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Marketing Strategy for Starbucks café in the Ukrainian market
Nikitina, Oleksandra ; Král, Petr (advisor) ; Richter, Stanislav (referee)
The goal of this thesis is to conduct a research and thorough analysis of the suggested new market for international company. In case of positive recommendation regarding market entry, marketing strategy and marketing mix are to be developed and proposed. The central idea behind the topic is to suggest efficient marketing strategy for Starbucks Corporation, global coffeehouses chain and coffee specialties seller, entry to the Ukrainian market. The recommendation is to be based on thorough analyses and researches of market environment and company's potential position. The thesis is divided into theoretical, analytical and practical parts. The theoretical part summarizes academical knowledge that is related to the topic of the thesis and that is used in further analytical and practical parts. Analytical part presents analyses made on country and industry situation and on current company's profile and strategies. In practical part, based on the analyses performed, the final recommendation on the mode of entry and marketing strategy is made.
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International marketing activities of Mondeléz company on specific markets
Švarc, Ondřej ; Boučková, Jana (advisor) ; Machek, Martin (referee)
Main objective of this thesis is to analyze international marketing of Mondeléz International company with a focus on international environment and its impact on the company, analysis of marketing mix of specific international products and survey examining the extent of awareness of the former Kraft Foods and current Mondeléz company. Results of this work should give a reader an overview about development of Mondeléz company and international activities of the company applied in environment of Czech Republic.
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The impact of Chinese culture on marketing strategies of selected companies in China
Koderová, Markéta ; Stuchlíková, Zuzana (advisor) ; Kašpar, Václav (referee)
This master thesis focuses on the impact of Chinese culture on marketing strategies of selected companies in China. According to statistics, a large number of subjects coming to China and aiming to conduct business here faces failure and is forced to leave this market subsequently. Considering significant differences between the western and the Chinese culture, we have to think of the question if this failure is a consequence of these subjects not being able to understand the Chinese culture and the way it affects consumers in China. The aim of this thesis is to evaluate the influence and importance of the Chinese culture on marketing applied to Chinese market, including concrete description of how can the Chinese culture affect the work of marketers in China.
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Marketing Strategy of the Volkswagen´s "Das Welt Auto" Program
Pavlishyna, Polina ; Halík, Jaroslav (advisor) ; Štěrbová, Ludmila (referee)
The aim of the theoretical part of this thesis is to describe different dimensions and elements of marketing strategy of a company and present different steps companies are recommended to take during planning and preparing a marketing strategy. The practical part describes the analysis of the Volkswagen AG program for used cars Das WeltAuto. The analysis focuses on the international marketing strategy that the program follows in the markets where it operates and describes its main elements, goals and implementation. The ultimate aim of this thesis is to analyze the process of integration of different brands on the level of a big corporation and to research the process of implementation of a marketing strategy for special used car program Das WeltAuto on an international level.
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Marketing of the company Skoda Auto in the asian markets
Furch, Tomáš ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
This diploma thesis primarily deals with current position of the biggest Czech automaker Skoda Auto in the Chinese and Indian markets. Document involves the analysis of initial entry conditions, as well as general marketing environment of both countries. Skoda Auto company, member of the German concern Volkswagen, operates in Asia only for a few years and so far it has reached very good results. Extremely promising is the market in China, where significant increase of sales is expected in the next years. Indian demand for cars is relatively smaller and harder to forecast. In both markets Skoda is facing tough competition of local and global automakers, therefore high importance lies in brand positioning. Part of the thesis is also SWOT analysis and identification of all main marketing mix tools.
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International marketing strategy of soft drink Guaraná Antarctica
Kochová, Zuzana ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The thesis deals with the marketing strategy of Brazilian brand of soft drinks Guaraná Antarctica. Fisrt it describes the brand marketing strategy in the domestic market in Brazil and its entry to international markets. Furthermore the thesis analyzes market opportunities of this brand of drinks with guarana extract in Czech Republic and evaluate the trasfer of marketing strategies to Czech environment. As a result changes to the marketing strategy in order to improve brand's position on the Czech market are proposed.
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Analysis of the marketing environment of the Republic of Kazakhstan for selected elements of the strategy HAMÉ Ltd.
Fazylov, Yernar ; Zamazalová, Marcela (advisor) ; Stříteský, Václav (referee)
The main aim of this Thesis is to find out if specific elements in international buisness strategy of HAMÉ Ltd. are suitable for marketing enviroment of the country, which belongs to the sphere of influience of HAMÉ Ltd. This country is Republic of Kazakhstan. Metodology for analysis was taken from specialised literature. It consists of classification of individual elements of marketing enviroment, methods for studying the marketing enviroment, searching for inconsistencies in business strategy and using obtained data in its correction. Analysis itself was divided to three stages. At the first stage marketing environment of Republic of Kazakhstan was characterized, at the second stage trade operations of HAMÉ Ltd. on the specified market are described, at the third stage PEST and SWOT analzses were carried out, obtained results were used in creating of assessment of the suitability of the business strategy in the market conditions of the Republic of Kazakhstan. Entire data gathered during analysis were used in developing of necessary steps for increasing of the total electivity of business strategy of HAMÉ Ltd. on the market of the Republic of Kazakhstan. Key words:
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Marketing activities in the category of Nike basketball for the domestic market
Tichý, Petr ; Boučková, Jana (advisor) ; Kaňovský, Luděk (referee)
This master's thesis deals with the analysis and presentation of the global company Nike, especially the perception of the brand as a symbol of basketball. The master's thesis is divided into two parts. The first part describes the theoretical and methodological starting points, particularly the international marketing environment, concepts and strategic approaches, international marketing mix, plus the event marketing and sponsorship, which are an integral part of Nike marketing. The practical part describes the Nike company both from an international perspective, and marketing activities in the domestic environment. Based on the information and the survey, conducted gives recommendations for marketing activities in the basketball category in the domestic market.
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Specifics of marketing communication on German market
Kronusová, Hana ; Král, Petr (advisor) ; Fořt, Milan (referee)
The aim of the thesis is to capture the specifics of marketing communication on the German market and get to know whether the marketing communication of Nordsee company is characterized by these specifics. The aim is also to analyse and give reasons of the differences of marketing communication of Nordsee on the German and Czech market. First two chapters create a theoretical basis of the thesis. These two chapters define marketing communication, and deal mainly with communication mix, targets and process. The thesis includes also knowledge of marketing communication in multicultural environment. The culture is defined here and characterized by the cultural dimensions of Geert Hofstede. The next part aims at the specifics of international marketing communication. The third chapter analyses the marketing environment and marketing communication in Germany. The next chapter shows concrete activities of marketing communication of Nordsee company both at the German and Czech market.
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