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Sales promotion in focus on ON Trade marketing
Kostková, Karolína ; Krátký, Stanislav (referee) ; Mráček, Pavel (advisor)
The bachelor’s thesis covers an analysis of the individual marketing activities of Plzeňský Prazdroj, a.s. with a focus on the Birell brand on ON Trade market. There are defined four parts in the bachelor’s thesis. The first part deals with the theory where there are the basics of marketing, brand and point-of-sale communication defined. The second part defines Plzeňský Prazdroj company, Birell brand and its competition. The third part describes and analyses the individual activities in the market and their evaluation. The fourth part describes plan of activities for the next year.
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Proposal Marketing Mix for Selected Company
Filková, Lucia ; Mráček, Pavel (referee) ; Milichovský, František (advisor)
The main topic of the thesis is a restaurant that has been operating for almost 20 years on the market. It offers customers traditional meals and a selection of pizzas. The content of the thesis consists of three parts. In the first part of the thesis there is a theory focused on the basic ideas of marketing. The second part consists of an analysis that introduces the company as well as the different components of the marketing mix. The final part of the thesis offers new recommendations to improve the company's current marketing mix in light of the findings from the second part of the thesis.
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The Proposal for the Business Model Development for a Retailer Operating on the Local market
Hutník, Jakub ; Mráček, Pavel (referee) ; Bumberová, Veronika (advisor)
The master thesis is focused on the development of the business model of a retail unit operating in the cycling industry. The theoretical part deals with retail. strategic development, business model including analytical and research methods. The analytical part contains the identification of critical factors within the assessment of the current situation of the company in the context of the internal and external environment on the local market and the evaluation of the results of primary and secondary research. Based on the evaluation of the results of the analytical part, an extended business model will be developed following the goal of covering costs and bridging the seasonality of the cycling industry, including the calculation of design costs, financing and benefits arising from the development of the business model.
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Sales Promotion and Advertising of a Specific Retail Unit
Válková, Pavla ; Havíř, David (referee) ; Mráček, Pavel (advisor)
This bachelor thesis focuses on sales promotion and advertising of a specific retail unit, namely the food store "Potraviny na radnici" in Újezd u Brna. The first part of the thesis deals with theoretical knowledge in the field of marketing, more specifically marketing mix, marketing communication mix, marketing environment, sales promotion and advertising. The analytical part is devoted to a look at the current state of the selected retail unit, which the author of the thesis and its surroundings analyses in detail, as it has personal experience as a former customer and current salesperson. The aim of the thesis is to identify opportunities to improve the sales and marketing strategy of this particular store and to propose appropriate solutions. The output of the bachelor thesis are relevant recommendations to achieve the stated goal.
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Proposal to improve the marketing mix of the company
Klech, Erik ; Mráček, Pavel (referee) ; Havíř, David (advisor)
This bachelor thesis deals with a proposal for improving the marketing mix of a company that produces and sells home and hotel textiles. Within this thesis an analysis of the marketing mix and the marketing environment of the company will be carried out. Subsequently, marketing research will be conducted, which takes the form of a questionnaire survey. Based on the analysis thus carried out, individual proposals will be presented, the implementation of which should lead to the improvement of the current marketing mix of the company.
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Proposal to improve the marketing communication of the company
Kriška, Michael ; Mráček, Pavel (referee) ; Havíř, David (advisor)
This bachelor thesis deals with the improvement of marketing communication of the company Decathlon, operating in the Czech Republic under the name DECASPORT s.r.o. The thesis is divided into three parts, which are the theoretical part explaining the basic concepts of marketing and marketing communication, the analytical part which focuses on analysing the company and its communication and marketing mix with the subsequent use of analyses, and the design part that deals with individual concrete proposals for improving marketing communication.
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Marketing Research
Vávra, Patrik ; Mráček, Pavel (referee) ; Schüller, David (advisor)
The subject of the bachelor's thesis is to design a product for a mini-brewery based on customer preferences. The thesis includes an introduction to the issue, followed by the theoretical framework of the work. The practical part deals with the company itself and its environment. To achieve the goal, various analyses are used, headed by Conjoint analysis, for which data is obtained through focus groups and questionnaires. The conclusion of the thesis includes, among other things, recommendations for two specific products that emerged from the results of the Conjoint analysis and should therefore help with the expansion of the brewery's clientele.
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Proposal of Accompanying Service Concept from the Project Point of View
Prykhodko, Taisiia ; Mráček, Pavel (referee) ; Kaňovská, Lucie (advisor)
The bachelor's thesis focuses on accompanying services at the Integrated Packaging and Solutions (eHouse) division of ABB s.r.o. The work consists of three main parts. The first part contains theoretical knowledge from the issue of marketing, accompanying services and project management. The following part deals with the analysis of the current state of marketing mix and the definition of key requirements and conditions, based on which the proposal of a new accompanying service is presented in the last part, which would help to increase the competitiveness of ABB products.
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Communication Mix of a Specific Product
Morkesová, Zuzana ; Kaňovská, Lucie (referee) ; Mráček, Pavel (advisor)
The thesis deals with the communication mix for a specific programme focused on space technology. The thesis specifies the theoretical knowledge in the field of marketing communication in general as well as the specifics of marketing communication for universities. The analytical part focuses on competition within Europe, semi-structured interviews with current students of the programme and then an interview with the manager of the Brno Space Cluster, a group of companies operating within the Brno space industry. Based on the analysis, a communication mix for the programme is proposed and a communication manual for the Space Application programme is placed at the very end of the thesis.
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Marketing Communication of the Selected Company
Burešová, Petra ; Milichovský, František (referee) ; Mráček, Pavel (advisor)
The aim of the thesis is the design of marketing communication and its subsequent implementation in a selected company that has not been involved in marketing so far. I will subsequently measure these implemented proposals and based on the results further improve their effectiveness. The main aim of these proposals is to achieve that the proposed marketing communication generates demand for the company and creates support for business activities. The secondary objective is to spread awareness of the selected company and build a company database.
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