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Vegetarianism as a Consumer Trend
Dvořáková, Anna ; Chylíková, Hana (advisor) ; Turnerová, Lenka (referee)
The aim of this diploma thesis is a complete analysis of vegetarianism, as a consumer trend, including forecasts of future potential of this trend for the field of retailing in the Czech Republic. The thesis deals with the influence of various aspects of vegetarianism on the market in the Czech Republic. First, vegetarianism as such is characterized. The next chapter describes the supply side of vegetarian products on the Czech market, labeling of vegetarian food and its availability. Then, the thesis deals with with the consumer's purchasing decision-making process in relation to vegetarian products and marketing strategies that are used in relation to vegetarian products. The work is complemented by a questionnaire and a final SWOT analysis. In the thesis, a market potential of vegetarian products with one particular type of positioning was identified.
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Tourism marketing strategies of the traditional european destinations
Barošová, Anna ; Abrhám, Josef (advisor) ; Vaško, Martin (referee)
The subject of this thesis is the marketing strategy of traditional European destinations. Its objective is to describe the most suitable marketing strategy for the European destinations facing stronger competition within the market of international tourism. Practical part of the thesis consists of the detailed analysis of the most visited European destination -- France. Secondly, the effects of this strategy are measured by the international quantitative marketing research.
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ISIC Marketing strategy in Czech Republic and Canada
Böhm, Tomáš ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
Práce se zabývá světem průkazů ISIC a jejich fungování ve dvou různých státech. Autor využívá svých zkušeností ze svého působení na českém a kanadském trhu, a proto přináší na problematiku unikátní pohled, podpořený svou zkušeností. V praktické části pak předkládá návrh strategie pro zavedení průkazů ISIC na kanadském trhu. Čtenáři tak předkládá ucelený prohled na strategii dvou odlišných společností, které však vydávají stejný produkt, který je součástí života čtvrt milionu studentů v ČR. The final thesis is focusing on marketing strategy of ISIC cards in two different countries. Author is using his experience that he gained as Project Manager for ISIC Czech Republic and also ISIC Canada. In the final part it is proposing the strategy for ISIC within high schools in Canada. Therefore the thesis is showing unique view on the strategy of two different companies selling the same product.
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Analysis of marketing and communication strategy of Nissan company in Czech Republic
Shánělová, Petra ; Průša, Přemysl (advisor) ; Mráz, Marian (referee)
The aim of my diploma thesis was to evaluate, whether the marketing strategy of the Nissan company is efficient and what is its position among the companies operating in the automotive industry in the Czech republic. The thesis is divided into 4 parts. First part deals with definition of basic marketing terms and their comparison with the practices implemented at Nissan. The second part is focused on the company itself, its postions on the European and Czech market and specific marketing methods, which Nissan uses. Situation analysis is the subject of the third part. This part is focused automotive market in Czech Republic and its development, product portfolio of Nissan and analysis of competitors and target group. The last part is based on a case study of new model launch on the market. It includes critical evaluation of new model launch and communication activities. In the end, the thesis evaluates success on new model launch on the market.
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Marketing Strategy of a Selected Company
Králová, Andrea ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
This diploma thesis deals with the marketing strategy of a selected company. The selected company is a catering facility called Labyrint CBR (a restaurant, a café and a bar), which was situated at the square of Přemysl Otakar II. in České Budějovice. The theoretical part consists of two chapters. The first one deals with the term strategic marketing and the phases of the process of the design of the marketing strategy. The second chapter deals with the specific features of the services and the sector of catering and hospitality, which affect the design of the marketing strategy, and then it deals with the specifics of the marketing in this branch. The practical part deals with the analysis of the reasons of the failure of the company Labyrint CBR and the design of a suitable marketing strategy and marketing mix, which - in case of their well-timed implementation - should have saved this company.
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The marketing strategy of LINET Ltd. for the Slovak market
Vanková, Ivana ; Zamykalová, Miroslava (advisor) ; Horová, Pavlína (referee)
The bachelor thesis deals with the marketing strategy of LINET Ltd. on the Slovak market. Sales of medical products of the company in the Slovak Republic are too low in comparison with the Czech Republic, that's why the aim of the thesis is mainly to suggest marketing arrangements which should increase the saleability. The Slovak market is looked after by the distributor company BASCO SK Ltd. which is the exclusive sales representative of the company in the Slovak Republic. The thesis is based on the analysis of the business environment of Slovakia which is the base for suggested recommendations. Proposed changes are always applied to the particular policy of the marketing mix. These are product, price, distribution and promotion policies.
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Marketing of company Mobil Gas Centrum, Ltd
Studený, Vojtěch ; Syrovátka, Oldřich (advisor) ; Votava, Libor (referee)
The thesis investigated the company MOBIL GAS CENTRUM, spol. s. r. o., providing installation, servicing and sale of LPG, CNG in cars and trucks. The aim of which is to help the company to better understand its market position, specify its customers and target audience, competitors and possibly suggest a better way to communicate with customers. The work also describes the marketing mix, marketing objectives and strategies of the company studied, examined the competition using Porter's model of five forces of competitive and marketing research using questionnaires. The conclusion summarizes all the information and formulated recommendations.
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Marketing strategy of a Non-profit Organization CDO
Chmelík, Jan ; Lhotáková, Markéta (advisor) ; Machová, Veronika (referee)
The aim of this bachelor thesis is to analyse the marketing strategy of a Non-profit Organizaton CDO. In the theoretical part of this thesis, all the juristical background is defined, the following discribes all the parts of the extended marketing mix. The main task of the next practical part is dedicated to the communication activities of the CDO, while their success was investigated by a double survey. This bachelor thesis ends with suggestions and recommendations of the author for the CDO to improve the efectivity of their communication activities.
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Marketing strategy of K-Consult in a domestic and foreign market
Hanzálek, Jan ; Gullová, Soňa (advisor) ; Stara, Jiří (referee)
The purpose of this work is to analyze marketing strategy of K-Consult company by using SWOT analysis, marketing mix and others. The theoretical part contains general characteristics of marketing strategies, SWOT analysis, marketing management, marketing mix and PEST analysis. The practical part aims to apply those procedures specifically on K-Consult. Moreover, the firm is compared with its rivals. The end supposes to sum up the whole information and suggests possible improvements in the future.
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