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Architecture 3M of brands and their applications, “Case study 3M” – the perspective of B2B subjects and internal specialists and marketing personnel of 3M
Vojta, Jan ; Machek, Martin (advisor) ; Kolařík, Jiří (referee)
Brand portfolios of multinational firm are a complex organism which is managed by headquarter of organization, in particular by the brands architecture and rebranding. The distributors create a direct feedback relationship from the market and they significantly influence any success of brands. The specific work of marketing personnel with brands is thus influenced by many stakeholders on the market and, in consequence, the specific work becomes a complex marketing activity. This master thesis is concerned with the architecture of the specific portfolio of 3M and the work with its brands. The aim is (i) to map architecture of the specific portfolio of 3M House of Brands and (ii) to assess rebranding form 2015 and (iii) to analyze the work with 3M brands and to formulate recommendation for improvements of the work with 3M. The first part is considers the architecture of brands from a theoretical viewpoint which provides a basis for the mapping of 3M House of Brands. There is also specified marketing research methodology which is applied in the practical part of the thesis concerned with specific secondary data, questionnaire survey and deep interviews. In the practical part of the master thesis there is analyzed 3M Case Study, in which there is described and assessed the empirical research of 3M brands. The research consists of two parts: (1) questionnaire survey orientated on B2B distributors, and (2) deep interviews carried out with 3M marketing and special personnel. The comparison and synthesis of more qualitative data appears that the most important result. The 3M perspectives of the marketing personnel and the distributors on the selection of brand activities differ in spite the fact that their aims are similar. The key recommendation of this thesis is, therefore, to give more importance to preferences of the market and create upon this empirical basis more effective branding activities.
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Estimation value of the firm Škoda AUTO, a. s.
Kolařík, Jiří ; Mařík, Miloš (advisor) ; Goldscheidová, Jana (referee)
The aim of this thesis is to find out (estimate) the value of the firm Škoda AUTO, a. s., that acting in the field of automotive industry. The thesis is separated up 6 parts. In the first part there is basic characterization of the firm. In the second part there are the strategic analysis and estimation of the future revenue. Third part is the financial analysis and a decision about financial health of this firm. Fourth part includes the value creator, that is the main source for fifth part presents the composition of financial plan. Sixth part attends to valuation of the firm. The main method has been chosen economic value added (EVA), the alternative method is the method of market comparison, in the concrete the method of comparable companies.
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