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Analysis of communication strategy within the company TNT Express related to the change of brand identity
Zezulka, Vojtěch ; Postler, Milan (advisor) ; Starý, Lukáš (referee)
The objective of this thesis is to analyze the communication strategy within TNT Express and its critical evaluation. The theoretical part is devoted to marketing and its tools, the brand and its importance and corporate identity and its ingredients. I introduce the company TNT Express and its strategy in the practical part. It is followed by the SWOT analysis. Then I analyze various communication activities related to the change of the brand identity. Based on identified problems that have arisen with the change in the company I will propose their solution.
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Communication strategy for exact range of products of company Greiner in category of fast-moving consumer goods
Horáková, Gabriela ; Postler, Milan (advisor) ; Mikulec, Petr (referee)
In first part of my thesis, I introduced basic theories of marketing, which is marketing mix, SWOT analysis, then communication strategies, definition of ATL and BTL communication activities, definition of variety of commerce communications and their description. In practical part of my thesis I introduce the company itself, its history, rules and activities in Czech Republic. Then I attached a chapter about field investigation, its results and total summary of the investigation. At the end of my thesis I recommend a few improvements to get commerce strategy of GP Slušovice better.
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Communication strategy of the Czech Olympic House in Rio de Janeiro
Zamrzlová, Eva ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The Master Thesis deals with the communication strategy of the Czech Olympic House in Rio de Janeiro during the XXXI. summer olympic games that will take place in 2016. The succesful Czech Olympic House in London is considered to be a groundwork for this strategy. There is a need to diversify, especialy because of the different characteristics of both destinations. The aim of this thesis is to find the optimal communication instruments and their application in the way that will respect the conditions of both czech and brazilian market. The emphasis is placed on the promotion of the Czech republic as a reliable business partner and attractive tourist destination.
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Exploitation of modern technologies of communication by militant Islamizes
Hána, Lukáš ; Peterková, Jana (advisor) ; Havlová, Radka (referee)
Thesis approaches terrorism as a form of communication. An attack or other terrorist activities are ways of message coding. Its purpose is generally to spread fear among target public. For effective spreading of fear terrorists use media both indirectly, if a message is publicized in the news, or directly via new media mostly internet and its features, that enable cheap fabrication of widely accessible content. There is a symbiosis between media and terrorism. Terrorists create engaging events that are taken over by media which make an attractive part of their news coverage. Because of specific elements of reporting a distorted perception of reality is introduced. News coverage can never create a precise image of reality. There are many social and psychological phenomenons connected to the process of communication. It is usually terrorists who benefit from them, but some are working against their purposes. Thesis introduces an analysis of communicational strategy of militant Islamizes and concentrates mostly on global terrorism and Al-Qaida and its branches.
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Communications Strategy of Nonprofit Organisation - Mladi konzervativci, z.s.
Vítek, Lukáš ; Khelerová, Vladimíra (advisor) ; Vojtíšek, Zdeněk (referee)
This master thesis concerns with communications strategy of selected nonprofit organisation. First theoretical part describes theoretical concept of marketing and communications with concern to nonprofit organisations. Furthermore it describes nonprofit organisations and its legal embodiment in Czech Republic. Second practical part describes and analyzes nonprofit organisation of Mladi konzervativci, followed by proposed concept of its communications strategy and plan for specified period.
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Analysis of the Marketing Communication in Vitra Koncept s.r.o.
Berková, Lucie ; Zamazalová, Marcela (advisor) ; Vávra, Oldřich (referee)
The goal of the diploma thesis "Analysis of the Marketing Communication in Vitra Koncept s.r.o." is an analysis of current situation of marketing communication in the company and a recommendation for its further better effectiveness. In the theoretical part marketing communication tools are defined, measurements methods of their effectiveness are described and modern tools which are currently used are mentioned. The applied part uses the knowledge from the theoretical part for the description of the company. The last part of the diploma thesis is devoted to summarize the attained knowledge and to suggest particular solution for the company's future practice.
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Proposal and implementation of communication strategy of the Domácí těstoviny bistro
Vančurová, Olga ; Zamazalová, Marcela (advisor) ; Stříteský, Václav (referee)
The aim of this Master's thesis is to analyze communication activities of the Domácí těstoviny bistro and subsequently on the basis of the analysis to propose and implement a new communication strategy leading primarily to increase awareness of the potential customers and build loyalty of the existing customers. This Master's thesis consists of theoretical and practical part. The theoretical part focuses on service marketing (specifically catering services) and the importance of marketing management and planning for small and medium businesses. It also focuses on analysis of the current situation, marketing research and marketing communication. The practical part includes performances of the Domácí těstoviny bistro, the application of the analysis of the current situation and evaluation information from primary and secondary research. The most important, final part of the Master's thesis is to proposal, implementation and evaluation of the communication strategy of the Domácí těstoviny bistro.
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Marketing strategy of the hotel UNIC Prague
Naisarová, Jana ; Khelerová, Vladimíra (advisor) ; Vojtíšek, Zdeněk (referee)
The object of this bachelor thesis is to analyze existing marketing strategy of the hotel and to propose solutions for improvements on the basis of the information acquired. This thesis is divided into two main parts, theoretical and practical. The theoretical part explains the basic concepts and terms, especially marketing and marketing of the hotel, the marketing mix with all its parts, the marketing environment and the brand image and identity. The practical part is concentrated on the Hotel UNIC Prague and analyzes its marketing environment, communication strategy, image and identity and also contains a SWOT analysis. The last chapter of this part presents my proposed recommendations for improvement of the marketing strategy of the hotel. Conclusion of the work contains the overall summary of the thesis.
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Communication strategy of Dopravní podnik města České Budějovice, a.s.
Laštůvková, Zuzana ; Halík, Jaroslav (advisor) ; Toušek, Radek (referee)
The aim of this bachelor thesis is to analyse the communication strategy of the company Dopravní podnik města České Budějovice, a. s. and suggest possibilities for its improvement. The first part explains the theoretical knowledge of marketing and communication. The second part introduces the company and analyses its internal and external environment. This part also contains the analysis of the current communication strategy of the company and SWOT analysis. The third part deals with recommendations and suggestions for improvement of this strategy.
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Analysis of communication strategy of TOP 09 in election campaign in 2013
Vávrová, Barbora ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The Master's thesis focuses on election campaign and communication strategy of political party TOP 09 in elections in 2013. The goal of this thesis is to analyze communication strategy of political party TOP 09 in election campaign, to analyze individual tools of communication and to evaluate the quality of their implementation. The thesis is divided into two parts. First theoretical part aims to define political marketing and his individual concepts and models, and then election campaigns and strategies. In analytical part of thesis it will be accomplished the strategic analysis of party TOP 09 and then analysis of communication strategy. Evaluation of communication strategy of political party TOP 09 and proposals to streamline is the important part of this thesis.
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