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Customer Intimacy in Mobile Retail
Míček, Martin ; Halík, Jaroslav (advisor) ; Malý, Josef (referee)
The master thesis deals with the topic of customer intimacy in mobile telecommunications and describes how the concept of a value-based strategic approach called "customer intimacy" can be applied in telecommunications industry, illustrated on an example of a mobile operator customer relationship lifecycle model. The goal of the thesis is to evaluate mobile telecommunications industry potential for application of the value discipline of customer intimacy and illustrate a high-level framework of Customer Lifecycle Management model as the first transformational step towards customer-intimate organizational design. The thesis sets main hypothesis on the assumption that adoption of the strategy and principles of customer intimacy enable a mobile operator to capture ownership of positive customer experience and secure a sustainable competitive advantage, thereby presenting a powerful counter-measure against the zero-growth industry outlook. As a sub-hypothesis the author postulates the statement that CLM infuses highly-effective methods to capture additional customer value and positively affect mobile operators' profitability. The theoretical part defines characteristics and components of customer value in business relationships and describes truths featuring the new world of competition. This new paradigm of competition leads to the definition of rules for delivering superior value in the following subchapter. Consequently, three value-based strategic approaches towards market leadership (denoted as "value disciplines") are identified and characterized. The second part presents the goals and key principles of the value discipline of customer intimacy and adverts to distinctions in theory and business practice. The author identifies forces driving strategic initiatives focusing on customer value perception and expectations. In this part the opportunities for adoption of customer intimacy in consumer telecommunications industry are also assesses. The penultimate subchapter describes concept of customer experience cycle that will be leveraged in the practical part of the thesis. The last subchapter then examines the importance of service identity for telecoms' successful adoption of the discipline of customer intimacy. The third part is analytical and provides industry research of European telecommunications market. The individual subchapters describe trends in development of fundamental performance indicators. In the fourth, practical part, the author presents the topic of customer lifecycle management. It describes what basic set of expectation customers have towards the relationship with a mobile operator. Then, a conceptual framework of customer lifecycle model is composed and analyzed. The penultimate subchapter pinpoints measures of value based customer profitability, interprets their applicability for decision-making on market investments, and indicates their interlock to value for shareholders. In the last subchapter, a set of recommendations is provided to mobile operators considering infusion of customer intimate principles into their organization. With respect to the practical part and main hypothesis, the author regards the goal of the thesis as fully achieved and the sub-hypothesis of the practical part as confirmed as well. The author used the following methods of research: general research of corporate strategy, marketing and CRM literature, interviews with telecommunications professionals, analysis of corporate financial filings, collection and reading of market research papers and consulting reports, study of statistical data.
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The importance of audits of banks with respect to the Czech national economy within years 1993 – 2014
Rott, Michal ; Zamrazilová, Eva (advisor) ; Štěpánek, Pavel (referee)
The aim of this master thesis is to evaluate the importance of audits of banks with respect to the Czech national economy within years 1993 - 2014. The primary purpose of this study is to determine the value of both external and internal audits as well as of internal control systems and of bank supervision in order to maintain a long-term stability of banks on the Czech financial market. In the light of knowledge gathered from the Czech banking crisis (late nineties of the 20th century) and from the latest widely-spread economic and financial crisis (2008), it has been proved that low-quality audits may consequently contagiously affect a great deal of financial institutions. As for the economies, a collapse of a larger number of banks in the short run may cause higher social costs (mainly due to government budget deficit when bailing out affected banks and to economic downturn). Analyses suggest that these crises have been a result of a confluence of many factors. In particular, a poor a management of banks and its interest in short-term profit-maximizing goals, trades with highly risky financial instruments (especially in the US and in the EU), likewise failures of both auditors and bank supervisors, account for some of the main factors. Moreover, it has been concluded that an institutional background (a weak law system in the Czech Republic) played an important role, too. The quality of audits was also influenced by an everlasting conflict of interest of statutory auditors who have been paid by the audited banks. This probably resulted in an unethical behavior of auditors. Furthermore, auditors were lacking the state-of-the-art knowledge in terms of rapidly developing financial instruments. As a matter of fact, auditors did not address all the risks the banks were facing to the stakeholders. This study indicates that both external and internal audits along with a bank supervision are important, nonetheless, not sufficient conditions assuring a long-term stability on financial markets.
