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Marketing communication of the selected company providing the service
Jirešová, Aneta ; Vymětalová, Radka (referee) ; Mráček, Pavel (advisor)
The diploma thesis is focused on marketing communication of a selected company oper-ating on the B2B market. Based on the definition of the theoretical framework, the the-sis focuses on the evaluation of the current situation in the company and subsequent recommendations and suggestions of possible improvements that will bring new cus-tomers to the company, strengthen the loyalty of existing customers and at the same time increase awareness of its operations on the market.
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Marketing Mix of a Selected Engineering Company on B2B Market in Russia
Kozlova, Elena ; Plíhal, Petr (referee) ; Milichovský, František (advisor)
This diploma thesis is focused on marketing mix of a concrete company, which is operating in international environment. The thesis is divided into three main parts. The theoretical part describes basic concepts related to the topic. The analalytical part of the thesis focuses on the business environment of company Dieffenbacher CZ, assuming its future expansion to Russian market, while the results obtained are further summarized in SWOT analysis. The practical part offers proposals and recommendations from the perstective of marketing mix for successful entry of a selected engineering company to Russian market based on the findings from the complied analyses and theoretical concepts.
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Digital marketing on the B2B market.
MARTINÁK, Petr
The aim of my diploma thesis was to design a digital campaign for Atos IT Solutions and Services, s.r.o., which offers solutions in the B2B market. In the theoretical part of the thesis I have described the concepts related to marketing, digital marketing, the tools used in this field and the steps that the digital campaign goes through, Market analysis, SWOT analysis, campaign goals, target group, campaign budget. In the analytical part, I introduced Atos IT Solutions and Services, s.r.o. company, which operates in the IT sector and offers digital solutions to other companies that are active on the Czech market. At the beginning of this chapter, I analyzed the company's existing marketing activities so that we could, if necessary, build on the company's current activities.
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Promotion of Software Product on B2B Market
Matela, Vít ; Suchý, Marek (referee) ; Luhan, Jan (advisor)
This diploma thesis deals with the problem of lead generation using online marketing tools on the example of the specific Comprimato product. This work analyses the state and the environment in which the company is before launching the campaign. The results of the analysis are reflected in the practical part, where the lead generation strategy is described. Also, an economic evaluation of the campaign and recommendations how to improve the campaign in the future is included.
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Marketing Communication of ICT Integrator.
Šilhavá, Kateřina ; Stříteský, Václav (advisor) ; Zloch, Tomáš (referee)
The aim of this thesis is to recommend communication practices drawn from the analysis of the ICT organization and its marketing communication activities. The subsequent objective is to examine ICT market since 90's and to identify its future growth. The thesis studies the specifics of marketing communication whiten the B2B field. The first part appraises B2B market as such which is then compared with B2C market. Additionally, the work introduces communication activities employed to the Czech market place. It mostly considers the advertising, sales support, promotion, direct marketing, sponsorship and event marketing, personal sale, trade shows, exhibitions and digital media. The practical part assesses the given ICT organization and its leading competition. This part also evaluates the characteristics of ICT market in Czech Republic. The mapping and analysis of ICT market in Czech Republic was underpinned by the primary qualitative research. The final part evaluates the communication activities of chosen company. It then concludes with the potential practical recommendations drawn from the analysis results.
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Specifics of Marketing Communication of American IT company on the European market
Hradecká, Aneta ; Vávra, Oldřich (advisor) ; Bič, Josef (referee)
This master thesis deals with the specifics of marketing communication of American IT company on the European market. The aim of this work is to describe principles of marketing and marketing communication. The main objective of this work is the analysis of Hewlett Packard Enterprise marketing communication, its evaluation and formulation of recommendations that would lead to more effective marketing communication. The benefit of this thesis should be creating comprehensive view of the company, analysis of its communication and subsequent suggestions for improvement, which could be applied in practice.
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Development of Marketing Activities of Company on B2B Market
Kotasová, Barbora ; Mráček, Pavel (referee) ; Zich, Robert (advisor)
This Bc work is focuses on developing of marketing activities of company on B2B market. The theoretical part is intended on B2B marketing, analysis of external and internal surroundings of company and on marketing activities on this market. In the analytical part are made up particular analysis of company, analysis of marketing policy and a proposal of marketing policy changes. On the base of these analysis results are proposed changes that would empower company position on the market and that would arise customer awareness of the company existence.
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The marketing strategy of Christrio, s. r. o.
Nguyen Van, Ngoc ; Vávra, Oldřich (advisor) ; Mareš, Jan (referee)
The bachelor's thesis presented analyses marketing strategy in the field of nail cosmetics on B2B market of the company Christrio, s. r. o. The main objective of the thesis is analysis of the current marketing strategy with the focus on B2B market, and sub-objective purpose is to propose melioration of existing marketing activities. The theoretical part describes marketing environment, marketing strategy and their tactical marketing tools. In the practical part the profile of the company Christrio, s. r. o., the analysis of company's marketing environment, its marketing strategy and the marketing mix sub-components are introduced.
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Optimization of Customer Service with Respect to Profitability and Customer Satisfaction: Case study of Hilti
Jindrák, Jiří ; Karlíček, Miroslav (advisor) ; Radil, Jan (referee)
The Master's thesis focuses on customer satisfaction and its relationship to profitability, which is becoming an increasingly more relevant topic of daily discussion among the managers across all industries. The search for an optimal strategy that would lead to a consequent increase of both could be compared to a search for the "holy grail" or to an invention of the "perpetuum mobile" of business. The overall goal of my thesis is to design a strategy that would have the abovementioned attributes and would lead to an increase of profitability and customer satisfaction for the Hilti Czech republic and its after-market service. The theoretical part reviews the general academic literature connected with the topic. The practical part focuses on the company Hilti AG - a global premium provider of building construction tools and consumables in B2B segment, and examines especially its after-market service department. The first section of the practical part analyses the outcomes of the qualitative expert in-depth interviews with managers across different business units and departments and with real customers. The second part of the practical part proposes concrete steps that will lead to an increase of profitability and customer satisfaction.
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