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The perception of Gambrinus brand
Odložil, Jan ; Horová, Olga (advisor) ; Křítková, Soňa (referee)
The goal of this master´s thesis is to analyse the perception of Gambrinus brand on the Czech beer market and on the basis of the analysis to formulate recommendations for the owners of the brand to maximize the brand value and improve the brand perception. The theoretical part of the thesis is to describe the brand in general, the strategic management of the brand and methods of the research. The practical part of the thesis is focused on the description of the Czech beer market with emphasis on Plzeňský Prazdroj group. In the next chapter Gambrinus brand is analysed in terms of values, marketing campaigns and the market position. The last chapter consists of quantitative and qualitative research with a goal of analysing the perception of Gambrinus brand on the Czech market. On the basis of the results of the research, the recommendations for the owners of the brand are made.
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OUTSOURCING OF IT WORKERS IN CZECH LABOUR MARKET IN 2015
Obořilová, Veronika ; Bartůsková, Lucia (advisor) ; Křítková, Soňa (referee)
This thesis focuses on current very important and widespread IT sector on the Czech labor market and discusses the frequent solutions to the problems of IT workers employment: outsourcing. The theoretical part of this work solves development and overall approach to outsourcing. The practical part includes the legal framework of outsourcing in the Czech Republic. Given is the definition of the ICT sector, including individual sub-branches of the IT sector with their individual specifications and performance of EI-PRAGUE, s.r.o. whose database of IT specialists, together with data of Czech Statistical Office it is also used for actual calculations. These calculations help to dismantle the advantages and disadvantages of outsourcing, both from the perspective of a worker employed on main job or self-employed, but also from the perspective of the IT specialists provider, state and health insurers. Carried comparisons have conflicting results. From the perspective of the worker is in almost all respects advantageous to work as self-employed, while in terms of state income and health insurers is more suitable if the workers are in an employment relationship at main job.
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Market analysis of PR agencies in Czech Republic in the period 2013 - 2015
Jakubcová, Klára ; Loužek, Marek (advisor) ; Křítková, Soňa (referee)
The work analyzes market of public relations in the Czech Republic in the period from 2013 to 2015 based on the available data. Data come from research for The Association of PR Agencies (APRA) and from the balance sheets of selected agencies. The main hypothesis says, there is a monopolistic competition on the Czech market of PR agencies, because there is homogenous product, a large number of agencies, no entry barriers and agencies don´t have market power. I tested the hypothesis by calculating the Concentration coefficient and the Herfindahl Hirschman Index. Both methods confirmed the main hypothesis of monopolistic competition in this market. Work also includes the TOP 10 of PR agencies in the Czech market according to turnovers. It shows that the largest agency in the 2013 was Bison & Rose and in 2014 and 2015 it was AMI Communications. I also compared the changes in income and in prices of services by agencies that are members of APRA. So I can say that between the period from 2013 to 2015 there was a 18% growth in income of agencies, which was caused by higher quality of orders and not by raising prices.
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Analysis of the impact of agriculture on the Czech economy
Škrabánek, Matěj ; Šlajs, Jan (advisor) ; Křítková, Soňa (referee)
This thesis deals with the analysis of the impact agriculture has on the Czech economy in the context of Ukraine crisis and international sanctions against the Russian Federation and its embargo on food imports from the EU. Theoretical part of the thesis defines the current status agriculture has in the Czech economy and the main changes that came with Czech Republic joining the EU. The theoretical part also describes main events of the Ukraine crisis and specifications of the sanctions imposed during the conflict. First part of the thesis also includes methodology of the indicators necessary for the practical research and basic terms are defined. The practical part deals with comparative analysis of indicators such as GDP, agricultural producer prices, employment and wage development and economic results in agriculture in the period 2010 - 2014 (in the case of data availability, part of the year 2015 is included). Thesis leads to verfication of the hypothesis and classifies the status of agriculture in Czech economy during last years.
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Analysis of education influence on the wage level in Czech Republic
Tománková, Martina ; Mirvald, Michal (advisor) ; Křítková, Soňa (referee)
The main objective of this thesis is to find out if and how education influence wage. Logical consideration and existing studies imply that there is a positive correlation in between achieved education and individual´s wage level. The studies, however, vary in size of influence and in the Czech Republic there are very few studies that deal with this topic. This master thesis is based on its own survey from which was obtained a total of 521 responses. The survey was conducted during the period of March to May 2015. Data were analysed and interval regression demonstrated positive correlation between achieved education and wage level. When reaching a bachelor´s degree, an individual´s wage increase on average by 8 % compared to individuals with secondary education with graduation. If an individual reaches master degree, his wage increases on average by 21.9 % compared to the wage of individual who achieved the secondary education with graduation. The analysis has also proven the existence of gender pay gap. According to the results, women in Czech Republic have lower wages by 21.3 % compared to men´s. The study also discusses the achievement of higher education for individuals older than 26 years. Regression analysis showed that obtaining bachelor education for this group has higher yield (14.4 %) than in the analysis of the whole data set. Conversely, obtaining master degree has for this group lower profitability (17.3 %). Part of this thesis was also to calculate the return on investment in higher education. Using the method of internal rate of return, it was found out that the return on investment is 8.3 %.
