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The strategy for launching a new product
Fialová, Petra ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This diploma thesis deals with preparation of marketing plan for launching a new product on market with full auto coffee machines. The aim of this thesis is to propose complete marketing plan divided into single steps including market analysis, definition of marketing objectives and marketing strategy based on marketing mix for achieving the objectives.
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Digital communication of banks with a selected customer segment
Vojtěchová, Kristýna ; Filipová, Alena (advisor) ; Fišerová, Kateřina (referee)
The topic of my Diploma Thesis is Digital communication of banks with a selected customer segment. The target group is created by people aged 18 to 30. The goal of the thesis is to find out the preferences of young people how their banks should communicate with them through digital technologies. To find out the preferences, I will use published studies and my own survey. In response to the findings, I will try to recommend the right digital communication with young generation. The theoretical part of this thesis is devoted to topics such as communication and customer. This part will concentrate on on-line communication and social networks. The practical part will focus on current digital communicaton of banks, it will present the results of my survey and recommendation for the banks for the future.
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Gender differences in perceiving advertising (selected issues)
Satoriová, Lucie ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This diploma thesis deals with the gender differences that arise when perceiving advertising, specifically advertising with sexual content. First, I take a look at the history of this type of advertising in the USA and in the Czech Republic. I also describe current studies that focus on the effectiveness of advertising with sexual content, as well as the scale of those types of advertisements and the experience levels of the advertising agencies involved. I then present several visual examples to illustrate the significance of specific advertisements. I also comment on several principles of gender marketing and stereotypes in society. Lastly, I discuss a number of laws that pertain to advertisements with sexual content in both the Czech Republic and the European Union. Also presented are the results of my own research, a questionnaire-driven investigation of the influence of sexually suggestive advertising on students in the Czech Republic.
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On-line grocery
Kalinová, Zuzana ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The main goal of the master´s thesis is to find out the attitude of Czech customers to buy food through the Internet, to evaluate awareness and consumer perception. In the theoretical part, purchasing behavior of consumers is described, and thanks to increasing use of the Internet the changes of consumer behavior in recent years. The Internet is used on a daily basis by most of the population, so the next part is focused on explaining the concept of e-commerce and explanation of the advantages and disadvantages of purchase over the Internet. Then marketing research, its recommended practice and its possible methods with a focus on questioning is described. The practical part focuses on the description of the food market in the Czech Republic and the comparison of the retail units in the Czech Republic and obtaining the information about individual online sellers of food. To accomplish the aim of my work, I used secondary research methods and primary research using my own questionnaire.
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Marketing strategy of selected company
Brabcová, Adéla ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This diploma thesis deals with the marketing strategy of the football club FC Baník Ostrava. The aim of the thesis is to analyse the marketing strategy of the company and afterwards suggest possible improvements. The theoretical part focuses on marketing, marketing strategies, new trends in marketing, marketing in sport and on situation analysis. The practical part contains introduction and characteristics of the company, its marketing mix and situation analysis of the club. For better identifying of the awareness of the club supporters about marketing activities were used questionnaire and its evaluation. In conclusion there are some suggestions for the improvement of marketing strategy.
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Trends in Fashion Marketing and their influence to consumer buying decision
Votočková, Pavlína ; Filipová, Alena (advisor)
This master's thesis deals with Trends in Fashion Marketing and their influence to consumer buying decision. The aim of the thesis is to analyse consumer's attitude to fashion marketing and it's current trends: Fast Fashion, online shopping, co-branding and influence of social sites. The thesis is devided into a theoretical and a practical part. The theoretical part deals with consumer behavior, specification of current situation on the fashion market, locating of production and supply chain process in fashion business. In this part trends in fashion marketing: Fast Fashion, online shopping, co-branding and social sites are introduced. The practical part deals with a questionnaire survey. The main aim is interpreted on the basis of the result from the questionnaire survey.
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Change of the company strategy after the change of the owner
Tomková, Petra ; Filipová, Alena (advisor)
This masters thesis deals with a creation of a new strategy of the company designing and producing wedding dresses. The aim of the thesis is to propose a new company strategy, which should lead to improvement of the overal situation of the company and the expansion on the Austrian and German markets. This requires a detailed analysis of the German and Austrian wedding dress market with an emphasis on B2B sector and the analysis of the Czech market with an emphasis on the final consumer. The first chapter presents the theoretical part which includes definitions, concepts and opinions of various authors on the company strategy and the possibilities of its creation. The second chapter deals with the analysis of wedding dresses market in individual markets. Its goal is to produce clear outputs that will then suggest a new strategy for the company. Recommendations and changes in the company's strategy will be elaborated in the last chapter, which aims to create a company strategy that can be implemented by the company's management, while at the same time bringing a significant improvement in both the financial situation and the whole operation of the company.
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Financing of business projects
Kypusová, Veronika ; Filipová, Alena (advisor)
The aim of this diploma thesis is to define possibilities of financing business projects with an emphasis on funding sources of the European Union and Czech republic. In a form of a case study there is described the application of selected public funding sources used for a specific project of a company together with instructions and recommendations how to get through the process and what should not be underestimated. The thesis is divided into three chapters. The first chapter defines types of private and public funding sources, the second one deals with public funding sources and specifically describes the financial possibilities defined by the Operational Programme Enterprise and Innovation for Competitiveness and the Operational Programme Environment. The last chapter is conceived in a form of a case study describing the entire process of financing a real project with financial contribution from the Operational Program Environment.
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Marketing strategy of selected subject
Vraštil, Lukáš ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The goal of this work is to evaluate marketing strategy of FC Zbrojovka Brno. I used a questionnaire survey and interviews with employee of the club to reach my goal. From the survey I have discovered some shortcomings, that can be cause of the low attendance at home games of Zbrojovka. I have structured the evaluation according to marketing mix 7P. The biggest shortcomings I have discovered in the categories Product and Place and I have made a suggestion how to improve these and other imperfections. I hope this thesis will help to improve marketing strategy of FC Zbrojovka Brno and will raise the attendance.
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Social advertising
Yudina, Vera ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
This bachelor thesis focuses on public service announcement in the Czech Republic and the Russian Federation. It examines influence on the young generation and on the course of solving of society-wide problems. The aim of the thesis is to identify, based on my own survey, how young generation sees the social advertisement and how young people are influenced by it. The thesis is divided into three chapters. The first chapter is dealing with differences and sameness between social and commercial advertising, goals and target audience and legal aspects relating to this problem. The second chapter describes the world history of social advertising and the history in the Czech Republic and the Russian Federation. The results of the conducted questionnaire are encompassed and interpreted in the third chapter.
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