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Proposal of marketing strategy and segmentation for international student organization AIESEC for student market
Losová, Veronika ; Král, Petr (advisor) ; Jurek, Martin (referee)
Goal of this bachelor thesis is to design marketing strategy and segmentation strategy for purpose of international student organization AIESEC, which is also present at University of Economics, in Prague. The thesis is concentrating mainly on student market and marketing strategy for one specific programme AIESEC is offering. The programme is international short-term development traineeships (DT). Thesis is divided into three main chapters. First chapter outlines definitions of marketing, marketing strategy and basis of marketing strategy planning. In the second chapter, there is main focus on theoretical background describing the process of marketing strategy planning. Third part itself deals with designing marketing strategy for AIESEC DT internships using theoretical background described in second chapter. The marketing strategy is planned for period of July 2011 -- June 2012 according to planning period of AIESEC in the Czech Republic. Methods used to elaborate this thesis include academic literature search, data collection from external environment and data analysis. Data for the analysis were mostly granted by AIESEC itself from the researches they already conducted and from application forms received for DT programme.
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Adaptation of the GEHE Pharma Company marketing strategy on the Czech market
Tatarová, Jana ; Král, Petr (advisor) ; Jurek, Martin (referee)
This thesis is focused on adaptation of GEHE Pharma marketing strategy on the Czech wholesaler's market with pharmaceutical products. In the first part the theoretical background needed for the application part of the thesis is summarized. I mention here the possibilities of internationalization, visions and targets of the firms working on the foreign markets and basic analyses needed for acting there. Then I summarize the possibilities of adaptation of the marketing mix mention the specifics of the B2B and the pharmaceutical market. In the following application part GEHE Pharma Company is presented and also her acting on the pharmaceutical market. Then the concrete analyses are made (PEST analysis, SWOT analysis, and Czech pharmaceutical market analysis) and the adaptation of marketing mix of the company was summarized. In the last part of the thesis some suggestions for ameliorations of particular parts of marketing mix are made.
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Contemporary transport trends between Europe and Asia
Urban, Robin ; Sato, Alexej (advisor) ; Jurek, Martin (referee)
The aim of this bachelor thesis is analyzing and specifying alternative ways of naval transportation in relation to Europe and Asia. In the introductory chapter are mentioned economic factors which have worldwide impact on direction and volume of cargo. The key part of this thesis deals with identification of road and railway corridors, which should alleviate contemporary overloaded naval transportation. Within the scope of this thesis is also introduced new technology called SkySail, which was designed for cargo ships in order to lower costs connected to fuel consumption and air pollution.
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Development of social networks and their use in brand strategy
Malíková, Kateřina ; Lhotáková, Markéta (advisor) ; Jurek, Martin (referee)
The thesis deals with development of social networks, their characteristics and characteristics of users from global and regional point of view. The main part of the thesis is concerning social media marketing. It describes and analyzes current situation in social media marketing between firms and the most important aspects of brand strategies within social media. Finally, the thesis shows the aspects on examples of the most successful brands in social media marketing.
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Financial Analysis of Czeh Railways
Jurek, Martin ; Synek, Miloslav (advisor) ; Klečka, Jiří (referee)
The theme of this thesis is the evaluation of the economical development of the consolidated group of Czech Railways in the 2005 -- 2009 period. The first part of this work introduces the structure and history of the group in the years 2005 -- 2009. This part is followed by the financial analysis itself. The financial analysis is divided into three parts: the basic methods, the bankruptcy prediction models and the analysis based on the Quelle methodology. The last part of this thesis is focused on the future prospectives and the transformation program Vize 2012 (Vision 2012).
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Marketing Strategy for Market Entry of ŠKODA to Vietnamese Market
Nguyen Viet, Thang ; Král, Petr (advisor) ; Jurek, Martin (referee)
Today, in the context of globalization, many different international companies in the global automotive industry prefer going international to enlarge their appearance as well as search for new business chances to earn more profit margins. Among them, Škoda Auto Group, the largest Czech car maker. At present, China and India are two of the most important automotive markets of Škoda Auto Group based on the market size and customers' base. Apart from China and India in the Asian region, Vietnam is also seen to be a very high potential market for every car maker in the South East Asian region because of the stable development of Vietnam's economy as well as high local customers' requirements. The goal of the thesis is to develop a marketing strategy for the market entry of Škoda Auto Group into the Vietnamese market.
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Austria’s FDI
Jurek, Martin ; Sedláček, Jiří (advisor) ; Wranová, Michaela (referee)
This diploma thesis focuses on Austrian foreign direct investments and more specifically on the internalization of Austrian companies into the Czech Republic. The aim is to thoroughly display the Austria's outward foreign direct investments, introduce the internationalization models and apply them in an analysis of Austrian companies present in the Czech Republic. The first step towards answering research questions is the presentation of a short theoretical background on foreign direct investment. Further, the main characteristics of Austrian investments are stated. Chapter two starts with term definitions. Thereby, a common under-standing of the most relevant terms is established. The thorough literature review illuminates the theories behind each model and its development. In the following step, the practical part of the paper is introduced. At first, assumptions from the internationalization models are derived. Afterwards, these assumptions serve as a foundation for the questionnaire's framework. The primary part of this chapter displays results of the empirical study. Finally, a conclusion is presented summing up the thesis's core findings. These findings are primarily direct answers to the research questions seeking to fulfill the main objective of the diploma thesis.
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Globalisation from the view of information technology and its influence on human mind
Jurek, Martin ; Hubinková, Zuzana (advisor) ; Kašparová, Eva (referee)
Globalisation is a natural process in the evolution of human society and greatly influences our everyday reality. Besides advantages and new possibilities that globalisation brings, it also puts new requirements on people. These are apparent for example in the area of information technologies, which are a symbol of linkage of the modern world. Problems with coping with new technologies or their abusing can cause serious complications to people living in the era of globalisation. This work is divided into a theoretical and practical part. In the first part it provides an overall insight into the issue of globalisation and its history with an emphasis on the role and consequences of information technologies. The main areas of our interest that are studied in more detail are technostress and Internet addiction. The practical part contains a research project focussed on technostress and Internet addiction. Our research was carried out with 50 respondents, 48 of which were university students. Internet addiction was discovered in 8% of respondents, the risks of technostress were shown to be low. We discussed our results with regards to the respondent's age, education, gender and time spent on Internet per week.
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Analýza využití Internetu se zaměřením na konkrétní malou firmu
Jurek, Martin ; Sedláček, Jiří (advisor) ; Havelková, Michaela (referee)
V práci je uveden obecný úvod do problematiky malých a středních podniků v České republice a informačních systémů. Stěžejními tématy teoretické části jsou Internet a elektronické podnikání. Praktická část je věnována analýze využití Internetu a nejvohodnějšímu uplatnění informačního systému pro hotel Jelínkova vila. Cílem analýzy aplikace Internetu je v první řadě zvýšení ekonomického prospěchu, druhotně podpora image a prestiže.
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