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Proposal of Marketing Strategy of Schwarzwolf Outdoor Brand
Jaroš, Martin ; Kaderka, Tomáš (referee) ; Chalupský, Vladimír (advisor)
The thesis describes a proposal of iMi Partner, a.s. marketing strategies for entering new markets with Schwarzwolf outdoor brand. The proposal section contains a summary measure for the achievement of expanding the product into new markets and for strengthening the brand. The proposed section is preceded by a strategic analysis of external and internal environment of the company. Part of this work is devoted to the marketing as its theoretical starting point.
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Proposal for New Brand Development
Tomanka, Peter ; Chlebovský, Vít (referee) ; Zich, Robert (advisor)
Bakalárska práca sa zaoberá problematikou strategického rozvoja značky klasického mužského obliekania. Práca je rozdelená do troch častí. V teoretickej časti sú vymedzené teoretické východiská, ktoré slúžia na vytvorenie a budovanie stratégie značky. Po vymedzení teoretických poznatkov, nasleduje analytická časť. Táto časť sa zaoberá prieskumom trhu a potenciálnych zákazníkov. V práci sú spracované výsledky analýzu trhu. Tieto výsledky slúžia ako základ pre tvorbu návrhovej časti.
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Performance of selected financial investments
Káňa, Vojtěch ; Širůček,, Martin (referee) ; Ptáček, Roman (advisor)
The aim of the diploma thesis is to create a methodology of stock evaluation, which is intended for portfolio managers or individual investors. The purpose is to use standardly used stock valuation methods limited to a selection of the 100 most valuable global companies primarily operating in the United States market. This selection is made on the basis of an evaluation from Kantar, which annually assessing the companies according to selected criteria.
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Brand equity of professional sport club
Navrátilová, Iveta ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Brand equity of professional sports club Objectives: The Diploma Thesis aims to make a survey of professional sports club brand. This thesis is complemented by specialist studies, interview and by the questionnaire survey. The main task is to determine how fans of football club perceive his brand called brand equity and how the club takes care of brand in relation to their fans. Also we discover any shortcomings at the stadium during a football match. Methods: The research of perception brand equity by fans of football club is made by using a questionnaire. Next method used is the interview, which will be with a marketing director of the club. Its goal is to discover the opinion of the club on the minds of their fans feel. After evaluation of these methods, we performed a confrontation. Results: The outcome of the thesis is to learn about brand equity professional sports club perceived by their fans. Submitted proposals for improving based on the perceived shortcomings of the fans and of the club of trying to achieve better access in relation to their neighborhood and their fans. Keywords: Brand, brand awareness, brand equity, image
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Marketing research of Umbro brand value on the football equipment market
Bureš, Jan ; Voráček, Josef (advisor) ; Višněvský, Andrej (referee)
Title: Marketing research of Umbro brand value on the football equipment market. Objectives: The main objective of this thesis is to find out how football equipment consumers percieve the value of the Umbro brand. Another objectives included identifying the position of the Umbro brand in comparison to other brands, to determine its strenghts and weaknesses and suggest measures that could lead to increasing the brand's value in the consumers' eyes. Methods: This thesis uses the method of quantitative research. First, it was necessary to collect primary data for this research. Electroning questioning was used to collect such data. The selection of the respondents was done by partially influenced selection. The sample size was defined to at least eighty respondents. Results: The research showed that 78% of respondents have personal experience with football equipment of Umbro brand. It was also found out that product quality and funcionality were the two top rated criteria of Umbro products. This criteria were also among the two most important when it came to customers' preference when buying football equipment. According to respondents, the Umbro brand lacks propagation, as a part of them cannot recall any form of propagation of the Umbro brand. Keywords: marketing research, brand, brand value,...
