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Methodology of BtoB customer segmentation in the utilities on the Czech market
Filová, Andrea ; Koudelka, Jan (advisor)
Loyalty, improvement, better understanding of customers -- all these notions attract the interest and striving for improvement of many managers. The segmentation has become an indispensable part of path from a company to customers. Dividing market into distinctive groups allows a company to target customers in a better way. The energy industry in the Czech Republic is an example where the segmentation methodology is not working clearly, so entire organisations become disoriented as an effect of not clear B2B customer division. As there are not so many segmentation tools that would be made exclusively for an energy company, I decided to study this field and design a new one. In the first part, I will look into the energy industry specificities and functioning of the electricity market in order to understand the specifics of this industry on the Czech market. By looking into segmentation methods, particularly in the area of B2B, the important assumptions of the correct and effective segmentation will be discovered. In the second part, I applied the knowledge from the theoretical framework where the basic knowledge about the B2B market and the segmentation in this area were introduced. Moreover, the most appropriate variables of segmentation were grouped in the logical way. This knowledge will be used as a base for the creation of new segmentation methodology and application of the knowledge gained from the extensive research conducted abroad. All in all, the ultimate goal of my work is to create the new advanced segmentation methodology tool and to propose how the most suitable solutions can be designed.
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Legislation and the institutions of the European Union in the Treaty of Lisbon
Filová, Andrea ; Grmelová, Nicole (advisor) ; Štěpánek, Petr (referee)
Reform of the institutional structure of the European Union contained in the Treaty of Lisbon is in the context of the ongoing ratification of the contract in a very current topic. Bachelor thesis focuses on the comparison of the legislation of the EU institutions contained in the EC Treaty and EU Treaty, on the one hand and the new institutional structures contained in the Treaty of Lisbon, on the other. There is also compared the original text of the Treaty establishing a Constitution for Europe with the final wording of the Treaty of Lisbon. Further deals question whether the reform of the EU institutional structure contained in the Treaty of Lisbon as ambitious as the previous changes to the legislation of the EU institutions.
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