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The Proposal of Product Communication Mix
Slavík, Roman ; Tomášková,, Eva (referee) ; Kaňovská, Lucie (advisor)
The goal of the bachelor thesis „The Proposal of Product Communication Mix“ is the proposal for improvement of communication mix based on the analysis of the selected protuct‘s present communication mix in selected company. The bachelor thesis is divided into two parts, theoretical and practical. Theoretical part describes particular tools of marketing communication, it’s principles in the theoretical level and methods of analysis of a company internal and external environment. Introduction of practical part describes selected the company and the selected product. Further takes place analysis of current state of the selected product, analysis of particular tools of promotion and analysis to evaluate the strengths, weaknesses, opportunities and threats involved in the product. Last part contains proposals to improve the current communication mix.
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Valuation of the company Kofola, a.s.
Pustaj, Marek ; Scholleová, Hana (advisor) ; Šlégr, Pavel (referee)
The aim of the thesis is to determine the value of the company Kofola a.s. as of May 1st, 2014 using only public data. The valuation is created for ordinary buyer who has the opportunity to diversify his portfolio, which means that the goal of the valuation is to find out the net market value of the company. The theoretical part is devoted to the basics of business valuation, terms, methodology and recommended practice which is focused on DCF entity approach. The practical part introduces the company, the strategic and financial analysis are processed here and result in confirmation of going concern principle, then financial plan based on value drivers is prepared and finally by DCF entity approach net market value of the company is calculated.
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Historical Development of Two Selected Product Categories
Fišerová, Michaela ; Průša, Přemysl (advisor) ; Paško, Richard (referee)
The aim of this bachelor thesis is to identify factors that influenced promotion development and to assess their impact on selected product categories, i.e. automotive industry and non-alcoholic beverages. The thesis is divided into two main chapters. The first part introduces the theory of the marketing concepts, marketing mix and different types of commercial communication. The second chapter defines the phases of promotion development. Furthermore, the relation between product development and development of its promotion is analysed. In the end, main factors influencing promotion development are identified and their impacts on selected categories are assessed.
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International marketing strategy of soft drink Guaraná Antarctica
Kochová, Zuzana ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The thesis deals with the marketing strategy of Brazilian brand of soft drinks Guaraná Antarctica. Fisrt it describes the brand marketing strategy in the domestic market in Brazil and its entry to international markets. Furthermore the thesis analyzes market opportunities of this brand of drinks with guarana extract in Czech Republic and evaluate the trasfer of marketing strategies to Czech environment. As a result changes to the marketing strategy in order to improve brand's position on the Czech market are proposed.
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Financial analysis of producer non-alcoholic drinks
Kotková, Tereza ; Marek, Petr (advisor) ; Dufková, Eva (referee)
This thesis in considered on financial analysis of nine most important companies which are interested in production of non-alcoholic drinks in Czech republic. Most of them are subsidiaries of global corporations. In thesis is processed spatial resolution of this field in years 2008 and 2009. First part deals with methodology of spatial resolution (Spider analysis). Next is about the field of non-alcoholic drinks. In analysis were compared years 2008 and 2009 and the values of indicators and their change during the time and also competitiveness of the companies in 2009. Conclusion is global table and comments to each company and their result in Spider analysis.
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