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Promotional mix and marketing communication effectiveness of the company Aviva životní pojišťovna, a.s.
Kocián, Petr ; Křížek, Miroslav (advisor) ; Kešner, Martin (referee)
Primary objective of this diploma thesis is to conduct analysis of promotional mix of life insurance company operating on a Czech insurance market, to review efficiency of marketing communication and express practical recommendations for optimization of communication mix and increase of efficiency of marketing communication. First, theoretical part of thesis, presents particularity of marketing a service. Promotional mix is defined as a part of the marketing mix and furthermore its components are in detail described including its application. Second, practical part of thesis, includes analysis of these components in context of reviewed company. Also specific application cases of these components of promotional mix are described including comparison with some project of competitive organizations and efficiency revision of marketing communication based on undertaken market survey.
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Business plan Home for Elderly
Vyšínová, Anna ; Kešner, Martin (advisor) ; Michněvič, Matouš (referee)
The aim of this thesis is to create the business plan of the home for the elderly and to determine the profitability of the project. In the practical part, I focused on market analysis of elderly care, prediction of its development in the future and identification of market opportunities. I quantified the rate of return, payback period of investment for the potential investor and described the critical points of the project.
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Business plan for an out-of-home advertising market opportunity.
Purkrábek, Jan ; Kešner, Martin (advisor) ; Tichá, Klára (referee)
The aim of the document is to prepare a complete business plan for a new company tending to enter the out-of-home advertising market within the Czech Republic. Secondary aims are to check the feasibility and rentability of the project, to support the decision about starting or declining such project. The document analyses the relevant market, describes business opportunity including legal background, gives estimates on the market potential and specifies a detailed operating plan. Finally it analyses main risks and assemblies all used assumptions into the financial statements, including profitability evaluation.
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Podnikatelský plán Golf Chau Au cestovní agentura, s.r.o.
Nguyenová, Petra ; Křížek, Miroslav (advisor) ; Kešner, Martin (referee)
The main object of this thesis was foundation of a travel agency dealing with the golf tourism for wealthy Vietnamese citizens to Europe, organizing tournaments and providing additional services exclusively for the target clientele. In the theoretical part I looked at the introduction of golf as a global sport that is gaining a raising popularity each year, insight into Vietnam especially from the view of its special relationship with the Czech Republic and the definition of an entrepreneurship and a business plan. The practical part then includes the actual business plan with all the necessities and provides information on what, how, to whom and for how much the company wants to offer. The goal of this thesis was to create the right tool for establishing the company and to make a decision of meaning of this project on its basis.
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Proposal of marketing strategy for Altus Software
Ostrý, Marek ; Kešner, Martin (advisor) ; Tyll, Ladislav (referee)
The proposal of the marketing strategy for Altus Software is a work that deals with the marketing strategy of IT companies that supply the ERP solutions on the small and middle market businesses. The thesis takes advantage of theoretical information about the strategic marketing management and practical information of the author from the field of the information systems ERP. The aim of the thesis is to create a marketing startegic analysis following the proposal of a marketing strategy. The beginning of the practical part of the work describes the company Altus Software and allows even the unaware reader to understand the meaning of the company's business. In the process of analysis, the author concludes that the potential on the market is not entirely utilised and that it is possible to further develop the company's business. Most of the concerns that appear in practice are based on wrong hypotheses and the author disproves them.
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Management vs. Leadership
Bouška, Pavel ; Kešner, Martin (advisor) ; Ondrušková, Hana (referee)
The aim of this bachelor thesis was to realize a qualitative research concerning different human's approaches, while meeting the tasks and reaching goals and on its results recommend optimal approach to leading and managing employees. For realization of quantitative research has been used an observation method, which provided wide possibilities of evaluation for investigation of existing phenomenon. Through analyze of observations has been succeeded to draw the difference between management and leadership approaches depending on the level of required communication between boss and employee. The elements of the communication are predetermined by held paradigms by each participant of a discussion. They then include considerable unstated information in their opinions. First step how to change of those paradigms is to realize of existence of present paradigms.
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Business plan – Private primary school
Koudelková, Věra ; Kešner, Martin (advisor) ; Šimková, Klára (referee)
The aim of this bachelor thesis is to prepare a business plan for the establishment of a private primary school and to determine the profitability of this project. The theoretical part describes the reasons for developing a business plan, what principles must be followed and the overall structure of the plan.The practical part introduces the business plan for private primary school based on the structure defined in the theoretical part. The plan focuses on the description of services offered, market analysis, marketing strategy, risk analysis and financial plan, which determines the net present value and profitability of the project.
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The communication strategy of a charity project
Gregová, Alena ; Křížek, Miroslav (advisor) ; Kešner, Martin (referee)
The work deals with the definition of basic concepts relativ to communicationstrategy. It also deals with the description and analysis of the communications mixselected charity project. This will include a summary of the result carried out its ownresearch, which examined the effectiveness of the tools of communication mix. Havingdefined the positive and negative kontrast chosen communication strategy of the project. Because of thein charitable projects and organizations over many specificcommercial organizations, and because these particularities and differences, of course, also reflected in the communication strategy, the specifics of thesedifferences, and addressed in this thesis due attention..
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Causes of failure of new firms in the market
Nestrašil, Boris ; Kešner, Martin (advisor) ; Křížek, Miroslav (referee)
The goal of the Bachelor's Thesis is to find the most frequent causes of failure of new firms in the market during the forst three years. Partial goals are to define the external and internal causes and find characteristics of entrepreneurs, which leads to the failure of the business. Thesis is beneficial for beginning entrepreneurs. They acquaint with factors, which are good to be avoided. The Thesis is based on a research among entrepreneurs, who worked in the Czech market and were forced to stop their activities. The thesis shows the most frequent causes of failure of new firms that cause entrepreneurs or managers. Shows causes of failure of new firms that are caused by external factors and that are not in the competence of executives. The main causes are inadequate planning, poor cash flow, failure of determination of final costumer and competition.
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Proposed communication strategy for Jipka Butovice language school
Marešová, Veronika ; Kešner, Martin (advisor) ; Žižková, Jitka (referee)
The objective of the diploma thesis is to draw up the proposal for a communication strategy for the Jipka Butovice language school. A comprehensive analysis of marketing communication costs through the partial breakdown of costs for individual communication disciplines is applied as the working method. The partial objective is to create a comprehensive overview of the structure and the development of marketing costs within the monitored period. By analyzing the characteristics of the language school students, their satisfaction and loyalty and by analysing the discounts offered, the satisfaction factors and defining patterns of customer behaviour are further determined. The output is a summary of the analysis conclusion and a subsequent series of recommendations for company management which forms the basis for strategic decision making and future planning. The role of the communication proposal derived from the relationship of the conclusions drawn from the selected analysis is to increase the level of customer relationship management and to effectively allocate the costs for various marketing communication tools for the language school.
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