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The integrated positiong of the brand Pilsner Urquell on foreign markets
Burianová, Lenka ; Gullová, Soňa (advisor) ; Klosová, Anna (referee)
The aim of this thesis is to present the international marketing strategy of Pilsner Urquell beer on foreign markets and to analyze the brand's positioning. The thesis is divided into three chapters. After the first chapter the reader is familiar with the basic theoretical concepts and methods of the brand and its management. The second chapter introduces the company Pilsner Urquell, a.s. It describes a company profile, its historical development, brand portfolio and export. The third chapter is focused on practice. It includes analysis of the international policies related to the brand Pilsner Urquell and the specific forms of positioning of this brand.
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Analysis of Positiong of Brand Flora
Křížová, Lenka ; Lhotáková, Markéta (advisor) ; Čechura, Jan (referee)
The main aim of this thesis is to analyze the positioning of Flora brand on the czech market. For my analysis I will use the chosen marketing tools such as the competitor analysis, SWOT analysis so as the analysis of marketing mix. The key source of information will be the qualitative research. On the basis of that I will compare the ideal positioning with the real one and come with the appropriate suggestions which could help to improve the positioning strategy of Flora brand in the Czech republic.
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Clinical bed as a nurse´s helper
HRADOVÁ, Helena
This thesis is focused on a patient bed. The theoretical part deals with a patient bed in general, the patient beds classification as mechanical, electrical, child and infant beds, and also special beds. For the patient´s comfort not only a quality bed is important, but also basic fittings and various auxiliary parts in the form of additive accessories. The bed has a unique function in the care of patients, it enables to adjust various therapeutic and examination positions, but it also helps in many ways in the nurse´s work by reducing the impact of high physical load on her musculoskeletal system. The current issue is also the care for the nurse´s health and safety at work The objectives of this work are to determine how a patient bed helps in the nurse´s work, how useful the auxiliary parts of the bed may be and whether nurses make use of the bed convenience features. The stated hypotheses assume that the bed make the nurses´ work easier, nurses are satisfied with types of beds in the ward, make use of bed convenience features and also use the additive accessories. The survey was conducted by the quantitative method using questionnaires made up for nurses working in the České Budějovice Hospital, Inc. These questionnaires were distributed to standard departments, the Intensive Care Unit, Intermediate Care and Anesthesiology and Intensive Care. The questionnaire contained 35 questions, it was completely anonymous and voluntary. The data obtained from the questionnaires are processed into graphs in percentage. In the final part of the thesis the findings either confirm or do not confirm the pre-stated hypothesis, the output of this work is the research results provision to the hospital management as a material suitable for the selection of new patient beds in the department. The results will also be submitted to the beds manufacturer, as an example of nurses´ feedback.
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Analysis of sales policy autorized company in terms of international trade
HAUSEROVÁ, Marcela
Bachelor thesis is responsible for analysis of the current status of sales policy, autorized companies selected in terms of international trade and find concrete steps to expand the specialized sales abroad. The situation analysis has been evaluated the best alternative for the company - the strategy of developing the market. It was found that the company has followed a dominant position in the global market for the sale of a small forest and garden machinery. Its aim is to maintain the position of leader in the international market and efforts to gain new markets in other geographical areas with the ability to generate indirect commercial network using specialized retail stores. The company is forced to constantly invest in research and development of their products to deal with a massive global campaign to reduce costs and gaining economies of scale by setting up assembly plants in countries with cheaper labour in the form of affiliation.
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Prevention of immobilization syndrome in patients with extension.
