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The Fiat Brand - Issues and Opportunities of FCA Brand Portfolio Management
Marmo, Mattia ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
Značka a hodnota značky jsou pojmy, o kterých se diskutuje již desetiletí, a to obzvlášť v automobilovém průmyslu, aniž by bylo dosaženo jednotného názoru. Tato diplomová práce si klade za cíl analyzovat tyto témata ve vztahu k značce Fiat, která je již od svého vzniku silným hráčem na Evropském trhu. Práce se zabývá změnami ve vnímání spotřebitelů, a také problémy a příležitostmi jimž tato značka čelí, za účelem posílení image značky a jejího postavení na světovém trhu. Ve svých čtyřech kapitolách tato práce nabízí široké pochopení značky Fiat, která je součástí portfolia automobilové skupiny FCA. První kapitola představuje teoretický rámec, který je základem pro další části práce, zatímco druhá kapitola se věnuje historii značky Fiat a struktuře portfolia značky po akvizici společnosti Chrysler. Třetí kapitola obsahuje strategii Fiatu a skupiny FCA přijatou na další léta, jejímž cílem je posílit účast na automobilovém trhu. Poslední kapitola se věnuje problémům a příležitostem, které tato italská značka má, jakožto hlavní hráč v rámci portfolia skupiny FCA.
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Vliv obalů na chování spotřebitele
Zakharova, Kateryna ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The usage of the packaging as the marketing tool gains on its importance and allows companies to differentiate from each other and gain the attention of the potential customer. The aim of the current thesis is to provide an analysis of the impact of packaging on the consumer buying behavior on the example of the chosen company. Moreover, the research investigated to which extent company's customers are satisfied with the packaging they get, and to which extent such packaging incited them to buy the chosen company's products. Furthermore, the recommendations regarding packaging were presented. The mixed research method has been chosen for the research, since it provided a complex picture on the researched area, it included both quantitative and qualitative approaches. The data collection included the qualitative research in the form of the interview with the manager of the chosen company and quantitative research which was conducted and analyzed through the survey.
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The position of Emirates Airline in the aviation industry and its customer service
Berger, Vít ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
In this thesis I focus on Emirates Airlines, in particular by identifying key factors that led to the acquisition of the current position in the global aviation market. Till the foundation of Emirates Airlines the aviation industry in this region practically did not exist, and therefore it was not too interesting market in general. Using the research of case study at the thesis, I first examined how and why the airline was founded and subsequently described the uniqueness of this particular case. Partial aims are to answer the research questions and confirm or refute the initial hypothesis. In conclusion, I summarized all the key factors and assess their uniqueness and potential limitations when applied to similar cases in the aviation sector.
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The perception of the brand Radegast on the Czech beer market
Volný, Jan ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The goal of this masters thesis is to design a set of recommendations for owners of the brand Radegast in the field of improving a brand perception, increasing awareness and maximization of brand value, which will be achieved by analyzing the brand and conducting own quantitative research. The first chapter aims to define the brand itself as well as its strategic management. In the second chapter, specifically the brand Radegast is analyzed, including its history, marketing programs as well as the ownership by Plzeňsky Prazdroj and SABMiller. The final chapter contains my own research of perception of Radegast on the Czech beer market together with recommendations for the brand owners.
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Marketing of the company Skoda Auto in the asian markets
Furch, Tomáš ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
This diploma thesis primarily deals with current position of the biggest Czech automaker Skoda Auto in the Chinese and Indian markets. Document involves the analysis of initial entry conditions, as well as general marketing environment of both countries. Skoda Auto company, member of the German concern Volkswagen, operates in Asia only for a few years and so far it has reached very good results. Extremely promising is the market in China, where significant increase of sales is expected in the next years. Indian demand for cars is relatively smaller and harder to forecast. In both markets Skoda is facing tough competition of local and global automakers, therefore high importance lies in brand positioning. Part of the thesis is also SWOT analysis and identification of all main marketing mix tools.
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Using of colour-word association method in marketing
Popelka, Milan ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
Diploma thesis aims to show the possibilities of using the method of colour-word associations in marketing. For this purpose, the first chapter deals with the psychology of consumer. The second chapter is following by an overview of marketing tools. The third chapter focuses on standard methods of marketing research, supplemented by field of neuromarketing. The colour-word association method is characterized in detail in the forth chapter, where the general directions of its possible using are defined. Examples of using the method of colour-word associations in marketing research are presented in the fifth chapter. The practically usable outputs for the needs of marketers are introduced by some real researches undertaken by Zamestnanci.com Ltd.
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International marketing strategy of soft drink Guaraná Antarctica
Kochová, Zuzana ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The thesis deals with the marketing strategy of Brazilian brand of soft drinks Guaraná Antarctica. Fisrt it describes the brand marketing strategy in the domestic market in Brazil and its entry to international markets. Furthermore the thesis analyzes market opportunities of this brand of drinks with guarana extract in Czech Republic and evaluate the trasfer of marketing strategies to Czech environment. As a result changes to the marketing strategy in order to improve brand's position on the Czech market are proposed.
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Analysis and Design of the Marketing Strategy for the Cegelec Company
Svobodová, Hana ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
This master's thesis focuses on analysis and design of the marketing strategy for the company Cegelec a.s., which is a manufacturer of equipment for urban transport vehicles. First part outlines the fundamental principles of the Business-to-Business market and examines the distinguishing characteristics of marketing strategy for this market. Second parts introduces the company Cegelec a.s., provides detailed description of the urban transport vehicles manufacturing market and analyzes the strategy of the company from the marketing point of view. In addition, the thesis incorporates proposal of changes in some components of the company's marketing strategy.
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Evaluation of media outputs in PR
Šroufková, Lenka ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The main goal of the submitted thesis is to summarize theoretical knowledge of the PR, then analyze and compare the most important media outputs evaluation methods. Another aim of this work is to answer to the question which method is the most suitable for the product communication and which one for corporate communication. The thesis is divided into two parts. In the first part I summarize the theory of public relations using the literature. In this part I study the definition of public and public opinion as a foundation of public relations, definition of public relations and its goals. Further I point out the differences between PR and advertising. Conclusion of this part discusses the various types of PR tools and their communication channels. The second part of my thesis describes the characteristics of basic types of evaluation PR. Then I focus on explaining the evaluation of PR activities using five different methods (guaranteed number of outputs, advertising value, use of indicators number of edition and readness, AVE and use of software Medplan). I describe the advantages and disadvantages and apply them to a specific example. This part should be a practical guide for evaluation of media outputs. The thesis is concluded with my recommendation of a specific method.
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Analysis of actual trends in mobile market on example of Vodafone Czech Republic
Jirman, Tomáš ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
This work aims to prepare the analysis puts current trends in the mobile market, and these results are then used to evaluate the current position of Vodafone Czech Republic and its marketing communications to mobile communications market in the Czech Republic. The analytical part of the work focuses on the local telecommunications market, regulatory environment, and marketing communications company described. Based on these findings are then also defined current trends in the mobile communications market and they then derive predictions of the future development of the entire market. Given the specific nature of this market, the individual's internal analysis based on information obtained directly from the surveyed companies, which for this work of great benefit as set out conclusions are backed by real market data. The work also draws on research methods conducted among customers of mobile operators, but their aim was to determine customer attitudes to new technologies or brand awareness operator or its marketing communications.
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