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Sharing economy
Dvořák, Jan ; Král, Petr (advisor)
This master thesis deals with the very topical subject of sharing economy. It`s objective is to prove or disprove the assumption that today`s young people prefer to use sharing economy rather than classic services in different areas and to explore the relationship between students and sharing economy in general. Also to find out what are the key motivation factors and barriers. The thesis consists of theoretical and practical part. In the theoretical part the sharing economy is defined based on technical literature and other sources. Particular models of sharing economy are also described in the theoretical part and demonstrated on real companies. Practical part consists of own market research in a form of survey. The objective of this master thesis is proved or disproved based on data gathered by the survey and secondary sources.
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Analysis of the marketing communication of the product Kofola apricot
Keyř, Michal ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The objective of the Master's Thesis is an analysis of the marketing communication of the product 0,5l Kofola apricot. The thesis is divided into two parts: the theoretical and the practical one. In the theoretical part, there are basic terms, such as communication, the forms of commercial communication and new trends in the field of communication. The practical part contains a detailed description of the company Kofola a.s., its portfolio, its competitors and in this section, there are analyzed marketing communication of the launch 0,5l Kofola apricot. The main part covers a questionnaire survey. Based on the results, the author provides recommendations for improvement of the marketing communication and also recommendations for the future strategy of Kofola.
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Business plan for Air transport company
Sobotová, Kateřina ; Fuchs, Jan (advisor) ; Cimler, Petr (referee)
The main point of this graduate work is to investigate objectively how the current situation on czech trade looks like. Based on this evaluate if it is good idea to establish new air transport company for private charter flights. For this purpose, was made market research and good imitation of real new company formation. All obtained data will be compare and evaluate for final decision. For analysis was used a website showing summary of one hudred the biggest companies in the Czech Republic and websites of czech airliners which makes competitive environment actually.
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Communication Strategy of Komerční banka, a.s. with a Focus on the Youngsters
Bartůňková, Eva ; Postler, Milan (advisor) ; Jelínková, Jitka (referee)
Thesis explores communication strategy of Komerční banka, a.s. with a focus on the Youngsters. The aim of this thesis is an analysis of previous and current campaigns, corroborated by original research. The thesis comprises six chapters, the first two chapters dealing with theory, the rest dealing with empirical findings. The first chapter discusses the difference between marketing and commercial communication and kinds of commercial communication; the second chapter delves into the issue of communication strategy, its types and development. The third chapter consists of a presentation of Komerční banka, a.s. including an evaluation of the competition; the subsequent chapter discusses the characteristics of the G2 brand, its target group and includes an SWOT analysis. The content of the fifth chapter is a description of previous communication and of new communication campaign of the G2 brand. In the conclusion of the thesis, research results are assessed and future steps are recommended.
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Marketing and communication strategy of Spotify streaming service
Petlach, Radim ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The objective of this Masters`s Thesis is an analysis of marketing and communication strategy of Spotify, the music streaming service, and subsequent presentation of proposals and recommendation with the aim to improve existing strategy. The thesis consists of theoretical and practical part. In the theoretical part, basic terms such as marketing, marketing mix, marketing and communication strategy, are defined. In the practical part, streaming service Spotify, its marketing and communication mix and competitors analysis, are described. A substantial part of this thesis is own market research in a form of a survey. Findings and results derived from primary and secondary sources help the author to draw conclusions and provide recommendation for improvement of existing marketing and communication strategy of Spotify in the Czech Republic.
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An analysis of the effect of rebates on the purchase behaviour of customers
Češková, Lucie ; Prášilová, Marie (advisor) ; Kříž, Josef (referee)
The bachelor thesis deals with problems of consumer behavior in the context of sales actions in the Czech Republic. The thesis analyzes the way to influence costumers in their shopping habits by sales, discount days and websites selling vastly discounted things called slevomats. Data for the analytical part were acquired from the questionnaire survey, which was held within several days in September and November 2015. Through the questionnaire, it was possible to examine to which degree are costumers inspired by advertising leaflets, what forms of discounts are the most sought after, whether customers are using frequent discounts and are subject to buy things impulsively, if they are shopping in sales and discount portals. Obtained data are processed by using statistical methods to test relations between qualitative characteristics and as a result is identified how the discounts can influence the costumers behaviour.
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Critical Sector Analysis of the Fuel Market
Jaroš, Martin ; Strašil, Pavel (referee) ; Škapa, Stanislav (advisor)
In my bachelor‘s thesis I have analysed the diesel fuel market in the Czech Republic from the point of view of the petrol stations offers as well the consumers demand. It concerns oligopoly market form, where the front positions are taken by foreign brands. I have determined the structure type by the data referring to the market power of particular petrol station networks and also thanks to the price research itself. Consumers behave quite often very illogically in this market due to the lack of available information. These conclusions I have obtained by the market research I did on active drivers. A modern solution is a new web portal establishment based on cooperation with petrol stations, which would provide information about the fuel market to the drivers.
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Marketing Mixture of a Specific Enterprise
Dočekalová, Simona ; Winter, Daniel (referee) ; Novák, Petr (advisor)
This master’s thesis deals with marketing mixture of a specific enterprise. The aim of this thesis is to analyze the current state of the marketing mixture of a specific enterprise and a recommendation for a new marketing mix. Main aim of thesis is formulation of proposals for improving of marketing mix, which will help to increase the number of new customers.
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Marketing Research of GIS suitability for Geodis Products
Chmelař, Vladimír ; Staník, Petr (referee) ; Chalupský, Vladimír (advisor)
The aim of this diploma thesis is by the help of marketing research analyze, which of the available geographic information systems (GIS) on the Czech market, intended in use in the state administration, government and the private sector in the Czech Republic, is the best from marketing point of view for commercial distribution together with geographical data of the company GEODIS BRNO. The theoretical part deals with marketing research and related marketing tools. The practical part deals with analysis the company GEODIS, analysis systems GIS, results of analysis and recommendation.
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