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The Communication Mix Proposal in the Company
Lukeš, Radim ; Soukalová, Lucie (referee) ; Novák, Petr (advisor)
The thesis aims to improve the existing communication mix of GreenMech Ltd. on the basis of theoretical findings and the analysis of its current format. The thesis is divided into three sections. The first section provides theoretical knowledge collected from literature, which is related to this topic. The second section focuses on the characteristics of the company GreenMech Ltd. followed by the analysis of the company's current business structure and by a marketing research done by survey. The third and final section contains proposals to improve the company's communication mix which arose from the collected information and analysis. These suggestions should improve the product presentation and ultimately attract more customers.
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Intercultural analysis of marketing communication of CzechTourism agency aiming to recover tourism after coronavirus pandemic
Šoukalová, Lucie ; Koudelková, Petra (advisor) ; Ježková, Tereza (referee)
This thesis examines the diversity of the CzechTourism agency's marketing communication on foreign markets, depending on the impacts of the coronavirus pandemic and cultural specifics. The theoretical part of the thesis deals with marketing in tourism and tourism market in general, then the work and structure of the CzechTourism agency is further described. That is followed by examples of how tourism was affected by the coronavirus pandemic and specific impacts on the Czech market. Communication within the marketing of destinations is generally very specific, the thesis not only describes these general specifics, but also deals with differences that appeared in connection with the coronavirus pandemic - and all of that is subsequently reflected in the research of the thesis. The last important component of the theoretical part of the thesis are intercultural specifics, which are generally demonstrated by the research of the Dutch sociologist Geert Hofstede. The general description is followed by the analysis of selected cultures - Italy, Japan, Germany and the United States of America - the conclusions of which are subsequently applied in the research. The research works with the above-mentioned selected markets and analyzes characteristic campaigns that foreign representations of the CzechTourism...
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The Communication Mix Proposal in the Company
Lukeš, Radim ; Soukalová, Lucie (referee) ; Novák, Petr (advisor)
The thesis aims to improve the existing communication mix of GreenMech Ltd. on the basis of theoretical findings and the analysis of its current format. The thesis is divided into three sections. The first section provides theoretical knowledge collected from literature, which is related to this topic. The second section focuses on the characteristics of the company GreenMech Ltd. followed by the analysis of the company's current business structure and by a marketing research done by survey. The third and final section contains proposals to improve the company's communication mix which arose from the collected information and analysis. These suggestions should improve the product presentation and ultimately attract more customers.
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