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Ethics in Commercial Communications
Peterka, Ondřej ; Postler, Milan (advisor) ; Voňavková, Jana (referee)
Thesis approaches the issue of ethics in the field of commercial communications and morality of campaigns. The goal of the thesis is to define basic criteria for ethics of campaigns and proof the reason for their application in praxis by case study example. In the first chapter is introduced theoretical background. In the second are defined three basic criteria, they are: criterion of fair goal, criterion of acceptable ways and criterion of easy identification. In the third chapter it is documented, on example of case study PaySec, how profitable it would be to apply these criteria in praxis.
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Analysis of Bipolar Tendencies of the Party System in the Czech Republic Electoral Competition Focusing on the Situation of Smaller Parties in Parliament
Fröhlichová, Jana ; Lebeda, Tomáš (advisor) ; Mlejnek, Josef (referee)
FRÖHLICHOVÁ, Jana. Analysis of Bipolar Tendencies of the Party System in the Czech Republic Electoral Competition Focusing on the Situation of Smaller Parties in Parliament. Prague, 2011. 120 pp. Thesis. Charles University in Prague, Faculty of Social Sciences, Department of Political Science. Thesis Supervisor Doc. PhDr. Tomáš Lebeda, Ph.D. Abstract The aim of this paper is to analyze the multifactory aspect of the influence the modern election competitions impose on a party's structure. More specifically, it describes how the standing of small parties is affected during ongoing gradual bipolarization. There are two approaches to the research. First, the paper examines the effect the electoral mechanism on the party's system have in the Czech Republic focusing on the parliament elections to the Chamber of Deputies in years 2002-2010. The mechanical and psychological elements of the elections influencing the profits of small parliament parties are analyzed. Second, the thesis addresses other factors concerning the election competitions that affect the standing of small parliament parties. The election campaigns in the 21st century are being professionalized and there is bipolarization of the election competitions. The party's structure is not influenced merely by the election rules. Other factors like use...
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Media Market in the Czech Republic in the Context of Contemporary Economic Development
Machková, Marta ; Vochocová, Lenka (advisor) ; Křeček, Jan (referee)
The work focuses on mapping the current situation in the media market in the Czech Republic. It examines in particular the impact of current economic situation in the media organizations. Media behave in the marketplace as commercial enterprises (except public Czech Television and Czech Radio - for comparison are also included in the work), their main objective is to generate profit. Media organizations derive revenue primarily from advertising specified, are therefore dependent on the financial system as a whole. If advertisers due to unfavorable economic situation restricts the publication of advertisements in the media, media organizations will automatically drop revenues, resulting in running the organization. The work investigates how the specific effects of the decline in economic activity in media organizations. For an overall analysis of the main characters in particular those such as revenue from principal activities of the organization, the total profit or changes in staffing. The work describes in detail the operations in 2008 and 2009 for companies Borgis, Economia, Ringier, Barrandov TV Studio, První zpravodajská, Lagardere Active ČR, Mafra, CET 21, Česká televize (Czech Television) and Český rozhlas (Czech Radio). The analysis is complemented by theoretical texts, which approximates the...
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Optimalizácia nákladov a profitability produktov využitím what-if analýzy v recipročnej alokačnej aplikácii
Fedoročko, Peter ; Pour, Jan (advisor) ; Bothe, Ondřej (referee)
Thesis is focused on one of the most discussed area of Management Information Systems currently -- Corporate Performance Management. It does not aim on detail explanation of theme itself, but orientate to specific problematic of setting key solution of managerial accounting -- cost allocation, to the Performance Management systems. Thesis is divided into theoretical and practical part. First part is devoted to Corporate Performance Management definition, its placement in architecture of Business Intelligence devices as well as reasoning for its implementation considering current economical situation. From the main three pillars of Performance Management is major attention dedicated to analytical part enabling execution of what-if analyses. Part devoted to cost allocation identifies contributions of its implementation in optimization and minimization of expenditures as well as offers reasons for using them in bank sphere. Practical case study documents particular project phases of implementation of cost allocation analytical solution in fictive bank, while major section is dedicated to architecture and design part of the calculation engine. Project is concluded with description and explanation of advanced implementation techniques and methods in IBM Cognos TM1 software.
