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B2B marketing communication of John Deere
Szabó, Attila ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The aim of this master's thesis is to evaluate the implementation of the B2B marketing strategy of John Deere on a specific example. The theoretical part of the thesis focuses on defining the basics of modern marketing communications. Next it deals with defining the concept of B2B marketing and related strategies. The practical part focuses on the characterisation of the agricultural machinery industry and the slovak agricultural sector. Further it includes the introduction of other B2B marketing tools of John Deere in practice.
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Marketing and communication strategy of the company Alza.cz
Petlachová, Alice ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The objective of the Master's Thesis is an analysis of marketing and communication strategy of the company Alza.cz. The thesis is divided into two parts -- the theoretical and the practical one. In the theoretical part, there are basic terms, such as marketing, marketing mix, marketing and communication strategy and marketing research, explained. The practical part contains a detailed description of the company Alza.cz, its marketing and communication strategy as well as its competitors. The pivotal part covers a questionnaire survey. Based on the results the author provides recommendations for improvement of the current marketing and communication strategy of Alza.cz
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Marketing strategy of Henkel corporation on domestic and foreign markets
Hadová, Petra ; Zamykalová, Miroslava (advisor) ; Nemeškalová, Markéta (referee)
The presented master thesis deals with the marketing strategy of Henkel corporation, specifically Division Laundry & Home Care. The first part of this work deals with introduction of Henkel, its history and current development. The second part is devoted to the questionnaire survey. Three hypotheses were specified before assembling the questions. The survey should inform me about Henkel's situation on the market and about its brands. The marketing mix will be recommended for the worst brand of Henkel's portfolio. Henkel will get several recommendations that could help the company in the future strategic steps. The conclusion summarizes the results, which I concluded. In the conclusion are solutions that could help minimize losses in the future.
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Marketing Strategy of Czech Centres
Žilková, Lucie ; Halík, Jaroslav (advisor) ; Poláček, Bohumil (referee)
The thesis proposes a marketing strategy for the Czech Centre Madrid based on the assumptions from the Strategy of Czech Centres 2012--2015. The thesis suggests new ways in which the Czech Centre Madrid can engage Czech companies in foreign presentation, new ways of external project funding, and new ways to improve the marketing communication and to strengthen the public relations of the Czech Centre Madrid.
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Analysis of communication of adidas Company on social media
Kofrová, Michaela ; Postler, Milan (advisor) ; Hájková, Petra (referee)
The Master's thesis focuses on adidas ČR, s.r.o. and its communication on social media. The aim of this thesis is to analyze communication of adidas Company on social media and to recommend proposals for improvement and how to be more effective. The thesis is divided into two parts. First theoretical part defines social media and its position in marketing strategies of companies. In the analytical part is provided analysis of competition and its communication's strategies on social media and comparison with adidas Company. Benefits of this thesis are proposals of improvement for communication of adidas Company on social media and recommendation to the future.
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Analyze of business plan for IT projects
Piala, Martin ; Matuštík, Ondřej (advisor) ; Sigmund, Tomáš (referee)
The aim of this thesis is the proposal of a framework for creation of a business plan for IT related projects. Emphasis is targeted on proposing usable framework evolved from theoretical findings. The first part describes the term business plan on theoretical level. Moreover, the first part includes the development of IT investments in start-up projects. The second part relates to a new proposed framework for creation of a business plan for IT related projects, based on the outcomes from the first part. The third part describes practical example of the proposed framework. It includes the Executive Summary and the complete business plan for the IT start-up project (specifically area of hardware installation, configuration and sales), based on the new framework.
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Analysis of the marketing strategy in STOCK Plzeň-Božkov s.r.o.
Krčilová, Jana ; Boučková, Jana (advisor) ; Mucha, Pavel (referee)
The aim of this thesis is to evaluate current marketing strategy in STOCK Plzeň-Božkov s.r.o. with emphasis on Fernet Stock brand, which is acting on herbal and bitter liqueurs spirits market, and to suggest appropriate recommendations for its improvement with focus on young consumers. At first the theoretical basis is defined to understand a concept of marketing strategy, analysis of external and internal environment, brand equity and marketing communication. To achieve the main objective, the primary and secondary research was carried out. The primary data were obtained by on-line consumer survey and field research. Based on these data the whole spirits market of Czech Republic was analysed with emphasis on herbal and bitter liqueurs spirits market. Furthermore, there was a Fernet Stock brand marketing analysis based on data from theoretical basis and both researches. The conclusion contains suggested recommendations to be implemented in current marketing strategy.
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Marketing strategy of Rock Radio
Hetešová, Zuzana ; Průša, Přemysl (advisor) ; Vít, Vojtěch (referee)
The aim of this bachelor thesis is a critical evaluation of the marketing strategy of Rock Radio, an assessment of its present success, and a proposal for future marketing changes in the family of Rock Radio stations. In the first part of this thesis, basic marketing and radio concepts are defined to facilitate understanding of the practical part of the thesis, which evaluates the adequacy and the success of Rock Radio marketing activities.
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Analysis of the Development Potential of Customer Service E.ON Czech Republic, Ltd
Svoboda, Jiří ; Novák, Michal (advisor) ; Dvořák, Jiří (referee)
This thesis is focused on E.ON Group, one of the biggest provider of electricity and natural gas in the Czech republic. The E.ON Group will be compared with other competitive suppliers in customer service area. The aim of this thesis is to evaluate the suitability of services in mentioned area. This comparison should result in creating new solutions and possibly new services provided by E.ON Group. The theoretical part will contain basis applicable in real world, such as situational analysis, segmentation, and other elements necessary for a deeper insight into the E.ON Group. Finally these elements will be applied to the actual market situation in the practical part of this thesis.
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Marketing strategy of the company Xella CZ on the Czech market
Vlková, Michaela ; Lhotáková, Markéta (advisor) ; Král, Petr (referee)
The main goal of this thesis is to develop a marketing strategy of Xella CZ s.r.o, a leading producer of white aerated concrete blocks on the Czech market, for YTONG -established brand and a new brand Hebel. The theoretical part deals with the concept of strategic marketing planning, describes its phases and stages. It explains the terms segmentation , targeting, positioning and multi-brand strategy. The end of the theoretical part focuses on the specifics of marketing in the construction industry. In the practical part the reader gets to know the company Xella CZ and the products it offers. There is also analyzed the current situation of the Czech construction industry including outline of possible future developments, there are defined target groups of the company, depicted its competitors, set the company's targets. There is also carried out SWOT analysis. On the basis of collected data a marketing strategy is created including marketing mix for both brands.
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