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Evaluation of Marketing Communication of the Selected Company
Čapek, Jan ; Balcarová, Tereza (advisor) ; Alena, Alena (referee)
This diploma thesis evaluates marketing communication of the selected company, concretely the hotel Holiday Inn Prague Congress Centre. The partial aim of the thesis is to evaluate the overall marketing communication of the hotel, describe tools which are used to communicate and evaluate their influence on the overall promotion of the hotel. The main aim is to evaluate the online communication of the company and to propose solutions that will lead to more effective communication to customers. This aims are accomplished by several methodological steps. The first step is to clarify the basic theoretical concepts associated with this issue that is marketing a marketing communication with an emphasis on the online communication. The second step is to describe the current communication mix of the company and used tools and subsequent analysis of the online communication using web analytics. From these data is formulated the evaluation of marketing communication of the hotel including proposals that will lead to more efficient marketing communication of the company and also to better market position of the company.
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Lean production at Avon Automotive company
Dvořáková, Veronika ; Gebeltová, Zdeňka (advisor) ; Lukáš , Lukáš (referee)
The submitted diploma thesis provides a detailed description of lean production in Avon Automotive Inc., Rudník. The essential aim was to demonstrate this method on workplace redesign via gradual production improvement. At First, specific terms are properly explained in a theoretic way. Lean production is fully clarified too. The author also mentioned methods which are bound to be adopted. Amongst the major Japanese methods are 5S, Kaizen, Kanban, and Ongoing improvement. It is history of the company, its current conditions, customers and competitors which are carefully looked into in the next part. Economic issue is then tackled with the focus on the last 6 years of the company economic development. Approval process, current company project conditions as well as production and logistics procedures descriptions are also provided within the thesis. The author eventually put emphasis on defying lean production with close attention to employees' training in which the author herself participated, and then gradual improvement phase is clearly marked in three steps. The diploma thesis includes SWOT analysis of the entire project. The author evaluates strong and weak sides of the company, its threats and opportunities.
The thesis finally suggests that each job position should be maintained. It is all discovered facts of the whole project which are conveniently summarized at the end.
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Economic analysis of the company
Park, George ; Gebeltová, Zdeňka (advisor) ; Jiří, Jiří (referee)
The main purpose of the thesis is the economic analysis and the application of selected Bankruptcy models and other creditworthy analysis on a chosen business. It has been used different types of index and models as analysis tools, which are the pointers of the economic situation from different perspectives of the business. The successive evaluation of the acquired information from different sources such as balance sheet or Profit and Loss sheet gives an overview of the financial health of the company.
Everything is preceded by the study of related literature, business information and other types of information from different sources. After this, there is a selection of the most common indicators and a respective comparison. Later on in the first part, it took place a description of the business reality, in the second part, the methods and formulas were applied directly on the business, including a final evaluation. In this case, it was achieved interesting findings in the field of Risk limit values. For example, some indicators may not always make sense to apply or have sufficient informative value without an assessment context (Return on equity in loss-making enterprises).
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Significant factors for the development of Kladno region
Vokounová, Martina ; Hejnák, Václav (advisor) ; Skalický, Milan (referee)
This bachelor thesis deals with development factors in Kladno region and possibilities for further development in this region. I chose this region because I live and work there. I also think that the history of Kladno region still influences the region in its development. In the introduction part there is characteristics of this area and its history. In next part there are defined development factors such as population and housing, economics and labour trade, infrastructure and civic amenities, tourism and environment. Description of these factors is combined with examples of development activities, which are offered in Kladno region, and also with facts from the Czech statistics office. After this it continues with next part about sociological research of the inhabitants of Kladno. Questionnaire was used to collect these information. The results of the research are graphically processed and completed with relevant text. Then the SWOT analysis is made. The result of the SWOT analysis and also the aim of this thesis is to evaluate particular development factors of Kladno region in the fields of population, housing, economics, labour trade, infrastructure, civics amenities, tourism and environment, considering strategy of sustainable development of Statutory City Kladno from year 2007. In the end the important priorities, which the region should follow, are emphasised altogether with proposals for future development of this region.
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Information Support of Production and Business Processes
Adámková, Milena ; Rain, Tomáš (advisor) ; Očenášek, Vladimír (referee)
This Bachelors work is research which describes functions of Information System needed for support of production and business processes in global. It introduces theoretical basic terms of Information System, relatively short history of IT development and functions supporting production-business processes covered by information system. In practical part this study describes given industrial sector and specific firm, where the new information system supporting production and business processes was implemented with attributes corresponding to branch specifications.
Second part of this study consists from critical factors within implementation of new information system in global and also for specific industry. In practical part I created list of detected critical factors for success or failure of IS implementation for specific firm.
