|
|
The rebranding of Kofola and the analysis of its communication strategy in the years 2001-2012
Štarman, Ondřej ; Klimeš, David (advisor) ; Shavit, Anna (referee)
In post-revolutionary years on the Czech market there was a resurgence of some domestic brands which benefited from its socialist past. These certainly include Kofola which, however, chose an innovative approach to re-build the brand consisting in the use of new themes in communication. This bachelor thesis describes the theoretical basis of rebranding and application possibilities to the specific case such as a resurgence of a socialist brand. The paper also describes the communication strategy of Kofola which illustrates innovative approaches in the communication. The work also includes a survey which explores perceptions of the Kofola communication messages and perception of concrete brand elements which has changed during the rebranding. The assessment of the whole rebranding process and subsequent communication strategy appears in the end of the paper. There is also a recommendation for Kofola - which elements should be used in the communication of the brand. This recommendation is made on the basis of the aforementioned survey.
|
|
|
Adaptace marketingove strategie LGI pro český trh
Halfar, Jan ; Radová, Jarmila (advisor) ; Lhotáková, Markéta (referee)
The main goal of the thesis is to develop a specific proposition for adaptation of LGI Czechia's marketing strategy with respect to its current position on the Czech market. The first part of the thesis offers indispensable theoretical knowledge of marketing theory and financial analysis. These theoretical foundations are practically applied in the second part of the thesis, which begins with introduction of LGI Czechia, analysis of its marketing strategy and marketing environment as well as its internal predispositions. Based on particular findings the thesis summarizes key marketing areas suitable for improvement. Next part focuses on the adaptation of marketing strategy as it captures problematic areas and develops specific marketing solutions for improvement. Additionally the thesis also offers basic financial analysis of LGI Czechia in comparison with its competitor Kühne + Nagel.
|
|
|
Evaluation of the Czech Wine Market
Košlerová, Veronika ; Regnerová, Olga (advisor) ; Zdeněk, Zdeněk (referee)
This diploma thesis is focused on the evaluation of Czech wine market in comparison to the world market, evaluation of a smaller subject which sells wine and cares about supporting local viticulture and also on suggestions proposed in order to support local viticulture. The theoretical part consists of information regarding wine, grapevine, history of wine, wine-growing areas in the Czech Republic, varieties of grapevine, different kinds of grapevine defined by colour, quality, amount of sugar, division of wine to still or sparkling, wine production, wine labelling, wine legislation and amendments of the law on viticulture and wine-making. The first part is focused on the general view of foreign trade and its importance in the economy, import, export, meaning and purpose of marketing. In the practical part situation in the wine market in the Czech Republic is evaluated in a comparison to the world market, mainly the production, consumption, import and export. Another important part of the thesis is an evaluation of an online store with wine which is strongly committed to supporting local wine producers. A partial goal of the thesis is to assess the fact that wine is not harmful to health and to determine in which amount and proportion is it beneficial. In the conclusion, there are suggested different ways of support for local producers of wine from the state, sellers, organizations and also opportunities that may be used by the wine-makers in order to make themselves more popular.
|
|
| |
|
| |
|
|
Present production of heat exchangers in the Czech Republic
Dvořák, Jakub ; Bělka, Miloslav (referee) ; Jaroš, Michal (advisor)
The aim of this bachelor’s thesis is to compile summary of heat exchangers manufacturers, which occurs on Czech market. In the theoretical part of this thesis is stated distribution of heat exchangers according to some basic criterions (for example flow arrangement). This distribution is followed by short explanation of how heat transfer can be realized. In the end of the theoretical part of this thesis there are presented some physical relations and their description. More practical and main part of this bachelor’s thesis contains summary of heat exchangers manufacturers and examples of their products, which are divided to some categories, mainly according to construction. At the end, there is comparison of brazed plate heat exchangers from various companies in application for preparation of hot water.
|
|
|
Unit Linked Insurance Plan on the Czech insurance market
Komárová, Daniela ; Radová, Jarmila (advisor) ; Kábrt, Tomáš (referee)
The subject of thesis is a summary description and consecutive evaluation of development of Unit Linked Insurance Plan in the Czech Republic. The work is mainly focused on the characteristics of the ULIP, its development and the current offer of this product. Part of the thesis is also a comparision of selected products of ULIP with alternative options, that are currently provided on the financial market in the Czech Republic there. In the final chapter there is evaluated the advantageousness of this product by stating the positives and negatives that offers this product.
|
|
|
The postion of Gunnebo on the security market
Pexová, Tereza ; Gullová, Soňa (advisor) ; Kvetoň, Bohuslav (referee)
The bachelor thesis analyses the position of Gunnebo on the security market. It focuses especially on the affiliate on the Czech market. The bachelor thesis follows up historical developement of security devices, current trends, European certification and the position of parent company worldwide. Further the thesis deals with the analysis of the competitive companies, the SWOT analysis, the marketing mix of the affiliate in the Czech Republic. The benefit of bachelor thesis is the evaluation of the position of Gunnebo on the Czech market and proposals for the direction of the company in future.
|
|
|
Digital music on the Czech Market
Matějček, Karel ; Pavlíček, Antonín (advisor) ; Sova, Martin (referee)
Bachelor's thesis Digital music on Czech Market is primarily concerned with analytics of Czech digital market with digital music. The thesis main target is to present complex view of Czech digital market in relation to historic, legal, distribution and technological aspects in in comparison with American and global market. Part of the thesis is also theoretical introduction to given issue, closer view into technological aspects and summary of main distribution commercial sources along with free and illegal ones. In next, analytic part of the thesis the main specific sources are presented and compared in terms of price, user interface and offering. Part of the thesis is also devoted to brief comparison of examples of digital and physical distribution. At the end of the thesis, licences, actual trends and suggestions are presented based on personal analysis, empirical data and interviews with subjects on the market alongside with summary of advantages and disadvantages of digital distribution, its role in distributional model and prediction of possible future development of the market.
|
|
|
Analysis of the Czech market of organic food
Peničková, Klaudia ; Olšanová, Květa (advisor) ; Kopecký, Jan (referee)
Bachelor thesis deals with problematic of the Czech food market. The work is divided into three chapters. The first part is devoted to explanation of basic concepts in organic farming and in short, there is mentioned history of organic farming in the world and in the Czech Republic. The next chapter provides analysis about customers, producers and distributive channels in the Czech republic. In conclusion is provided economic conditions in the Czech market and the answer Why organic food more expensive than conventional food ist. The goal of the thesis is analyzed answer: Is organic food healthier, better quality than commercial food or those all just commercial trick from producers is?
|
guest ::
