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Marketing Strategy of the Insurance Company Maxima
Šafrová, Gabriela ; Olšanová, Květa (advisor) ; Herko, Olga (referee)
The bachelor thesis is focused on the analysis of marketing strategy of an insurance company Maxima pojišťovna, a.s. and its aim is to asses current strategy and to propose recommendations for its improvement. In the theoretical part of the thesis I describe how is a marketing strategy made and I also cover the content of distribution strategy, price strategy, product strategy and communication strategy. In the practical part I focus on the Maxima's marketing strategy and I describe its products, distribution, prices and especially communication strategy. After presenting Maxima's marketing strategy I evaluate it and I also propose some recommendations how to make it more effective.
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Psychology of pricing
Bimaj, Arjola ; Král, Petr (advisor) ; Olšanová, Květa (referee)
Price is the element of the marketing mix that has direct effect in the profits of a company. The right price can boost the profit and the wrong price can significantly shrink it. Thus, the businesses need to set the right price in order to maximize their revenues. However, the newest factors in the economic field, the continuous changes in the environment and the current financial situation in the world has eroded the pricing power and forces the managers to look in every direction in order to be able and keep up with the changes. Therefore, the aim of the thesis is to study the psychology of pricing related to the factors that affect the consumers' psychology and behavior when it comes to purchasing decision. The information will be then useful inputs for the companies in order to understand these factors and use them to set the most suitable pricing method for their product.
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The impact of modern communication tools on international supply chains
Hricko, Ján ; Černohlávková, Eva (advisor) ; Olšanová, Květa (referee)
The subject of my thesis is to clarify main changes in national and international trade that could have been caused by modern communication instruments. Some of these changes have already been used by few retail sellers of light products in Slovakia. Nevertheless such changes are nowadays more and more likely to be seen also among wholesale dealers. I focus on current conditions of international trade and its possible way of development in future in theoretical part of my work. I did not omit even some examples of modern technologies that have been successfully implemented in our daily lives or are likely to be used in a foreseeable future. As a next step I chose to analyze internet communication and its advantages for either seller or customer. I assume that, as far as internet communication is concerned, it is progressively becoming interactive and therefore there is a greater demand on implementing new changes as fast as possible. The next point of my work is to describe typical representatives of market with light products and to analyze their current functions in international trade and ways in which they use their modern communication tools. In conclusion if we did not take a few well-known and also some new sellers into consideration, it could be said that modern technologies mentioned above have not yet been used by "classic" sellers. These sellers are not capable of implementing such methods quickly enough and this could, in my opinion, result in a considerable problem in future.
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Marketing strategy of PAUL bakeries on the czech market
Křivová, Petra ; Lhotáková, Markéta (advisor) ; Olšanová, Květa (referee)
This thesis is divided into four parts. The first chapter deals with the theoretical explanation of the concept of marketing and its concepts. The second chapter is dedicated to the marketing planning. It includes and explains the main tools of marketing planning. These are mainly setting goals and mission statement, SWOT analysis and segmentation, targeting and positioning. The third chapter focuses on the marketing mix and provides definitions of its parts. The fourth chapter focuses on the PAUL bakery and the application of theoretical part into practice.
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The Analysis of Marketing Strategy of GE Money Bank in the Czech Market
Švástová, Magda ; Lhotáková, Markéta (advisor) ; Olšanová, Květa (referee)
The objective of my thesis is the analysis of GE Money Bank's marketing strategy in the Czech market and proposal of measures to reduce its weaknesses. Theoretic part of the thesis describes concept of strategic management and particular parts of marketing strategy. Analytic part evaluates external environment in which GE Money Bank operates and subsequently describes marketing strategy of GE Money Bank -- goals of the company, segmentation and targeting, marketing objectives, corporate identity and so on. In the final part of the thesis, there is an SWOT analysis of the marketing strategy and proposed measures to reduce weaknesses of the marketing strategy.
