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Marketing analysis of the e-shop Mx4life.cz
Horák, Patrik ; Sedláček, Jiří (advisor) ; Benedikt, Jiří (referee)
The thesis summarizes the findings concerning the website Mx4life.cz. The introductory theoretical part focuses on the summary of the basic findings about the Internet and e-commerce. Marketing mix and Google Analytics are included in this part too. The following practical part consists an analysis of basic information about the content and technical features of the website, individual tools of the marketing mix and the data measured in the web application Google Analytics. Moreover, the thesis looks into the competition from both e-shop's and brick-and-mortar businesses'points of view. The main aim of the present thesis is to assess the current situation with regard to the analyses already mentioned and suggest possible changes in order to increase the web site traffic and thus increase the company's competitive ability.
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Optimization of a cutting tool procurement process at a manufacturing company
Benedikt, Jiří ; Jirsák, Petr (advisor) ; Reinhardt, Jan (referee)
This thesis is focused on lean thinking and its application on a real case of a logistic process in a manufacturing company. Firstly, the concept of lean thinking is described together with its history and relation to other management concepts. Key terms for lean thinking are defined, such as value and waste. Value stream mapping method and basic inventory management models are also described. Secondly, the real case part is focused on process optimization of procurement of cutting tool in a company that manufactures aluminum pistons mainly for automotive industry. The value stream was mapped and lead time calculated. Several data analyses were performed, such as ABC analysis, analysis of inventory costs and description of consignment stock option. Finally, several measurements for optimization of the cutting tool procurement process were recommended based on theoretical and practical research. The goal was to increase the process stability, flexibility and to reduce cost. The measurements include formalization of the whole process and implementing supplier evaluation system. The part includes detailed proposal of such system. The goal of this thesis was to verify a hypothesis that application of lean thinking tools can help with optimizing the cutting tool procurement process. The hypothesis was verified on theoretical level. The actual implementation of the measures will show the real benefits for the company.
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Perceived brand value among students of Czech universities
Benedikt, Jiří ; Kališová, Libuše (advisor) ; Zamazalová, Marcela (referee)
The perceived brand value consists of brand's recall and recognition, perceived quality, customer loyalty to the brand and other factors. These factors, together with other associations and values are researched in this thesis on four Czech and four foreign brands among students of Czech universities. The aim is to compare and evaluate results of the research of brands in different branches of business and to find its strengths and weaknesses.
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