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Online propagation of a small e-commerce
Purnochová, Jana ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
This dissertation titled Online propagation of a small e-commerce is focused on the propagation of the e-commerce on the Internet and on the online communication mix creation. At the beginning it briefly outlines the online marketing theory. The first chapter defines the term marketing and shows its targets, presents communication mix on the Internet, then it describes the czech statistics of the use of the internet and of online promotion. The second chapter is then focused on the application of some forms of propagation to the model e-commerce, which is selling sports clothes. The last part of the dissertation evaluates particular parts of the online communication mix and compares the paid promotion with regard to the orders and to the e-commerce attendance. In the end there are drawn up some recommendations, which could be useful for some similar e-commerces.
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Bussiness Project – Family Education Center
Bahushevich, Alena ; Hartman, Ladislav (advisor) ; Mísař, Jan (referee)
The main purpose of the Master Thesis is creation of the business plan on the establishment of the new preschool education institution Family Education Center. The center will be specialized in operating a kindergarten as well as in organizing educational and personal development activities for children and adults. The theoretical part of the thesis gives some insights on the importance of the entrepreneur and enterprises in the society, provides description of the basic requirements for a business plan and characteristics of the preschool education system in the Czech Republic. Practical part provides an application of the theoretical findings on the creation of the actual business plan. This part verifies the viability and competitiveness of the business project on the basis of the market analysis, marketing and financial plan.
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Segmentation of the detergent market
Bulantová, Barbora ; Koudelka, Jan (advisor)
This Masters Thesis is focused on detergent market in the Czech Republic and its market segmentation. The goal of this thesis is to find differences and similarities between consumers and to uncover the segments which are internally homogeneous and externally heterogeneous, and to suggest a marketing approach for each segment. Theoretical part of this thesis is about theoretical explanation of the market segmentation process, different approaches to segmentation and methods of segmentation. There is also a description of the detergent market in the Czech Republic. The analytical part is focused on segmentation process itself. The segmentation is based on both primary and secondary data. The revealed segments are then described in detail. There is a suggested marketing approach how to effectively address each segment.
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Market position of a private label
PINCOVÁ, Monika
This bachelor thesis is dedicated to the issue of private labels and their position in the selected retail chain. The main aim is to assess the position of these brands on the basis of the findings of the consumer perception of the brand position in the selected retail chain on the Czech market. The partial aim is to propose recommendations and possible solutions to private labels development. The theoretical part consists of a literature review that describes the issue of brands and private labels. This part also includes consumer behaviour and marketing research. The practical part focuses on the implementation of the marketing research, specifically quantitative research. The method used is "face to face" questionnaire survey. The collected data are used to determine consumer perceptions of private labels and to propose recommendations for the development of these brands.
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Ethical aspects of personal forms of marketing communication
Libovická, Lucie ; Pešek, Ondřej (advisor) ; Žižka, Jiří (referee)
This bachelor thesis point out transgressions against good manners in direct marketing and personal selling. Realized marketing research identifies consumers' opinions, attitudes and experiences with these forms of marketing communication. Current situation is described from received informations and main attention is paid to ethical problems occurring in direct marketing and personal selling. The data were obtained by written inquiring.
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Marketing Situational Analysis of the brewery U Fleků
Hyský, Pavel ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
The aim of thesis is to create a marketing situational analysis of the brewery U Fleků. The main aim is to design better communication with customers, products portfolio and services for customers. The theoretical part describes the various aspects and met-hods of marketing situational analysis. In the practical part of the thesis I deal with the assessment of the current situation of the company through macro and micro enviro-ments and using various analyzes: SWOT traceable to TOWS, Porter, PEST, Bowman hours, positioning map, marketing mix with 4P and 4C. Based on these analysis deter-mines the new communication mix with the budget and control.
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The analysis of the possibility of bringing together the top football leagues in the Czech Republic and Slovakia
Kováč, Ivan ; Kotáb, Jiří (advisor) ; Ščiklin, Alexandr (referee)
The objective of this thesis is to analyse the current situation of the Czech Gambrinus league and Slovak Corgoň league. The theoretical part focuses on the football market, the economics of the professional football leagues and the systems of organizing sport leagues in the world. At the beginning of the practical part there is current information about the football leagues in the Czech Republic and Slovakia. It also contains a comparison of the league attendance, the competitive balance and the international results of the Czech and Slovak clubs. The thesis answers the question if the Czech and Slovak football need some type of the change. The main theme of this thesis is the possibility of bringing together the top football leagues in the Czech Republic and Slovakia. The most important part is the assessment of the advantages of Joint competition for Czech and Slovak football. What would be the advantages, disadvantages, costs or benefits. The Czech and Slovak football clubs thoughts and also opinions of the fans regarding the main theme are analyzed and considered in this paper. The very end is dedicated to how this common league could look like.
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Communication of the Glass Art Centre Glassworks František in Sázava
Chuchrová, Jana ; Tyslová, Irena (advisor) ; Prokůpek, Marek (referee)
Bachelor thesis deals with present direction of the communication of the Glass Art Centre, Glassworks František in Sázava. The theoretical part focuses on the analysis of different interpretation of the concept of communication across the specialized social sciences with emphasis on economic disciplines -- especially management, PR, marketing and fundraising. Introduction to the theory of communication also includes communication in sociology and psychology, as they define the basic concepts of communication, which the economic disciplines take over. The main aim of the theoretical part was to find out how the particular approaches to communication differ, set out the procedure for the construction of a communication strategy and define the tools and principles of external communications organization which will benefit the communication of the Centre. The aim of the practical part of my thesis was to analyze, how the current management of external communication of the Glass Art Centre coincides with the theory. The main sources of information for the practical part were interviews with current director of the Glass Art Centre, Martina Kulhavá, on the basis of which we've identified fundamental shortcomings in communication of the Centre. The conclusion includes proposals of the intermediate strategic steps for reduction of these shortcomings, and thus has practical implications for the future direction of the marketing communication of the Centre.
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Marketing Situational Analysis of a chosen Company
Doležal, Ondřej ; Svoboda, Petr (advisor) ; Čejka, Pavel (referee)
The aim of my thesis is to create an educated description of marketing situational analysis of selected energy company - ČEZ, Inc. The analysis should help the company to better plan its marketing activities and thus succeed in a competitive environment. The theoretical part deals with basic concepts related to marketing as a whole and theoretical background needed for the completion of marketing situational analysis, which includes both PEST analysis, Porter's fice forces analysis, SWOT analysis and marketing mix. Results from those are then applied in practice. The result of each analysis are then formulated into recommendations that should help the company to improve its marketing management.
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Business Plan of Cafeteria Foundation
Dušková, Dita ; Novák, Zdeněk (referee) ; Rompotl, Jaroslav (advisor)
The thesis deals with the processing of a business plan of cafeteria foundation, that will offer services accompanying program. The theoretical part describes the theoretical background needed to develop the business plan. The practical part includes marketing research, analysis of the current market situation and draft of the business plan.
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