|
|
Management produktové kategorie v maloobchodu
Pospíšilová, Lucie ; Koudelka, Jan (advisor) ; Tahal, Radek (referee)
The aim of the thesis is to describe the Czech retail industry and the practice used in the category management. The work compares and evaluates the current state of the ice-cream category management in different retail chains and recommends changes for the next ice-cream season for one of the retailers. The description of the retail industry and the introduction set the background for the thesis and the explanation of the continuous category management provides the framework for the analysis. The empirical part conducts the category planning step by step. The key parts are category assessment and category scorecard, which benchmark different stores in terms of assortment, display, price, and promo. Finally recommendations and conclusions are derived from the analysis to improve the category performance.
|
|
|
Analysis of the loyalty program Expert Electro
Soukupová, Veronika ; Tahal, Radek (advisor) ; Otcovská, Simona (referee)
This bachelor's thesis analyses a loyalty program of a retail chain of electric goods that is called Expert Electro. The introductory theoretical part is devoted to the sales promotion and one of the tools of communication discipline, the loyalty programs. Following this tool, there are explained terms loyalty, commitment and satisfaction. Another part is devoted to a marketing research and especially a questionnaire survey that was implemented in the practical part. The main contribution of this work is an own exploratory probe. The main objective of the research was to suggest recommendations that could lead to more efficient management of the loyalty program called Expert Club. The constitutive goals had to determine what kinds of benefits the company should focus on and that the loyalty program and its benefits for the customers are sufficiently transparent. In conclusion, the results are evaluated along with the recommendations on the operation of the loyalty program Expert Club.
|
|
|
Marketing analysis of the new product launch
Lai Duc, Viet ; Tahal, Radek (advisor) ; Trinh, Thuy Duong (referee)
The thesis deals with marketing analysis of the product launching of the specific product on the Czech market. The aim is to analyze marketing environment and the process of market segmentation, targeting and positioning. Thesis should serve as a basis for creating a marketing strategy for product launching of similar products on the market. The work is divided into two parts, theoretical and practical. Theoretical section provides defined basic marketing concepts, which are applied in the practical part. Each term is applied in the practical part of this thesis. The practical part includes also a situational analysis and STP process that is handled by the methodology of expert interviews and the survey.
|
|
| |
|
|
Manifestation of Discursive Hierarchies in Consumption in the Context of Financial Crisis
Šrám, Kristián ; Chytková, Zuzana (advisor) ; Tahal, Radek (referee)
This thesis seeks to analyze how social position is negotiated by particular consumption practices. Thesis is theoretically based upon social-constructivist claims that reality is a social construct that comprises of continuously negotiated meanings. That implies that observed phenomena, such as among others consumption and social position, are seen as constituted by the cultural and symbolic dimensions of society. Methodological basis of the thesis is qualitative research. In the context of consumer behavior research I follow the research stream of consumer culture theory. Key findings of the study are that discourses on consumption are partially determined by social position while higher classes are comparatively more reflexive in their interpretations of consumption. However, social boundaries are not strictly given which creates a space for negotiating one`s social position. That might be accomplished by reinterpretation of social position. Prominent strategies of such reinterpretations were defined by discourses of neoliberalism and egalitarism. Another option consists of transgressing the economic boundaries by utilizing cultural capital. However, in the Czech society there has not yet been developed a clear consensus on what cultural capital consists of - that creates even more potential for negotiating one`s own social position.
|
|
|
Strategic marketing of the chosen climbing centre
Kotrbová, Daniela ; Tahal, Radek (advisor) ; Rakovičová, Marcela (referee)
This Diploma Thesis describes strategic marketing of climbing centre BigWall Vysočany and is focused on the analysis of customer's satisfaction and comparism customer's and shopkeeper's opinions. The goal of this Diploma Thesis is to analyse customer's satisfaction and perception of strategy of this climbing centre. This paper is divided into six parts: an introduction, a theoretical part, a methodological part, a part targetted on an introduction of climbing centre BigWall, a research and a conclusion. The theoretical part is focused on services marketing, strategic marketing and marketing plan. The methodological part describes the method of analysis and methodology for evaluating the research. Next section consists of the marketing mix of BigWall and the specifics of the climbing sector. Next section is focused on the research of satisfaction among customers of this climbing centre. The conclusion contains a summary of the analysis as well as suggested recommendations to improve the strategy of the climbing centre BigWall.
|
|
| |
|
|
Marketing analysis of brands Mary Kay and DM
Burdová, Beáta ; Tahal, Radek (advisor) ; Kolouchová, Daniela (referee)
The topic of this Bachelor's thesis is Marketing analysis of brands Mary Kay and DM. The work defines two very strong brands which exist on the market for several decades. The main aim of this work is to compare people's perception of each brand and come closer to the result of their perception. In the theoretical part are defined following terms: marketing, marketing and communication mix and its individual parts, as well as customer and brand. The practical part of the thesis evaluates and deals with the results gained through the questionnaire survey and relevant comments.
|
|
|
Comparison of consumer behaviour when purchasing sport equipment in e-shops and brick-and-mortar stores
Marečková, Barbora ; Tahal, Radek (advisor) ; Škvarka, Peter (referee)
This bachelor thesis brings information about consumer behaviour related to the new way of shopping - i.e. shopping in e-shops, with the aim of comparing e-shopping with shopping in brick-and-mortar stores. This thesis further compares consumer behaviour between the residents of Czech Republic and Slovakia. In the thesis The principal focus of this analysis is on the product category of sport equipment available at the following retail stores: Rock point, Hervis Sport, Exisport, Belda Sport, A3 Sport, Intersport, Sportisimo and Sportsdirect.com. The purpose of this thesis is to answer the following research questions: to what extent is consumer behaviour affected by doing sports on regular basis, how often do different types of consumers shop in these stores, and to what extent is the e-shopping option used by these consumers at the present. In order to answer these questions, this thesis consists of theoretical part related to the research area, followed by a comprehensive analysis of the aforementioned sport stores concluded by the analysis of my own primary research.
|
|
|
Analysis of loyalty program in drugstores
Mydlová, Michaela ; Tahal, Radek (advisor) ; Koudelka, Jan (referee)
The bachelor thesis is focused on loyalty programs in drugstores. The aim of this study is to analyze and compare two loyalty programs in drugstores. The theoretical part focuses on the relationship between company and customer mainly based on creation of customer value accompanied by satisfaction and loyalty. The second and third chapter defines loyalty programs and marketing research. The practical part includes the analysis and comparison of loyalty programs in dm and Teta drugstores which is based on questionnaire survey. The conclusion includes research objectives and overall summary.
|
guest ::
