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Marketing strategy for pollutant detector in the development
Šesták, Zbyněk ; Král, Petr (advisor) ; Lhotáková, Markéta (referee)
The main objective of this thesis is to develop marketing strategy for pollutant detector in the development. The first part of the thesis focuses on the environmental issues, pollutant measuring technologies and on bioluminescence bacteria which are used in the detector. The detector is designed for companies which get in touch with selected dangerous elements (mercury, cadmium, lead, BTEX and PCBs) within their business activities. That is why the next part is about B2B specifics as companies are targeted customers. Various marketing theories are applied to set marketing strategy. It starts with situation analysis which involves PEST analysis, Porter's five forces analysis and SWOT analysis. Based on analyzed information and responses given in online questionnaire the perspective markets are identified, positioning set up, and product, price, distribution and communication policy specified.
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Export opportunities for Czech companies in the African market
Šesták, Zbyněk ; Šaroch, Stanislav (advisor) ; Bič, Josef (referee)
Czech exporters take a significant place in the domestic economy and influence its performance to a great extent. Exporting opportunities represent an important circle of interests of individual companies as well as of government officials. The officials create primary conditions in which Czech exporters operate. For this reason, the first chapter deals with the Czech foreign business policy in the relation to African states. This chapter of the bachelor thesis describes the development of Czech foreign policy since 1945 and international agreements between the EU/ the Czech Republic and African countries. The next chapters aim at the main point of thesis, which lies in a revelation of export opportunities for Czech companies in the African market. Two methods are used for this revelation. The first method analyzes the territorial and commodity structure of Czech exports and imports of African countries. The next method for determination of perspective markets is the analysis of African countries according to political situation, economic indicators and conditions for exporters. The final results are summarized in the third chapter where the potential areas of export to Africa with the most perspective markets are written down. One part of the thesis is a questionnaire for exporters, too. The questions are related to their business activities in Africa and also how exporters are satisfied with the Czech institutions for export.
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