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Specifics and preferred marketing communication tools of chosen segment
Vacková, Adéla ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
In this age of globalization and modern technology potencial customers have become more resistant to different marketing practices and they act more rationally. Therefore it is more difficult to attract their attention and gain a competitive advantage. One possible option for companies is to extend their client base with a new target group. Such a group can be represented for example by the LGBT community. It is a common in abroad to work with these sexual minorities. This theses should show whether something like this is possible also in the Czech Republic or not. The aim of this theses is to compare the purchasing power of gays, lesbians, bisexuals and transsexuals with heterosexuals and to identify their approach to advertising aimed at LGBT community and their preferred marketing tools.
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Platform for Creating E-commerce
Hladiš, Petr ; Konečný,, Vladimír (referee) ; Dvořák, Jiří (advisor)
The work describes possibilities, which the electronic store can offer its customers and due to which it is possible to gain a competitive advantage over other stores. Aside from the description of the functioning of the store itself, there are also described the possibilities of the store´s promotion and marketing on the Internet and basic programming techniques, that should be used for the programming of the store.
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Evaluation of Investment into Brownfield Redevelopment in Prague
Krylová, Kateřina ; Boukal, Petr (advisor) ; Krause, Josef (referee)
This Master's Thesis deals with the evaluation of investment into residential redevelopment of a former Libeň's harbour in Prague. The Thesis' aim is to decide whether the planned project creates enough profit and to find what is the maximum price the developer should be willing to pay for the land. The theoretical part focuses on key words definition, specification of investment decisions and describes evaluation methods including the definition of input parameters. The practical part includes strategic analysis evaluating macroeconomic situation of Czech republic, Prague's real estate market and describing the forces, which determine the competitive environment of the project. The investment evaluation is based on the data ascertained in strategic analysis using the methods described in the theoretical part. The risk analysis is finally applied on the evaluation methods' results.
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The world of Post BEPS transfer pricing
Sadilová, Michaela ; Frýzek, Libor (advisor) ; Zídková, Hana (referee)
The aim of this diploma thesis is to analyze impacts of BEPS including Country-by-Country reporting on the business field and on the tax administration. The theoretical part describes the importance of the initiative of BEPS transfer pricing including its the updated package, Action 8-10. Next part describes and compares the actual transfer pricing regulations in the countries of Visegrad 4 and in Germany. The last part of the diploma thesis analyzes the current transfer pricing situations and the cases of multinational corporation such as Google and Starbucks and it is followed by chaptures analyzing possible advantages and disadvantages that will arise from the new statement of CBCR.
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Dopady Transatlantického obchodního a investiční partnerství na Evropu a Spojené státy americké
Hoffmann, Petr ; Žamberský, Pavel (advisor) ; Jiránková, Martina (referee)
This master thesis is focused on the Transtlantic Trade and Investment Partnership and its possible impact on the EU and the US. The aim is to examine the economic and geopolitical implications that could come out of this deal. Closer look on this issue should bring a complex overview on the most discussed trade agreement in international relationship in the 21st century. Comparative approach will be used for detail analysis. Thesis deals with the comparison with current state of bilateral trade between EU and US. In more details TTIP negotiations are being described in this thesis as well its basic concept, advantages and disadvantages for both parties and impacts on Europe and US markets.
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The Semiosis of sexist commercials and the public discourse (the contest The Sexist Little Pig
Christovová, Tereza ; Šoltys, Otakar (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis "The Semiosis of sexist commercials and the public discourse (the contest The Sexist Little Pig)" deals with the contemporary form of Czech sexist advertisements and reactions that such advertisements generate. The majority of sexist advertisements work, to the objection of various feminist movements, with simplified and distorted images of women. Their critisism is mostly aimed at those advertisements that depict women in a stereotyped way. According to them, those advertisements may cause or evoke a sense of shame or humiliation, insult human dignity or even provoke violence against women. The independent socio-ecological movement NESEHNUTÍ is one of those who grapple with sexist advertising and the problems associated with it. It has already organized two rounds of the annual competition "The Sexist Little Pig" for the most sexist advertising in the Czech Republic. This thesis aims to explore selected advertisements that have been submitted to the competition by the Czech public and detects concrete sexist distortions in them that exploit both women and men. The thesis is divided into two parts. The first part deals with theoretical resources, such as theories of gender, sexism and stereotyping, as well as with the regulation of advertising in the Czech Republic. The second...
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Competitive advantage
Marešová, Anežka ; Tichá, Ivana (advisor) ; Jiří , Jiří (referee)
The thesis deals with the competitiv eadvantage of the company PROGRAMM s.r.o. The theoretical part containsthe basic terms such as competitive advantage, competitiveness, strategy and more. Furthermore, itcontainscompetitor analysis, situation alanalysis, analysis of internal and external environment, marketing mix and SWOT analysis.
The practical part contains the situation alanalysis of the company PROGRAMM s.r.o. including analysis of the internal environment, marketing mix of the company and the analysis of external environment. Furthermore, the marketing research and analysis of the biggest competitor, the company KVADOS, a.s. has been done. Theresults are summed up with a SWOT analysis and the competitive advantages of the company PROGRAMM s.r.o. are defined. The weaknesses of the company are defined and possiblesolutions are suggestedprimarilyfocused on marketing in order to gainanotheradvantages and benefit from them.
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Managerial skills
Zahradník, Jan ; Kříž, Josef (advisor) ; Zdeněk, Zdeněk (referee)
In today's hyper-competitive market environment is put great emphasis on managing man-agerial skills and the personality of the manager himself at all management levels. In order to set in such a market-based environment, the need to constantly prepare managers to new and unfamiliar situations in the course of their practice may encounter. Accordingly, there was also this thesis, which aims to inspire managers in one such venture, for which, thanks to its field of business, knowledge and application of effective managerial skills determi-nant of success.
The theoretical part deals with the principles of management, personality of manager, the advantages and disadvantages of each type personalities in leading positions in business management and also analyzes problems of management skills.
The practical part is focused on the identification, analysis and evaluation of managerial skills in both line and middle managers working with the network of franchise outlets "Bernard pub". In the next step, based on the evaluation, are made recommendations which are designed to improve the level of managerial skills of executives.
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