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Market analysis for hotel IT services
Zoubková, Eva ; Tahal, Radek (advisor) ; Stříteský, Václav (referee)
The author applies marketing research methods, in order to work out a recommendation for sales growth on the background of an IT services company looking for expansion in the hotel sector in the Czech Republic. Through the application of qualitative and quantitative research methods it is established that the anonymized company needs to focus on the segment of three to five star hotels in Prague that do not have their HQ outside of the Czech Republic. Furthermore, a clear product focus on cost saving utilisation of product like virtualization and office automatization is advised, whilst expanding the portfolio on basic hotel needs like camera and entertainment systems. Finally, the analysis recommends to establish professional behaviour and appearance guidelines for in the field service technicians.
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Sources of value and price perception of the big bank clients
Melnik, Dzmitry ; Stříteský, Václav (advisor) ; Tahal, Radek (referee)
The masters' thesis introduces theoretical basis to value-based pricing and the process of price creation. It demonstrates the implementation of theory upon real business case identifying the sources of value and price perception of a big Czech bank. Moreover, the thesis describes, how customer perceives the value and price, what factors influence his perceptions, how to effectively measure these perceptions and how to create value-based pricing through segmentation and communication. Application chapter describes the identification process of sources of value and price perceptions by providing desk research, qualitative and quantitative market research - concretely in-depth interviews and derived importance of attributes method, which quantifies the strength of product and price drivers on customer's perception. The thesis makes a list of the most important "value for money" drivers of unnamed Czech bank, which struggles with clients' churn to direct banks. The thesis proposes solutions to stop this churn and to improve bank image on the market among both clients and non-clients.
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Analysis of the effectiveness of the ALBI company TV campaign
Knoblochová, Petra ; Tahal, Radek (advisor) ; Pešl, Libor (referee)
The aim of this thesis is to carry out a marketing survey and to analyze the effectiveness of a TV campaign for ALBI company with major focus on answering a set of crucial research questions. The first part of the thesis covers such issues as marketing, marketing communication, advertising and marketing survey from a theoretical point of view. After that I introduce the ALBI company and its marketing activities. The practical part is devoted to the marketing survey itself. I present the preparatory phase, the realization of the survey and its results. The goal of the survey was to reveal consumer preferences and different mindsets within the Czech population. The main contribution of the thesis is the survey output and marketing recommendations which shall be used internally by ALBI in order to improve its processes within the marketing department.
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Marketing fashion brands with a focus on ZARA
Droščáková, Jana ; Tahal, Radek (advisor) ; Mráz, Otakar (referee)
The diploma thesis concerns with the specifics of fashion industry and marketing of fashion brands, with a closer focus and attention on a Spanish clothing brand Zara.The purpose of this work is to offer the reader an overview of marketing methods and tools used by fashion brands to reach, get and keep customers and to specify the actual forms of marketing communication used by the renowned Zara. The goal of the thesis is to find out the awareness of these marketing tools among Czech customers, what they think of the brand itself and then provide suggestions to improve its existing image. The first part gives an overview of available theory on fashion industry and marketing, and it describes and characterises the marketing communication of Zara. The second part is based on own marketing research with the purpose of defining the activity of the brand in Czech environment and unveiling the marketing goals of Zara in the Czech Republic. The aim is to find out the impact of the brand on Czech consumers and whether its idea of own positioning corresponds with the outcome of the consumer reasearch.
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Analysis of online booking portals and their benefits to owners of accommodation
Uhelová, Barbora ; Tahal, Radek (advisor) ; Machek, Martin (referee)
This master thesis is analyzing effects and ways of gaining customers from on-line booking portals whose main function is to provide their registered used with customers for their accommodation. This work will concentrate on influence and ability of on-line portals to fill capacities of accommodation. This work will discover advantages and disadvantages of these portals based on opinion of registered users. The main goal is to determine which portals are the best on the Slovak market and what value added they have for registered users -- registered owners of accommodation.
