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Nástroje podpory prodeje v obchodních vztazích
Presová, Radmila
This dissertation focuses on relations among business units (B2B), most of all relations among bakeries and distribution channel members when establishing and extending business cooperation. It stresses the importance of food-processing industry verticals, value chains and food distribution channels. Marketing tools of sales promotion base on the general conception that they are any form of support used by one market subject provided to another one in order to achieve a purpose set in advance. The thesis describes price as an important and intensive factor of marketing mix. It also examines how price and extensive factor quantity influence formation of gross profit, the important aggregate business indicator, on a case of bakery products. It defines bakery product life cycle, product appeal and sales potential. It characterizes promotion on a case study of corporation Penam, a major bakery in the Czech Republic. In order to achieve objectives, parametric, non-parametric, and semi-parametric approaches were applied to define cross effects. Theoretical and practical gains are summarized in the conclusions.
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ANALYSIS OF ADVERTISING AND SALES PROMOTIONS IN CHOSE COMPANY
ČERNÝ, Jiří
The main aim of this BA dissertation is to analyze the current advertising and sales Promotion situation in the company with regards to its significance, costs and time. The outcome of this dissertation is to identify which forms of advertising are the most appropriate, which forms influence the customer the most and consequent recommendations for their improvement or expansion of advertising methods and Sales Promotion within the budget of the company. The second aim was to design a system in the Sales Promotion sphere which would make it more stable. Sales Promotion enables us to keep current customers and attract new ones. Sales Promotion in the company was, up until now, happening on an individual basis and rather ad hoc, for that reason it was necessary to set rules that would improve customer communication. The key issue was to carry out an analysis of individual methods in advertising. It was necessary to identify those methods that are beneficial to our company, those that are badly thought out, those that are unnecessary and those that our company lacks. We concentrated on the overheads and the time consumed by advertising and also on the effects of advertising on our customers and our business partners. We also looked at current Sales Promotion situation. Together with the company management we tried to design a stable system in the Sales Promotion, one that is simple and beneficial for our firm and our customers alike. The Antoni company trades on the meat market where there is relatively strong competition. The Antoni firm ranks as a medium-sized firm in the market place, hence it is searching for new ways of keeping current customers and attracting new ones. The firm is endeavouring to expand its operation throughout the Czech Republic as it has, up until now, operated mostly in the south of Bohemia. In partnership with the company management we also eliminated TV and newspaper advertising as methods of publicity. The cost of these methods of advertising were financially burdening for our firm and weren´t as effective as the company had hoped. The company has concentrated mainly on low cost methods that are more effective on the one to one customer basis. For instance we have increased the use of promotional goods, competitions and gifts. In addition to that we have introduced regular offers for our customers which should enhance the company is image.
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Vybrané problémy vplyvu globalizácie na český automobilový priemysel
Fedor, Marek ; Plchová, Božena (advisor) ; Korandová, Jiřina (referee)
Bachelor thesis focuses on the effects of globalization on different areas of the Czech automotive industry. The thesis characterizes the phenomenon of globalization in general and specifically from the perspective of the world's automobile production. It also records the history and development of automotive production in the Czech Republic. The thesis captures the Czech automotive industry in details, where the impact of globalization caused significant changes in the last two decades. From an economic point of view it concentrates on the impact of these changes on the overall role of the automotive industry in the economy of the CR. At the end of the bachelor thesis there is view of the current situation in the various car factories of the Czech automotive industry.
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Purchasing and Salling strategy of a business firm
Bartoš, Miroslav ; Cimler, Petr (advisor) ; Hommerová, Dita (referee)
This diploma thesis aims at the strategy of retail company and its purchase and sale department. Thesis is divided into theoretical and practical part. The theoretical part contains information about business and its functions, basic allotment of range of goods, methods of prizing goods and calculation of profit margins. Furthermore there can be found demands on suppliers, goods and manners of order realizations that are given by the businessmen. Last but not least there are descriptions of the HACCP system and of the key technologies used in such business. The practical part is based on the theoretical one and it includes assortment of analysed company, its structure and concern in overall revenues. After this chapter there follows the purchasing strategy in which the organization of buying within the company, competences of particular employees, and methods of purchasing used across different suppliers and separate phases of purchasing program are demonstrated. In the part called selling strategy there are specified the price system, discount sales, forms of purchasing and staffs. In conclusion of this thesis there is focus on the SWOT analysis in which the main future opportunities and threats of the company are mentioned.
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The analysis of direct sales in the company Southwestern
Mikulík, Miroslav ; Vávra, Oldřich (advisor) ; Černá, Jitka (referee)
My bachelor thesis is focused on describing direct sales as one of the methods of distributing and selling goods and services. I analyze production of the American company called Southwestern and suggest ways how to improve their production. My theoretical part is focused on the description of direct sales, history, profiles of dealers and current position of direct sales on the world market. I also describe the multilevel marketing, the marketing mix, essential parts of the cycle of selling and the sales talk. The purpose of my analytical part of the bachelor thesis is to analyze the production of Southwestern company dealers. It is one of the companies, which still use direct selling for distribution and selling their goods and services. I will use the internal data of the Southwestern company. I also describe company in general, the market it belongs to, goods and services, communication mix and the organizational structure. In the conclusion, there are recommendations on how to make the selection process and training more effective.
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