POSPÍŠILOVÁ, Eva
Abstract More and more up-to date equipment in the health-care sector makes the treatment of fractures possible, especially by means of surgery. However, not every patient is indicated for surgery. Even today, we can see a patient with the extension at the standard and intensit care units. Therefore, nurses must know how to take care of this patient and how to prevent the risk of immobilization syndrome in patient with extension that may cause many serious complications. The aims of this study were to identify the negative factors affecting a development of the immobilization syndrome in a patient with the extension, to compare the differences in the use of immobilization devices to prevent the immobilization syndrome in a patient with the extension at the standard and intensive care unit and to determine whether patients with extension are familiar with possibility of the immobilization syndrome. Four hypotheses have been defined. In the first hypothesis we assumed that inconveniently selected positioning affected the emergence of the immobilization syndrome. This hypothesis was confirmed. Inconveniently selected positioning is most often involved in the immobilization syndrome. In the second hypothesis we assumed that inconvenient hygienic care affected the emergence of the immobilization syndrome. This hypothesis was also confirmed. The insufficient hygienic care affects a development of the immobilization syndrome. In the third hypothesis we assumed that the intensive care unit used more up-to-date equipment to take care of a patinet with the extension compared to the standard unit. This hypothesis was also confirmed. The intensive care units used more up-to-date equipment to take care of a patinet with the extension compared to the standard unit. In the fourth hypothesis we assumed that patients with extension had no information about the possibility of the imobilization syndrome. This hypothesis was disproved. The patients with the extension are informed about the possibility of the immobilization syndrome. The nurses at the standard and intensive care units in Hospital České Budějovice, a.s. (PLC) and Military Hospital Olomouc were asked to be a research sample. Data were collected by the quantitative exploration method using anonymous questionnaires. In total 110 questionnaires were distributed of which 68 were used for the final evalution. The remainig questionnaires had to be withdrawn from the investigation because they were completed insufficiently by the nurses. This study could help to supplement the educational material for patients with the extension and to increase the knowledge of the nurses in the area of care of such patient.
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Canisterapie practicing in České Budějovice.
KOCANDOVÁ, Jana
Canistherapy is one of the forms of zootherapy. It is a part of a compact rehabilitation, which serves to the support of psychosocial health of human beings of any age, where is used the presence of a dog. The goal of the bachelor thesis is to collect information about a process of canistherapy.
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Brand and its significance while forming the position on the market by way for example of an enery company
VONDRÁKOVÁ, Markéta
The submitted diploma work combines available information resources from the area of general brand management with current challenges which the Brand Management faces within the power industry in the dynamically developing Czech market with significant globalization features. This creates a structure of secondary information resources, practical experience and drawn conclusions which have never been published and are primarily relevant to optimisation of the E.ON brand but important for the entire power industry sector due to its focus and they surpass their branch in the brand migration area
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Marketing analysis of market with luxury professional hair care in the Czech and Slovak Republic
Bolfíková, Petra ; Postler, Milan (advisor) ; Hebká, Gabriela (referee)
The master thesis deals with strategy of luxury professional hair care brand Kérastase Paris on the Czech and Slovak market. The focus of this thesis is on the brand's current position and its communication strategy on these markets. Based on own research, suggestions how to improve this strategy are then made. The work could be divided into three sections. The first one brings theoretical base for the next sections. The second one introduces the brand Kérastase Paris and its current position on the local market by analyzing the secondary data sources. The last part of the thesis focuses on the actual research, interpretation of its results and suggestions of the improvements of the communication strategy of the brand on our market.
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The meaning of brands in marketing
Trnka, Marián ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
The purpose of the thesis is to explain the meaning of brands in marketing. What is the difference between the brand and product. What the brand means for the company and what for the customer. Which factors determine that some brands are successful while others not. Why is design and storytelling important around brands.Futher, the thesis deals with positioning, product, price, promotion, place, innovation. The last part of the thesis deals with the perception of brands on the cola market.
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Proposal of Tim Hortons’ communications strategy when entering the Czech market
Nyklová, Petra ; Postler, Milan (advisor) ; Drozen, František (referee)
This master thesis deals with proposal of Tim Hortons' communications strategy, Canada's largest chain of fast food restaurants, when entering the Czech market. The main theme is the analysis of existing communications strategy and the subsequent setting of the marketing communication plan for 2011. The thesis is divided into two parts - theoretical and practical. Theoretical part characterizes the marketing and commercial communications and provides the basic theory of the stages of marketing communication plan planning. The practical part introduces company Tim Hortons, its marketing initiatives and then the concrete steps to build a communication strategy for the Czech market. Based on comparison of Tim Hortons brand positioning with its main competitors it is created the right communication campaign, its timing, budget and usage of appropriate media. Finally, the thesis summarizes the results of the analysis and the key pillars of the proposed marketing communication plan, which are positioning, creative and media strategy, sponsorship and campaign management.
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