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Marketing strategy of selected company
Fogl, Zdeněk ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The thesis is focused on evaluation of marketing strategy of a selected company focusing on NINJAGO brand on Czech market. Thesis is divided into two chapters. First chapter includes theoretical part and describes strategic planning process and product management. Theoretical part starts from situation analysis, following with outputs from situational analysis, marketing objectives, strategies towards customer and competition. Following with marketing mix, action plan, monitoring and evaluation. Second chapter covers practical part, where strategy is analysed in same steps as in the theoretical part. Obtained information and recommendations are summarized in final part of second chapter.
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Freedom at Work - Process of Transformation to Free Company
Stradiotová, Žaneta ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The Master's thesis analyses the proces of transformation of company to free company according to cases of companies which already completed this process. The thesis analyses particular steps of the process and focus in detail on common, specific and the most problematic phases of the process. It also analyses historical development of the concept and principles free companies are based on. The thesis includes also short analysis of personnel policy of free companies and characteristic of their leaders.
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Generation Y in the Workplace
Stoklasová, Karolina ; Filipová, Alena (advisor) ; Hradský, Ondřej (referee)
The aim of this diploma thesis is to analyze the current situation on the labor market and to evaluate whether what is offered to the young generation Y by the employer today is in compliance or in contrary to what this generation is expecting and requiring from a potential employer. The second objective is to compare the results of research conducted by renowned companies with the results of my own questionnaire.
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Unfair commercial practices
Alvaradová, Karolína ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The thesis consists of a theoretical and a practical part. The subject of the theoretical part is a definition of unfair commercial practices with its related topics. The first chapter concerns the relationship of consumer protection and unfair commercial practices. The second chapter is a theoretical interpretation of the issue of unfair commercial practices. The aim of the practical part is through a survey find out how a consumer sees the issue of unfair commercial practices, how its perception differs from the definition in the law and whether he feels in this area sufficiently protected. The investigation also has the purpose of determining whether consumers know their rights in this area and whether they know who to contact in case of doubt.
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Usage of LinkedIn in the labour market
Dušenka, Tomáš ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This Master thesis looks into the usage of the social network LinkedIn in the labour market by university students and graduates. In the theory, there is aim at explanation of the relationship between human and work, and also how the recruitment process looks like. In the practical part, there is explained how LinkedIn works and then analyzed the process of using it by university students and graduates when searching for a job. At the end, based on the analysis, there is a suggestion how to use LinkedIn more.
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The influence of Czech and Slovakian "YouTubers" on consumer behaviour of young generation
Kadlecová, Kateřina ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
This thesis is dealing with the influence of Czech and Slovakian YouTubers on the young generation up to 26 years of age. The aim of this thesis is to find out whether young people watch videos of YouTubers and whether they feel influenced by the advertisement in their videos. This thesis is divided into two parts. The first part describes consumer behaviour, factors that influence it and specifics of young generation. The second part is aimed at YouTube: it describes YouTube advertising, explains terms linked to the topic of this thesis and looks into the research, carried out as an internet-based survey.
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Verification of the Hofstede´s Dimension on the Example of Vietnamese Culture
Vacková, Adéla ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
Vietnamese are the third largest minority in the Czech Republic. Most of the inhabitants meet with its members on a daily basis. Awareness of their culture is, however, very low. The opportunity to learn more about foreign cultures is a variety of cultural researches, including the Cultural Dimension of Geert Hofstede. They were, however, created predominantly in the 1980s and 1990s. That is why this Diploma thesis aims to verify their validity and on the example of Vietnamese culture. In addition, two groups of respondents are compared - Vietnamese living in Vietnam and Vietnamese living in the Czech Republic. The aim is to verify whether a long-term stay in a foreign environment influences the culture.
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Bata - Research on Brand's Position
Dlouhý, Petr ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The main objective of this diploma thesis was to find out about the position of the brand Bata among consumers of generations X, Y and Z. Thesis is divided in two parts. While the theoretical part examines brand as such, research on the position of the brand Bata is the core of the practical part. The theoretical part takes a closer look at brand's definition, its components, identity, image and personality. Brand's meaning and functions as well as brand equity are also subject to the part of this thesis dedicated to brand. Separate chapters cover Bata as a brand and introduction of generations X, Y, Z. These are main ingredients to the research. The outcome of the research is analyzed in the practical part. Questionnaires were the mean to find out more about the brand awareness and associations with the brand. Furthermore, the questionnaires focused on the characteristics of the respondents as of customers and potential targets for marketing communication. Analysis of the research's results provided an intergenerational comparison of the position of the brand Bata as well as a base for recommendations regarding the targetting of the marketing communication towards generations X, Y, and Z.
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Alternative dispute resolution for consumer disputes
Šístková, Veronika ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
This bachelor thesis deals with the alternative dispute resolution for consumer disputes in the Czech Republic and Great Britain. The aim of this thesis is to analyze and to compare this system in chosen countries. It identifies differences in alternative dispute resolution for consumer disputes, even though both countries are member of EU and implemented the directive of EU on the alrternative dispute resolution for consumer disputes. The thesis is divided into 3 chapters. The first one is dealed with the consumer protection and advantages and disadvantages of the alternative dispute resolution. The second chapter is focused on alternative dispute resolution in the Czech Republic in the point of view of legislation, rules of resolving disputes, forms of resolution and authorized organizations. The third chapter is concerned also with alternative dispute resolution, but from the view of Great Britain.
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