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Analysis of the marketing strategy in the selected company
ŠKRLETOVÁ, Hana
This diploma thesis is focused on the analysis of marketing strategies. The aim of the thesis was to analyse and evaluate the current marketing strategies in the company Spojené kartáčovny, PLC, and, on the basis of this analysis, to put forward possible changes of the current state. The theoretical part has been made on the basis of the information gained from the scientific literature dealing with marketing, marketing mix, strategic marketing and systemization of the particular marketing strategies. In the practical part, there is summarised basic information about the company such as the history, development of the logo, structure of the employees or the organizational structure etc. The introductory part is followed by the analyses themselves, the suggestion of the possible changes and the project study on the e-shop and web pages. These analyses include the analysis of the marketing mix, Porter?s analysis of five driving forces, SWOT analysis and creation of the business model.
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Strategic Marketing Plan for a Starting Company
Třesohlavý, Karel ; Skokanová, Dagmar (advisor) ; Pešek, Ondřej (referee)
The aim of this Master's Thesis is the application of principles of strategic marketing planning for specific business plan. Marketing planning is described in the first part of this thesis based on literature sources. It is followed by a practical part, in which the principles of marketing planning are applied for a specific business plan. Result of this thesis is a comprehensive marketing plan covering all the important areas that are necessary for a start-up company. The market, which the company will enter, is characterized. Based on this information, objectives and strategic plans of the company are set. Segmentation of potential customers is determined and strategic and tactic tools are set. In the final part of this thesis an action plan and budget is drawn up. This thesis demonstrates that the business plan is feasible and the company has the potential to become a successful player in the market.
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Marketing and communication strategy of BERNARD Brewery
Dokulilová, Vlasta ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The bachelor thesis deals with the analysis of marketing and communication strategy of the Bernard Family Brewery. The aim is to assess the current strategy and to propose practical recommendations for the future. The theoretical part of the thesis is focused on the basic concepts of marketing, creating marketing and communication strategy, using well-known tools and methods. In the practical part is presented the analyzed company and its product portfolio. The thesis is based on the evaluation of the current use and application of marketing and communication strategy. In conclusion, on the basis of evaluated data, are made corresponding recommendations and possible changes.
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Marketing strategy of Bambule Alltoys, spol. s.r.o.
Kopová, Petra ; Odehnalová, Jitka (advisor) ; Hadraba, Josef (referee)
Topic of this thesis is marketing strategy analysis and assessment of toy retail chain Bambule Alltoys, spol. s.r.o. In addition, this paper deals with recommendations, which could strengthen company's position on the market and help it in meeting its strategic objectives. The theoretical part addresses the definition of strategic marketing and characterizes the strategic marketing management process. It also describes the specifics of consumer goods marketing and current trends in the European and Czech toy market. The practical part is focused on situational analysis, and results of marketing research based on analysis of the first and second degree. The results of this part are then used as a basis for recommendations for communications, personnel, product, distribution and pricing policies.
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Marketing strategy of the e-commerce fotodekorace.cz
Vlčková, Simona ; Stříteský, Václav (advisor) ; Vávra, Oldřich (referee)
The thesis is analysing methods of increasing the visit rate of the internet shop fotodekorace.cz, especially it is concerned about the utilities of the internet marketing. The aim of the master's thesis is, on the basis of undertaken analysis suggest internet marketing strategy of this particular internet project, which should lead to an increase in sales. The premises of the thesis is to analyse the effectively of online marketing activities. One of the outcomes is the outline of the effective optimized advertising campaign in search engines. The master's thesis is relying mainly on mentioned theoretical project, which is subsequently applied. At the end there are formulated advices for the future development of the internet shop, which should be beneficial for the following increase in the potential of the website.
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Start-up Company Valuation when Applying Strategic Marketing Methods
Štěpánek, Michal ; Svačina, Pavel (advisor) ; Rýdlová, Barbora (referee)
The thesis is aiming to describe a procedure suitable for business valuation of start-up companies. Secondary aim is to provide the value itself. There are several methods described in the theory, which are utilized to define the strategic position of a start-up company. Most of them come from strategic marketing. Chapters about finances and risk follow and work with the conclusions about the strategic position of the company. The application part starts with defining strategy and concludes with market value estimate. In respect to the width of the topic, the application part is aimed at core aspects only.
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Strategický marketing světových telekomunikačních lídrů
Müller, Michal ; Štědroň, Bohumír (advisor) ; Stříteský, Václav (referee)
This diploma thesis deals with the topic of the strategic marketing which is applied on the telecommunication market. A special focus is devoted to the new marketing environment (specifically to the new and modern marketing concepts, tools and channels). The reader can learn about world telecommunication leaders and their usage of the strategic marketing. A very interesting comparative analysis of those leaders is presented. All the results and assumptions are verified by own market research which studied the telecommunication value for the customer and the attitude of customers to the strategic marketing. A visionary future development of the strategic marketing is forecasted at the end.
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Analysis the marketing environment of a company
BOČEK, Antonín
This bachelor studies analyses of marketing environment - internal and external. It consists of two parts. First part contains theoretical conceptions of thema. Second part is practical and develops analysis. End part contains suggestions for getting better market place position.
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CRM-application in strategic marketing
JAKEŠOVÁ, Jana
The main goal of this Bachelor?s thesis was to analyze the actual level of exploitation of Customer Relationship Management application in strategic marketing of a selected economical subject and to evaluate its contribution to the general development of the economical subject.
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Marketings Instruments in Franchise Company
BOHÁČKOVÁ, Hana
The dissertation work contains the analysis of franchising corporate environment. It is focused especially on Czech Republic and European union countries, history and changes concerning franchisors and franchisants, and a list of the biggest and well-known brands in Czech Republic and Europe. Situation analysis and SWOT analysis is created for chosen hotel. SWOT analysis is the main source for definition of hotel´s strategy. Dissertation work includes a draft of franchising concept including know-how.
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