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Case Study of MADMONG as an example of marketing on Twitch
Pecíková, Laura ; Koudelková, Petra (advisor) ; Vranka, Marek (referee)
The aim of this diploma thesis is to identify which specific marketing tools were used by MADMONQ in order to reach its current stable position on Czech-Slovak gaming and streaming scene. The brand, originally a startup, became famous by bringing a whole new product to the gaming market, the first nutritional supplement made specifically for gamers. And its breakthrough was able to happen mainly thanks to the Twitch streaming platform. Therefore, the qualitative research of this thesis is set into a context of history and characteristics of Twitch, game marketing, the streaming phenomenon and influencer marketing. The research itself, which results in a complex case study, is based upon an in-depth interview with MADMONQ's founder and current CEO Michal Noga, on an analysis of the brand's online marketing tools, a SWOT analysis and on a survey in which streamers promoting products by this brand on their streaming channels took part. The case study is exposing the best and worst practices which led MADMONQ to its current position and explains the brand's communication strategy, which is from the very beginning focused on solely gamers, while striving to fulfill its mission that every gamer gives health the same amount of attention, they give to their hardware setup.
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Strategický plán mikroregionu Rajhradsko
Urbič, Michal
This thesis deals with the processing of a strategic plan of microregion Rajhradsko. The work is divided into theoretical and practical part. The theoretical part mainly describes the procedure for processing the strategic plan. In the practical part is created situational analysis of the microregion which is used for subsequent SWOT analysis. On the basis of SWOT analysis is conducted a questionnaire survey which aims to determine the opinion of representatives of member municipalities on the actual development of the microregion. In the final part is designed strategic plan microregion Rajhradsko.
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Marketing Situational Analysis of a chosen Company
ROUPCOVÁ, Simona
The aim of this diploma thesis was to analyse the work of marketing manager with the application of detailed situational analysis. The theoretical part outlines briefly the basic marketing notions including strategic marketing process, marketing situational analysis and its main parts. The theoretical part also includes SWOT and VRIO analyses and its methodology. The practical part respects the theoretical structure of the thesis. Reader will find the introductory information about the analysed company and its object of business. Next part follows up with the analysis of Macro and Micro Environment. The results that stem from the Macro Environment concerns many threaths to the company, for instance the anticipated economic recession, salary inflation, price instability of raw material, natural distaster (specifically the global virus disease). PEST analysis, however, find out several possible opportunities that could be taken. Among the most significant opportunities, we can name the production technlogy, new market possibilities, higher importance of private label products or the power of suppliers. The analysis of Micro Environment find out that the company´s strengths outbalanced over its weaknesses. Let´s outline the company´s name, product, market share or technical level. Contrary to these strenghts, the main weakness of the plant concern bad financial results in 2016, 2017, level of promotion of quality of middle management. VRIO analysis confirmed the results of SWOT analysis. Furthermore, it highlights the importance of company´s know-how as a part of intagible sources. Based on the accomplished analyses we may deem that the company tracks efficiently the customer´s shopping behavior. The firm gather different information from various sources - official sales reports, exhibitions, social networks, customer service center, sales department or external exploratinal agency. To boost the company´s competitiveness and the market share, the author proposes 7 measurements. The first proposal concerns the possibility to gain the czech quality certificate to prove the quality a local product origin. The 2nd proposal deals with the idea to reach the foreign trade market. The next suggestion is to exploit company´s event action called Bel day to attract the current and potential new customers. The fourth proposal operates with the possible cooperation with chosen students, who can help to analyse the behavior of the final consumers with the usage of social network and questionnaires. Fifth proposal recommend finding the location of zeletava´s products in customer´s mind. Another suggestion concerns the survey to explore what new products, mixtures packages would be welcomed by customers and the last proposal suggest creating transparent webpages of company.
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Business plan - establishment of a new company and suggestion of communication strategy
Bilaniuková, Petra ; Koudelková, Petra (advisor) ; Rosenfeldová, Jana (referee)
This bachelor thesis focuses on a business plan and communication strategy, which are prepared for a newly established company Emma & Maya, which is selling textile accessories for pets. Work is divided into two parts, theoretical and practical. The theoretical part defines the basics of the business plan and marketing communication, which are then used in the next part of the work. The practical part presents the company Emma & Maya, its products and a situational analysis is performed. The company's external environment is assessed using PESTE analysis and Porter's Five Forces analysis. The value chain is used in the internal analysis. The outputs of the individual analyses are then projected into the final SWOT analysis. The financial plan of the company is presented in the work and a business model canvas is then created. The communication strategy for the selected company is proposed based on the outputs of the previous chapters in the work.
