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Event marketing Birell
Kolda, David ; Král, Petr (advisor) ; Tereková, Kristýna (referee)
The work deals with the event marketing strategy of Birell that holds a leading market position in the Czech Republic in the sale of non-alcoholic beer. As part of building a new brand image Birell participates in a number of sports events. By trying to raise brand awareness and build a reputation among consumers. The main goal is to create event plan for 2017. The operational objective is to propose adjustments to the existing event strategy. The theoretical part is devoted to the integration of event marketing communication mix and basic typology. Then it describes all processes in the planning, execution and evaluation of events. There is presented a research in the practical part as well as creation of evaluation criteria used to assess bids for the year 2017.
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Bonduelle launch a new product on the Czech market
Černohorská, Karolína ; Vávra, Oldřich (advisor) ; Hanousková, Kristina (referee)
The thesis is focuse on contemporary brand marketing, which these days is increasingly facing with oversupply and increasing competition. More than ever before, marketing is becoming the most important components of the company management, especially in FMCG companies. In the theoretical part I deal with the key concepts of marketing and describe in detail the marketing and the communication mix of B2C companies. I will get to the topic of brand marketing and the areas associated with it, such as marketing research, marketing and communications strategies based on business objectives. In the practical part the reader will get a chance to see the detailed proces of new product launch onto the Czech market within the canned vegetables segment and the retail chain. In the first half I will describe the product launch and the steps taken with regards to communication. I will describe the current market trends within the pickled vegetable´s market and the development of competitive brands, especially the problem of the growing influence of private labels. The second part will describe the communication mix of the launched novelty and the proposed changes based on the findings. At the end I will propose the new ATL support for the novelty
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Were CNB's foreign-exchange interventions from November 2013 necessary?
Volf, Matěj ; Vostrovská, Zdenka (advisor) ; Zamrazilová, Eva (referee)
This thesis deals with CNB foreign-exchange intervention from November 2013 in context of assumptions and impacts on the Czech economy. The theoretical part presents important monetary policy aspects, from conventional and unconventional tools to inflation targeting and deflation, to understand theoretical framework of analysis. Analytic part takes a look on Czech economy condition before interventions, especially inflation. Intervention impacts and exit strategies are examined further. Based on the analyzed data this thesis concludes that foreign-exchange interventions by Czech National Bank were not necessary and inevitable action.
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Regulation of the Tobacco Market
Prosečová, Kristina ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The Diploma Thesis deals with the regulation of the tobacco market. The first part is dedicated to the theoretical view on regulation. It describes the historical development of the different points of view on regulation within economic schools, then it characterizes different types of market failure and within those it shows possible solutions in form of regulatory measures. The second part of the diploma thesis deals with tobacco and tobacco products market. In this chapter the current situation on the market is analyzed and some trends are derived, the chapter also deals with the largest producers of tobacco products nowadays. The last chapter deals with current tobacco control legislation. The Framework Convention on Tobacco Control and current European tobacco control legislation are looked at in detail and there is a comparison conducted of the level of tobacco market regulation in different parts of the world. The last part of the thesis delivers the evaluation of the level to which the current tobacco regulation is in line with the economic theory of regulation.
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Rovné příležitosti a uplatnění sociálně ohrožených na trhu práce
Chromá, Marcela ; Macháčková, Jaroslava (advisor) ; Jetmar, Marek (referee)
Tato diplomová práce se zabývá rovnými příležitostmi na trhu práce. Zkoumá uplatnění sociálně ohrožených skupin na trhu práce, charakterizuje jejich hlavní problémy, trendy a příčiny, které ztěžují těmto skupinám přístup na trh práce. Dále se zaměřuje na právní úpravu rovných příležitostí v Evropské unii a České republice. Závěrečná kapitola se věnuje politice rovných příležitostí na trhu práce v Evropské unii a v České republice. Charakterizuje programy a iniciativy, které prosazují opatření a stanovují strategie směřující ke zlepšení pozic těchto skupina na trhu práce.
