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Business and Trade Opportunities in China
Kratochvíl, Jan ; Khelerová, Vladimíra (advisor)
This thesis focuses on the matters of luxury goods in the Chinese market. In the theoretical part, there are luxury and attitude to a luxury brand described in detail. The practical part is devoted to the objectives of the thesis and they are following: to find specifics of Chinese consumers of luxury goods, to determine how the Chinese perceive luxury goods how they approach them and primarily why they buy luxury goods. Finally, the thesis seeks to identify differences of the Chinese luxury goods market and based on these findings, it provides recommendations to the Czech luxury companies, which want to succeed with their products in the Chinese market.
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The marketing strategy of MYKITA manufacture and its improvement proposals for the Czech repubublic
Brych, Jaroslav ; Král, Petr (advisor) ; Richter, Stanislav (referee)
This work is describing a marketing strategy of the MYKITA, the Berlin luxury eyewear manufactory, and is also proposing its improvements for the Czech Republic. The theoretical part is focused on the description of luxury, luxury brands and the typology of its management. Other terms described in the first part are marketing and its further terms. The content of the second half of the work is focused on the company MYKITA and its marketing strategy, e.g. promotional materials. The second part is also supplemented with the improvement proposals. The last chapter is dealing with the theory of a MYKITA shop in Prague.
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The Marketing Mix of Luxury Goods and its Specifics
Šimek, Vojtěch ; Říha, David (advisor) ; Vopařil, Pavel (referee)
In my bachelor thesis I deal with luxury, especially in terms of marketing. In the first part I ask myself what luxury really is, what it characterizes and when we can define a product or service as luxurious. The theoretical part of the thesis analyzes available literature and compares marketing mix of consumer goods with the one that is used for luxury goods. The purpose is to determine whether and to what extent is the mix of luxury goods specific. The main objective is to apply the theoretical knowledge to a specific example of selling the villa Sanytrovka. The key question will be to determine whether the property can be defined as luxury, and then outline a possible solution of its marketing mix and confront it with actual procedure of the sale.
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Business plan - River Terrace Bar
Řezníček, Petr ; Krause, Josef (advisor) ; Fuka, Martin (referee)
Even though it is often forgotten, the meaning of a business plan is of great importance to hospitality facilities and it should be created during an early stage of entrepreneurial activity. I focused on the operation of a 30s-style cabaret bar which is to be built as a part of prospective River Terrace hotel in Smichov, Prague. I analyse procedures that lead to the successful business plan in the theoretical part of my thesis. The practical part of my thesis contains a suitable plan for my company including detailed market analysis, competition analysis, marketing strategy planning, operational plan, financial plan and economic development forecast for 5 years. The aim of this report is to consider feasibility of the business plan, to consider its chances of success, and to decide whether the plan should be pursued.
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Luxury goods marketing
Šebelík, Ondřej ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
Luxury. A fascinating world of privilege, branding, wealth, heritage, and power. A shadow of ourselves: self-image perceived through the individuality, authenticity and uniqueness of an object. Epitomized snobbery. What makes luxury products so special? What are the features of luxury brand and how far can it stretch? Is the luxury market still growing? These are some of the questions this paper aims to answer. Furthermore, the luxury wine segment is analyzed and an outline of a marketing strategy of a luxury wine brand entering the Czech market is provided.
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Marketing environment of Vietnamese luxury goods market
Ho, Thu Huong ; Odehnalová, Jitka (advisor) ; Campbell, Jan (referee)
This bachelor thesis monitors the luxury goods market in general, then it analyzes the Vietnamese luxury goods market, and based on the chosen analyses, it assesses whether this market really has promising opportunities and prospects for the future. The sub-goal of the thesis is to characterize the typical behaviour of Vietnamese luxury goods consumers and to analyze and formulate possible recommendations of marketing strategies for a specific, selected company operating on the Vietnamese market for luxury goods.
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Specifics of luxury brands’ marketing
Rysová, Aneta ; Průša, Přemysl (advisor) ; Musial, Hubert (referee)
The primary goal of this diploma thesis is to specify the term "luxury" and "luxury brand", define the difference between marketing in FMCG and luxury goods segment and predict its future development not only theoretically, but also by using real-life examples of luxury brands. Such examples particularly focus on brands Louis Vuitton, Rolex and Porsche and analyse their marketing strategies, including the current status on global market, based on current market data. The secondary goal of this diploma thesis is to analyse how are luxury brands perceived by young generation, particularly by university students and fresh graduants, who represent potential target group for luxury brands. Outcomes of this analysis are to be compared with current market situation of luxury brands.
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Compability of luxury and the concept of simple living
Soukupová, Barbora ; Machková, Hana (advisor) ; Tisovski, Marija (referee)
Is luxury consumption incompatible with simple living? ... or not? For most of the people the question and the answer are obvious. On the first sight, it seems that there is no compatibility at all. How can luxury that is often connected and used as a synonym for opulence, excessive useless things and so on be even placed in one sentence with such a frugal concept as simple living? The purpose of this thesis is to define the framework and the issues that arise when putting the two concepts together. The findings of the thesis can be treated in deeper research that can follow and be inspired by this thesis. In order to prove and explain the analytical part, the findings are applied on real life examples. The theoretical part defines what luxury is, what its specific attributes are and why it stands apart from the "traditional" marketing approach. What is more, the impact of internalization and globalization on the luxury products and services is particular and cannot be treated in the same manner as for the mass consumption brands. The second analytical part treats the concept of simple living, the common misunderstandings and the philosophy of the concept. The two concepts are then put together in order to search for some for the points in common and the incompatibilities. The last chapter is dedicated to a practical illustration of the theory stated. Five star spa hotel and forest retreat Chateau Mcely is used as an example of luxury meeting simple living in some areas. The hotel is briefly introduced starting with the history of the building and then the modern history of the today's hotel after it was acquired by the actual owners, Inéz and James Cusumano. The mission statement and the principal idea of the project are detailed same as is the marketing mix of Chateau Mcely. And finally, the sustainability and ways of creating it are presented in order to underline the symbiosis of luxurious hotel and simple living, at least in some domains.
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