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Digital Advertising Agencies in the Czech Republic: Case Study of Nydrle Digital
Vondráková, Tereza ; Hanzlík, Jan (advisor) ; Tahal, Radek (referee)
The master thesis focuses on description of the market of digital advertising agencies that create digital, online and mobile campaigns for their clients. The first part of the thesis addresses the advertising market and its role in the marketing mix. The author gives the summary of the evolution of digital marketing and its tools in the digital and creative procedure of preparing advertising concept. One of the chapters presents changes in media spends towards online and changes of marketing budgets of advertisers. The empirical part describes the Czech digital advertising market, exclusion of digital agencies from the field of classical full service agencies. The empirical part also focuses on global trends in digital agencies and digital marketing and emphasizes how those trends affected the Czech advertising market. The author also gives a description of the workflow in digital agency and covers tools and solutions that are usually used in digital campaign. The empirical part shows examples of business strategy of Nydrle Digital that led the agency to the top of the market. The part is based on internal documents from the company and on interviews with the management of the agency. The author also shows the important case studies that affected the business development of Nydrle Digital.
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Research in Consumer Behavior When Selecting a Summer Holiday
Znamenská, Alžběta ; Tahal, Radek (advisor) ; Horová, Olga (referee)
This thesis deals with the research on consumer behavior when selecting a summer holiday. The theoretical section summarizes the current knowledge of consumer research and consumer behaviour issues, which forms the basis for the practical part of the thesis. The practical part of the thesis is focused on the analysis and evaluation of the results of the quantitative on-line research conducted with three hundred respondents. The aim is to contribute to the understanding of consumer behavior when selecting a summer holiday and in particular to determine how the amount of consumer's income affects the consumer's choice of destinations for summer holidays and also to identify which channels are the main sources of information for consumers deciding about summer holiday. The research results show a correlation between the level of respondent's income and selection of a particular type of summer holiday destination. In terms of respondent's information sources, internet was evaluated as the most used source of information for holiday decision-making.
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Marketing plan of beach volleyball arenas in the Czech Republic
Marková, Kristýna ; Kotáb, Jiří (advisor) ; Tahal, Radek (referee)
The popularity of beach volleyball is rising especially thanks to the Olympic Games 2012 in London. Czech professionals Markéta Sluková with her partner Kristýna Sluková got there unbelievable 5th place. The first part of this thesis would like to summarize theoretical knowledge of sport marketing and marketing plan of sport product. The second part would like to analyze marketing mix of beach volleyball arenas in the Czech Republic. According to the knowledge gained by this analysis will be created Marketing Plan of Beach Volleyball Arena in Benešov u Prahy. Finally this thesis would like to be an inspiration for existing and potential arenas which would like to exploit this market opportunity to provide beach services.
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Daily deal sites as a tool of communication with customer
Hort, Jakub ; Tahal, Radek (advisor) ; Vávra, Oldřich (referee)
The bachelor thesis deals with the issue of daily deal sites. The paper first describes the marketing communication in general. The next section is devoted to the history of daily deal sites in the world, and in the Czech Republic and describes the way the daily deal site works. First, the methodology of work is introduced in the research section and then a quantitative research is performed. The main aim of the research is to determine attitude, satisfaction and opinion of customers who use daily deal sites. Research is conducted through a questionnaire survey, its evaluation and confirmation or refutation of hypotheses.
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Children and Advertising
Hettešová, Kristína ; Horová, Olga (advisor) ; Tahal, Radek (referee)
The bachelor thesis deals with the issue of advertising to children. It aims to evaluate the extent of children's exposure to advertising on television, to analyse instruments used in this kind of advertisements and products presented in them. The thesis also aims to find out the opinion of parents on the subject, their view of the influence of advertising on children and the impact their children have on their parents' purchasing decisions. The theoretical part contains the definition of advertising and other terms connected with this topic, the qualification of the children as target audience followed up with specification of individual age categories and the most impactful instruments in different ages. The practical part consists of two parts. The first one deals with own research of advertisements directed at children on television, the second one deals with the questionnaire answered by parents.
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