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Application of SEO for marketing
Knapovský, Martin ; Řepa, Václav (advisor) ; Bruckner, Tomáš (referee)
The aim of this thesis is to describe in detail the current ways of optimizing websites for search engines (SEO) and to apply them in a broader marketing strategy of italian restaurant La Casa Degli Amici. The thesis presents evidence about the importance of SEO for marketing and can be used as a template for optimizing you own website. This thesis is divided into two main parts - theoretical and practical. The theoretical part explains the concepts used in the design and implementation of the practical part. The theoretical part considers 3 main subjects - search engine, users and SEO which represents website creation and optimization. This thesis describes the history of search engines and the way search engines analyze and evaluate a website. It also describes user search strategies and the way users read the search results. In the SEO section we show its advantages, brief history, SEO strategies and description of techniques and tools that can be used for SEO. In the practical part we put together a marketing strategy which consists of website creation, implementation of selected SEO techniques and social network marketing. Implementation of the marketing strategy is evaluated on data obtained during the period between 1. 8. 2016 and 31. 11. 2016. Owner of the restaurant has provided data on sales which were used for overall evaluation of implemented marketing strategy.
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Global transportation trends with a focus on maritime transport
Fialová, Šárka ; Vošta, Milan (advisor) ; Kašpar, Václav (referee)
Práce je rozdělena do dvou okruhů. Zaprvé doprava obecně, její postavení ve světové ekonomice a mezinárodním obchodu, funkce a faktory ovlivňující rozvoj dopravy, nástin globálních problémů v dopravě (energetický, environmentální a problém bezpečnosti), druhy dopravních systémů ve světě, vývoj oborové struktury dopravy ve vybraných významných regionech světového hospodářství a na tomto základě nástin budoucího vývoje pro jednotlivé obory dopravy. Druhá část se věnuje nákladní námořní dopravě: vývoj a vazba ke světové ekonomice, její komoditní a teritoriální struktura (podle toků objemu zboží a podle příslušnosti vlastnictví resp. registrace obchodní tonáže), specifika námořního přepravního trhu a aktuální vývoj sazeb námořného), kontejnerizace (faktory růstu).
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Blue Ocean Strategy as a Prerequisite for the Success of the Company
Lojdová, Ivana ; Kincl, Tomáš (advisor) ; Dvořák, Jiří (referee)
The goal of thesis is to verify the assumption that the company's strategy constituent elements Blue Ocean Strategy leads to a higher success rate, according to selected criteria. The theoretical part is based on literature and clarification of terms with which I work. The key pillar is to understand the difference between blue and red oceans. I also explain the strategic management approach compared to the Blue Ocean Strategy. This part is based on literature and expert opinion. The knowledge gained is reflected in the analysis of ten companies. These companies are examined in terms of tools and strategic management using tools Blue Ocean Strategy. Successful companies are further analyzed and observational characteristics of strategies is indicated whether they match the characteristics of the Blue Ocean Strategy and lead to greater company success.
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Inbound marketing of Nestlé in the area of infant formula
Hnízdilová, Lucie ; Průša, Přemysl (advisor) ; Postler, Milan (referee)
This master's thesis deals with inbound marketing of Nestlé in the area of infant formula. Its aim is to determine whether inbound marketing is a suitable tool for infant formula promotion which is strongly regulated. The thesis is based on a comprehensive analysis of the area of infant formula and analysis of inbound marketing strategy of one of the most dominant companies on the market, Nestlé. In the beginning, attention is focused on important milestones of the development of infant formula and on a case which caused an important change in the promotion of infant formula, Nestlé boycott. The following section deals with the supervision and marketing regulation both in international and the European law. The final chapter of the first part emphasizes on philosophy of inbound marketing. The second part is introduced by outlining the current situation both on global and the Czech market of infant formula. Then, attention is focused on Nestlé. Its introduction is followed by analysis of company's inbound marketing strategy which is then evaluated. For this purpose, analysis of the effectiveness of marketing tools is made with regard to strategic goals of the company.
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CSR activities of the chosen brand
Marečková, Barbora ; Plášková, Alena (advisor) ; Mihališinová, Varéria (referee)
The diploma thesis is focused on the CSR (Corporate Social Responsibility) activities and evaluates the CSV (Creating Shared Value) activities of the brand producing Slovak cheese and cheese specialties. The aim is to analyse and evaluate them properly, propose the right communication and future goals, that are in line with the current ones. The first part is centred on the description of CSR concept, its establishment, history in the world and in the Czech Republic. The concept of CSV is described next. This is followed by the trends in the communication of CSR on social media and other on-line media. The second part is mostly about the particular brand, its history and main attributes. Already existing activities are analysed, their communication is proposed together with the activities, that should supplement the contemporary ones in the future.
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