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Ženy v byznysu: vliv kultury
Mazitova, Dina ; Křečková Kroupová, Zuzana (advisor) ; Průša, Přemysl (referee)
The thesis analyses the position of women in society according to their culture background. This thesis deals with culture difference with respect to women roles focusing on their position in business. In the theoretical part will be analyzed roles of females from the historical perspective and nowadays situation. Further, there is compared attitude to women in two different cultures: focusing on Tatars and Russians. The practical part tests the theoretical knowledge on the culture differences. With the help of qualitative research and its following analysis, it is possible to examine if ethnic diversity influences population.
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Marketing strategy of a shopping center
Radačovská, Lucie ; Müller, Štěpán (advisor) ; Průša, Přemysl (referee)
The topic of the Bachelor thesis is Marketing strategy of a shopping center; it is focused on a case study of the VIVO! Hostivař shopping center in Prague. The aim of the thesis is to analyse the current marketing strategy of this shopping centre, determine the typical customer and based on the situational analysis and results of the research in form of a questionnaire I will evaluate the marketing strategy of the shopping center. The thesis includes proposals of marketing instruments and recommendations, which should improve the marketing strategy.
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Brand management of Tchibo
Hodul, Marco ; Průša, Přemysl (advisor) ; Saemann, Steffen (referee)
Hodul, Marco: Brand Management of Tchibo. [Bachelor Thesis]. University of Economics. Faculty of International Relations. International business. Supervisor: Ing. Přemysl Průša, Ph.D. Level of Professional Qualification: Bachelor. City: Prague: VŠE FMV, 2017. Number of Pages (55 pages). The aim of the bachelor thesis was to take apart and analyze Brand Management process. Subsequently, it was reflected to the Brand Management of Tchibo. The thesis is divided into five chapters. First three chapters are the theoretical part of the thesis. Chapter four and five belongs into practical part. Thesis includes twenty eight figures and five tables. The first chapter is devoted to introduction into Brand Management and explanation of basic terms. The second chapter is devoted to Brand Management Strategy and analysis of steps, regarding strategical brand planning. The third chapter is devoted to Brand Equity, explaining key terms in this matter. In fourth chapter, Brand Management terms are applied to case of Tchibo Brand Management - the marketing analysis of Tchibo brand management is applied. This chapter also includes breakdown of Tchibo Brand Management Strategy, Business Model and Identity, subsequently compared with main competitors. The last chapter is devoted to Image of Tchibo, among particular consumer segment. This chapter consists of survey with aim to analyze Tchibo image and associations, tied with younger consumer segment. In addition to outcome of survey, a few recommendations are provided on given issues.
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Sociální marketing: kampaň Viney "Vraťme život zpět do vinic"
Horanská, Barbora ; Průša, Přemysl (advisor) ; Vrbičan, Ján (referee)
Social marketing had been mainly connected with non-profit organisations. However, as the market develops the companies require higher level of sustainability and differentiation. Therefore, social marketing is now also applicable to other businesses. In order to prove the benefits of social marketing for company and society this thesis provides basic theories of classical marketing and their comparison with social marketing. These theories were applied to analyse a specific example of Vinea and their 2016 campaign Bring life back to vineyards. The campaign proves Vinea approach to connect their heritage with modern advertising. While connecting people over the most important element of brand, the grape. Vinea created several events to teach participants of campaign about the wine growing in Slovakia to connect the brand with its core ingredient. The goal of the thesis is to find out attitudes of consumer towards Bring life back to vineyards campaign and give a recommendation for the follow-up of campaign. The questionnaire with Lickert questions, multiple choice and open questions was used to research the attitudes of consumers. The sample contained 109 respondents out of which 64 were women and 45 men. The average age was 32,54. The research showed the overall perception was positive and the female respondents reached higher level of agreement in almost all questions. Although the awareness of campaign was very low (7,3%). The recommendation was to continue in this way of promoting wine production but extended it to various wine regions in Slovakia and Czech Republic while focusing on the ecological wine growing and upgrading interaction via social media with passive audience to be more in touch with the campaign.
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Commercial communication of RED BULL on the Czech market
Gavrilova, Polina ; Průša, Přemysl (advisor) ; Asmalovskij, Alexandr (referee)
Cílem Bakalářské práce je definovat komerční komunikaci společnosti Red Bull GmbH na českém trhu. Teoretická část práce pomůže pochopit druhou, praktickou část. V práci bude čtenáři krok po kroku představena značka Red Bull a její skrytá identita ale také obraz v očích konzumenta. Umožněné to bude analýzou postavení společnosti na českém trhu, spolu s jejich jedinečným a originálním způsobem komunikace. Dále realizace případové studie Red Bullu se uskuteční skrz primárního výzkumu, který sloužil jako hlavní zdroj informací.
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Vlyv Reklamy na Chování Spotřebitele
Probstnerová, Laura ; Průša, Přemysl (advisor) ; Asmalovskij, Alexandr (referee)
The purpose of this study was to analyze, how different factors have an influence on consumer behavior and their decision making. In the theoretical part, advertising as a part of commercial communication is discussed, along with consumer behavior and the decision making process, namely factors that influence it, such as social, personal and psychological. Further, the psychology of advertisement is described in terms of brand, its equity and measures affecting the brand preference, and how does a brand create artificial needs. The empirical part is based on the analysis of a brand Apple. Closer look is taken at its identity and marketing strategy, as well as some examples of advertising. The empirical part includes own research based on data collected from self administered survey, concerning the smartphone brand preference among consumers. It is focusing specifically on Apple and its biggest rival, Samsung. The findings showed, that a brand with higher brand equity in the form of brand awareness and identity will be preferential in the purchase decision making process, especially among Millennials, which in this case turned out to be Apple.
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Marketingová strategie společnosti PepsiCo
Ploem, Matthias ; Průša, Přemysl (advisor) ; Puelinckx, Michiel (referee)
The comparison of PepsiCos marketing strategy in the United States of America to the one applied in the Czech Republic is being analyzed in order to provide an answer to the following question: is PepsiCo as strong in the Czech Republic as in the United States of America? In a first part, critical terms related to marketing and brand will be explained, to provide the readers with a deeper understanding related to these terms. The second part provides an analysis of PepsiCos position in the US market as well as the Czech one. To improve PepsiCos market position and marketing strategy, recommendations are provided in a final part.
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Company Structure and Processes in a Travel Agency
Blažková, Jana ; Čermáková, Elvíra (advisor) ; Průša, Přemysl (referee)
The aim of this thesis is to map internal processes of the organisation, which shall be used as a basis for deciding about potential changes in the company structure. The first part describes the difference between small and medium size company and forms of organisational structure. The thesis also describes process management, approaches to process management and process mapping. The second part describes current state of the company. The processes of each department of the company are mapped and evaluated. A new organizational structure is suggested to contribute to more efficient organizational management.
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The influence of social networks on marketing strategies of the company Coca Cola within FMCG category
Nguyen Minh, Tuan ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The thesis analyses the possible utilizations of social networks by the companies in connection with periodic supply of new technology that faciliates communication between marketters and the target groups as well as communication between the users alone. The theoretical section summarizes actual trends of social networks world-wide. The thesis also focuses on the trends and innovational elements of the world's most popular networks. The practical part concentrates on the company Coca Cola where the case study of the selected successful marketing campaign is stated within social networks. The campaign is further explored through applied research that analyses besides social network activities of commpanies and users mainly its influence on consumer awareness within the networks.
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