|
|
A comparative study of a communication strategy of brands Templářské sklepy and Bohemia within 2011-2012
Šimíková, Nikola ; Průša, Přemysl (advisor) ; Halada, Jan (referee)
This Bachelor Thesis focuses on Winery Marketing - its theory, and especially its use in practice. The major focus is a comparative analysis of two competitors in the Czech wine market - the brands Templarske sklepy Cejkovice and Bohemia Sekt - the most active in domestic wine marketing. These are first described and analyzed in detail and then compared concerning their brand identities, the history of their communication and the actual marketing activities used within the years 2011 and 2012, and also their image in the eyes of customers. This thesis focuses especially on public relations, press, internet, sales promotion and then on the activities specific to each particular brand. Within the analysis some basic theory and practical use of Wine Marketing is also described. The goal of this thesis is a comparison of the communication strategies of these two brands, its evaluation and a proposal for some improvements concerning the respective communication strategies. The practical part, attached below, focuses on the brand perception by wine consumers and wine professionals. The results should help to identify the pros and cons of these brands, their popularity among consumers and the different points of view of consumers and professionals.
|
|
| |
|
|
Brand analysis of Slevomat.cz Ltd.
Zachová, Barbora ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
Master´s thesis named Brand Analysis of Slevomat deals with the perception of this Czech brand by the end costumers. Perceived image is determined based on my own research. This diploma thesis consists of one theoretical and three practically oriented chapters. The first chapter serves as a theoretical basis for understanding the whole thesis. The second part focuses on selected company. This part is focused on introduction of the company, SWOT analysis, competition analysis and existing brand strategy. The third chapter describes how the research was conducted and provides its evaluation. The final chapter outlines possible recommendations for the future.
|
|
|
Retail trends in the Czech Republic
Kolmačková, Zuzana ; Cimler, Petr (advisor) ; Průša, Přemysl (referee)
The diploma thesis deals with six retail trends that influence significantly food retail chains located in the Czech market. It includes (1) trend in structure of stores in terms of sales area surface, (2) trend in investment in store remodeling, (3) trend in grocery offer supporting Czech regional products, (4) trend in offering healthy grocery, (5) trend in innovation technologies in stores and (5) integration of e-shops and stores. The diploma thesis analyses these trends relating to consumer behaviour via questionnaire survey. Practical contribution of the thesis is to complement existing researches with additional knowledge and possible recommendations that can be used from retailers side.
|
|
|
Analysis of the impact of the implementation of the shopping center in the historical part of the city
Zálešáková, Klára ; Průša, Přemysl (advisor) ; Hakun, Peter (referee)
The master thesis deals with shopping centres, which have become a modern phenomenon in todays retail world. It is concerned with its historical development, consumer shopping behaviour and describes trends in shopping generally and shopping center development. Current trends include the return of shopping centers to city centers. As an example of this tendency is the construction of a model shopping center in southeastern Moravia. Based on a research, the aim of the thesis is to evaluate the impact of the construction of this center on the consumer behaviour of the local population. The thesis also describes the impacts of construction in terms of economic, spatial, social and ecological. An equally important output of the thesis is the proposal of a marketing strategy including recommendations for improving the operation of the chosen shopping center.
|
|
|
Photovoltaic energy market in Czech Republic
Lindovský, Jan ; Průša, Přemysl (advisor) ; Sýkora, Robert (referee)
The goal of the bachelor thesis is to analyse the photovoltaic market in Czech Republic and then conclude on whether it is worth investing into building a photovoltaic power plant or not. The first part of the thesis is dedicated to the characteristics of renewable energy sources with a focus on photovoltaic-based energy. Furthemore, the thesis touches upon the subject of current legal regulations and the support system available from the government. The practical part is concentrated on the actual business plan of founding a photovoltaic power plant. Here, all the aspects of the realization of the project are being considered: firstly, all the non-financial factors are described, such as the best place for the construction and the choice of the right supplier for the project; this is then followed by a complete financial plan with the calculation of the return on investment (ROI) as well as the overal level of profitability.
|
|
|
Corporate Social Responsibility with focus on Google Inc.
Horáková, Johana ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The purpose of this master's thesis is to evaluate the current CSR practice in the Czech Republic. The means to achieve this will be the analysis of a specific CSR project of a selected company. The reason is the character of socially responsible activities, which become of importance only after their realization. Google Inc., specifically Google's local branch Google Czech Republic, was chosen to serve as an example. In general, Google Czech Republic is highly active in the field of CSR and Digital Garage has been one of its most distinctive projects so far. It is a free online learning program that offers the opportunity to gain knowledge in online marketing The thesis is divided into three chapters. The first chapter deals with definition and history of CSR, the second describes the main nonbusiness subjects supporting this concept and the third focuses on the evaluation of the current CSR practice in the form of the Digital Garage project.
|
|
|
Marketing strategy of a selected company
Olšovská, Dominika ; Průša, Přemysl (advisor) ; Slezáková, Paula (referee)
The primary aim of this bachelor thesis is to critically evaluate the current marketing strategy of the company Tradične s.r.o. and its shop Dobré potraviny. The secondary aim is making suggestions for improving of the marketing strategy for its new shop. The thesis is divided into theoretical and practical part. In the theoretical part of this thesis, there are explained basic marketing terms for better understanding of the practical part. Within the practical part are briefly introduced the company and its shop, explained the issue of moving the shop into the new area and the situation analysis together with the analysis of the marketing mix are conducted. The secondary data are amended by primary data achieved by marketing research in the form of a questionnaire survey. All findings are summarized in the SWOT analysis and proposed for the new marketing strategy.
|
|
|
Consumer behavior on the Czech online grocery market
Kaprálová, Tereza ; Průša, Přemysl (advisor) ; Asmalovskij, Alexandr (referee)
The aim of this bachelor thesis is to identify the attitudes of Czech consumers towards online grocery shopping. In case the consumer has a personal experience with buying groceries online, then the aim is to find out what his experience is. In order to identify the attitudes and experiences a questionnaire survey executed by the author is used. Based on the findings of the survey recommendations for the sellers are created, which contain advice on what to focus more on. The theoretical part focuses on the theory of consumer behavior and e-commerce and presents statistics on this topic. The thesis includes consumer segmentation based on consumer behavior and also segmentation of online consumers. One whole chapter is dedicated to the Czech online grocery market, deals with the differences between sellers and compares their services.
|
|
|
Analysis and design of the online marketing strategy for the company AQT.sk
Múdry, Daniel ; Průša, Přemysl (advisor) ; Veleba, Karol (referee)
The diploma thesis deals with the online marketing strategy and online activities of the company AQT.sk. The aim of the thesis is to analyze this strategy, individual tools and activities that the company uses and to propose further steps to improve the performance and efficiency of online marketing as a component of the communication mix. Theoretical part briefly describes the development of online marketing and at the same time presents in detail individual online marketing tools and their possibilities. In the practical part of the thesis is processed situation analysis, which is focused on the market, competition and customers of AQT.sk. The main part of the thesis is the analysis and evaluation of its current online marketing activities, followed by proposal of a new online marketing strategy based on the See-Think-Do-Care framework with specific recommendations for individual online channels.
|
guest ::
