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The concept of a brand identity in the Czech Republic
Mužíková, Iveta ; Machek, Martin (advisor) ; Kolouchová, Daniela (referee)
Strong brand is a significant element of the differentiation in the highly competitive environment. The first step in the systematic brand building is to define its identity, which ensures the consistency of a brand over time. The goal of the master's thesis is to find out how czech brand consultants define the brand identity. In the master's thesis there is a comparison of the most frequently used elements in the theoretical models and brand bibles of foreign companies with approaches of czech consultants. Theoretical models and brand bibles have been analyzed by using conceptual content analysis. Qualitative research was used to find out approaches to the brand identity of czech consultants. Results of the qualitative research and the synthesis of the theoretical and practical part revealed that czech consultants get inspired from abroad, where some of them use models and some of them approach to defining brand identity instinctively. The master's thesis brings the primary insight into this field within the Czech Republic and can be used as a base for mapping the whole situation in the Czech Republic.
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The Influence of Weather and Calendar Cycles on Trading Volumes at World Stock Exchanges
Kovaľová, Andrea ; Vozárová, Pavla (advisor) ; Slaný, Martin (referee)
Studies investigating stock-exchange anomalies -- mainly with respect to returns and volatility -- have been emerging in recent years and decades. This work explores whether weather conditions, days of the week, length of daylight, seasonal affective disorder, holidays, and lunar phase affect trading volume. Segmented into two parts, the work primarily analyses time-series cross-sectional data covering 12 major stock exchanges and spanning from January 2010 to March 2015. The other part of the work focuses on a detailed analysis of the New York Stock Exchange using only time-series data obtained for the time period from January 2001 to December 2009. Additionally, this period is further split to two time spans as the NYSE fundamentally changed its trading system during the period in question. We find strong evidence of the Monday effect -- manifested in low trading volume on Mondays -- recognizable in the time-series cross-sectional part of the analysis, as well as in the time-series part. Other aforementioned anomalies either do not affect the trading volume significantly or their effect is statistically significant only in one of the two parts of the analysis.
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Creep Behaviour of Aluminium after Severe Plastic Deformation (ECAP)
Král, Petr ; Dvořák, Jiří ; Svoboda, Milan ; Sklenička, Václav
In this work the behaviour of ECAP aluminium with different number of passes at the creep tests was studied. The data indicated that an increase fraction of high angle boundaries has a strong effect on the creep properties of ECAP aluminium which can be explained by extensive grain boundary sliding contributing to the total creep deformation. However, the samples of ECAP aluminium with the identical number of ECAP passes showed significant differences of creep properties. The observed scatter in the creep behaviour is probably a direct consequence of different microstructures in the as-pressed state after ECAP.
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How non-price factors affect the attendance of the Museum of Eastern Bohemia in Hradec Králové?
Lukas, Jan ; Rotschedl, Jiří (advisor) ; Chytil, Zdeněk (referee)
This thesis analyses non-price factors influencing the attendance of the Museum of Eastern Bohemia in Hradec Králové. On the basis of daily data, from 05/2011 to 05/2013, using average daily temperature, total daily precipitation, marketing, work and school holidays and individual months, three models were construed -- a model of total attendance, attendance of adults and attendance of children and students. Research has proven expected negative influence of temperature through all three models. Furthermore, there was a strong positive influence of school and work holidays. The results have also shown almost 50% increase of student attendance during holidays. Similarly, attendance of adults increases even more during non-working days. Marketing was studied in different ways but its statistically relevant influence has been proved only in the groups of children and students. Their attendance increases by quarter during campaigns.
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Aspects of Czech energy market liberalization in the context of European Union
Bačová, Michaela ; Němcová, Ingeborg (advisor) ; Horák, Jiří (referee)
This bachelor thesis takes a comprehensive overview of the electricity market liberalization emphasizing the impact on households. Despite efforts to create a common energy market, competitive environment is significantly influenced by the presence of natural monopolies in the transmission and distribution sector. Possibility to switch electricity supplier may lead to price savings, but due to high proportion of regulated components in total price of electricity, liberalization itselfs creates only little space for lower price. Electricity price is influenced by many factors, but strong interdependence of Central European region enhances the risk of being influenced by higher prices. This thesis divides electricity market into individual subjects with regard to the proportion on total electricity price for end user.
