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Communication strategy of Budweiser Budvar, N.C.
Laštůvková, Zuzana ; Halík, Jaroslav (advisor) ; Toušek, Radek (referee)
The aim of this Master thesis is to analyse the communication strategy of Budweiser Budvar Brewery in connection with its brand Budweiser Budvar on the domestic beer market. In the theoretical part of the thesis I describe marketing theory, which is focusing on communication mix and brand research. In the practical part I first introduce Budweiser Budvar Brewery, its history, portfolio of products and I evaluate the position of the company on the Czech market as well as on foreign markets. In the following part I analyse the internal and external environment and also the current use of the individual communication tools. I focus mainly on the current advertising campaign. Based on the information I obtained, a SWOT analysis is carried out. I also conduct my own research, which deals with the perception of Budweiser Budvar brand on the Czech beer market. At the end of my thesis I propose recommendations for improvement of the communication strategy and future development of the brand.
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Communication strategy of Dopravní podnik města České Budějovice, a.s.
Laštůvková, Zuzana ; Halík, Jaroslav (advisor) ; Toušek, Radek (referee)
The aim of this bachelor thesis is to analyse the communication strategy of the company Dopravní podnik města České Budějovice, a. s. and suggest possibilities for its improvement. The first part explains the theoretical knowledge of marketing and communication. The second part introduces the company and analyses its internal and external environment. This part also contains the analysis of the current communication strategy of the company and SWOT analysis. The third part deals with recommendations and suggestions for improvement of this strategy.
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Nutritional and particular food influence on migraine headaches. Case Study
LAŠTŮVKOVÁ, Zuzana
Migraine affects approximately 12 % of the population in the Czech Republic, and up to 85 % of these patients stated that their migraine has some triggering factor. In order of the most common factors that cause migraine headaches. Skipping of a meal is on 3rd place; certain foods (e.g. chocolate, ice cream, cheese, tropical fruit and alcohol) are on 6th place. This study examines the influence of nutrition on migraine headaches. Research questions are whether the foods as a whole affect migraine headaches that have some foods greater effect on headaches than others and whether triggering factors from literature correspond to reality. According to findings may affect nutrition as a trigger factor as well as individual foods that have individual meanings for different respondents. The results and data from the literature on some points agreed in some parted probably due to the targeted elimination of certain triggering factors by respondents from their diet. Respondents were searching snowball sampling method. The research was conducted with forms to fill in the data retrospectively after respondent received a migraine attack and then use the forms for interview to help. Data analysis was carried out quantitatively and qualitatively the data has been written into the Excel-sheets and were evaluated as a whole with using the frequency of trigger factors. The results show that nutrition or individual foodstuff such factors play a role in triggering migraine attacks like literature presents. Thanks to the results the questions arise. What significance has oligoantigen (also called elimination) diet for nutritional therapists? And what results would be achieved for its extensive use? These questions are out of the scope of this work but it would be interesting to reflect on them more.
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