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Analysis of the Coca-Cola Company´s position on non-alcoholic beverages market in the Czech Republic
Hankeová, Lucie ; Machková, Hana (advisor) ; Richter, Stanislav (referee)
The aim of this master thesis is to analyze the position of the Coca-Cola Company on the Czech market of non-alcoholic beverages using retail audit data. First of all, the information about non-alcoholic beverages market in the Czech Republic is provided as setting the context for the analysis itself. This includes the facts such as size, market structure and trends both in terms of covered categories and producers operating within the market. Subsequently, the Coca Cola Company as the globally largest producer of non-alcoholic beverages is presented into the given context and in relation to the main producers on the Czech market with emphasis on the segment of cola flavored drinks is assessed its position. The analysis primarily using hard retail audit data is in the final part of the thesis enriched with the results of the consumer survey delivering the important insights of consumers themselves.
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Sposorship in the company adidas
Laštovičková, Zdeňka ; Král, Petr (advisor) ; Richter, Stanislav (referee)
The diploma thesis deals with the sponsorship strategy of the company adidas from local as well as global perspective. The aim of this thesis is to evaluate the sponsorship strategy of the company adidas and suggest possible changes and suitable measures how to make the sponsorship strategy of the company adidas ČR s.r.o more profitable and effective. The work is divided into four chapters. The first part of the thesis is devoted to the theoretical definition of sponsorship and its goals, advantages, forms and types. Second chapter introduces the company adidas AG. The another part of the work is focused on the sponsorship strategy of the company adidas AG and adidas ČR s.r.o. The work analyzes the sponzored portfolio of sport teams, individuals and events. The last part of the thesis verifies discovered results via questionnaire survey. Based on these outcomes recommendations and changes are suggested to the sponsorship strategy of the company adidas ČR s.r.o.
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Marketing Strategies in Fashion Industry
Čmielová, Zuzana ; Král, Petr (advisor) ; Richter, Stanislav (referee)
The goal of this thesis is to define the fashion industry and identify the key developments that the segment has undertaken over the last two to three decades including the drivers behind these changes. Specifically, the thesis will provide insights into the financial indicators of the industry and review some of the most recent trends such as globalisation of supply chains and internationalisation of fashion retailers. The second section of the theoretical part will try to identify what are the characteristics of fast fashion customers and what influences motivate their shopping behaviour. Specifically, some of the academic concepts will be examined and put into the context of fast fashion -- these include fashion involvement and fashion consciousness, the influence of opinion leadership and the trend of social shopping. The latest part of the theoretical section will examine the contemporary marketing strategies in the fast fashion segment some of which has been spread over the whole fashion market. Amongst the most vital ones is the change in supply chain management strategies, the shortening of the fashion life cycle and its impact on the frequency of stock replenishment. In addition, the theoretical part will examine the rising power of the internet, its effect on online shopping and the overall transformation of media towards digital communication with the growing influence of fashion bloggers. The goal of the practical part of the thesis is to conduct extensive analysis of the fashion strategies of the two selected fast fashion retailers -- Zara and H&M. These were chosen on the basis of their global success and outstanding financial performance even in the period of economic downturn which makes their strategies unique and worth analysing. Each brand has a distinct approach to its marketing strategy and in many of the elements they are fundamentally different, yet both approaches has enabled the brands to achieve international success and build highly profitable businesses. To review the complexity of different aspects of their strategies, the 7p's framework will be used.
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Specifics of the Caribbean economies in the context of Economic Partnership Agreements and the relations with the EU
Totkovičová, Lucia ; Štěrbová, Ludmila (advisor) ; Richter, Stanislav (referee)
Diploma thesis deals with the relations between the European Union and the Caribbean, principally with agreements forming their legal and institutional framework. It is theoretically based on the official rules of international trade agreed by the members of the World Trade Organization and on the Articles GATT and GATS. The first part gives information about the Caribbean region, its position in the world economy and about regional intergration, which is the corner-stone of Caribbean's external relations. The second chapter comprises analysis of the specifics of Caribbean countries that form their interests in the international field. Relations with the European Union, agreements that deal with them and specific treatment of developing countries are the subjects of chapter three. The thesis focuses on the Economic Partnership Agreement between the EU and CARIFORUM. Emphasis is on the basic provisions of this agreement on trade, compliance with WTO rules, impact on the Caribbean economies as well as the criticism and evaluation of its benefits. Attention is given to the development aspect of EPA. Last but not least, the thesis refers to the future cooperation under the provisions of this regional agreement.
