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National Repository of Grey Literature 12 records found  previous11 - 12  jump to record: Search took 0.01 seconds. 
The Effects of Brand Extension Strategy, Beer Industry Case Study
 Tomková, Michaela ; Machek, Martin (advisor) ; Hořáková, Veronika (referee)
Today there seems to be an increasing number of products similar to one another, especially on the fast-moving consumer goods market. Due to this recent trend, differentiation is necessary for companies to define their brand in relation to its competitors. One of the possibilities is the implementation of the brand extension strategy. The main objective of this master thesis is to investigate and analyze the effects of different types of brand extension strategies with the focus on the beer market. The first part of the thesis includes a thorough research of primary and secondary data, which provides insight into new trends and factors that influence the brand extension strategy and its success. The second part is more practical and is devoted to a case study of a Czech premium brand called Frisco. Given its increasing competition on the market, Frisco has recently changed its core strategy and extended portfolio.
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Marketing communications of the company České dráhy, a.s., from the point of view of competition
 Tomková, Michaela ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The bachelor thesis deals with marketing communications of the company České dráhy, a.s. and competition on the rail market in the Czech Republic. The aim of this thesis is to evaluate and provide a complete picture of marketing communications in České dráhy, a.s. from the point of view of particular forms and by means of my own questionnaire research to find out about the customers' awareness of marketing activities of the company and their satisfaction with the services which they provide. The current situation on the Czech market is presented in the form of competition analysis. The thesis is focused on the B2C segment and personal rail transportation.
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National Repository of Grey Literature : 12 records found   previous11 - 12  jump to record:
See also: similar author names
1 TOMKOVÁ, Michala
1 Tomková, Magdaléna
2 Tomková, Marcela
2 Tomková, Marianna
4 Tomková, Markéta
1 Tomková, Martina
9 Tomková, Michaela
1 Tomková, Milada
2 Tomková, Miroslava
3 Tomková, Monika
3 Tomková, Mária
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