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Financial advisory market analysis with focus on Partners Financial Services a.s.
Prošvicová, Soňa ; Tahal, Radek (advisor) ; Krejzová, Lucie (referee)
The aim of the thesis is to carry out marketing research and to conduct an analysis of the financial advisory market followed by a brand study of the company Partners. The first part of the thesis is theoretical, and it is devoted to general information about marketing, marketing communication, marketing research, consumer behavior, and financial advisory. The beginning of the practical part is dedicated to the presentation of the company Partners, followed by the actual marketing research, whose results are further examined. Based on the results, the study then answers the main research questions. The practical benefit of this thesis are data to be used by the company Partners for planning of future marketing campaigns and for working with prospective as well as current clients.
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Customers Loayalty in E-commerce
Šumavský, Jonatan ; Tahal, Radek (advisor) ; Stříteský, Václav (referee)
The objective of this thesis is to find those factors that help create customers loyalty in E-commerce. In the application part of this thesis the objective is to those factors for a specific E-commerce store Úžasnédárky.cz. To find these factors in this thesis we used community research methodology applied to the target group. This thesis also describes the evolution and history of the internet which allowed the birth of E-commerce. It also describes the phenomenon of loyalty and its specifics in online world. Some of the results of this thesis might be surprising, such as that seemingly trivial factors, such as prompt communication and its quality, compliance of an agreement or fast delivery of goods can dramatically increase customers loyalty and sometimes can even be a competitive advantage for the company.
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The importance of brands in consumer behaviour and lifestyle
Breburda, Tomáš ; Koudelka, Jan (advisor) ; Tahal, Radek (referee)
The aim of the bachelor thesis is to determine some of the brand's impacts into lifestyle formation and consumer behaviour, to evaluate marketing significance of those impacts and to form a recommendation for a marketing orientation of selected brands. This was achieved through the data analysis of MML TGI project and of an own survey. Carried out the research it was found the brands are highly imporant for consumers and their lifestyle and that in some extreme cases the consumers also identify themselves with the brands.
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Creating an effective communication campaign
Hedrlínová, Alice ; Tahal, Radek (advisor) ; Vávra, Oldřich (referee)
This bachelor's thesis deals with creating an effective communication campaign. In the theoretical part are presented basic concepts, individual elements of the communication mix and instructions how to create communication campaigns. In the last part of the theoretical part are possibilities of measuring effectiveness. The practical part is devoted to the company Snowhill a.s., which runs six ski resorts in the Czech Republic. In this part the reader can read about ongoing communication campaigns in these ski resorts. There is a view of two consecutive seasons, which are then compared. The reader learns which activities are effective and which are not. The last part of this thesis deals with ideas of possible recommendations for future seasons.
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Physiogel relaunch on Czech and Slovak market
Tatičová, Lucia ; Tahal, Radek (advisor) ; Prechtlová, Marta (referee)
A new product launch is important and difficult part of product life cycle. It also means uneasy process for company. Goal of this diploma thesis is to evaluate chosen marketing mix strategy of relaunch Physiogel on Czech and Slovak market through marketing plan conduct and realization of marketing research focusing on target group. Theoretical part offers basics for better understanding of the topic. Then practical part, consists from two phases, offering conduct of marketing plan and structure, analysis of marketing research and evaluation of results. Output from these activities will consist not only from analysis and evaluation of marketing mix strategy, but also enrichment of information concerning target group and proposal of marketing activities for the brand for year 2014.
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Children and advertising: The impact of advertising on children
Grancová, Michaela ; Tahal, Radek (advisor) ; Stříteský, Václav (referee)
The bachelor's thesis deals with the issue of the impact of advertising on children. The first part of the thesis presents teoretical beckground of this subject as are terms as marketing, advertising and children. The reader is also reffered to the issue because of already completed studies. Practical part contains of the interview with director marketing of chocolate CZ/SK from Kraft Foods and of my own research. The research is based on a questionnaire which is dedicated to parents. The obtained data are evaluated and recommendations are inferred.
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The launch of a new brand to the market and application of marketing plan
Hojgr, Pavel ; Tahal, Radek (advisor) ; Cetlova, Eva (referee)
This master's thesis focuses on analysis of marketing tools used by launch of a new brand of sonic electronic toothbrushes Philips Sonicare to the market in Czech Republic. The analysis lies in evaluation of specific usage of marketing tools and whole communication mix in a multinational company. The analysis is followed by suggested corrective measures for each part of marketing plan, which take in account especially marketing activities for next year.
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Knowledge of marketing and PR activities of Nike, Inc.
Kubicová, Zuzana ; Tahal, Radek (advisor) ; Procházková, Markéta (referee)
This Bachelor's thesis describes the history and components of Public Relations. The aim of the thesis is the analysis of PR activities, which support the running race We Run Prague organised by Nike, Inc. By two questionnaires I will find out the level of public awareness of the race and company's PR activities and further I will examine the influence of building customer relationship and the loyalty to brand.
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Markets segmentation of Wakeboard
Janouchová, Iveta ; Koudelka, Jan (advisor) ; Tahal, Radek (referee)
The aim of my diploma thesis is to explore the wakeboard market in the Czech Republic by revealing, describing and developing the profile of segments in this market. I used primary and secondary data. Primary data I gained through primary research (on-line questioning). This information I then processed in the statistical program SPSS Statistics. Secondary data I gained from the data MML/TGI, which are included in the program Data Analyzer. Based on the outputs of the two programs I revealed, described and interpreted the individual segments. With this interpretation, I was able to make a suggestion marketing recommendation that might be in the market of the Czech Republic very useful.
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Modern Methods in Quantitative Marketing Research
Tahal, Radek ; Koudelka, Jan (advisor) ; Vaníček, Tomáš (referee) ; Cihlář, Jiří (referee)
Private business subjects are characterised by their continuous effort for increasing their market position. Therefore they are permanently monitoring their own sthrengths and weaknesses, and they are also monitoring their competitors´ behaviour and customers´ needs and wishes. Such pieces of information can be received by analysis of business surroundings and from custommers´ opinion. Activities like these are called marketing research. The research should include all aspects that influence the way of perception of the company by any other market subject, or even the atmosphere inside the company. Information received is valuable for managers and their decision-making. Marketing research is a dynamicly developing field where new findings of social sciences are permanently applied. A significant developement in this field was reached mainly in last years. It is a result of the rapid progress of information and communication technologies. Modern forms of marketing research often use the Internet for collecting various information on the market.
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