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Using Social Media in B2B Marketing
Bílý, Radim ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The thesis evaluates opportunities of using social media in B2B marketing campaigns. In theoretical part, it introduces basic terms used in the thesis. The terms are mostly related to B2B marketing and social media. In practical part, it describes using particular social media and analyses real marketing campaigns in the Czech Republic. Based on these data the thesis evaluates whether social media can be used in B2B marketing campaigns, eventually which social media are suitable for this purpose.
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Gluten-free market
Lukůvková, Tereza ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The bachelor thesis applies to the sale of gluten-free foods in retail market with an emphasis on retail chains. The first chapter deals with characteristics of gluten-free foods and the increased interest in these foods in recent years. The second chapter describes the retail markets in the Czech Republic and Germany with a focus on retail chains and compares these markets. The third chapter deals with the supply of gluten-free food in these countries and compares this supply. The fourth chapter is dedicated to my own research based on a questionnaire survey among consumers.
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Selected Business Brand Perception
Lepková, Tereza ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This thesis is focused on perception of the brand C&A. The thesis is divided into three parts. The first part describes theory of the terms brand, brand components, brand knowledge, brand image, brand building and brand management. The second part introduces brand C&A. There are examined its individual components, its strategy on the Czech market, charity and sponsoring. The third part is dedicated to the performed questionnaire and interpretation of its results. The conclusion describes real perception of the brand C&A and brings suggestions for improvement.
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Consumer protection in a selected product range
Suchanová, Kateřina ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The aim of this thesis is to use my own research, both theoretical and practial, to find out how much is the current Czech consumer wiling to fight for his own rights in case he disagrees with the suppliers. Since the consumer protection represents a broad field we will focus on a specific segmet and that is shoe business. Furthermore, we will try to use a survey to map the willingness of the shoe sellers to abide by the consumer protection law.
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Marketing strategy of selected company
Červinková, Lucie ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
This bachelor thesis deals with marketing strategy of a selected company. The objective of the thesis is to describe marketing of selected company and suggest the improvements of the marketing strategy. The thesis is composed of three main parts. The first chapter is theoretical and summarizes theoretical knowledge generally. The second part describes the company itself. The second part focuses on business environment and SWOT analysis. The practical part firstly describes marketing strategy of the company and after that deals with suggestion of marketing strategy and how to improve the current strategy which is mentioned.
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Financial analysis of a chosen retail chain
Voleský, Jan ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The main aim of this bachelor thesis is to conduct a financial analysis of a retail chain Penny Market s. r. o. The thesis is divided in two parts, theoretical and practical. In the first part methods and indicators of a financial analysis are explained, which are applied in the second part on publicly accessible data from financial statements. To these methods and indicators belong absolute indicators, various financial ratios and bankruptcy prediction models. The financial analysis is conducted in the period of 2011 to 2015 and some of the figures are compared with those of the industry. At the end of the thesis a SWOT analysis is conducted.
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Selected tools of marketing strategy of Stoklasa company
Galiová, Simona ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The aim of this bachelor thesis is to describe the utilization possibilities of selected social networks as tools of marketing strategy and subsequently to assess the options of their potential use within the marketing strategy of Stoklasa textilní galanterie s. r. o. The theoretical part is dedicated to the inclusion of social networks into the context of marketing tools, the characteristics of social networks and then specific social networks with the possibilities of their use in marketing. The purpose of the empirical part is to evaluate current way and success of company's comumunication on social networks and to recommend future use of social networks.
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The strategy of a service providing company
Zmeškalová, Zuzana ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This thesis focuses on the strategy of a real service providing company doing business in the Czech Republic. It investigates its potential on market by analysing company's internal and external environment as well as competition. Based on the results from the analysis, it provides an assessment of the marketing and financial strategy of the company and it also suggests actions that the company should implement in order to achieve its strategic goals.
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Food waste
Šteffková, Marie ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The thesis looks into the issue of food waste. The aim of the first part of this thesis is to provide a complex overview of this topic, to identify its possible causes and consequences, and to indicate possible solutions. It also demonstrates an attitude of chosen international institutions and organizations. The second part of the thesis is focused on food waste in Europe and four chosen europan countries.
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Code of Ethics of the selected company
Hrabalová, Lenka ; Filipová, Alena (advisor) ; Svatoš, Jan (referee)
This bachelor thesis deals with the description of the AspectWorks, s.r.o. company and with the development of the Code of Ethics. The purpose of the thesis is to draw up the Code of Ethics so that the company could implement it into their corporate strategy and use it for their internal and external use. The bachelor thesis is divided into two parts, the theoretical one and practical one. The theoretical part focuses on the terms such as ethics, morale, corporate ethics and describes how the Code of Ethics should look like. The practical part starts with the description of the history of AspectWorks, s.r.o. Furthermore, this chapter describes the services which are provided by AspectWorks, s.r.o. and stakeholders of this company. The conclusion of the thesis is the newly created Code of Ethics and the confrontation of the content of the Code of Ethics with the real behaviour of employees of the company.
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