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The Analysis of Marketing Mix of Sport Club MFK Nové Město nad Metují
Darebník, Radim ; Říha, David (advisor) ; Maur, Vilém (referee)
The goal of this bachelor thesis is to analyze marketing mix of organization MFK Nové Město nad Metují. It is amateur football club, which's main goal is to offer sport activity for youth. This analysis was accomplished based on getting internal information from management of the club and marketing research, which was realized by paper questionnaire. The work is divided into two parts. Theoretical part is describing the term Marketing Mix and pointing out the specifics in non-profit organization and sport sphere. In the practical part there is an introduction of football club and description of its current marketing mix. Afterwards there is an evaluation of marketing research. Finally there are presented suggestions for improvement based on marketing research.
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The role and influence of non-verbal communication in personal selling
Rajnoha, Adam ; Říha, David (advisor)
This bachelor's thesis examines the impact of the oldest part of our communication in the field of personal selling. In the beginning of the theoretical section we aim to define the concept and importance of non-verbal communication, and its parts, according to the channel of communication with the conclusion relating to the specific recommendations for salesmen. The personal selling process will be described in the second part of the theoretical section. Additionally, a theoretical clarification of the impact of nonverbal communication in the process of personal sales will be provided. The purpose of the theoretical sections is to serve as a basis for the practical section, which will help explain the final conclusion. The practical section examines, on the basis of questionnaire survey, respondent's reactions to non-verbal signals of sales men from audio-visual recording and provides the answer to the fundamental question of our work: "does non-verbal communication have an impact in the area of personal selling?"
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Brand extension as a marketing strategy of the project Tapi Tea
Balík, Lukáš ; Říha, David (advisor) ; Roll, Aleš (referee)
The aim of this bachelor's thesis is to clarify the issue of brand extension and propose a strategy for particular brand -- Tapi Tea. This brand is keen to use the extension as one of the competetive advantage and possibility how to attract a wider audience. The theoretical part of this thesis deals with basic concepts of strategic management, branding and brand extension. The practical part consists of proposed strategy, which is based on specific research with representatives of the new target group.
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The role of marketing in music industry with focus on EDM and DJing
Hrnčíř, Petr ; Černá, Jitka (advisor) ; Říha, David (referee)
This thesis examines the influence of marketing communication on music industry with focus on electronic dance music. In theoretical part are processed basic terms defining marketing communication. Consequently is described development of electronic dance music from seventies. The main objective of this thesis is define important marketing tools in allotted age group and confirm knowledge of this area of music industry. The practical part is focused on the research of popularity, target group determination and also evaluates interview with specialists and artists. Base on the research results from questionnaires and interview the thesis also proposes own marketing campaign of unknown artist.
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Brand as a part of the Marketing Strategy on the Smart Phones market
Cimbura, Zdeněk ; Říha, David (advisor) ; Ryneš, Tomáš (referee)
The main objective of this Thesis is to explain the importance of a Brand as a part of the Marketing Strategy on a growing Smart Phones market. Theoretical part analyzes four basic Marketing Strategies and their effect on a Brand Perception. The rest of the theoretical part is focused on Customer-based Brand Equity concept and brand building itself. Analytic part introduces current Smart Phone Market and analyzes marketing strategies of leading manufacturers on the Czech market. Based on the Survey and Depth Interviews, the author reveals the importance of Smart Phone Brand for Millennials, who are defined as young consumers born from 1984 to 1996. Based on the research, author recommends the marketing strategy which should help manufactures to build a strong Brand and gain Millennials loyalty.
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The Meeting of Czech and American Cultures in Managerial Practices
Bátorek, Miroslav Štefan ; Nový, Ivan (advisor) ; Říha, David (referee)
The aim of the diploma thesis is to provide a comprehensive picture of Czech and American cultures, not only in their interaction. This picture will be the basis for learning and understanding of both cultures and their mutual differences. A detection of cultural specificities, their clarification and explanation of their causes is a fundamental concern of this thesis. The main issue of the research is to uncover cultural differences and related cultural clashes. The second aim of the diploma thesis is building a list of potential cultural clashes and final recommendations for the Czechs to know how to prevent these conflicts.
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Event marketing and its specifics in the automotive industry
Vošta, Martin ; Říha, David (advisor) ; Przyczek, Jan (referee)
The thesis is focused on the event marketing and its specifics in the automotive industry. The aim of the bachelor's thesis is to analyze event marketing activities and to define their importance in the promotional mix of the specific company. The thesis is divided into two parts. The theoretical part of the thesis is focused on the promotional mix and its aspects and on the definition of the event marketing. The practical part of the thesis describes Mercedes-Benz Czech republic Inc. and is focused on the research of event marketing activities of this company.
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Analysis 5Ps of the marketing mix on the Paul Company from the employees´ perspective
Vojta, Jan ; Říha, David (advisor) ; Karlíček, Miroslav (referee)
This bachelor thesis' goal is to describe the marketing mix as a practical marketing technique; it also attempts to apply 5Ps of the marketing mix on the Paul Company. Tone of the research is positivists and thus a quantitative marketing research is carried out via the single dissemination questionnaire survey. In practical part, of the thesis the marketing mix analysis, of PAUL Company from the employees' perspective, is introduced. Such an accession enables throughout scientific approach leading to the explanation of all the steps and tools necessary for the corporate success; raising the demand for its Product, Price, Place, Promotion and People. In the second half of the practical part, the questionnaires presented to Paul employees are examined and interpreted. This all aims finding out how professionals perceive and identify themselves with the firm's business policy and marketing mix. The final part of the work summarizes the key factors of the mix, and suggests areas for the further academic and practical improvements. The justification of this paper is 2 fold: 1] critical literature evaluation, 2] practical suggestions for the marketing professionals.
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Marketing research and usability analysis of "Nitra - Šindolka" land for company K CERO
Cerulík, Michal ; Říha, David (advisor) ; Lapunik, Miroslav (referee)
This bachelor thesis is dedicated to the initial phase of real estate development. Specifically, the pre-design phase of project preparation, of which pays attention to the first two components. The components are intention of real estate development and marketing research, processed for the land belonging to the firm K CERO. This land is located in the provincial city of Nitra, Slovakia. In the first part of the work, the environment analysis for K CERO is carried out. Thereafter, the data detected are used in the SWOT analysis, which allowed the strategic decision in choosing the intention of using the land. Then, the individual projects are evaluated in terms of return and subsequently the one that appears to be preferable is chosen. Finally, the steps towards its realization are recommended.
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Implementation of alpina brand to the czech outdoor shoes market
Rudel, Jakub ; Říha, David (advisor) ; Poucha, Tomáš (referee)
The main aim of this thesis is to analyze the Czech outdoor footwear market .The thesis is focused on the comparison of the perception of loyalty for Alpina brand and selected competing brands of defined consumers' group buying outdoor footwear. Alpine has shown interest in entering the Czech market with a portfolio of products for tourism, trekking and outdoor. In the theoretical part are mentioned problems of the brand management and possible ways of promoting any brand at the market. The BrandDynamics method is mentioned for brand's loyalty and strength evaluation. The practical part of the work involves Alpina's introduction and its short history. It also contains particular analysis of the Czech market with positions' evaluation and strength of selected brands with consumers. From obtained data are clues for successful implementation of Alpina to Czech Republic worked out.
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