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Master Data Quality and Data Synchronization in FMCG
Tlučhoř, Tomáš ; Chlapek, Dušan (advisor) ; Kučera, Jan (referee)
This master thesis deals with a topic of master data quality at retailers and suppliers of fast moving consumer goods. The objective is to map a flow of product master data in FMCG supply chain and identify what is the cause bad quality of the data. Emphasis is placed on analyzing a listing process of new item at retailers. Global data synchronization represents one of the tools to increase efficiency of listing process and improve master data quality. Therefore another objective is to clarify the cause of low adoption of global data synchronization at Czech market. The thesis also suggests some measures leading to better master data quality in FMCG and expansion of global data synchronization in Czech Republic. The thesis consists of theoretical and practical part. Theoretical part defines several terms and explores supply chain operation and communication. It also covers theory of data quality and its governance. Practical part is focused on objectives of the thesis. Accomplishment of those objectives is based on results of a survey among FMCG suppliers and retailers in Czech Republic. The thesis contributes to enrichment of academic literature that does not focus on master data quality in FMCG and global data synchronization very much at the moment. Retailers and suppliers of FMCG can use the results of the thesis as an inspiration to improve the quality of their master data. A few methods of achieving better data quality are introduced. The thesis has been assigned by non-profit organization GS1 Czech Republic that can use the results as one of the supporting materials for development of next global data synchronization strategy.
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Retail audit analysis of confectionery market in Czech Republic
Konečná, Eva ; Vávra, Oldřich (advisor) ; Navrkalová, Jana (referee)
The main goal of my master thesis is to conduct a complex analysis of the confectionery market in Czech Republic, as one of the most profitable and dynamic category. The methodology that is used to analyse the market is the retail audit analysis, that provides an independent insight into the problem and helps to analyse the market from various perspectives. The first part is focused on the total confectionery market with the goal to introduce the market with its specifics, then the analysis goes deeper into the chocolate confectionery market and is extended by consumer research, that provides a useful consumer insight. As a result, the thesis emphasizes the importance of retail audit data, while at the same time gaps of the analysis are shown by using the consumer research as a secondary methodology.
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Schopnost spotřebitelů reagovat na cenové slevy rychloobrátkového zboží
Brabencova, Eliska ; Král, Petr (advisor) ; Lhotáková, Markéta (referee)
Main goal of this Master's thesis was to evaluate how price reductions influence consumers' likelihood to purchase FMCG products in connection to brand loyalty. Czech customers are characterized by high sensitivity to sales promotions. This thesis is focused on analysis of price discounts of shampoos in the Czech Republic. Leaflets of main retailers selling drugstore products were researched in order to describe the frequency and discount depth of shampoos. Customers' behaviour while buying shampoos and their attitude towards price discounts of shampoos were examined through a questionnaire. Main hypotheses that shampoos are discounted very frequently and of significant depth were confirmed. To conclude, customers' likelihood to buy shampoos increases heavily with discounted prices and some of the customers even believe that it is not worth buying shampoos for full prices.
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Analysis of the Coca-Cola Company´s position on non-alcoholic beverages market in the Czech Republic
Hankeová, Lucie ; Machková, Hana (advisor) ; Richter, Stanislav (referee)
The aim of this master thesis is to analyze the position of the Coca-Cola Company on the Czech market of non-alcoholic beverages using retail audit data. First of all, the information about non-alcoholic beverages market in the Czech Republic is provided as setting the context for the analysis itself. This includes the facts such as size, market structure and trends both in terms of covered categories and producers operating within the market. Subsequently, the Coca Cola Company as the globally largest producer of non-alcoholic beverages is presented into the given context and in relation to the main producers on the Czech market with emphasis on the segment of cola flavored drinks is assessed its position. The analysis primarily using hard retail audit data is in the final part of the thesis enriched with the results of the consumer survey delivering the important insights of consumers themselves.
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Vplyv známych osobností pri výbere kozmetiky na českom trhu
Stašková, Diana ; Lhotáková, Markéta (advisor) ; Cook, Gina (referee)
The aim of this master thesis is to find out whether celebrity endorsement is influencing factor on decision-making process when purchasing cosmetics (hair care and skin care) in Czech market. Master thesis is divided into two main parts. Theoretical part describes consumer decision-making process, role of celebrity endorsement and examples how celebrity endorsement is used nowadays by L'Oréal. Practical part then focuses on analysis of consumer behaviour through quantitative (online questionnaire) and qualitative research (focus groups) in order to analyse what consumer thinks about celebrity endorsement and to which extent is Czech beauty shopper influenced by it. Thanks to these analyses I was able to identify the most influencing factors, position celebrity endorsement within this group and create set of recommendations regarding most important tools when promoting skin care and hair care products on Czech market.
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Analysis of on-shelf-availability in FMCG industry
Krišťák, Dávid ; Jirsák, Petr (advisor) ; Mervart, Michal (referee)
This Diploma Thesis, Analysis of on-shelf-availability in FMCG industry, describes and analyses the project of Unilever CR company and one of its retail customers. Its theoretical part defines the supply chain and its specifications in FMCG (fast moving consumer goods) industry. It tries to find out why there are several cases when goods are not available on shelf for final buyer (project OSA- on shelf availability). The results and project itself is a part of analytical part of this Thesis. Last but not the least is the part analyzing the measures to avoid the out of stock situation in next occasions.
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Development of private labels in the Czech republic
Vlachynská, Klára ; Vávra, Oldřich (advisor) ; Halaštová, Kateřina (referee)
The aim of this thesis is to analyse past and present development of market of private labels in the Czech republic. Pursuant to this purpose of possible future trends with recommendation for individual market subjects. The first theoretical part is based on introduction to retail management. There are defined important concepts related to private labels. The next part is dedicated to summary of market of private labels in the world. This part is followed by analysis of past and present development of market of private labels in the Czech republic. Based on this statement it is proposed own consumer research. Research is focused on students behaviour. The final part is summary of research and recommendation for retail practise.
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Analysis of on-line communication mix of Danone Czech Republic and a proposal to its effectiveness
Hodboď, Radek ; Postler, Milan (advisor) ; Raiman, Alexander (referee)
Diploma thesis studies the topic of on-line communication as a part of communication mix and marketing mix. It's closely connected with rapid technological development. It's therefore necessary to monitor trends, which are also part of the thesis. Based on the theoretical backgound, analysis of Czech internet and advertising environment and research of Czech firm's approach to on-line communication, author deals with the importance of on-line forms in comparison to other parts of communication mix. The outputs of the above are applied in the analysis of FMCG producer's on-line communication mix and competitive activities also. These findings are further formulated in recommendations for more effective on-line communication of analysed company and also serves to determine the new strategy.
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