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The assumptions of commercial services development in a chosen area - microregion Táborsko
VESELÁ, Kateřina
The aim of the bachelor work {\clqq}The assumptions of the development of commercial services in the chosen area {--} the microregion Táborsko`` is to describe the chosen microregion with a view to commercial services, then to make the situation analysis and in conclusion to specify the assumptions of the development of commercial services in the chosen area. This study defines the chosen microregion, lists all its spheres and gives their minute descriptions, which are particularly characteristic for this microregion and are vital for the development of commercial services. The profile of the microregion aimed at commercial services is created on the basis of the survey which was made through question forms sent to businessmen and interviews done with mayors. The characteristic of the chosen microregion in conjunction with its profile determines the situation analysis, which sets out deficits and surplus supply and demand in a scanned sphere. The attention in the interpretation of the results is paid to cooperation between businessmen. There is also the analysis of the microregion{\crq}s activity followed by suggestions and recommendations for the improvement of the microregion functioning.
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Strategic marketing plan of establishing company
Janíková, Miroslava ; Zamazalová, Marcela (advisor) ; Procházková, Markéta (referee)
The main goal of diploma paper is to design marketing plan of established student agency, which will insure that will bring agency to potential customer's notice and during its existence will be competitive. Marketing plan is design to get maximum effect with minimum financial costs. To fulfill this aim I will draft a marketing strategy, where I specify individual marketing instruments of marketing mix, with accent on optimalization of communication mix. Paper has two parts. Theoretical part defines specifics of services and strategic management especially planning and marketing plan. In practical part, I present the company and its product. On basis of results of situational analysis of surroundings of the business, I define segment and with regard to marketing goals and positioning of company I draft individual instruments of marketing mix.
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Marketingová orientace vybrané firmy
Kanócová, Lucia ; Koudelka, Jan (advisor) ; Čejp, Vlastimil (referee)
The aim of the graduation thesis is to assess possibilities of marketing orientation of concern e-invent. Concern e-invent effects on information and communication technologies sector. Actual situation of ICT sector is analyzed before targeting marketing settings and strategy. Analysis is focused on finding opportunities and threats. The thesis tries to evaluate status of concern and explore pros and cons of concern compared with competitors. PEST analysis and Porter analysis is used for assessing actual situation on the market. VRIO method, financial analysis and value-forming chain help to reveal its strengths and weaknesses. SWOT analysis summarizes and evaluates findings of particular methods. Analysis helps to formulate objectives and strategies.
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Launch of "Vinea" Brand in the Czech Market
Šušnyák, Viktor ; Vávra, Oldřich (advisor) ; Koudelka, Jan (referee)
Vinea is a traditional Slovak brand of grape-flavoured non-alcoholic beverage. It is owned by one of the largest producers of soft beverages in Central Europe - Kofola Group. Kofola is expected to launch the brand in the Czech market in the near future. This thesis deals with identification of Kofola's current position on the market and with formulation of an advisable launch strategy for Vinea. An online survey was used in order to acquire information necessary to formulate the strategy. The survey results can be found in the thesis. The theoretical part of the thesis contains a description of the most commonly used theoretical concepts related to situation analysis, strategies and brandbuilding.
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Marketing mix of fitness Spot Centrum Budokan
Růžová, Monika ; Procházková, Markéta (advisor) ; Šádek, Milan (referee)
The aim of this work is to describe and analyze the marketing mix and marketing activities of the fitness SPORT CENTRUM BUDOKAN with the emphasis on increasing its attractiveness and competitiveness, to identify possible deficiencies and to give a list of recommendations for the owner of the fitness, i.e. to make a proposal of a compact marketing strategy. Based on my own marketing analysis (positional analysis, SWOT analysis, mystery shopping, polling, observation and benchmarking), I have designed my own marketing strategy, which would lead to the established aim.
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Communication mix execution of the range NIVEA Deo sensitive
Hadravová, Radka ; Zamazalová, Marcela (advisor) ; Jelínková, Barbara (referee)
Práce představuje produktovou řadu NIVEA Deo sensitive a navrhuje komunikační mix řady s důrazem na média. Zjišťuje její kupní potenciál na základě analýzy trhu deodorantů a z hlediska konkurenční situace na trhu. Součástí práce je i podrobná analýza situace na mediálním trhu a výsledků mediálních aktivit značky NIVEA Deo v předešlém roce. Na základě detailních analýz je pak sestaven konkrétní komunikační mix. Závěrečná část práce vyhodnocuje celkové výsledky řady, efektivnost jednotlivých nástrojů mediálního mixu a navrhuje doporučení.
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Marketing plan for gastronomic facility
Petránková, Hana ; Mlejnková, Lena (advisor) ; Valentová, Jana (referee)
My bachelor thesis follows deals with the issue of marketing in gastronomy, especially with creation of a marketing plan for a small facility. The goal of the following bachelor thesis is to create a marketing plan for a newly opened gastronomic facility Creperie Amálka. The thesis consists of two parts, theoretical and practical. Theoretical part deals with general marketing issues in gastronomy. It clarifies the meaning of marketing in gastronomy, particularities of services in this field and the creation and meaning of marketing plan for the gastronomic facility. In the practical part there is a description of the facility, situation analysis, setting of marketing goals and proposed marketing strategy for this newly opened organization.
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