employed in online environment. Attention is focused mainly on influencer marketing and product placement. Furthermore, information about blogs, social media and the Czech blogosphere is discussed and articulated. Continuing the theme a further aim of the thesis is to analyse the impact of marketing tools on the readers of fashion blogs as consumers. To support the study and analysis a questionnaire focused on the principal characteristics of blog readers has been circulated.
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Fashion Industry from the Perspective of Cultural Differences
Šantrůčková, Jana ; Kincl, Tomáš (advisor) ; Král, Pavel (referee)
This thesis examines covers of Elle fashion magazine, that comes out in different countries in the world, using chosen theories of cultural differences. The aim of this thesis is to answer a question whether fashion industry reflects cultural specifics of each country or if its a unifying type of (sub)culture itself. Theoretical part shows an overview of approaches to cultural differences and discusses how could these diffe-rences show themselves in fasion industry. Practical part - on samples of Elle fashion magazine covers - analyzes aspects chosen based on literature review.
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The Willingness to Buy a Mobile Phone Depending on the User Product Reviews
Kvasničková, Martina ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
The diploma thesis is focused on smartphones and user product reviews. The purpose of the diploma thesis is to establish a link between user product reviews and their willingness to buy the product. The thesis is divided into two parts. The theoretical part deals with consumer behavior, brands, willingness to buy a product and user product reviews. In the practical part there is a research demonstrated. The research is applied on a target group of czech consumers in the age from 16 to 24. In the last part of the thesis there is an evaluation and some recommendations. These recommendations can help to realize the key aspects which influence the customers willingness to buy the product.
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Opportunities Marketing Communications of Waldviertler Sparkasse Bank AG
Voborská, Hana ; Řepová, Helena (advisor) ; Kincl, Tomáš (referee)
Diploma thesis focus on topic about marketing communication chosen bank. Aim of this thesis is analyze current marketing communication of Waldviertler Sparkasse Bank AG and propose recommendation. Structure of this thesis is three parts, theoretical, practical and final recommendations. First part is focused on marketing theory and communication mix of services. First chapter of practical part contained presentation of chosen bank and analyses current marketing activities. Bank was compared with other competing bank subjects with positioning map, semantic differential and my own observation. For purpose of thesis were used two survey, first survey compared chosen bank institutions and second was about bank marketing. At the end was evaluated current communication of Waldviertler Sparkasse Bank AG and recommendation how improve communication for more effectiveness.
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Analysis of the marketing communication of the mortgage loans on the Czech media market in the 2010–2015 period
Gunina, Daria ; Kincl, Tomáš (advisor) ; Dvořák, Jiří (referee)
This Master's thesis is primarily focused on the analysis of mass media communication on the market of mortgage loans in the period between 2010 and 2015. In the theoretical part research was done summarising existing knowledge about the development of the Czech mortgage market and mass media market in the mentioned period. In the second part focus is shifted to the methodology of the research, in particular to the data-mining method CRISP-DM. Described here are tools of descriptive statistics, that were used in the research, and also methods of regress, correlation and cluster analysis are explained. The empirical part of the thesis looks into the trends in mass media communication of mortgage loans, trying to expose relevant influences and identify reciprocal connections between mass media communication of the mortgage lenders, their financial strength and their duration of existence. In the conclusion the results of the analysis are summarised and recommendations are drawn for their implementation in practice.
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Analysis Influencer in the Social Network of Students of the Faculty of Management of the University of Economics
Lorenc, Marek ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
The subject of this graduate thesis is primarily identification of influencers on the social network Facebook, group FM VŠE. Furthermore, the thesis deal with verification of influence power of influencers and comparison with the power of less influential people at the Faculty of Management. Thanks to literature review from international environment is in the thesis described the term influencer and for the purpose of identification of influencers is there also description of the theory of social network analysis. Identification is performed by analysing of the social network Facebook and for verification of powerful of influence is used questionnaire.
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The Negative Consequences of Consumer Contests as a Sales Promotion Tool
Vobecký, David ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
This bachelor's thesis deals with risks and negative consequences of consumer contests as a sales promotion tool. It is divided into two main parts: theoretical and practical part. The theoretical part consists of general relevant information associated with this issue. The practical part loosely follows with using specific examples of unsuccesful contests. The aforementioned parts help to create a coherent set of risks, which the organizator as well as the consumer may face. In context with these defined risks and specific examples the negative consequences as possible unfavorable impacts are subsequently determined.
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