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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Segmentation of food e-shops customers in the Czech Republic
 Nekulová, Kateřina ; Olšanová, Květa (advisor) ; Suchopárová, Mariana (referee)
The diploma thesis Segmentation of food e-shop customers in the Czech Republic aims to identify segments of customers of food e-shops in the Czech Republic. The first chapter focuses on the theoretical process of market segmentation, its individual steps, methods and segmentation criteria. The second chapter deals with the development of online shopping in the Czech Republic with a focus on online food shopping. Chapter Three contains a description of work with the DataAnalyzer software and a description of analyses of the MML - TGI data provided by MEDIAN. Based on various analyses of MML - TGI data, four segments of food e - shop customers are created. The last chapter sums up the profiles of the created segments.
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Development of Communication for Enhancing the Competitiveness of Brand
 Paprskářová, Iva ; Suchopárová, Mariana (referee) ; Zich, Robert (advisor)
The subject of this diploma thesis is the design development of marketing communication to enhance brand competitiveness in company focused on fast moving consumer goods. Concretely the Knorr, food brand of Unilever company. The first part provides a theoreti-cal basis for the processing of the issue. In the practical part I have assessed the current marketing communication by using inter alia SWOT, PEST and Porter's analysis. Based on analysis of the current situation, I propose to improve marketing communications, including analysis of time, costs and risk.
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