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Segmentation of the Infant Food Market
Hrůzová, Daniela ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
The theoretical part covers general market segmentation, namely the marketing importance of differences among consumers, the essence of market segmentation, its main conditions and the process of segmentation, which consists of four consecutive phases - defining the market, determining important criteria, uncovering segments and developing segment profiles. The segmentation criteria, segmentation approaches, methods and techniques for the process of market segmentation are also described in the thesis. The practical part is focused on infant food market analysis and segmentation. It includes secondary as well as primary research and data analysis, which provides the basis for uncovering 3 segments, and for which I designed suitable marketing recommendations. The aim of the thesis is to analyze the infant food market, uncovering segments on this market, developing segment profiles, and proposing an appropriate marketing approach.
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Building CRM in selected company
Hrůzová, Daniela ; Koliš, Karel (advisor) ; Mejdrech, Vlastimil (referee)
The theoretical part is generally about building Customer Relationship Management, thus creating a CRM strategy, addressing and establishing relationships with customers, subsequent care and strengthening relationships with these customers, customer value and value for customer. The practical part is examining the current state of CRM in selected company, it explores the feedback from customers. In the final part, there the recommendations that would help company to improve current status in relation to its customers have been listed. The objective of the thesis is to determine the current situation and trends regarding CRM, apply this knowledge in a selected company and find out whether the company follows it in fact.
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Strategic Analysis of an Enterprise
Spudilová, Hana ; Dvořák, Jiří (advisor) ; Hrůzová, Daniela (referee)
The aim of the thesis is focused on the strategic analysis of the farmers' cooperation Dušejov. The first part of the thesis describes theoretical-methodological procedures, the second part deals with the application of selected analyses to the chosen company. The synthesis is represented by the overall SWOT analysis that determines a suitable company strategy.
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