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The Effect of the Advertising in an Auction Company
Zajíc, Vladimír ; Chalupský, Vladimír (referee) ; Mikulášek, Martin (advisor)
In the framework of public auctions the auction-companies work, which on the one hand face the problem of realizing the public auction from the point of view of marketing, on the other hand, at the same time, they try to be visible in the relationship the auctioneer and the auction proposer. It is a closed cycle whose task is to strengthen the marketing potential and, at the same time to increase the financial profit of the firm. The aim of this diplom thesis is focused on the advertising acivities of a smalll auction company, which at present is not very effective. This auction company has been lately rather successful and has proved its vitality, on the contrary, its profits in the form af the auctioneer´s rewards have started to stagnate. One of the reasons may be its lack of financial means which might have been released for the purpose of advertising. That is why, the aim of this diploma thesis is to avaluate the present advertising activities of an auction company. The positive and negative working of a concrete auctioneer in the public auctions market is going to be specified by help of single cases. The aim is also the identifying of the elementary mistakes giving evidences of bad advertising activities of the company. In the conclusion some recommendations concerning advertising activities are defined; their task is to enable small auction companies to make themselves more visible in the public auctions market.
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Marketing Strategies in Fashion Industry
Čmielová, Zuzana ; Král, Petr (advisor) ; Richter, Stanislav (referee)
The goal of this thesis is to define the fashion industry and identify the key developments that the segment has undertaken over the last two to three decades including the drivers behind these changes. Specifically, the thesis will provide insights into the financial indicators of the industry and review some of the most recent trends such as globalisation of supply chains and internationalisation of fashion retailers. The second section of the theoretical part will try to identify what are the characteristics of fast fashion customers and what influences motivate their shopping behaviour. Specifically, some of the academic concepts will be examined and put into the context of fast fashion -- these include fashion involvement and fashion consciousness, the influence of opinion leadership and the trend of social shopping. The latest part of the theoretical section will examine the contemporary marketing strategies in the fast fashion segment some of which has been spread over the whole fashion market. Amongst the most vital ones is the change in supply chain management strategies, the shortening of the fashion life cycle and its impact on the frequency of stock replenishment. In addition, the theoretical part will examine the rising power of the internet, its effect on online shopping and the overall transformation of media towards digital communication with the growing influence of fashion bloggers. The goal of the practical part of the thesis is to conduct extensive analysis of the fashion strategies of the two selected fast fashion retailers -- Zara and H&M. These were chosen on the basis of their global success and outstanding financial performance even in the period of economic downturn which makes their strategies unique and worth analysing. Each brand has a distinct approach to its marketing strategy and in many of the elements they are fundamentally different, yet both approaches has enabled the brands to achieve international success and build highly profitable businesses. To review the complexity of different aspects of their strategies, the 7p's framework will be used.
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Retail audit analysis of confectionery market in Czech Republic
Konečná, Eva ; Vávra, Oldřich (advisor) ; Navrkalová, Jana (referee)
The main goal of my master thesis is to conduct a complex analysis of the confectionery market in Czech Republic, as one of the most profitable and dynamic category. The methodology that is used to analyse the market is the retail audit analysis, that provides an independent insight into the problem and helps to analyse the market from various perspectives. The first part is focused on the total confectionery market with the goal to introduce the market with its specifics, then the analysis goes deeper into the chocolate confectionery market and is extended by consumer research, that provides a useful consumer insight. As a result, the thesis emphasizes the importance of retail audit data, while at the same time gaps of the analysis are shown by using the consumer research as a secondary methodology.
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