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Strategic Analysis of an Enterprise
Petrová, Alena ; Dvořák, Jiří (advisor) ; Martenek, Milan (referee)
I chose the topic: Strategic Analysis of the Firm for my diploma work. In this work, I devote myself to the hotel of Atom***, which has its seat in the street of Velkomeziříčská in Třebíč. I chose this firm, especially because I have been working here as a waitress and receptionist for a part-time job; I have access to information, and I know the environment in which the hotel is situated. The main purpose of the work was to analyze an external environment and mainly to focus on the competition being situated in this town. My alternate purpose was to find out whether potential customers are aware of the hotel and whether existing customers are satisfied with the services being offered. To reach these purposes, I used an internal and external analysis from whose results I made a SWOT analysis. I used the PEST analysis, industry analysis and Porter's five competitive forces model for the external analysis. Further, I used marketing research that helped to reach the alternative purpose and to complete previous analyses in particular. Since the hotel of Atom has no strategy, being apparently defined, I can tell that as a matter of fact, the strategy in itself does not exist. In the final chapter, I therefore suppose a certain strategy and specific operative measurements that will lead to the fulfilment of the vision existing only in subconsciousness of the hotel keeper.
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Research od customer satisfaction with given company
Boháčková, Veronika ; Surynek, Alois (advisor) ; Kestlová, Kateřina (referee)
This thesis is focused on marketing research, concretely customer satisfaction. The aim of thesis is analysis of a given company, especially of customer needs and expectations, and analysis of customer satisfaction with offered products and services. In theoretical part there is defined the basis of marketing strategy based on customer orientation, especially customer satisfaction, methods and importance of customer satisfaction control and CRM process. Practical part is focused on research and includes the recommendations for company.
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Typology of the World Class members
Porkertová, Adela ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The objective of the bachelor work is to point out the basic typology of the World Class members within its fitness club located in Venceslas Square and thanks to the obtained results try to come up with possible recommendation for the future marketing strategy. First part is dedicated to the theory and expressions such as marketing, market research, market segmentation, buyer behaviour and questioning. Second part gives a closer look to the fitness,to the company World Class and at last to the specific fitness club in Prague. Chapters explain whole procedure of the market research, the gain of the data and finally the data analysis with its practical explanation.
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Demand -- supply analysis of dancing classes within Prague and outskirts
Lipgart, Anna ; Bártová, Hilda (advisor) ; Černá, Jitka (referee)
The thesis analyses a demand on dancing schools, meaning the rate of intentions for dancing classes and particular customers' wishes about the form and content of a dancing class. It further compares wishes in question with the contemporary supply of dancing schools and, regarding to this information, formulates problems and ways of solving by changing components of the marketing mix. Thesis further summaries theoretical principles of marketing research and applies them on particular research. The practical part presents the results of evaluation and forms recommendations.
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Segmentation of liquers market
Štefko, Miloslav ; Koudelka, Jan (advisor) ; Michal Straka, Michal (referee)
The main object of this paper work is to analyze liquers market in Czech republic by primary and also secondary data and to group the consumers into few segments. In consequence according to predetermined priorities to choose the most attractive segment and to create the marketing strategy designated for chosen segment.
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