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Digital Strategy Analysis of Geox S.p.A on German Market and Recommendations Regarding its Improvement
Pejchal, Lubomír ; Bílek, Pavel (oponent) ; Chalupský, Vladimír (vedoucí práce)
First of all, the theoretical part of thesis should assist reader to understand the digital transformation of companies, how it affects Business-to-Customer segment, especially building the business models and digital strategies of companies in retail industry. Main purpose of this report, however, is to show this digital transformation on live example of footwear and apparel retailer Geox S.p.A, specifically its German subsidiary Geox Deutschland Gmbh (hereinafter Geox). Two main areas of digital transformation are being investigated. Firstly, possibilities of leveraging a digital channels and assets in order to revenue increase. Secondly, opportunities of technology utilization in order to leverage the data from all channels and enhance the customer experience. The evaluation of German market digitalization level is based on secondary analysis of qualitative data, which has proved to be effective way in providing useful insight for chosen topic. The evaluation of Geox’s digital strategy itself is based on analysis of both, primary and secondary data. The results of analyses revealed that Geox put significant effort into its digital transformation; especially in the area of integration online and offline channels, social media marketing, rich content management or growing of brand awareness due to interactive marketing campaigns. However, this report recognizes plenty weaknesses of Geox digital strategy as well. Specifically, missing solid mobile strategy, wanting digital technology in store, substandard cooperation between headquarter and franchisees in marketing campaigns, poorly personalized websites and inadequate tailored offers to customers. Basically, in spite of effort which has been put into its digital transformation, Geox is not truly following contemporary trends. Wherefore, several steps identified in recommendations should be followed by Geox in order to remain competitive in the future.
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Návrh dílčí části informačního systému pro pneuservis
Pejchal, Lubomír ; Janata, Michal (oponent) ; Neuwirth, Bernard (vedoucí práce)
Obsahem této práce je zaměření se na využití informačních technologií pro zlepšení situace firmy Top Servis Libivá s.r.o. na trhu. Práce obsahuje teoretické uvedení do řešeného problému a následně zhodnocení stávajícího fungování firmy. Stěžejní částí práce je návrh webové prezentace, SEO a především návrh informačního systému, který splňuje požadavky firmy. Po dokončení této práce bude možná implementace webových stránek a informačního systému do ostrého provozu.
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Návrh dílčí části informačního systému pro pneuservis
Pejchal, Lubomír ; Janata, Michal (oponent) ; Neuwirth, Bernard (vedoucí práce)
Obsahem této práce je zaměření se na využití informačních technologií pro zlepšení situace firmy Top Servis Libivá s.r.o. na trhu. Práce obsahuje teoretické uvedení do řešeného problému a následně zhodnocení stávajícího fungování firmy. Stěžejní částí práce je návrh webové prezentace, SEO a především návrh informačního systému, který splňuje požadavky firmy. Po dokončení této práce bude možná implementace webových stránek a informačního systému do ostrého provozu.
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Digital Strategy Analysis of Geox S.p.A on German Market and Recommendations Regarding its Improvement
Pejchal, Lubomír ; Bílek, Pavel (oponent) ; Chalupský, Vladimír (vedoucí práce)
First of all, the theoretical part of thesis should assist reader to understand the digital transformation of companies, how it affects Business-to-Customer segment, especially building the business models and digital strategies of companies in retail industry. Main purpose of this report, however, is to show this digital transformation on live example of footwear and apparel retailer Geox S.p.A, specifically its German subsidiary Geox Deutschland Gmbh (hereinafter Geox). Two main areas of digital transformation are being investigated. Firstly, possibilities of leveraging a digital channels and assets in order to revenue increase. Secondly, opportunities of technology utilization in order to leverage the data from all channels and enhance the customer experience. The evaluation of German market digitalization level is based on secondary analysis of qualitative data, which has proved to be effective way in providing useful insight for chosen topic. The evaluation of Geox’s digital strategy itself is based on analysis of both, primary and secondary data. The results of analyses revealed that Geox put significant effort into its digital transformation; especially in the area of integration online and offline channels, social media marketing, rich content management or growing of brand awareness due to interactive marketing campaigns. However, this report recognizes plenty weaknesses of Geox digital strategy as well. Specifically, missing solid mobile strategy, wanting digital technology in store, substandard cooperation between headquarter and franchisees in marketing campaigns, poorly personalized websites and inadequate tailored offers to customers. Basically, in spite of effort which has been put into its digital transformation, Geox is not truly following contemporary trends. Wherefore, several steps identified in recommendations should be followed by Geox in order to remain competitive in the future.
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