|
|
Marketing Audit of IMI Hydronic Engineering for the Czech Market
Drápelová, Zuzana ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
The main objective of this thesis is to execute a marketing audit of IMI Hydronic Engineering at the Czech market in order to identify problem areas and opportunities, define key performance indicators (KPI) and follow recommended procedures to improve marketing performance of this company and increase the efficiency of the company as a whole. Marketing audit is a comprehensive analysis of the company and its surroundings, which does not contain only simple analysis of the current situation of the company but also the draft measure. Marketing audit in this thesis is carried out based on the methodology described in the theoretical part and consists of the analyses of six interrelated parts. The first part of the audit (audit of marketing environment) analyzes the external environment of IMI Hydronic Engineering realized through PESTLE analysis and Porter's five forces analysis. The following five sections are focusing on internal environmental audit of this company. These parts of the audit are: audit of marketing strategy, audit of marketing, audit of marketing systems, audit of marketing productivity and audit of marketing functions. The results are summarized in complex SWOT analysis. Recommendations, proposals for amendments, strategies, objectives and KPIs are listed in the conclusion.
|
|
| |
|
|
Analysis of the Marketing Mix of Motoring Stadium
Křížová, Ilona ; Vávra, Oldřich (advisor) ; Fousek, Vlastimil (referee)
Motorsport fields autocross, rallycross and motocross no more have the status they had in recent history. They have to share their popularity with a growing offer of other attractive leisure activities. At the same time automobile clubs (keepers of motorsport stadiums, where various motorsport venues are held) have to deal with a decrease in financial and material support. Sponsors now decide more carefully about the sports to which they will link their brands. To reach an overall prosperity it is essential to focus marketing strategy on both channels -- B2B as well as B2C. Theoretical part of the thesis deals with a strategic marketing in sport industry with a focus on marketing mix. On the other hand practical part uses empirical and theoretical methods to analyze marketing mix of autocross, rallycross and motocross stadiums in the Czech Republic. Conclusion of the practical part summarizes the aim of the diploma thesis. Firstly, there is an analysis of Sedlčany Motorsport Stadium's marketing mix. The results are then used for creation of a new marketing strategy of this sport facility.
|
|
| |
|
|
Marketing plan for a civic association
Březík, Jan ; Procházková, Markéta (advisor) ; Třesohlavý, Karel (referee)
The diploma thesis focuses on the preparation of a marketing plan for a civic association that offers products and services for both professional and amateur cyclists. The thesis is divided into two main parts, a theoretic one and a practical one. The theoretic part describes the general view at the strategic marketing and the marketing plan; the practical part describes the concrete application of the above stated marketing approaches. The outcome of the thesis is the plan that comes directly out from the mission and strategic goal of the association. In practical part of the thesis, I am analysing the market of domestic travels, I am focusing on the segmentation of target group later on. The current status of the association is analysed and described in terms of product portfolio and strategic approaches. I am offering a new structure of the portfolio for which the marketing plan is being prepared. The action plan with all communication activities is part of the final outcome as well.
|
|
|
Analysis of the marketing strategy in the selected company
ŠKRLETOVÁ, Hana
This diploma thesis is focused on the analysis of marketing strategies. The aim of the thesis was to analyse and evaluate the current marketing strategies in the company Spojené kartáčovny, PLC, and, on the basis of this analysis, to put forward possible changes of the current state. The theoretical part has been made on the basis of the information gained from the scientific literature dealing with marketing, marketing mix, strategic marketing and systemization of the particular marketing strategies. In the practical part, there is summarised basic information about the company such as the history, development of the logo, structure of the employees or the organizational structure etc. The introductory part is followed by the analyses themselves, the suggestion of the possible changes and the project study on the e-shop and web pages. These analyses include the analysis of the marketing mix, Porter?s analysis of five driving forces, SWOT analysis and creation of the business model.
|
|
|
Strategic Marketing Plan for a Starting Company
Třesohlavý, Karel ; Skokanová, Dagmar (advisor) ; Pešek, Ondřej (referee)
The aim of this Master's Thesis is the application of principles of strategic marketing planning for specific business plan. Marketing planning is described in the first part of this thesis based on literature sources. It is followed by a practical part, in which the principles of marketing planning are applied for a specific business plan. Result of this thesis is a comprehensive marketing plan covering all the important areas that are necessary for a start-up company. The market, which the company will enter, is characterized. Based on this information, objectives and strategic plans of the company are set. Segmentation of potential customers is determined and strategic and tactic tools are set. In the final part of this thesis an action plan and budget is drawn up. This thesis demonstrates that the business plan is feasible and the company has the potential to become a successful player in the market.
|
|
|
Marketing and communication strategy of BERNARD Brewery
Dokulilová, Vlasta ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The bachelor thesis deals with the analysis of marketing and communication strategy of the Bernard Family Brewery. The aim is to assess the current strategy and to propose practical recommendations for the future. The theoretical part of the thesis is focused on the basic concepts of marketing, creating marketing and communication strategy, using well-known tools and methods. In the practical part is presented the analyzed company and its product portfolio. The thesis is based on the evaluation of the current use and application of marketing and communication strategy. In conclusion, on the basis of evaluated data, are made corresponding recommendations and possible changes.
|
|
|
Marketing strategy of Bambule Alltoys, spol. s.r.o.
Kopová, Petra ; Odehnalová, Jitka (advisor) ; Hadraba, Josef (referee)
Topic of this thesis is marketing strategy analysis and assessment of toy retail chain Bambule Alltoys, spol. s.r.o. In addition, this paper deals with recommendations, which could strengthen company's position on the market and help it in meeting its strategic objectives. The theoretical part addresses the definition of strategic marketing and characterizes the strategic marketing management process. It also describes the specifics of consumer goods marketing and current trends in the European and Czech toy market. The practical part is focused on situational analysis, and results of marketing research based on analysis of the first and second degree. The results of this part are then used as a basis for recommendations for communications, personnel, product, distribution and pricing policies.
|
|
|
Marketing strategy of the e-commerce fotodekorace.cz
Vlčková, Simona ; Stříteský, Václav (advisor) ; Vávra, Oldřich (referee)
The thesis is analysing methods of increasing the visit rate of the internet shop fotodekorace.cz, especially it is concerned about the utilities of the internet marketing. The aim of the master's thesis is, on the basis of undertaken analysis suggest internet marketing strategy of this particular internet project, which should lead to an increase in sales. The premises of the thesis is to analyse the effectively of online marketing activities. One of the outcomes is the outline of the effective optimized advertising campaign in search engines. The master's thesis is relying mainly on mentioned theoretical project, which is subsequently applied. At the end there are formulated advices for the future development of the internet shop, which should be beneficial for the following increase in the potential of the website.
|
guest ::
