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Launching a new Product of Jan Becher - Karlovarská Becherovka on the Market
Krotil, Lukáš ; Kozlová, Taťána (advisor) ; Kincl, Tomáš (referee)
This Diploma thesis is focused on the complete analysis of the company Jan Becher - Karlovarská Becherovka, a.s. in the context of the history, present and future potential. The main objective is to independently analyze and assess the current position on the market of bitter herbal drinks, find out where could be a gap and demand for the new product. The aim would be to suggest directions for Becherovka, and its majority owner Pernod Ricard, based on market research. In conclusion, this thesis will introduce the marketing mix and strategy for the new product.
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Processes governing sympatric coexistence of di- and tetraploid cytotypes in primary contact zone of Knautia arvensis agg.
Hanzl, Martin ; Kolář, Filip (advisor) ; Duchoslav, Martin (referee)
Intensive cytotype screening in the primary contact zone of relict serpentine Knautia arvensis agg. revealed a striking predominance of the derivative tetraploid (81 % of subpopulations) over the diploid maternal race. Eleven mixed-ploidy subpopulations with the close spatial proximity of both cytotypes were identified. Flow cytometric analyses of almost 5 000 individuals led to discovery of two extremely rare minority cytotypes (3x, 6x). Vegetation analyses were made at two different spatial scales and in both cases confirmed the absence of distinctions in habitat preferences of cytotypes. Slight microhabitat segregation of cytotypes was however apparent at the finest spatial scales. Cytotype distribution within mixed-ploidy sites was not random. Striking patterns of cytotype clumping into cytotype uniform patches and negative spatial correlations between diploid and tetraploid individuals were apparent at all sites. Distribution of life cycle stages of diploids and tetraploids within the mixed-ploidy subpopulations were significantly different. The clonality was the most common mode of reproduction in the subpopulations of both cytotypes. Seedlings accounted for only 7 % of new plants. Significant distinctions in the plant vigour between the cytotypes were showed during the in situ comparison in...
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The Marketing Activities Analysis of the Firm Hennlich Industrietechnik, s.r.o.
Schovánková, Zuzana ; Zamazalová, Marcela (advisor) ; Ryšánková, Alžběta (referee)
The diploma work deals with analysis of marketing aktivities in the firm Hennlich Industrietechnik, s.r.o. targeting the communication with the customer, competition and inside the firm interior too. In the particular chapters there are solved the applications of the communication mix instruments, different approach of the managers to the marketing management in the separate branche offices, the efficiency of marketing activities and their influence on the firm turnover and profit. The work compares the economic results of the separate branch offices and looks for the continuity with the results of marketing aktivities. Further the work points out to the negatives and mistakes of the marketing and tries to find the way to the marketing efficiendy increase.
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Marketing Strategy of a Selected Company
Králová, Andrea ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
This diploma thesis deals with the marketing strategy of a selected company. The selected company is a catering facility called Labyrint CBR (a restaurant, a café and a bar), which was situated at the square of Přemysl Otakar II. in České Budějovice. The theoretical part consists of two chapters. The first one deals with the term strategic marketing and the phases of the process of the design of the marketing strategy. The second chapter deals with the specific features of the services and the sector of catering and hospitality, which affect the design of the marketing strategy, and then it deals with the specifics of the marketing in this branch. The practical part deals with the analysis of the reasons of the failure of the company Labyrint CBR and the design of a suitable marketing strategy and marketing mix, which - in case of their well-timed implementation - should have saved this company.
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Proposal of Activities Increasing Competitiveness of Company
Holubová, Martina ; Malach, Miroslav (referee) ; Zich, Robert (advisor)
The aim of this master thesis is to improve the competitive position of a selected company by creation of new marketing mix. The thesis is divided into three parts. The first part constitutes the theoretical basis. The second part contains SLEPT analysis, analysis according to Porter’s five forces model, analysis of the company‘s marketing mix and its competition, and also includes a questionnaire. The third part deals with creation of new marketing mix for the company.
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Měření výkonnosti veřejných muzeí umění
Prokůpek, Marek ; Riedlbauch, Václav (advisor) ; Machek, Ondřej (referee) ; Wagner, Jaroslav (referee)
The issue of the economics of cultural institutions, their economic impact, and measurement of their performance has been paid systematic attention basically only in the past few years. PhD thesis analyses the methods of performance measurement in public art museums and creates economic models. Aim of my thesis is also to create a model for museum managers to measure the performance. Nowadays it is almost necessary to integrate performance measurement system in organization´s strategy decision making. The museum managers feel the pressure to prove that their organization is performing well by various stakeholders and we perceive the idea that multidimensional performance measures could fill the informational gap concerning performance, quality, and the artistic value of cultural programs. The mixed research method was employed in this research. Qualitative data was obtained from the questionnaire and interviews. Quantitative data was obtained from the questionnaire, annual reports and reports of The National Information and Consulting Centre for Culture (NIPOS). The aim of this study is to propose a comprehensive multidimensional model to assess art museum activities. This model takes into account the scope and character of museum´s mission. This model consists of implementation of Data Envelopment Analysis into Balanced Scorecard.
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Research of Customers Satisfaction in Quierro, Ltd
Patka, Roman ; Hesková, Marie (advisor) ; Harantová, Monika (referee)
The thesis focuses on customer satisfaction. The objective of the theoretical part is description of basic terminology and key areas related to customer satisfaction. The term customer is defined in detail including his importance for the company, and especially importance of customer satisfaction . The thesis describes methods used for measuring customer satisfaction, analysis of the satisfaction and also analysis of lost customers. There is short description of the company where the customer satisfaction was measured. The research was designed as mixed. The quantitative research is based on satisfaction survey with 179 respondents. This research is then followed by qualitative analysis based on comments caprured in service Heureka. There are recommendations provided based on the results of the research in order to improvement of the customer satisfaction. The recommendations include change od services and also change of the customer satisfaction survey.
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Analysis of the Product Portfolio of Pharmaceutical Company MEDA Pharma, Ltd
Velecká, Aneta ; Lešetický, Ondřej (advisor) ; Angelovičová, Zuzana (referee)
The aim of this study is to analyse the portfolio of the pharmaceutical company Meda Pharma s.r.o. and then, according to the results, suggest a marketing stratégy to be effective up to 2020. The work has two parts, theoretical and practical. The theoretical part explains the basic concepts related to the market, marketing, marketing mix, marketing strategy and its instruments. This part is also dedicated to concepts relating to the pharmaceutical industry. The practical part is focused on analysis of portfolio of the company. I will use the marketing mix, the Boston matrix, evaluate the largest competitors in each product and focus also on the profitability of products of the company. In conclusion, I will propose a marketing strategy to be put in place by 2020.
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Vliv obalů na chování spotřebitele
Zakharova, Kateryna ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The usage of the packaging as the marketing tool gains on its importance and allows companies to differentiate from each other and gain the attention of the potential customer. The aim of the current thesis is to provide an analysis of the impact of packaging on the consumer buying behavior on the example of the chosen company. Moreover, the research investigated to which extent company's customers are satisfied with the packaging they get, and to which extent such packaging incited them to buy the chosen company's products. Furthermore, the recommendations regarding packaging were presented. The mixed research method has been chosen for the research, since it provided a complex picture on the researched area, it included both quantitative and qualitative approaches. The data collection included the qualitative research in the form of the interview with the manager of the chosen company and quantitative research which was conducted and analyzed through the survey.
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