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Improving the competitiveness of ecommerce shop by using Internet social networking site Facebook
Vejlupek, Milan ; Molnár, Zdeněk (advisor) ; Měsíček, Libor (referee)
This bachelor thesis is dedicated to enhance the competitiveness of comerce shop using the Internet social networking site Facebook. In the beginning of this thesis the basic information about Internet marketing, marketing communication and the environment where this communication takes place are described. In the next section one can find the basic information about social media, Twitter and Facebook. Facebook is described in more details in the next chapter, in which one can also find information about the options of advertising on Facebook, its users and some of its features and capabilities offered. In the second half of this thesis one can find all the relevant information related to the creation of successful corporate presentation on Facebook. The next part of the thesis describes specific plan suggestions for corporate presentation on Facebook for eshop StreetKing.cz and following implementation of the suggested solution with the evaluation of available results. The main benefit of this thesis is for all marketers who stand before the foundation of its corporate presentation on Facebook.
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Marketing and communication strategy of SAP Czech Republic
Kalinová, Lucie ; Mikeš, Jiří (advisor) ; Černý, Jakub (referee)
The master thesis named "Marketing and communication strategy of SAP Czech Republic" analyses contemporary communication of the company, focusing on communication using social media. The thesis is divided into two parts. The theoretical part focuses on explanations of communication, marketing communication as a part of the marketing mix and in particular the specifications of social media. The second part of the thesis contains the analysis of the contemporary communication of the company and analyses communication using social media. The final chapter provides an evaluation of the potential use of social media in the communication strategy of SAP Czech Republic.
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Budování věrnosti značce prostřednictvím digitálních médií v FMCG segmentu
Vondráčková, Petra ; Karlíček, Miroslav (advisor) ; Pěničková, Vlasta (referee)
Diploma thesis studies the topic of brand loyalty within the digital media and is specifically targeted on FMCG segment. Brand loyalty is defined as a commitment to re-buy a specific product or service in the future, no matter of any external influences. In case of FMCG, there are several influencers of brand loyalty that must be taken care of, e.g. core offering, demographics, elasticity level or share of wallet. The objective of this thesis is to define a digital strategy for a dairy product brand, which aims at increasing its brand loyalty. In order to achieve that, the author has reviewed academic literature on the topic of brand loyalty, as well as on digital media and their influence on loyalty. The digital strategy, defined in the final part of the thesis, is based on the author's research dealing with brand's online performance, analysis of competitive digital activities, analysis of related online content and analysis of Czech digital environment.
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A practical look at use of social networks for small and medium business
Mach, Michal ; Pavlíček, Antonín (advisor) ; Matuštík, Ondřej (referee)
Internet and Internet communication technologies have become an integral part of life for most of us. Commercial potential of these technologies has already been identified. The advent of new forms of communication and sharing content on the Internet, so-called Web 2.0, brought new trend to our lives. This new trend with great potential for further commercialization of the Internet, are social networks. This thesis deals mainly with issues of use of social networks for commercial communication. Social networks offers a wide range of opportunities for business development on the Internet in the future. Volume of use of social networks in the future depends not only on users of social networks, but also on skills and experience of corporate entities. The goal of the thesis is to provide a comprehensive view on this issue, analyze the current uses of each commercial channel on social networks and provide insight to possible future progress. The work is divided into three chapters. The first, theoretical part, defines online communication channels, social networks and analyse basic problems of commercial use of social networks. In the second part author provides an overview of the possibilities of use of social networks and their potential, their advantages and disadvantages. And also methods how to enter a field of social networking with a business. The third part is a case study of use of social networks for business development in a particular company. In this charter author applies knowledge from the theoretical part. Reader of the thesis should thus gain a complete understanding of the issues of commercial uses of social networks. In theoretical, and also in practical direction. The thesis could thus be a applicable guide for the use of all the opportunities that social networks provide these days. The benefit for the reader should be the ability to apply theoretical and practical procedures for developing their own business.
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Analyses of the Spirits Market and Possible Implications for Marketing Strategy in Macedonia
Antovska, Stojna ; Lhotáková, Markéta (advisor) ; Cook, Gina (referee)
Although mostly associated with the harmful consequences of alcohol abuse over the public health, the industry of distilled spirits represents a very important and substantial part of the economy. Nowadays, the spirits industry does not only consist of alcoholic beverages; but it is part of many cultures, creates a certain image, and provides additional incomes for the economy in the form of taxes and excises, as well as job creation. The main aim for writing this paper on this topic was to analyze the Macedonian spirits market and to suggest a marketing strategy through making parallel comparisons between specifics in different spirits markets in the world and the spirits industry in Macedonia. Working in the spirits market industry requires careful execution of the company's strategies and policies, while respecting all the legislation procedures. That is why when entering the spirits market; a good and essential analysis is necessary.
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Using modern information technology in marketing
ŽLŮVA, Ondřej
This thesis deal with ?Using modern information technology in marketing?. It was main aim to make an analysis of small local firm selling ceramic tiles and suggest improvement in digital marketing area. By using the basic analysis of the outer, immer, financial analysis was described environment, affects and influences which surroundig choosen company the most. After that, new marketing strategy have been made for better propagation this small firm.
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Social Networking and the Potential Challenges for Marketing
Zupanoska, Biljana ; Král, Petr (advisor) ; Cook, Gina (referee)
Today, marketers and media companies face a changed environment, affected mostly by the rise of the Internet era. The emergence of various technology applications, combined with the global change of customers is affecting the communication between marketers and consumers. Consumers and marketers are changing their roles; consumers are now media producers, programmers, and distributors, through the use of the social networking applications. The aim of the thesis is to analyze this trend, to predict its lifetime and to provide useful insights for the parties that are involved in it. Main point of evaluation are; the structure of the social media marketing ecosystem; the impact that social networking has on the business environment; the relationship of social media and the conventional media, and the legal and ethical concerns of the use of social media. Social networking is a new, experimental trend that has been accepted by many companies, as a part of their communication strategy. The trend has introduced many challenges for businesses, both positive and negative. To seize the positive challenges, marketers need to invest further in learning the rules of the new marketing trend, and in improving their social networking strategies.
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Social Networks' Business Models
Vojtěšek, Cyril ; Jandoš, Jaroslav (advisor) ; Kafka, Daniel (referee)
This paper examines popular social networks from the financial point of view. It analyses four social networks which fall into three categories: social networks (Facebook), communities (YouTube and LinkedIn) and microblogging services (Twitter). Each of these services is specific and is described in a separate chapter. The main aim of the paper is to analyze the social networks' business models. They are explained in the part two which is the most significant and largest part of the paper. It follows the first part which discusses the question whether it is possible to find out the real market value of a social network. Part three involves the author's suggestions, how to amend the current business models and if it is possible to put up a new model. The final part of the paper offers the comparison between the current situation and the situation back in the year 1999 which ended up in the burst of the dot com bubble.
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Marketing through Facebook and Social Media
Míka, Michal ; Pešek, Ondřej (advisor) ; Tlustý, Zdeněk (referee)
Text is describing social networks from their beginning to present boom. It mentions the role of people within social networks and the role of moderny technologies. It describes in detail Facebook and marketing in its enviroment. In conclusion, this work contains a case study, where are some current methods of marketing on Facebook. This study is illustrated on the project Playzone.cz.
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