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Marketing processes in the building industry
Kaláb, Jiří ; Buchalová, Jana (referee) ; Dohnal, Radek (advisor)
The subject of the Bachelor thesis "marketing processes in the construction industry" is the specification of the individual marketing processes in the field of construction and use them to solve a major weakness in concrete construction company and come up with proposals that would enhance its effectiveness in business.
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Marketing information system project in the respective company
MAŠKOVÁ, Irena
The topic of the final-year dissertation is: Marketing information system (MIS) project in the respective company. I did my final-year dissertation at Lázně Aurora, s.r.o. in Třeboň.The objective of the dissertation was to analyse situation of the current MIS at Lázně Aurora and to compare it with the situation characterised in the bachelor{\crq}s degree dissertation. Marketing researches would follow. After analysing Lázně Aurora{\crq}s existing MIS, I came to the conclusion that the Internal Information System which Lázně Aurora has in place, is of a high standard. The company also has a good quality Reporting Information System. I see some shortcomings in Lázně Aurora{\crq}s Marketing Survey System, as the company focuses in its surveys on existing or past clientele only. This means that the company conducts only part of a comprehensive marketing survey, which is more a sales support or client retention attempts. At present, Lázně Aurora misses a marketing system to support decision making. As the cause of the MIS shortcomings I see the fact that at present demand exceeds supply, and therefore Aurora does not see the need to make full use of the MIS. I performed two marketing researches. In the first questionnaire survey I made use of the existing questionnaire of Lázně Aurora and applied it according to the Aurora{\crq}s management instructions only to the current clientele. On the basis of the shortcomings identified in the marketing research system of Lázně Aurora I proposed (as a part of the main goal of the final-year dissertation) a variant of the questionnaire survey, which is more correct from the marketing point of view. I have completely worked out a new marketing research on the basis of the questionnaire elaborated by me and applied it to the sample of randomly selected respondents from the wide public. The results generated from both questionnaire surveys were positive for Aurora, but nevertheless it would be advisable to conduct a series of further marketing surveys, focusing mainly on the needs and wishes of not only existing, but also prospective guests. I believe that in the future, collecting information from quality marketing surveys and correctly functioning MIS will be for Aurora essential for maintaining their competitiveness on the spa industry market.
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Strategic Analysis of an Enterprise
Lískovcová, Jaroslava ; Dvořák, Jiří (advisor) ; Kovář, František (referee)
The thesis deals with the strategic analysis of external and internal environment of Retre, s. r. o., which operates on the czech market in the field of laundering. The main line of business is laundering, smoothing and collecting of textile and clothing for chemical cleaning. The theoretical part describes basic terms necessary for understanding of broader connections. Terms like strategic management, strategy, strategic thinking etc. are defined here. In a separate chapter there is a description of the process of marketing research , of gathering of the necessary information (marketing information system) and the description of the individual analyses of external and internal environment. In the practical part the company Retre, s. r. o -- laundry and drycleaner's is analysed using these individual analyses. Based on the gathered information, its current situation and its position on the market is assesed and suitable measures for improvement are proposed.
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