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Selecting a marketing strategy of comercial insurance company
Floriánová, Ivana ; Daňhel, Jaroslav (advisor)
This thesis introduces problems of marketing in a commercial insurance company. It discusses the specificity of marketing in this domain, clarifies the importance of the right choice of the marketing strategy in commercial insurance companies. And it also desribes the situation on the Czech insurance market and analyses the most favourite real strategies used by insurance companies.
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The Marketing Strategy of Green Hotel Presented on Chateau Mcely
Tvrdíková, Zdeňka ; Kiráľová, Alžbeta (advisor) ; Indrová, Jarmila (referee)
This dissertation is focused on marketing strategy of green hotel which is presented on Chateau Mcely. It consists of three chapters. The first chapter contains the theoretical data which includes the importance of the hotel industry and the necessity of application of marketing strategy in this branch. The concept of green hotel is defined and the criteria are presented. The second chapter includes the characteristics of hotel Chateau Mcely and analysis of its marketing strategy. In the third chapter there are suggested measures and changes of marketing strategy to be able to apply it in general in other accommodation facilities.
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Strategic management of the brand Axe
Sedláková, Zuzana ; Postler, Milan (advisor)
The thesis analyses marketing strategy of Axe brand which belongs to portfolio of brands of Unilever. Theoretic part contains basic information about issues connected to brand such as it's importance, basic concepts and building brand's value. Particular sections include the questions of marketing management and marketing mix. The aplicational part introduces the market od deodorants and basic trends on this market. This part describes the strategy of Axe in Czech Republic and the market where the brand is struggling it's position for. Attention is given to marketing activities in 2006 - 2007 and their results and effects on the position of the brand among others.
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Adaptation of the Starbucks Coffee Company marketing strategy on the Czech market
Pekáriková, Katarína ; Machková, Hana (advisor) ; Štěrbová, Ludmila (referee)
Purpose of this diploma thesis is Starbucks marketing strategy analysis on the Czech market. Theoretical part focuses primarily on company characteristics with regard to its historical development, key values, brand identity and positioning. This also covers company's global strategy, ways of international expansion and requirements for perspective business partner. Practical part analyses Czech market, its macro-environment and competition in the field. In addition present thesis includes SWOT analysis, practical examples of marketing strategy adaptation as well as marketing mix.
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International marketing application Haubi's Ges.m.b.H in multicultural surrounding
Krištofová, Lucia ; Boučková, Jana (advisor) ; Panýrová, Taťána (referee)
This thesis presents the issue of the entering of a business to business company on the Unated Arab Emirates market. Its objective is to develop an appropriate marketing strategy and apply it to Haubi's Ges. M.b.H, a leading Austrian bakery. The strategy was elaborated from the analysis of the food market both at the global and national level in the UAE. Assumptions underlying the success of a company in this market are included in the SWOT analysis. The principles derivated from this analysis are then applied to market segmenting and concurrence monitoring. The final strategy consists of a specific marketing mix, which was determined by the analysis of the obtained results and fully respects the particular cultural environment of the UAE.
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Market analysis of industrial marking lasers and draft marketing strategy for the company MEGAFLEX
Valterová, Martina ; Stříteský, Václav (advisor) ; Dušek, Jiří (referee)
This master thesis is focuses on a market analysis of industrial marking lasers in the Czech Republic. In the theoretical part are described appropriate methods of strategic analysis for Business-to-Business market. The strategic analysis is divided into two parts, descriptive and comparative one. The application part characterizes the market of industrial marking lasers and describes also macro, micro and internal environment of the company MEGAFLEX. A partial goal of this thesis is to propose a marketing strategy, which can be used as a basis for the development of strategic marketing plan.
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Marketing strategy of a chosen travel trade company
Voldřichová, Michala ; Petrů, Zdenka (advisor) ; Vaňková, Jana (referee)
The diploma thesis "Marketing strategy of a chosen travel trade company" deals with the situation in a spa hotel Royal. The aim of the diploma thesis is to elaborate the situation analysis of the hotel, to describe and evaluate the contemporary marketing strategy and to make suggestions for the further strategy improvement. The diploma thesis is divided into two main parts -- theoretical and practical. The theoretical part is focused on important definitions of marketing strategy and on the procedures needed for the right chosen marketing strategy. The practical part deals with the current situation in the spa hotel Royal. It includes the elaboration of situation analysis, the description of contemporary marketing strategy including marketing mix and the suggestions for further improvement and development.
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