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Marketing strategy and customer satisfaction analysis of Emirates Airline company
Valová, Soňa ; Průša, Přemysl (advisor) ; Chodelka, Peter (referee)
The aim of this bachelor thesis is to explain the role of a market leader in the aviation industry,which is Emirates Airline, by analyzing its marketing strategy. This thesis focuses on the basic principles of marketing in the aviation industry, gives characteristics of the company,shows its market position and makes SWOT analysis and marketing mix. The success or the failure of the chosen strategy will be proved by the questionnaire about the efficiency of the marketing strategy of the company. On its behalf, there will be made a recommendation for improvement of any potential weaknesses of the Emirates Airline company.
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Possibility of using social networks to support business
Nešpor, Jan ; Molnár, Zdeněk (advisor) ; Chmelíček, Petr (referee)
This thesis deals with the possibilities of using social networks for increasing the competitiveness of the company. The theoretical part defines basic terms that are closely related to social networks. First part is focused on social media and their usage in Czech or European companies which is supported by statistical data. Another part of the thesis focuses on the world most common social networks and their usage in relation to Competitive Intelligence. The last chapter of the theoretical part deals with analytics and monitoring tools. The practical part of the thesis contains competitive research on the company Antee and its major competitors in social networks usage. The main output of the practical part is based on the thorough analysis and it proposes strategy on a successful entrance into social networks for Antee.
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Analysis of current customers perception of Pure Jatomi fitness
Nguyenová, Daniela ; Postler, Milan (advisor) ; Štumper, Jakub (referee)
The main objective of my diploma thesis is to analyse customers perception of Pure Jatomi Fitness brand. Based on results of a questionnaire survey, I recommended improvements that the management of the company should take into consideration in order to reach better results. In the theoretical part, I defined the concepts of service marketing, mark and its elements. Then I also focused on terms such as segmentation, targeting and positioning. The next chapter is devoted to the qualitative and quantitative research methods. In the practical part, I mentioned characteristics of Pure Jatomi Fitness company as to it's history and philosophy. I analysed the competitive market of Prague fitness centers and I presented the SWOT analysis. In the research part, I defined target segment of this fitness center chain with emphasis on analysing the perception of the respondents. In the final chapter, I proposed appropriate improvements that would strenghten the accurate position of Pure Jatomi Fitness.
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Development of organic wine production and its trends in EU countries and the Czech Republic
Beránková, Anita
The diploma thesis focuses on the assessment of the current situation in the industry of organic farming, particularly organic wine production in the Czech Republic and in the selected countries of the European Union. For the thesis, France, Italy and Spain are selected to be compared with the Czech Republic, due to the highest worldwide production of the organic wine in these countries. It compares the national and international environment of organic farming as well as of organic winemaking; compares political, economical, social, technological, legal and ecological factors. Further analyzed is competitive environment (by using of Porter's five forces model), industry life cycle, research on consumers of the industry (organic farming as well as organic winemaking) and information for customers. In the final part of results, SCOPE planning model summarizes the situation. The main goal of the thesis is to suggest changes and recommendations leading to improvements of the organic winemaker's position within the market of organic wine industry and organic industry in general. The main recommendations concentrate on enhancement of customer's awareness when it comes to the word "organic" and on bringing the organic wine closer to customers. The major event happened in 2012, when the legislation of the European Union passed new rules on labeling bottles containing wine made from organically grown grapes. From the 2012 harvest, organic growers are allowed to use the term "organic wine" on their labels. In 2012, total share of organic grape area to the conventioanl grape area in the Czech Republic was 6,1% and grew since 2004 by almost 20 times. French, Italian and Spanish proportion was approximately 2% higher respectively. The potential of the growth of consumption of organic wine in the Czech Republic is very high, but the foreknowledge and purchasing participation of customers on organic products in general is very low. Research on organic products has shown that only 20% of respondents were familiar with organic products. The same situation is represented by results of the research on organic wine, where 23% of conventional wine consumers have consumed organic wine at least once in their life. This is one of the reasons why it is necessary to use modern marketing tools to promote the organic wine and to increase the awareness. The popularity of organic wine is expected to grow steadily in future years.
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Activity analysis and marketing strategy of the Alwyn hotel
Vacková, Barbora ; Chylíková, Hana (advisor) ; Nesládek, Miroslav (referee)
The aim of this bachelor thesis is to describe and assess the activity of a chosen four-star hotel, define its marketing mix and strategy and perform a satisfaction analysis of the customers that should find out if the current strategy of the hotel management is successful. The chosen hotel is a small family hotel named Alwyn situated in Karlín. This thesis focuses on characteristics of the Alwyn hotel, its marketing mix and strategy, development of the basic economic indicators, the competitive analysis and the SWOT analysis. The work also contains a questionnaire concerning the guests' satisfaction with the accommodation and possible suggestions that could lead to a greater satisfaction of both guests and management of the hotel.
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Product development in non for profit organization (AIESEC example)
Soukup, Vladimír ; Postler, Milan (advisor) ; Hudeček, Michal (referee)
Theoretical part of this bachelor thesis focuses on product development and product marketing in the specific context of marketing of services in non-corporate sector. Specific part is dedicated to tools of analysing the competition and market position. In practical part of the thesis the specific condition of AIESEC, international students organization, and its product portfolio are coming into focus. I am analysing tvojekariera.cz, a particular product of AIESEC Czech Republic, and offering solutions for its development in order to become more competitive and externally relevant.
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Brand positioning World Class Czech Republic
Rakoušová, Sandra ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
My diploma thesis called "Brand positioning World Class Czech Republic" is focused on the analysis of the position of the brand on the Prague market of fitness centers. As the result of this analysis, I conclude my work by the recommendations to improve marketing communication of World Class company. In the theoretical part, I defined the concept of marketing, I have summarized his history, describing the various elements of the marketing mix and SWOT analysis. The next chapter is devoted to market segmentation, targeting and positioning. To conclude the theoretical part, I define the brand, its history, elements and types, I also mentioned the brand value. In the practical part, I assess the fitness field and also market of fitness centers in Prague. In the next chapter, I presented the brand of World Class Czech Republic, including its history, philosophy, representation in Prague and in the world as well and offer of services. Next, I drew on the results of my own research survey. I described a SWOT analysis and competitive analysis. Based on the responses I have analyzed the target group for the World Class brand. Subsequently, I analyzed the current marketing communication of the company, and I propose appropriate amendments that would increase its effectiveness. In the epilogue, I noted the main recommendations for brand communication.
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Marketing of castle complex Dětenice
Lapáčková, Alžběta ; Černá, Jitka (advisor) ; Štroblová, Soňa (referee)
The thesis offers basic theoretical information about multifunction marketing generally with wider specialisation to the marketing in culture, especially in the branch of castles. Then it is dedicated to the castle complex Dětenice. It gives basic information about complex then it gives information about marketing of this castle. It is concerned to the originality and uniqueness of marketing strategy of this complex. Following part is dedicated to detailed description of Dětenice's offer. Next part analyses the competition of surrounding castles, researches their offers which confronts with the offer of Dětenice. Final short summary of competition compares all offers together. Part of thesis is also dedicated to the attendance on each castle, what is good base for analysing of competition.
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