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Marketing strategy of PAUL bakeries on the czech market
Křivová, Petra ; Lhotáková, Markéta (advisor) ; Olšanová, Květa (referee)
This thesis is divided into four parts. The first chapter deals with the theoretical explanation of the concept of marketing and its concepts. The second chapter is dedicated to the marketing planning. It includes and explains the main tools of marketing planning. These are mainly setting goals and mission statement, SWOT analysis and segmentation, targeting and positioning. The third chapter focuses on the marketing mix and provides definitions of its parts. The fourth chapter focuses on the PAUL bakery and the application of theoretical part into practice.
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Marketing Strategy of a chosen Firm
Havlíková, Žaneta ; Hesková, Marie (advisor)
This thesis is based on the basic informations of the company,the marketing situational analysis is broken down in the internal and external analysis using PEST analysis, analysis of product portfolio - the Boston Matrix, Porter's five forces model and SWOT analysis. There is a description of the current business developments and current status. This thesis describes the opportunities, skills and resources of the company. Further I have specified the basic mission and objectives, market segmentation,targeting and positioning. The conclusion contains the marketing strategies according to the product strategies in pricing, distribution strategy, promotion strategy and the strategy according to market trends.
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An Analysis of the Marketing Activities of the Austrian National Tourist Office "Österreich Werbung"
Rundová, Jana ; Lhotáková, Markéta (advisor) ; Němečková, Markéta (referee)
This diploma thesis deals with an analysis of the marketing activities of the company "Österreich Werbung". This company is mainly concerned with marketing communication, whose single elements it uses to promote campaigns of their Austrian partners or its own brand "Holiday in Austria". The analysis is preceded by an analytical and methodological section, which provides important theoretical starting points for the evaluation of the analysis and for recommendations for the future. In the second section the single elements of communication mix with regard to the target group are analysed by means of examples of concrete campaigns in 2010. Due to the analysis carried out, the communication mix of the company is evaluated and recommendations are proposed to optimise the mix.
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Marketing in Health Care
Severová, Lucie ; Lešetický, Ondřej (advisor) ; Kandilaki, Daniela (referee)
This bachleor thesis was created to analyse variety of marketing strategies, such as consumer orientation, segmentation, targeting or positioning. As the theoretical part continues, an overview of the Ethicon product portfolio is introduced. For the purposes of this thesis, products were divided into particular groups. Furthermore, for Ethicon CZ, a Johnson and Johnson Medical Company, there was a SWOT analysis prepared as well as the analysis of the Czech market and its competitors. In the practical part of the thesis particular marketing strategies had been evaluated according to its impact on sales of the product groups mentioned above. The impact is measured by the difference in amount of sales executed before and after the implementation of each particular strategy. The aim of the thesis is to define the best marketing strategy for Ethicon CZ, the leader on the market of surgical sutures. To conclude the thesis, a discussion is held to highlight advice and recommendation on the healthy future of marketing strategies.
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The policy of inflation targeting
Maňasová, Andrea ; Kuncl, Martin (advisor)
This bachelor paper deals with theoretical aspects of inflation targeting and with estimating of executing this policy in conditions of our economy. I mention important conclusions of economists, like Ben Bernanke and his conception of inflation targeting like a framework for constrained discretion, than strict rule, in the first part. Than, in the second part, I focuse on detailed analysis of periods, when specific target was not achieved. I notice both my own conclusions, and reasons, which Czech national bank found in her Inflation reports. The analysis is replenished with wide prism of graphs, which are either assumed from Inflation reports or created on the basis of data provided by Czech national bank or Czech statistic office. Graphs created on my own are condensed in supplement at the end of my paper.
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Inflation Targeting in The Czech Republic: History and Current Situation Under The Circumstances of The Economic Crisis
Kolesár, Michal ; Durčáková, Jaroslava (advisor) ; Tomšík, Vladimír (referee)
Diploma thesis analyzes the inflation targeting regime. The theoretical part describes the basic mechanism of the regime, which consists of setting the inflation targets and the exceptions when the inflation rate may deviate from the targeted zone. Further part describes production of conditional and unconditional forecasts and operational steering of central bank interest rates. In the theoretical part are also summarized the advantages and disadvantages of the regime. The empirical part of this thesis consists in application of the theoretical findings to the practical experiences of CNB. It describes the process of setting the inflation targets and forecasting procedure of CNB. Final part of the thesis summarizes the successes and failures of practical application of the regime in the Czech Republic.
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Marketingová strategie Renaultu: výzvy střednědobého plánu
Michaud, David ; Kostková, Hana (advisor) ; Král, Petr (referee)
Diplomová práce ?Marketingová strategie Renaultu: výzvy střednědobého plánu? si klade za cíl analyzovat marketingovou strategii společnosti Renault. Práce nejdříve popisuje společnost Renault jako takovou. Zaměřuje se na historii společnosti, firemní strategii a aktuální střednědobé cíle. Následující část popisuje přístup firmy Renault k výzkumu trhu. Zde je popsán jak kontinuální, tak jednorázový výzkum. Poté práce detailně rozebírá segmentaci, targeting a positioning. Všechny tři strategické marketingové přístupy jsou analyzovány teoreticky i prakticky, tedy z pohledu firmy Renault.
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