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Perceptions of Cause Related Marketing by Czech Consumers
Kuncová, Veronika ; Lhotáková, Markéta (advisor) ; Olšanová, Květa (referee)
This diploma thesis describes Cause Related Marketing as a modern communication tool which enables to link commercial business interests to the needs of the nonprofit sector. The theoretical part presents the term Cause Related Marketing and specifies its definition, mechanisms and effects it brings to individual subjects. It also describes typical consumer attitudes to the concept and factors that influence their relationship to CRM. The effect of these factors is presented on examples of foreign campaigns. The practical part describes research of consumer attitudes carried out among Czech Millennials. After presenting the findings of past research studies concerning this topic it continues with the results of the conducted research which are analyzed according to the sex and age of respondents. At the end contrasts between the perceptions of American and Czech consumers are studied.
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Development of the Foreign Trade of the Czech Republic and Brazil
Černohousová, Dana ; Neuwirthová, Magda (advisor) ; Olšanová, Květa (referee)
The final thesis deals with Brazil as an economic and political developing country with plenty of opportunities for foreign and Czech subjects. Business requirements, urgent problems and barriers preventing from entering the Brazil market are analysed there and on the contrary perspective branches that provide better opportunities to start business for Czech firms are presented there. The thesis concerns with the development of the Czech-Brazil relationship, the current contractual foundation and the economic cooperation of both countries. The practical part of the thesis analyses chosen firms which have experience with trading at the Brazil market.
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Business strategy for the Chinese market - an example of Coca-Cola HBC
Kyselová, Karolina ; Machková, Hana (advisor) ; Olšanová, Květa (referee)
This thesis deals with the business strategy in the Chinese market, which is introduced a concrete example of the business strategy of Coca-Cola. According the breadth of the topic there is not included the overall business strategy of mentioned company, but corporate social responsibility, which is the third pillar of the strategy. The aim is to compare by values of social responsibility and setting the Coca-Cola's current situation on the Chinese market and local governments attitude to the main problems of this area. The first chapter is describe the economic growth and current economic development of China, which is marked by the global financial crisis. In the context of sustainable development of Coca-Cola is worth mentioning the Convention and the obligations arising from the country for membership in the ILO. This issue is devoted to the second chapter. The last chapter describes the business strategy (including the basic pillars of the strategy "4A"), with a focus on ensuring sustainable growth. This information is used not only to approach the business strategy, but also for possible access to government compared with the real situation in the country.
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Companies entry forms into foreign markets
Tichá, Dominika ; Němečková, Iveta (advisor) ; Olšanová, Květa (referee)
The current period of globalization, still greater liberalization of business environment and growing competition put companies in a difficult situation. To succeed, they are expanding business to an international environment. Multinational companies are expanding into the markets, where they do not yet have their own effects. Entrepreneur or company can use several forms of entry, from export and import operations, through capital-saving forms of market presence, for example licensing, franchising or industrial cooperation, to capital inputs, that can be realized through portfolio or foreign direct investment. On the one hand, entrepreneur's interest to invest is affected by the economic situation of the country, but the effects of using ICT are crucial as well. One of these factors is the high-speed mobile internet access. Mobile network operators can meet demand due to holding of specific frequencies in different bands. Nowadays, the Czech Republic has initiated new selection procedure -- auction to divide frequencies. This Auction is used to attract new mobile operators and also offer new forms of entry for them. Mobile operators need to grant permits, licenses to operate different networks. Significantly for them is entering through strategic alliances of large companies, since it is the area of telecommunications, which requires a lot of money on research and development, innovation and development of telecommunications infrastructure. The first part presents different types of expansion from export and import operations through capital-saving investments to the most complex capital inputs. The second part focuses on the current mobile service providers operating on the Czech market, and their entry into the Czech Republic. The third and last part presents a new selection procedure -- an auction to obtain radio frequencies. There are outlined some new possibilities of entering mobile network operators on the Czech market with telecommunication, which brings this auction.
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