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Cultural standards and their impacts on business negotiation - case study of China
Svobodová, Kateřina ; Maitah, Mansoor (advisor) ; Malec, Karel (referee)
This bachelor thesis is focused on the impact of cultural standards on business negotiation focusing on China. In this work were used descriptive and comparative methods of investigation. The first part deals with culture as it is, provides the demarcation of concepts as culture, cultural relativism or organizational culture. Further provides partitions of some specifics of culture and a brief description of history and its evolution. Consequently contains a detailed description of cultural dimensis theory from Geert Hofstede, which is consisted of five parts: power distance, collectivisme versus individualisme, masculinity versus femininity, uncertainty avoidance and long term orientation.
In the second part is application of these dimensions on Chinese culture. Below are specific features of Chinese culture, like mianzi - face, guanxi - connections and also are described some aspects of business etiquette with particular focus on negotiations in China. Practical part demonstrates that the Chinese culture plays a significant role in trade negotiations with Chinese partners.
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Evaluation of Apple Brand in the Czech republic
Susová, Romana ; Toth, Štefan (advisor) ; Pavel, Pavel (referee)
The thesis covers different approaches Apple is using to attract consumers.
The paper is divided in two parts. The theoretical part includes specific attributes that all together create the final brand image and it also describes the process of building of the relationship between the brand and its customers. In this part special attention is paid to marketing mix and advertisement.
At the beginning of the second, practical, part there is an analysis of different elements of Apple brand image together with description of application of different components of marketing mix in practice. In particular this part describes concrete characteristics that make Apple stand out in tough market competition. Moreover the researcher made a closed questionnaire that aims to describe the relationship between Apple and its users in Czech Republic.
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Současná marketingová strategie společnosti Škoda ve vybraných zemích
Reva, Denys ; Cook, Gina (advisor) ; Lisa, Aleš (referee)
Abstract Contemporary organizations must often improve their business situations through drastic innovation; Skoda currently faces the question of how to improve its market position. A merger with Volkswagen during 1991 -- 2000 helped and has improved Skoda's situation significantly. However, this was just the first step towards further achievement. Volkswagen has not given approval for Skoda to create luxury, potentially faster, more innovative cars; furthermore, Skoda is forbidden from entering Northern American countries. Hence, Skoda has to create a new strategy regarding how to expand business through alternative ways. The intent of this thesis is to explore three already existing markets where Skoda does business as well as its business practices in each, including its methods of producing and distributing, and then to analyze a possible alternative solution for business expansion. Thus, this work investigates and analyzes Skoda's situation in: European Union, Russia and India. Thereafter it describes a new potential market of Burma. Several tools and frameworks are used to conduct this process, i.e. SWOT analysis and PEST analysis and 4PS analysis; the author also examines Skoda's modes of entry as well as their marketing practices. Using these same tools also helps to reflect the possibilities for Skoda in a new potential market. A description of these markets helps to draw a parallel for taking appropriate marketing decisions in a new market. The final part of the thesis provides conclusions and suggestions about possible market entry.
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Analysis of marketing communications of French cosmetic brand on the Czech market
Musilová, Zuzana ; Mikeš, Jiří (advisor) ; Jadrná, Anna (referee)
This work discusses the communication strategy of French natural cosmetics brand, L'Occitane on the Czech market. The aim is to describe the communication mix, analyze previous communications and the possibility of increasing its efficiency and optimization. The theoretical part focuses on marketing mix tools, including promotion (marketing communications). The analysis describes the current communications development, communication mix and factors affecting the optimal combination of communication elements. Attention is also paid to cosmetic industry and its development, focusing on the Czech Republic. The practical part introduces L'Occitane, its brand and product. Then it focuses on brand performance on the Czech market, describes and analyzes the communication mix tools. The conclusion outlines its future direction and possible recommendations, using SWOT analysis.
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Selected causes of the third Mečiar's goverment on the biased news of the Slovak television
Pauková, Kristina ; Křeček, Jan (advisor) ; Nečas, Vlastimil (referee)
The Master's Thesis "The selected cases of the third Mečiar's government and the bias in news coverage in the Slovak television" analyses a period of the third Mečiar's government on the basis of research focusing on the presence of bias in the news coverage in the Slovak television. This institution, which provides the public service broadcasting, is in general considered as a politicians' tool and during 1994-98 is described as a medium subordinated to the coalition government of that time, or even to a single political party. Due to the previous research dealing with election campaigns in 1998 we decided to focus on two significant events - the kidnapping of Michal Kováč jr. in 1995 and the 1997 referendum, which could present an illustration of the media production during the respected period. Closer characteristics of the socio-political situation with the accent on the selected cases is outlined in the introductory part of the work together with the bias issue and the concept of public service broadcasting. In this work we pay attention to the characteristics of evolution of the Slovak television after 1989 as well, and to a closer description of its functioning and broadcasting in 1994-1998. The final part deals with the very research of bias in the main STV news programme by using the...
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