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Comparison of Online Marketing Communications in the Czech Republic and Austria
Skalová, Kateřina ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The topic of this diploma thesis is comparison of online marketing communication in the Czech Republic and in Austria. The aim of this thesis to compare online marketing communication in the Czech Republic and Austria, describe its characteristics, identify main differences and analyze essential reasons for the differences. After the introduction part, in the second chapter, the theoretical grounds of marketing communication, internet, its characteristics and history, as well as online marketing communications are described. In the third chapter, both markets are described in detail, in terms of internet users, situation on the marketing communications markets and in terms of media consumption. In the fourth chapter, main common features and differences are analyzed. In the last chapter, the most significant reasons for the differences are analyzed, first in terms of macroeconomic influences, second in terms of the industry itself and third in terms of individual preferences. The main sources for the diploma thesis were theoretical books concerned with marketing communication, online marketing communication and internet, written in Czech, English and German. Furthermore, statistical data of national statistical offices, articles from magazines and online sources, printed and online studies of selected associations or companies as well as interviews with experts are used.
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New trends in international marketing: Green services
Vojtěchová, Martina ; Král, Petr (advisor) ; Karlíček, Miroslav (referee)
Green marketing has been one of the most discussed trends in international marketing for a decade at least. Compared to green goods, little attention is paid to green services, although services are an essential part of developed countries' economies. Green services in the Czech Republic stand at the starting point of breakthrough. Until the present comprehensive marketing information about this area has been absent. The aim of this thesis is to fill the gap in information by setting up a framework for strategic marketing planning of green services in the Czech Republic. The information needed has been collected from other markets' data, an interview with an insider and a consumer survey. The data obtained has been used in the various steps of green services strategic marketing framework in Czech circumstances.
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Mezinárodní aktivity firmy Emco
Jahodová, Lucie ; Kostková, Hana (advisor) ; Král, Petr (referee)
Bakalářská práce "Mezinárodní aktivity firmy Emco" se skládá ze tří částí. V první části je charakterizována společnost Emco, její historie, ekonomické výsledky, struktura tržeb a jsou zde popsány její importní aktivity. V druhé části se autor zabývá současnou situací českého maloobchodu a vliv na firmu Emco. V třetí části jsou detailně popsány exportní aktivity firmy Emco.
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Etika komuninakce prodejních zájezdů
Ježková, Slávka ; Bílková, Jana (advisor) ; Král, Petr (referee)
Práce se zaměřuje na hodnocení legislativní a etické problematiky komunikace prodejních zájezdů. Obsahuje stručnou historii přímého prodeje v ČR, hodnocení prodejních zájezdů - pozvánky, prodejní triky při prodeji, konkrétní příklady přímého prodeje na společnostech BECK a Tupperware. Část práce je dále věnována pravidlům Asociace přímého prodeje a spotřební politice v EU a ČR vztahující se k prodejním zájezdům.
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Analysis of czech medial market
Matějovská, Jana ; Karlíček, Miroslav (advisor) ; Král, Petr (referee)
I deal with analysis of Czech medial market in my work, especially with analysis for needs of PR specialists. The object of my work is description of cooperation between PR specialists and Medias. I made qualitative research. Another aim is to make a list of all Czech Medias.
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Comparision of airlines marketing strategies on the Czech market
Presslová, Lucie ; Král, Petr (advisor) ; Máchalová, Dagmar (referee)
This thesis is divided into 5 chapters. In the fist chapter is generally described marketing of services and contemporary situation of air transport on the Czech market. Next chapters discuss the history, SWOT analysis and marketing strategies of low cost carriers, Lufthansa and ČSA. In the last, fifth chapter, is accomplished the comparison of the above-mentioned airlines according to their marketing strategies and Skytrax Research and is forshown the future development.
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Sunsilk - Analysis of Brand Strategy
Mackovičová, Lucia ; Král, Petr (advisor) ; Vokáč, Matěj (referee)
The purpose of this document is to analyse strategy, activities and reasons of a bad success of a global hair cosmetics brand Sunsilk in Czech Republic. International success of the brand, its very successful start in Czech market and a positive brand image profile soon after the launch in 2003 were about to make Sunsilk a big brand in Czech republic. The brand was innovative and had creative and very well accepted activities and communication. However in 2005 the progress stopped and Sunsilk started to lose its sales, market shares and positive brand profile attributes. Today the Sunsilk products are being delisted in a major of key accounts. The analysis contains description and evaluation of launch of the brand in Czech hair care market, overview of projects of the brand in 2004 -- 2007 and evaluation of communication of Sunsilk in this period. The stress is put on new launches, portfolio changes and communication, inconsistency of which is considered as a main reason of the brand's bad success. The analysis contains a comparison of brand image profiles of Sunsilk and its competitors and efficiency of communication in terms of investments. As a part of the document price development and portfolio changes analysis of Sunsilk are considered.
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Comparison of export policy of the Czech Republic and Federal Republic of Germany
Seget, Tomáš ; Král, Petr (advisor) ; Vokáč, Matěj (referee)
Předmětem této diplomové práce je srovnání proexportí politiky v České republice a Spolkové republice Německo. V úvodních kapitolách se věnuje popisu teorie podpory a exportu a systémům proexportní politiky v obou srovnávaných zemích. Stěžejní částí práce je kapitola, která se věnuje jak rozdílům v celkové koncepci a přístupu k podpoře exportu ze strany státu, odlišnestem z hlediska využívaných nástrojů i rozdílům na úrovni jednotlivých institucí a jimi nabízených služeb.
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