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Financial analysis of the Trinecke iron Co. Ltd.
Rybchenko, Maksym ; Horník, Tomáš (advisor) ; Hnilica, Jiří (referee)
The goal of my work is to develop a financial analysis of the Trinecke iron Co. Ltd., and explore its financial health from the external point of view. The main reason for my decision to choose the company as Trinecke iron Ltd. is that the company has a strong competitive advantage in the Czech economy. According to the teoretical skills recieved during my studies at the University of Economics, I' am trying to examine property and financial status of the company. My purpose is to sum up and review the financial situation and show the weaknesses that would jeopardize the enterprise. This analysis consists of the teoretical and practical parts. In the theoretical part I will bring the wording of the calculations and procedures. The application part will be dealing with data and these calculations I've got, and also bring you the detailed descriptions. Overall, the analysis will be concerned with the six years period, from 2002 to 2007
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Anatomical adaptation of the orchid Erythrodes nobilis to shading
KEMPSKÁ, Veronika
Orchid Erythrodes nobilis is ranked among terestrical orchids, which grows in shady undergrowth of Brazil tropical rainforest. This species has adapted to very strong shading. This thesis is focused on adaptations on shading of orchid Erythrodes nobilis, especially anatomical adaptation, chlorophyl adaptations and growth analysis. The typical feature of leaves structure of an orchid Erythrodes nobilis are especially lens-like cells in the skin and two-layers wide palisade parenchyma with high content of chlorophyl. The plant has responded to darkening with enhancement of leaf size, chlorophyl content and even the content of b-chlorophyl in adult leaves and creation of new leaves with enormous specific leaf size.
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Analýza marketingového mixu basketbalového klubu USK Praha
Bříza, Matouš ; Procházka, Jan (advisor) ; Šíma, Jan (referee)
BASKETBALL CLUB USK PRAHA MARKETING MIX ANALYSIS Targets: The goal of this thesis is to perform an overall evaluation of the existing USK Praha marketing mix and its components. Based on this analysis suggest possible modification that would lead to a better club economic outcome. Methods: There will be used a SWOT analysis to analyze current club marketing mix. This analysis will point to strong and teak club sides and threates ond opportunities that it faces up to. Very important source of informations will be an informal meeting with a club management as well. A questionnaire research will be used to find out fan's opinions on individual parts of club marketing work. Final proposals will also include my own knowladge. Results: Based on used methods, there will be suggested specific modifications in every individual parts of marketing mix that would lead to a better club economic outcome. These suggestions will be offered to the club's leadership, that will decide to follow these or not. Key words: marketing, marketing mix, communication mix, marketing research, corporate identity, SWOT analysis, questionnaire
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Insurance in area of travel movement
Ruleová, Monika ; Daňhel, Jaroslav (advisor)
The bachelor thesis "Insurance in area of travel movement" deals with the issues of travel insurance.This insurable instrument is determinated for participants of outbond tourism. The opening part is focused on the characteristic of travel insurace,strong and weak points of medical insurance as a component of public healthcare system and private insurance.Thesis also describes different types of supplementary insurance. Another section evaluates distribution places for selling travel insurance and their cooperation. The bachelor thesis reacts on actual economic situation and realizes it's influence on the issuses. In the practical part there are analysed offers of insurance companies,which are different from specialization, and compared for their advantages and disadvantages.
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Implementation of loyalty program in chosen company
Šenitková, Ivana ; Zamazalová, Marcela (advisor) ; Mottlová, Libuše (referee)
The importance of building longterm relationship with customers has raisen very quickly in companies last years. One of very strong marketing tool is loyalty programme, main topic of thesis, which is used in different parts of business all over the world and experience boom in Czech and Slovak republic these days. Thesis explains theoretical aspects of loyalty, satisfaction and value of customer, and all important components of loyalty programme. Thesis concerns also different types of programmes which are used in retail companies in Czech and Slovak republic. As an example thesis provides detail description of implementation of loyalty club of key player on both domestic and world retail market and his pilot program in Slovakia. Aim of the work is to evaluate the use of loyalty programmes in Czech and Slovak republic, their benefits, disadvantages and success from both side - company and customer. Thesis containts also suggestions and recommendations how to create efficient loyalty programme, as well as own marketing research on customers of analyzed company.
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