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Strategic analysis
Marjová, Miroslava ; Krause, Josef (advisor) ; Koulová, Tereza (referee)
This thesis deals with strategic analysis of the company Hornbach Baumarkt CS, s.r.o. Thesis is divided into a theoretical part which contains basic definitions, methods and tools for strategic analysis. This knowledge are subsequently used in the practical part. After the company introducing, the external and internal environment of the company is gradually analyzed and includes a PEST analysis and Porter model of five competitive forces. I tis followed by a breakdown of business resources, financial and portfolio analysis of the company which is focused on a private label strategy. Completion is a SWOT analysis, which shows the strengths and weaknesses of company and also reveals the opportunities and threats that affect the company from the outside. Thesis ends by proposing strategic recommendations arising from the implementation of the strategic analysis.
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Economic analysis of company Mlékárna Hlinsko, a. s.
Schejbal, Jiří ; Vávrová, Hana (advisor) ; Koulová, Tereza (referee)
The diploma thesis focus on elaboration of economic analysis of company Mlékárna Hlinsko, a. s. The thesis includes the basic characteristics of the industries in which the company operates, including the composition of Porter's five forces model. In the thesis are used profitability ratios, leverage, activity, liquidity and capital market. At the same time, it analyzes the degree of operating leverage and impact assessment of financial leverage. To determine the incremental impact on the return on equity is used Du Pont decomposition. As part of a comprehensive evaluation were applied credibility and bankruptcy models - Altman model, Index IN05 and Index bonity. Company Mlékárna Hlinsko, a. s. was compared with relevant competitors in the market and industry averages. In conclusion of the thesis were drawn appropriate advices and recommendations for the future. The thesis is drawn up with regard to the specifics of the food industry and the connection with company Agrofert, a. s.
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Beer Market Segmentation
Koulová, Tereza ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This master thesis deals with beer market segmentation in the Czech Republic. The main aim of this thesis is to find out whether there is only one big segment or more different segments can be found there. The thesis is divided into two parts, the methodological --theoretical and the practical one. Segmentation, targeting and positioning are described in the first part. The second part is devoted to secondary resources analysis and content analysis focused on beer advertisements. The main part of practical section is to depicts primary quantitative research which is the basis for market segmentation done via SPSS statistic programme. At the end of this master thesis all segments are described in detail and marketing recommendation for each of them are also added there.
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Franchising as a way of entering the market
Koulová, Tereza ; Turnerová, Lenka (advisor) ; Khelerová, Vladimíra (referee)
The bachelor thesis deals with franchise principles. In the first part, there is mentioned a franchise terminology then determined essential steps which are inevitable when creating a successful franchise a there are pointed out franchise opportunities and threats there. The second part is devoted to a franchise exercise in Yves Rocher company. At the end of the thesis there are referred questionnaire results brought out from franchisees.
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