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Marketing through social networks
Teplý, Lukáš ; Král, Petr (advisor) ; Richter, Stanislav (referee)
The purpose of this diploma thesis is to analyze marketing through social networks. The first chapter is focused on Internet, marketing and communication mix. In the second chapter there are discussed social networks and their history. Moreover, this chapter also characterizes generations X, Y and Z. The key part of the thesis aimed to analyze each of social networks such as Facebook, Twitter, LinkedIn and Google+. Main attention is given to provide a detail view of social media tools and possibilities that companies can use for marketing.
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Analysis of Curaprox brand marketing strategy in Czech republic
Hovorková, Lucie ; Král, Petr (advisor) ; Richter, Stanislav (referee)
The objective of this diploma thesis is to evaluate current marketing strategy of the Curaprox brand on the Czech market and to suggest appropriate improvements. At first the theoretical basis of brand strategy is defined. It goes mainly about brand function, brand identity and brand equity. The theory is completed with detailed description for each element of marketing mix. To achieve the main objective there were both primary and secondary data collected. The primary data were obtained by conducting of field research and consumer survey. Based on data acquired the whole toothbrushes market in Czech republic was analyzed and the key factors of Curaprox market performance were characterized. In the conclusion several recommendations for future were proposed to use the brand potential even more and take chance of the opportunities still available on the market.
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Canada's trade policy
Bradáčová, Pavlína ; Štěrbová, Ludmila (advisor) ; Richter, Stanislav (referee)
The aim of the thesis titled Canada's trade policy is to analyze the current Canadian trade policy including its objectives, trade policy instruments that Canada uses for the implementation of its trade policy and how Canada is trying to contribute to the liberalization on the world trade. The first part of the thesis explains the concept of trade policy, introduces the current economic situation of Canada and analyzes the Canadian foreign trade. The most important chapter is devoted to the autonomous and contractual instruments of the trade policy of Canada. The aim of the last chapter is to show through two examples of Canadian trade disputes at the WTO how the decisions taken in these disputes can affect Canadian trade policy.
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The marketing strategy of MYKITA manufacture and its improvement proposals for the Czech repubublic
Brych, Jaroslav ; Král, Petr (advisor) ; Richter, Stanislav (referee)
This work is describing a marketing strategy of the MYKITA, the Berlin luxury eyewear manufactory, and is also proposing its improvements for the Czech Republic. The theoretical part is focused on the description of luxury, luxury brands and the typology of its management. Other terms described in the first part are marketing and its further terms. The content of the second half of the work is focused on the company MYKITA and its marketing strategy, e.g. promotional materials. The second part is also supplemented with the improvement proposals. The last chapter is dealing with the theory of a MYKITA shop in Prague.
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CSR as a part of Komerční Banka business strategy
Podojilová, Petra ; Lhotáková, Markéta (advisor) ; Richter, Stanislav (referee)
The aim of the diploma work is to analyze the corporate social responsibility theme and to create a conceptual proposal of CSR and its implementation in Komerční Banka strategy. The theoretical part of the thesis deals with the description of possible approaches to corporate social responsibility, particularly with the strategic conception of CSR. The first part includes also view on corporate social responsibility from worldwide and European standpoints and the process of CSR implementation into company is described there. The practical part analyzes current CSR activities of Komerční Banka, a.s. and of its parental company Société Générale. The diploma work contains my own empiric research. Based on the given analyses and results gained from the research, a CSR strategy for Komerční Banka is suggested, including specific projects. The evaluation of the new CSR strategy was done using model Balanced Scorecard.
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