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Billboard and its role in the marketing strategy of small and medium-sized enterprises
Mikolajová, Kamila ; Průša, Přemysl (advisor)
The main objective of this work was to clarify the role billboard in the marketing strategy of small and medium-sized enterprise. The theoretical part deals with marketing and commercial communications, their mixes and process of creation. This work also analyzes the billboard as one of the types of outdoor advertising. It provides a detailed look at its advantages, disadvantages, characteristics that should be considered when choosing media. It also provides guidance on how it should look like the perfect billboard in creative, visual and verbal terms. Practical part introduces a billboard campaign of the selected company and its subsequent analysis transferred questionnaire survey, but also from an economic perspective view. Finally, the practical part also brings changes proposed billboard campaign for the selected company, as well as recommendations for starting a small business.
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Marketing Analysis of Business Opportunities of WPPS System in Poland
Cichý, Jiří ; Průša, Přemysl (advisor) ; Černý, Ivo (referee)
This bachelor thesis deals with the opportunities of entering Polish market with a new product called WPPS (Wind Photovoltaic Power System) launched by the Czech company T-commercial a.s. Therefore, it is concerned about a very specific field of generation of electric power from renewable energy sources. In the end, a calculation of payback period of investment into WPPS, SWOT analysis and a marketing strategy proposal are performed.
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Arts Museum Marketing Strategy, Case Study Villa and Collection Panza
Petránková, Zuzana ; Tyslová, Irena (advisor) ; Černá, Jitka (referee)
The subject of the Master's Thesis Arts Museum Marketing Strategy is a synthesis of theoretical basis from the arts marketing field and the development of marketing strategy of an art museum, supplemented by a specific analysis and draft of a new marketing strategy of the museum Villa and Collection Panza in northen Italy. The goal of this thesis is not only to summarise generally applicable theoretical concepts for the marketing strategy development or redesign of an art museum but especially its application on a particular example with a real potential of practical use. The theoretical part of this thesis was created by a systhesis of available literature while the practical part was primarily based on authors personal observation and interviewing from the position of a museum trainee.
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The entry of the Czech company to the German market via e-shop
Drahota, Jiří ; Kučera, Dušan (advisor) ; Barton, Monika (referee)
This master thesis concentrates especially on practical aspects of entrance of a specific Czech company to the German market through e-commerce. Therefore the thesis affects the whole process from the primary situation analysis prior to entering the market, through entrance strategy making process, partial marketing and financial strategies assembly, logistic and financial partners selection, concluded by launching the e-shop itself and processes of the strategic success factors evaluation. The first objective of this thesis is to create a strategy plan of entrance to the German market through e-shop. The second objective is to map the key aspects of the international expansion of the Czech company via e-shop concerning the environment in Germany.
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Analysis and Proposal of Communication Strategy of Znovín Znojmo, a.s.
Šedivá, Petra ; Průša, Přemysl (advisor) ; Friedová, Paulina (referee)
The objective of the thesis is evaluation and proposal of marketing and communication strategy of Znovín Znojmo. In the first part, I explain the theory of marketing and creation of marketing and communication strategy. In the second part, I analyze the Czech wine market as seen by both producers and consumers, and I introduce current trends. Furthermore, I analyze marketing activities of the company and its competitors and evaluate its current situation. Based on the identified issues, I propose new marketing and communication strategy.
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Marketing Strategy of Companies on the Market of Mobile Operators in the Czech Republic
Fedorková, Simona ; Průša, Přemysl (advisor) ; Kotyza, Pavel (referee)
This Bachelor's thesis compares marketing strategies of three major mobile operators on the Czech market. The aim of this thesis is first to define particularities and critical success factors of a marketing strategy on the market of mobile operators in the Czech Republic. Secondly, to compare marketing strategies of Vodafone Czech Republic, a. s., T-Mobile Czech Republic, a. s. and Telefónica Czech Republic, a. s. based on the analysis of their current marketing strategies and the questionnaire survey. And thirdly, to design an optimal marketing strategy for the current market of mobile operators. The theoretical part covers the concept of marketing, marketing environment and its factors and forces. In addition, the marketing management, different types of marketing situation analysis and a strategic marketing are described. Furthermore, the services marketing is defined. The practical part compares three mobile operators with a special focus on their product, price and promotion strategy. A brand perception, an effect of advertising campaigns and customers' loyalty and satisfaction is contrasted. The outcome of the comparison is the ranking of marketing strategies. The optimal marketing strategy for the market of mobile operators in Czech Republic is proposed in the end.
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Marketing strategy of the HACO, spol. s r.o. company
Brachtlová, Veronika ; Průša, Přemysl (advisor) ; Kovářová, Ladislava (referee)
The topic of this bachelor thesis is 'Marketing strategy of the HACO, spol. s r.o. company', a Czech producer of sanitary and air-conditioning system products. The aim of the paper is to evaluate the current marketing strategy of the company and make possible suggestions for its improvement. The thesis is divided into two main parts -theoretical and practical. In the theoretical part, the subjects of marketing theory and marketing strategies are dealt with. Marketing itself is characterized here along with fundamental processes of marketing management. Individual marketing mix tools are also introduced. The practical part deals with the marketing strategy of the HACO, spol. s r.o. company in detail. The company is briefly introduced and the situational analysis is conducted. The marketing mix of the company is also examined. Consequently, an actual marketing research is carried out in the form of a questionnaire survey. All findings are then summarized in the form of SWOT analysis. In the final chapter, the current marketing strategy of the company is evaluated and possible suggestions and recommendations for improvement are proposed.
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Marketing strategy of Skiareal Rokytnice nad Jizerou
Votočková, Pavlína ; Halík, Jaroslav (advisor) ; Malý, Josef (referee)
The aim of my bachelor thesis is to analyse present marketing strategy of Skiareal Rokytnice nad Jizerou. Threats that influence the company externally will be identifyied on the basis of results of macroeconomical analysis. Evaluation of microeconomic environment proceeds from analysis of competition and attendance. In following chapters the thesis concentrates on marketing mix and SWOT analysis. In the last part, I will make recommendations and suggestions that the company can implement in the future tob increase attendance and atractivity of the Skiareal Rokytnice nad Jizerou.
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Analysis of marketing strategy of the brand Biotherm Homme
Radášová, Nikola ; Průša, Přemysl (advisor) ; Krňávek, Tomáš (referee)
The aim of the diploma thesis is to give the reader insight into newly fast- growing market category of men's grooming through the analysis of marketing strategy of chosen brand Biotherm Homme and the proposal for enhancement of this brand on the czech market.The thesis is divided into five chapters. First chapter is devoted to the fundamental marketing theory, crucial strategic terms are defined and proper creation of marketing plan is described. The purpose of the second chapter is to analyse the global market of men's grooming with the comparison to the czech one. Attention is paied also to the history of this booming market category as well as to understand men's customer's behavior regarding men's grooming. Third chapter is focused on the presentation of the brand itself, its strategies and current position on the market. Fourth chapter contains detailed quantitative and qualitative market Research, which should bring reader closer to the chosen topic and provides author with the highly valuable information for composition of the last chapter. Last chapter deals with the recommendations concentrated on enhancement of the current brand position on the czech market. The author is making suggestions, which are primarily pointing at raising awareness of the brand on the czech market and boosting recruting of new customers, thereby increasing of sales and market share.
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