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Body image and its role in the specific subculture
Bátorek, Miroslav Štefan ; Pešek, Ondřej (advisor) ; Křítková, Soňa (referee)
Bachelor thesis provides a complete and comprehensive perspective on body image - what are the factors of its formation, its forms and its consequences, particularly the ways and possibilities of its use in marketing practice. The main focus is body image in the gay subculture. The aim of this work is to identify and explain the role of body image in this specific subculture and its influence on the behavior and decisions of individuals in this subculture. The research results will be compared with the results of foreign studies on this topic, it will prove or disprove the possibility of their application in the Czech environment.
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The Course of the Privatization Process in the Energy Sector in the Czech Republic between the years 1990 and 2011
Večerníková, Markéta ; Zeman, Karel (advisor) ; Křítková, Soňa (referee)
The aim of this thesis is to analyze the course of the privatization process in the energy sector in the Czech Republic between the years 1990 and 2011. The analysis starts with a description of the energy sector before 1989 and continues with the privatization process and important changes concerning the property rights in the energy sector up to the present day. The changes regarding the property rights in the energy sector are the subject of interest and discussion not only among economic experts and politicians, but also among all citizens who purchase electricity. In the theoretical part of this thesis all necessary terms and definitions related to the subject of Czech transformation and the energy sector are explained. The process of the transformation of the Czech economy is analysed, with the emphasis put on the changes of property rights. In the empirical part of this thesis an analysis of important steps in the privatization process of the energy sector between the years 1989 and 2011 is carried out.
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The importance of public relations for the Ministry of Finance of the Czech Republic
Křivánková, Zuzana ; Vostrovská, Zdenka (advisor) ; Křítková, Soňa (referee)
The goal of my bachelor thesis was to confirm or falsify the hypothesis if public relations activities are really the necessity for the government, specifically for the Ministry of Finance of the Czech Republic and to clarify their meaning. The theoretical part is focused on definitions, which are relating to public relations in general and definitions, which are relating to public relations in the government. The practical part is dedicated to a description of the activities of the Communications Department of the Ministry of Finance, which provides the PR activities and then to a questionnaire survey and the analysis of its results. The thesis is mainly focused on the function of PR activities in the state administration, which are essential for the functioning of a modern democratic society as the government must be responsible for their activities to the citizens. The result of this thesis is, that public relations are really necessary for the Ministry of Finance.
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The EU Common Agricultural Policy focused on the Dairy Market in the period of 1984 - 2011
Dvořáková, Erika ; Zeman, Karel (advisor) ; Křítková, Soňa (referee)
The aim of this thesis is to analyse the Common Agriculture Policy (CAP), its principles of financing and ways of regulation. Analysis will be accomplished with special consideration of the dairy sector, namely in 1984 -- 2011. Evolution of milk prices and other dairy product prices will be compared in relation to changes in the CAP. The CAP has been recently a frequently discussed issue in all EU member states. Dairy market is influenced by CAP reforms and its future development is quite uncertain. Significant changes can be observed in recent years. The theoretical part will deal with principles of economic regulation. Instruments of government price intervention will be defined, including price floors, export subsidies, state intervention buyings, production quotas. Analysis of the CAP, particularly of the dairy market, will be the issue of the practical part of this bachelor thesis. The position of the CAP will be defined in the framework of other common EU policies. Its principles, aims, financing and historical development will be defined as well. This thesis focuses on the period after the year 1984, when the most significant reforms of the CAP took place, starting with the implementation of the milk quotas. Reform steps in the dairy sector, intervention on the market and implementation of milk quotas will be analysed in the Czech Republic and in other EU countries as well.
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Public relations in public sector: Communication of Prague 3
Kunová, Martina ; Kubala, Ondřej (advisor) ; Křítková, Soňa (referee)
Master thesis describes public relations, the key communication tools and also devotes space to the media in the Czech Republic. It analyzes in detail the communication of public sector institutions, its specific features and limitations. There are detailed differences between state and local government and debated the communication of politics at the end of the first part. The practical part analyzes the current setting of the communication strategy of the city area Prague 3. It deals with using particular communication tools and their practical application. The next chapter contains PR expert's advices concerning effective public institution communication strategy. The final part evaluates, on the basis of media audit, the overall strategy of city area Prague 3 and passes on the recommendations for a better setup and efficient operation.
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