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Marketing strategy of Berg Orchestra
Kašpráková, Soňa ; Černá, Jitka (advisor) ; Vítová Dušková, Marie (referee)
The main goal of this diploma thesis is to create a base of marketing strategy of Berg Orchestra, because of focusing on new target group of younger audience. Theoretical part describes marketing of orchestras and specifics of marketing mix, then issues of segmentation, targeting and positioning. This part also focuses on marketing research, especially on quality research, which is used in practical part of this thesis. Practical part introduces Berg Orchestra, its aims, marketing and analysis through SWOT. Then it offers the quality research itself and in-depth interviews with nine respondents. At the end of this part there is an approximate framework of new marketing strategy with suggestions coming from the applied research.
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Personal brand and its importance at the beginning of a professional career
Duben, Lukáš ; Říha, David (advisor) ; Schapiro, Katarina Emma (referee)
This bachelor thesis focuses on the issue of personal brand and its importance at the beginning of a professional career. On a theoretical level this thesis defines the term "brand", and based on this definition further analyzes a personal brand, including its individual elements, together with the characteristics of personal branding and communication mix in relation to personal brand. These findings are further implemented and utilized on a practical level of this thesis. The research conducted in a form of a questionnaire fulfills the primary objective of discovering the importance of a personal brand to college students and graduates. Practical suggestion and recommendations are based on the analysis of the research results and on certain aspect of the individual terms while merging theoretical and practical levels.
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The implementation of the marketing strategy and the impact of redesign on the eshop el-ka.cz
Kofroň, Jakub ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
The thesis is dealing with issues of marketing strategy and building online shop. Theoretical knowledge are subsequently practically applied on underwear brand El.Ka Underwear, which becomes the central theme of the thesis. In thesis introduction main goals and research questions are set and afterwards evaluated and answered. Both based on realised steps by author. In final conclusion author summarizes all impacts on the brand and draw conclusions, which gained by processing this thesis. All results are substantiated by internal data and quantified in detail.
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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.
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Brand extension as a marketing strategy of the project Tapi Tea
Balík, Lukáš ; Říha, David (advisor) ; Roll, Aleš (referee)
The aim of this bachelor's thesis is to clarify the issue of brand extension and propose a strategy for particular brand -- Tapi Tea. This brand is keen to use the extension as one of the competetive advantage and possibility how to attract a wider audience. The theoretical part of this thesis deals with basic concepts of strategic management, branding and brand extension. The practical part consists of proposed strategy, which is based on specific research with representatives of the new target group.
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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.
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Řízení vztahů se stakeholdery vinařského podniku
Jančálková, Zuzana
The aim of the master thesis is the analysis and identification of stakeholders of wine business with the addition of an investigation the degree of influence of stakeholders on the wine business among Czech and Moravian wineries. It is also analyzed the relationship of influence of stakeholders on the wine business between micro wineries on the one hand and small and medium-sized wineries on the other. The result is the inclusion of stakeholders into groups according to their impact on the winery and the suggestion of managing the relationships with stakeholders of winery in order to increase its competitiveness.
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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.
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