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Comparison of marketing concepts of basketball clubs ČEZ Baketball Nymburk and BC Žalgiris Kaunas
Nachtigalová, Petra ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Comparison of marketing concepts of basketball clubs ČEZ Basketball Nymburk and BC Žalgiris Kaunas Objectives: The main objective of this work is to analyze current marketing concepts of basketball clubs ČEZ Basketball Nymburk and BC Žalgiris Kaunas as refers to the target group, promotion goals, specifics of sport advertising and eligibility of particular parts of marketing mix. Based on the comparison to make a concept of improvements and changes in existing marketing conceptions. Methods: The main method of this work is descriptive analysis; personal questioning and comparison are also used. SWOT analysis was made form gained data. Results: The thesis proved that marketing concept of two clubs at the same level in the country can differ a lot. Especially in term of history, tradition, popularity of sport, external environs and sport goals. The comparison showed that the marketing concept of BC Žalgiris Kaunas is more sophisticated and on higher level. Possibilities of change and improvements in marketing concepts of both clubs resulted from the analysis. Key words: marketing, marketing concept, marketing mix, sport advertising, basketball
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Marketing Strategy of the Selected Company
Hudcová, Ivana ; Schüller, David (referee) ; Chlebovský, Vít (advisor)
The objective of this thesis is to increase the competitiveness of the company “Wine and other goodies” by creating new marketing strategies. For development of a new strategy I will start from analyzing of the current strategy. The work is divided into three main parts. The first part deals with the theoretical background, the second part focuses on the presentation and analysis of the current situation and the last so called „recommendation part” - formulates a draft of the marketing strategy to increase profits, gain new clients but also retain existing customers.
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Marketing concept for 1.ČLTK Prague
Svoboda, Jakub ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Title: Marketing concept for I. ČLTK Prague Objectives: The main objective of this work is to create a marketing concept for I. ČLTK Prague, which identifies current and future state of the organization, the organization's objectives and strategies to achieve them, defines marketing mix and determines how to implement and control set strategies. Methods: In my work I used a combination of qualitative and quantitative research. To define initial situation, I used the descriptive research, specifically the technique of observation. For further information on the situation I interviewed managers of the organization. For the evaluation of external factors I applied the STEP analysis. Quantitative research was represented by marketing research in the form of electronic and written questioning. For the formulation of strengths and weaknesses of the club, opportunities and threats I used the SWOT analysis, which I used also for competitors. Results: Within the thesis a marketing concept for I. ČLTK Prague was developed. Keywords: Marketing, marketing concept, marketing mix, marketing research, sponsorship.
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Comparison of marketing concepts of basketball clubs ČEZ Baketball Nymburk and BC Žalgiris Kaunas
Nachtigalová, Petra ; Čáslavová, Eva (advisor) ; Voráček, Josef (referee)
Title: Comparison of marketing concepts of basketball clubs ČEZ Basketball Nymburk and BC Žalgiris Kaunas Objectives: The main objective of this work is to analyze current marketing concepts of basketball clubs ČEZ Basketball Nymburk and BC Žalgiris Kaunas as refers to the target group, promotion goals, specifics of sport advertising and eligibility of particular parts of marketing mix. Based on the comparison to make a concept of improvements and changes in existing marketing conceptions. Methods: The main method of this work is descriptive analysis; personal questioning and comparison are also used. SWOT analysis was made form gained data. Results: The thesis proved that marketing concept of two clubs at the same level in the country can differ a lot. Especially in term of history, tradition, popularity of sport, external environs and sport goals. The comparison showed that the marketing concept of BC Žalgiris Kaunas is more sophisticated and on higher level. Possibilities of change and improvements in marketing concepts of both clubs resulted from the analysis. Key words: marketing, marketing concept, marketing mix, sport advertising, basketball
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Marketing Strategy of a Newly Established Company
Slámová, Pavla ; Pospíšilová, Vendula (referee) ; Chalupský, Vladimír (advisor)
The main objective of the thesis is to work on a marketing strategy intended for a newly established private charter company. The general principles, marketing concept and strategy layout applied to the company in question are elaborated on. The primary objective is to conduct the analysis of both external and internal environment terms, to conduct a competitor analysis and to deduce the market potential for the particular market area. The next objective is then to identify the client and their requirements, to select the target of the client demand as well as to compare the client demands with the company potential supply. Based on the market survey, the marketing goals are specified and executable strategies are presented. The marketing strategy includes a future profit prediction based on the defined goals and a proposal for verification activities for a parallel plan-keeping control. In general, the aim of the present thesis is to create a marketing strategy that would be integrated in the company management and its business activities.
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Marketing strategy of the company
Hrebenyk, Yanina ; Štůsek, Jaromír (advisor) ; Zdeněk, Zdeněk (referee)
This thesis is focused on the main characteristics of company marketing strategy. The first part describes theoretical facts about marketing, its concept, strategy and planning, as well as the strategic marketing processes. For design and realisation of marketing strategy the most important marketing analysis are described here in detail: marketing mix, marketing communication, marketing environment and SWOT analysis.
The second part of this thesis presents a travel agency MOVAMI s.r.o., its activities and overall state from the perspective of marketing conception. This part also investigates each analysis individually for better understanding of the present position of agency on the tourism market. The third part presents the summary of the results of all conducted analysis and design of the new improved marketing strategy for the travel agency MOVAMI s.r.o.
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Proposal of Marketing Mix Change to Increase the Competitiveness of Company
Bartolšic, Roman ; Peprla, Oldřich (referee) ; Zich, Robert (advisor)
The purpose of this master thesis is forming and developing new marketing strategies with focus on increasing the competitiveness of the company within the market of fast food restaurants. The work contains theoretical insight to given issue in the first part. Key part of the thesis is then analysis of the current situation of company policy and marketing strategy, which is used as a base for creating strategy new, containing specific steps to put it into practice.
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Proposal of Marketing Mix
Majerová, Oldřiška ; Veselý, Petr (referee) ; Šmakalová, Petra (advisor)
The thesis deals with the optimamization issue of the existing marketing mix in company Cukrarna Bilek. Based on the selected marketing analyzes is to make suggest to adjust the marketing mix, which will increase customer satisfaction, increase sales and enhance the company's competitiveness in the local market.
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Ecommerce Business
Elčknerová, Lenka ; Kocichová, Jana (referee) ; Němcová, Zuzana (advisor)
This diploma thesis deals with the extension and improvement of the activities of the company in the field of Internet sales, both on wholesale and retail levels. It solves the sub-goals of the project, for example, analyzing the current state of the electronic shop of the company, the analysis of the activities of competitors in this area and the proposition of the future state. The first part focuses on the theoretical introduction of this theme. The second part specifies the main vision of the company and analyzes its current situation. The third part describes the implementation of the overall business plan and the proposal for the future development of online sales in terms of the selected company.
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