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Metodika hodnocení finančních výkazů a návrh aplikace pro jejich zpracování
Nápravník, Lukáš ; Klas, Jan (advisor) ; Novotný, Jakub (referee)
Jedním ze způsobů, jak přiblížit lidem ekonomické a účetní pojmy, je populární forma spočívající v sestavení žebříčku firem. Tato bakalářská práce se zabývá popisem problematiky spojené s jeho tvorbou. Důraz je v práci kladen na problematiku návrhu aplikace, která bude data zpracovávat a vyhodnocovat. Tato problematika tvoří nejpodstatnější část dokumentu a zahrnuje témata volby vhodné metodiky návrhu, výběru technologií, za jejichž použití bude aplikace implementována, diskuzi možných variant přenosu dat mezi externím zdrojem dat a databází aplikace, a samotný návrh. Prioritně je přitom dbáno na jednoduchost procesu zpracování dat a nízkou náročnost ovládání pro uživatele. Úkol návrhu aplikace pro zpracování a vyhodnocení dat je v práci zasazen do širšího kontextu dalších částí, které projekt sestavování žebříčku zahrnuje.
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Communication strategy of Huawei on social media
Slavičínský, Jaroslav ; Machek, Martin (advisor) ; Stříteský, Václav (referee)
The goal of this master's thesis is to analyse current communication of Huawei on social media and to compare it with its competitor Samsung. Subsequently, the communication strategy will be created, which might be used as a guideline for Huawei's social media communication. The thesis is divided into two main parts - theoretical and practical. The importance of Internet marketing and social media marketing are described in the theoretical part as well as characteristics of selected social media. The practical part contains the analysis itself, comparison with Samsung and the recommended communication strategy to improve the current state of Huawei's social media presence.
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Business Plan: Beauty studio
Svobodová, Martina ; Lešetický, Ondřej (advisor) ; Dvořák, Jiří (referee)
The aim of the thesis is to prove whether is this business plan a feasible project or not. Based on the conclusion the entrepreneur will decide to go for the realization or not. The subject of the thesis is a beauty studio with already certain amount of current clients however still with substantial space for improvement. To reach better profitability there are calculations, analysis and set up of a new strategy carried out.
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Analysis of a Marketing Communication in a chosen Czech Republic Market from the Perspective of Kotler Partial Strategy
Kouba, Václav ; Kincl, Tomáš (advisor) ; Novák, Michal (referee)
The aim is to analyze the mass-media marketing communications companies in the lead, challengers, followers and nichers on Czech automotive market. The analysis will be based on data for ads on television, radio, print automakers entered the period of 2014 and informations on registration of producers in the same period. Information on the authorization together with the characteristics of each brand will be the starting basis for profiling groups of brands according to Kotler parcial strategy. Communication activities of the groups will be analyzed. Finally, it will be evaluated, whether companies communicate properly with respect to its position. Alternatively, it will be proposed recommendations for changes to this communication.
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Building credit scoring models using selected statistical methods in R
Jánoš, Andrej ; Bašta, Milan (advisor) ; Pecáková, Iva (referee)
Credit scoring is important and rapidly developing discipline. The aim of this thesis is to describe basic methods used for building and interpretation of the credit scoring models with an example of application of these methods for designing such models using statistical software R. This thesis is organized into five chapters. In chapter one, the term of credit scoring is explained with main examples of its application and motivation for studying this topic. In the next chapters, three in financial practice most often used methods for building credit scoring models are introduced. In chapter two, the most developed one, logistic regression is discussed. The main emphasis is put on the logistic regression model, which is characterized from a mathematical point of view and also various ways to assess the quality of the model are presented. The other two methods presented in this thesis are decision trees and Random forests, these methods are covered by chapters three and four. An important part of this thesis is a detailed application of the described models to a specific data set Default using the R program. The final fifth chapter is a practical demonstration of building credit scoring models, their diagnostics and subsequent evaluation of their applicability in practice using R. The appendices include used R code and also functions developed for testing of the final model and code used through the thesis. The key aspect of the work is to provide enough theoretical knowledge and practical skills for a reader to fully understand the mentioned models and to be able to apply them in practice.
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Risk analysis of company strategic plan of KOVOFINIŠ s.r.o.
Mohoritová, Eva ; Špička, Jindřich (advisor) ; Heřman, Jan (referee)
The aim of the thesis is to find out risk factors, which influence the company, measure their impact on discounted cash flow of the company (DCF) and set measures to reduce these risk factors. First part of the thesis describes theoretical and methodological basis for the second practical part. Second part begins with company introduction and is followed by strategic and financial analysis to find out risk factors. After these analyses we can predict future development of the company and form financial plan for following three years. Next step is the calculation of discounted cash flow of predicted 3 years which will be used to count the impact of risk factors on the company. The last part of the thesis will contain a strategy how to reduce risk impacts.
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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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Business Plan
Gotschyová, Julie ; Tripes, Stanislav (advisor) ; Dvořák, Jiří (referee)
The main objective of this thesis is to determine the essential aspects of business formation, on the basis of which the real feasibility of the business plan is then evalu-ated. The backgroud research concentrates on the structure of the business plan's requi-rements. It deals in detail with the analysis necessary to determine the correct business strategy of the company. It contains the external environment analysis as well as the internal financial analysis. The subsequent section shows how the obtained information is applied to the particular business plan. The data needed to perform the analysis was obtained from statistical outputs, laws and regulations of the Czech Republic, from in-terviews with local residents, and also from my own personal calulations. The results were used for designing the company strategy and for the business plan feasibili-ty evaluation.
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Optimization of marketing communication of SKF CZ, a.s.
Zastoupilová, Cecílie ; Vávra, Oldřich (advisor) ; Hloušek, Miloslav (referee)
The content of this thesis is based on the marketing communication in B2B in engineering company SKF CZ, a.s. on the Czech market. First the theory regarding B2B marketing, evaluation of marketing communication, situation analysis and marketing research is introduced. It is followed by situation analysis of the company SKF CZ, a.s. using the 5C method, the description of marketing communication and evaluation of its effectivity based on primary and secondary data. The conclusion consists of appropriate allocation of investments in marketing budget on marketing communication tools and setting appropriate measures for creating the marketing dashboard, which will continuously monitor and evaluate the efficiency of SKF CZ marketing communication.
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Application of Balanced Scorecard
Jandová, Alena ; Neumaierová, Inka (advisor) ; Mikan, Pavel (referee)
The concept of the Balanced Scorecard taking a part in the strategic management of a company, is a main focus of this thesis. There are the theoretical and methodological parts of the Balanced Scorecard characterized individually, as well as the development and the history of this concept. This thesis is dealing with a draft of the practical implementation of the mentioned methods. The practical part of the thesis is following the theoretical introduction where the practical part is focused on a practical application of the Balanced Scorecard method for a specific company. The company is specified by the Corporate Performance and Business Model Canvas by using the PESTEL Analysis, Porter's Five Forces Model and Financial SWOT Analysis. The company strategy is specified based on the previous conclusions. The set strategy is an underlies for a follow-up Balanced Scorecard, where causal links between the intended targets and the strategy are displayed in the Strategic Map. The implementation of the strategy to the everyday use of the company is a part of the thesis, as well.
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