|
|
Research of image of professional darts players
Veleba, Vojtěch ; Viplerová, Tereza (advisor) ; Ruda, Tomáš (referee)
Title: Research of image of professional darts players Objectives: The main aim of this work is to analyse the general factors influencing the image of athletes in the darts industry, to evaluate how these factors contribute to the formation of the image of a professional darts player and to create recommendations for athletes in the darts industry how to effectively influence and improve their own image. Methods: The work uses a quantitative method of electronic survey. The questionnaire was constructed based on the MABI (model of athlete brand image) and was suitably modified and supplemented to fit the questions into the darts environment. Data collection took place in May 2024 and statistical methods were used for evaluation. Results: The results show that the image of athletes is very subjective, and everyone may like something different about athletes. However, it can be argued that factors such as logo, player performance or physical fitness do not play as big a role in the darts environment in building the image of players as physical attractiveness, relationship with fans or choice of walk on song. Keywords: athlete brand image, darts, professional darts players, darts fans, analysis, marketing research
|
|
|
Customer segmentation by flavours of RedBull energy drinks
Doubková, Laura ; Voráček, Josef (advisor) ; Opelík, Daniel (referee)
Author: Laura Doubková Title: Customer segmentation by flavour of Red Bull energy drinks Objectives: The main objective of this bachelor thesis is to identify customer segments based on their preferences for different flavours of Red Bull energy drinks. Methods: This thesis uses a quantitative research method. Data collection was conducted through an online questionnaire survey. The questionnaire was developed based on literature search and professional studies. The data analysis was first conducted using the elbow method to determine the optimal number of clusters for each beverage flavour. Subsequently, the clusters were identified and characterized using the K-modes clustering algorithm, which is optimized to work with categorical data. Results: The analysis showed that the choice of specific flavours of Red Bull energy drinks is influenced by various demographic, psychographic and behavioural factors. This suggests the need for a differentiated approach to each customer segment. These findings demonstrate that adequate market segmentation and targeted marketing can significantly help the Red Bull brand to meet customer needs and strengthen its competitiveness in the energy drink market. Conclusion: By analysing the differentiating factors in the choice of Red Bull energy drink flavours,...
|
|
|
Marketing Communication Strategy of the Selected Company
Bognár, Ladislav ; Vörös, Jozef (referee) ; Chlebovský, Vít (advisor)
The master´s thesis is focused on the analysis of the current situation of the manufacturing company PLAST-EX spol. s.r.o. operating in the field of shading technology, and on the proposals for improving the marketing communication strategy of the mentioned company. The thesis consists of three parts. The first part of the thesis contains a theoretical background in the field of marketing communication strategy, which should serve for a better understanding of the issue. The second part of the thesis characterizes the analyzed company, analyzes its current state including communication mix, macro environment, competitors, and in addition includes an own marketing research. The final part of the thesis presents proposals based on analyses and research results, which should improve the current marketing communication strategy of the company.
|
|
|
Marketing Communication for a Company's Expansion to a Foreign Market
Nguyen, My Linh ; Kaňovská, Lucie (referee) ; Mráček, Pavel (advisor)
This thesis, divided into three parts, studies the development of a communication mix for the selected company Knihobot, s. r. o., which is currently expanding to the Austrian market. The company specializes in the sale of refurbished books. The first part includes the theoretical framework related to the studied issues. The following section is an analytical part focused on the current company's position. The former is separated into two main parts: microenvironment and macroenvironment analyses. This chapter also includes marketing research conducted using both qualitative and quantitative methods. The final part presents original proposals based on the analytical section, focusing on the communication mix for the Austrian market.
|
|
|
PR in the communication of a construction company
Mešinová, Martina ; Budíková, Michaela (referee) ; Dohnal, Radek (advisor)
This bachelor thesis explores the use of marketing and PR in the communication of a construction company with its customers. The theoretical section defines basis marketing terms, research, and the construction market. The practical section conducts marketing research through surveys among construction firms operating in the Czech and Slovak Republics, segmented into four market segments. Additionally, an interview with the construction company TH STAV s.r.o. is included. Research results are evaluated and compared. The thesis concludes with recommendations for improving the current situation of construction companies in the market using marketing tools and their potential future applications.
|
|
|
Marketing communication of a specific hair salon
Cardová, Tereza ; Havíř, David (referee) ; Mráček, Pavel (advisor)
The diploma thesis deals with the topic of marketing communication of a specific hair salon. The thesis is divided into three parts. The first part focuses on the theoretical background that is necessary for understanding the issue. The second part is devoted to the introduction of the company and an analysis of its current situation. The last part contains proposals for improving the current marketing communication based on the results obtained from the analyses and the marketing research.
|
|
|
Marketing Research in the Company with ICT Support
Kövér, Maroš ; Vedra, Ivo (referee) ; Chvátalová, Zuzana (advisor)
The subject of the bachelor's thesis is to create proposals for improving the digital presentation of company Agrotec based on marketing research. The subject of the bachelor's thesis is to create proposals for improving the digital presentation of Agrotec based on marketing research. The work will focus on a specific product segment, namely Škoda Auto cars. First I will describe the current state of the company, then I will perform several specific analyses from which the resulting recommendations will be determined.
|
|
|
A proposal for improving the marketing mix of a company
Ali, Karim ; Chlebovský, Vít (referee) ; Ulč, Jakub (advisor)
This bachelor's thesis deals with a proposal to improve the marketing mix of a company that deals with news and advertising. As part of this bachelor's thesis, several analyzes will be carried out, which will relate to the marketing mix and the marketing environment of the company being addressed. A marketing questionnaire survey will also be conducted. After evaluating the results of the analyses, several proposals will be created, adequate to the results obtained from the analyzes and from the questionnaire survey, which should lead to the improvement and improvement of the company's current marketing mix.
|
|
|
Market segmentation using statistical methods
Bystřická, Michaela ; Marciánová, Pavla (referee) ; Schüller, David (advisor)
The thesis is focused on the segmentation of customers of selected summer swimming pool. The first part of the thesis is devoted to the theoretical concept of the chosen issue. In the analytical part, a summer swimming pool is presented and selected analyses are carried out. The analytical part also includes a questionnaire survey. In the last part of the thesis, measures are proposed that would lead to an increase in the level of services for the selected customer segment.
|
|
|
Suggestions for improving the marketing strategy of the selected company
Machálková, Pavla ; Havíř, David (referee) ; Chlebovský, Vít (advisor)
The diploma thesis is focused on the marketing strategy of the researched company and on proposals for changes that will lead to its improvement. The work consists of three main parts – theoretical, analytical and design parts. With the help of professional literature, the theoretical part focuses on the field of marketing and marketing strategy and thus helps to understand this issue. The following is the analytical part, which already deals with the analysis of the current state of the marketing strategy of a specific company. The final part of the diploma thesis is the design part, in which measures based on the information found in the analytical part are proposed and which in practice will lead to the improvement of the current marketing strategy of the investigated company.
|
guest ::