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Marketing research of Kappa brand value
Michálek, Lukáš ; Voráček, Josef (advisor) ; Jarošík, Richard (referee)
Title: Marketing research of Kappa brand value Objectives: The main objective of this work is to find out degree of brand awareness of the Kappa brand between current students of Faculty of physical education and sport of Charles University in Prague. Through marketing research, we find out current brand awareness of the Kappa brand between current student of Faculty of physical education and sport of Charles University in Prague. Methods: In the bachelor's thesis, there is used method of quantitative research. With technique of electronic questioning we examine the brand awareness of the Kappa brand by the current students of Faculty of physical education and sport of Charles University in Prague. Specifically Top-of-mind effect, brand recall, brand recognition and knowledge about sponsorship of brand Kappa. Results: The research showed that current students of Faculty of physical education and sport of Charles University in Prague know that Kappa brand exists, but they lack of deeper awareness, there is no Top-of-mind effect. Even aided and unaided awareness isn't high enough. Students can connect Kappa brand with Italy and they recognize logo very well. But they have no clue about sponsorship of Kappa brand. Keywords: brand value, brand awareness, unaided awareness, aided awareness, marketing...
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Marketing research of Kappa brand value
Michálek, Lukáš ; Voráček, Josef (advisor) ; Jarošík, Richard (referee)
Title: Marketing research of Kappa brand value Objectives: The main objective of this work is to find out degree of brand awareness of the Kappa brand between current students of Faculty of physical education and sport of Charles University in Prague. Through marketing research, we find out current brand awareness of the Kappa brand between current student of Faculty of physical education and sport of Charles University in Prague. Methods: In the bachelor's thesis, there is used method of quantitative research. With technique of electronic questioning we examine the brand awareness of the Kappa brand by the current students of Faculty of physical education and sport of Charles University in Prague. Results: The research showed that current students of Faculty of physical education and sport of Charles University in Prague know that Kappa brand exists, but they lack of deeper awareness, there is no Top-of-mind effect. Even aided and unaided awareness isn't high enough. Students can connect Kappa brand with Italy and they recognize logo very well. But they have no clue about sponsorship of Kappa brand. Keywords: brand value, brand awareness, unaided awareness, aided awareness, marketing research, Kappa
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Marketing Research of the Skechers Brand Value Perception
Sedláková, Klára ; Janák, Vladimír (advisor) ; Štědroň, Bohumír (referee)
Title: Marketing Research of the Skechers Brand Value Perception Objectives: The aim of this study is to determine, with the use of the marketing research, how the (Skechers) brand is perceived by athletes; and then, based on the research results, to propose measures for increasing brand awarness, its popularity and marketability. Methods: Methods used in the work were following: marketing research in the form of an electronic survey (quantitative method, primary), method of data collection and their analysis (secondary) Results: From the results of the resesarch we can conclude that the products made by Sketchers are percieved by the users as affordable, comfortable and resistant. As far as their assets are concerned, we can list a quality of their products and used special technology. Hovewer, the company doesn't seem to be percieved neither as extraordinary, unexpendable nor fashionable. Keywords: brand, perceived value, marketing research
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Generation Y's perception towards purchasing "Made in China" specified segments: Implication for apparel industry
Sečányová, Natália
The Bachelor Thesis deals with an analysis of Generation Y's perceptions towards the apparel products sourced in China. The prime objective is the very definition of various factors having an impact on the Czechs’ shopping behavior along with the provision of specific recommendations for altering the already poor prestige of the Chinese Fashion Industry. The study focuses not only on debatable issues regarding the overall China's image and the attitudes held towards the "Made in China" label but it also provides a broader insight into the apparel consumption, brand preferences and motives in consumer shopping behavior. The analytical research comprises of both the secondary data, available from several sources on the Internet, and the primary data, collected via the questionnaire survey. The crucial findings are subsequently employed in providing useful suggestions to those fashion manufacturers operating in China.
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Marketing communication for newly launched products in selected market
Kambová, Lucie
Kambová, L. Marketing communication for newly launch products in a selected mar-ket. Diploma thesis. Brno: Mendel University, 2019. This thesis focuses on how to use marketing communication at the launch stage of a new product, where such launch relates to an extension of already known brand. Also under scrutiny is the kids’ toiletries market, which is the field of re-search for the thesis’ topic. In this market context, the thesis examines the main currents of customer preferences and suggests ways they could be communicated with.
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