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Analysis of processes with returnable packaging in GEFCO company
Dumbrovská, Hana ; Jirsák, Petr (advisor) ; Chroustová, Monika (referee)
My master thesis deals with the processes of empty packaging in GEFCO company. The goal is to analyze these processes and propose solutions that the company would bring cost savings and optimization of the flows. In the theoretical part I define returnable packaging, their functions, types, trends and compare different logistic providers. The practical part is about GEFCO focusing on the Czech branch and its processes with returnable packaging
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Retro brands and their influence on the consumer behavior of juveniles
Mihalíčková, Veronika ; Říha, David (advisor) ; Dumbrovská, Hana (referee)
This thesis is dedicated to the retro style, namely the Czech retro brands and what is their influence on the consumer behavior of juveniles. The theoretical part defines brand and especially the key term retro marketing. Next part focuses on the renewed Czech brands and it selects four specific examples of these brands. These brands are then analyzed in terms of their history and from the viewpoint of their current strategy. In the practical part, a quantitative research method focus group is made. The outputs of this research are then analyzed and the results are interpreted. The aim of the work is to determine whether the retro brands have any influence on the consumer behavior of juveniles. It also aims to reveal their specific motives for purchase, and whether these include aspects such as history, tradition and origin of the product.
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Brand Building of IKEA in the Central European Region
Dumbrovská, Hana ; Halík, Jaroslav (advisor) ; Ouvínová, Tereza (referee)
The bachelor thesis is focused on marketing communication used by IKEA in order to develop successful brand building on the furniture market in the countries of the Central European Region. Therefore, the thesis describes methods and instruments theoretically and practically applied by IKEA. Moreover, the thesis comprises a research on brand image carried out by the author as well as resulting implications. The analysis concludes with a comparison of typical IKEA customer in the Czech Republic, Slovakia and Hungary.
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