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Marketing Plan for a Selected Company
Höklová, Kateřina ; Schüller, David (referee) ; Chlebovský, Vít (advisor)
Tato bakalářská práce se zabývá návrhem marketingového plánu zvolené společnosti. Hlavním cílem této práce je sestavení marketingového plánu vybrané společnosti. Teoretická část se zabývá popisem pojmů a metod, které přispívají k samostatné tvorbě marketingového plánu. Metodická část popisuje zvolenou strategii a metodiku, jak budou shromážděné informace zpracovány. V praktické části je provedena analýza okolí, konkurence a současná analýza marketingových aktivit. V poslední části najdeme návrh na úpravu a rozšíření marketingových aktivit, který je sestaven dle předchozí analýzy.
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Student Club Project
Ďatelinka, Maximilián ; MLIS, Lucchi, MBA, (referee) ; Juřica, Pavel (advisor)
Tato bakalářská práce se zabývá způsobem implementace vybraných individuálních nástrojů projektového řízení za účelem vyvinutí projektové struktury pro Studentský Klub Mozaika. Analýza se zabývá popisem stávající situace a identifikuje místa pro zlepšení s pomocí nástrojů projektového řízení. V návrhové části jsou rozvrženy čtyři scénáře. Ve dvou z nich figuruje implementace nástrojů projektového řízení a navržení projektové struktury. Závěr shrnuje výsledky analýzy stávající situace a potenciální benefity použití navržené projektové struktury.
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The Strategic development Proposal of a Company Operating in the Field of Dog Food Sales
Kroutilíková, Jana ; Kaňovská, Lucie (referee) ; Bumberová, Veronika (advisor)
The diploma thesis deals with the elaboration of a proposal for the potential direction of further development of a small company dealing with the sale of BARF dog food. The theoretical part of the thesis contains literature research in the field of the concept of growth and development of companies by strategic management approach, including analysis of internal and external environment of the company. The analytical part of the thesis contains a partial and an overall assessment of the current state of the company through the application of selected analytical methods in the selected environmental context with respect to the defined problem. The design part follows the overall assessment, on the basis of which an appropriate development strategy is subsequently selected to strengthen the company's position in the market, including implementation.
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Marketing Strategy Proposal for a Selected Fast-food Restaurant
Le Thi, Tra Mi ; Kruljacová, Anna (referee) ; Chlebovský, Vít (advisor)
This diploma thesis deals with a proposal of a marketing strategy for an Asian fast food outlet. An emphasis is placed primarily on identification and description of the internal and external factors of the outlet using a marketing research. The importance of this work is seen in the presentation of the own proposal of the marketing strategy, timeframe definition, cost quantification and risk identification.
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Strategic planning in sport clubs - TASK Silueta Praha
Outratová, Anna ; Voráček, Josef (advisor) ; Procházka, Jan (referee)
Title: Strategic planning in sports clubs - TASK Silueta Praha Objectives: The objective of this diploma thesis is to conduct a strategic development plan for the competitive part of the sports club TASK Silueta Praha. The plan will be created for the time period between the 1st July 2011 and the 30th June 2014. The individual steps of strategic planning represent the partial tasks of the thesis. Methods: The analysis of TASK Silueta Praha takes form of a case study. In order to gain an in-depth knowledge about the current situation and the future opportunities of the club a series of research methods is used. These represent in particular: qualitative interview, analysis of texts and documents, survey and SWOT analysis. Outcomes: TASK Silueta Praha is a very attractive sports club for children and youth from the whole Prague area. Yet to become the number one Czech Rock'n'Roll sports club a number of changes and efforts towards underlining the present positive characteristics must be conducted in the next three years. The suggested strategic plan involving the areas of sport, organization, finance, marketing and social activities can most certainly help to fulfill this better future. Key words: Strategic planning, sports club, goals, mission, SWOT analysis, plan
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The marketing plan of sport's event Žij pohybem
Dáňová, Kateřina ; Voráček, Josef (advisor) ; Markgráfová, Tereza (referee)
Name: Marketing plan of sport's competition Žij pohybem Objectives: The main objective of the diploma thesis is to create a marketing plan of a sports competition Žij pohybem, which will be used as a basic concept upon preparation and realization of the sports competition Žij pohybem, in case of positive acceptance. Methods: A situation analysis is used in the thesis, which evaluates a current statement of the competition, its competitions and customers. Necessary parts of the situation analysis are SWOT and STEP analysis. The SWOT analysis adjudicates strengths and weaknesses, opportunities and threats that can appear during organization and realization of the competition. The STEP analysis determinates the macroeconomic background and covers circumstances, influence and situations that affect the competition. Results: The sports competition Žij pohybem has a stable range of customers, whose number increases regularly. Its competition is limited, which is an opportunity to obtain the biggest part of the market. A weak financial matter appeared as the main weakness, which endanger the whole realization of the competition. Finding sufficient financial resources should become a prior task that will need the biggest attention. Key words: Marketing, marketing mix, communication mix, marketing plan,...
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