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A marketing study of hard alcohol - Absolut vodka
Jelínková, Tereza ; Buriánek, Jiří (referee) ; Vlček, Josef (advisor)
Trh s tvrdým alkoholem je z hlediska marketingu víceméně neměnný. Všechny značky si zakládají na tradici (tzn. od kterého roku jsou produkovány), zemi původu a kvalitě (tzn. počtu destilací). Na tento fakt mě upozornil můj známý a nabídl mi k přečtení knihu, kterou vydala reklamní agentura TBWA, Změňte pravidla byznysu ve svůj prospěch - Metoda Disruption, jejímž autorem je Jean-Marie Dru a kolektiv jeho spolupracovníků. Navedl mě na myšlenku, že existují značky, které tyto osvědčené postupy úmyslně porušují, a získávají si tak také své (samozřejmě specifické) zákazníky. Kniha a metoda, kterou představuje na několika světových značkách, mě zaujala, protože vybočování ze stereotypů a stokrát omílaných pravidel je mi velice blízké. Rozhodla jsem se do této problematiky ponořit hlouběji a vybrat si ji za téma mé bakalářské práce. Navíc je studium marketingu a výzkum spotřebitelského chování na hranici sociologie a ekonomie, mně velice blízkým disciplínám, které se právě zde střetávají v ideální kombinaci. Práce je členěna do tří tématických celků. První pojednává o trhu s alkoholem obecně, převážně z pohledu ekonomie, druhá část se týká marketingu, především marketingového mixu a poslední je výzkumná část, v níž jsem skloubila informace získané od profesionálů z reklamní agentury TBWA a distributorů Absolut...
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The political business cycle
Svoboda, Martin ; Vlček, Josef (referee) ; Loužek, Marek (advisor)
The main aim of my thesis was to describe the basic resources of political-business cycle and elements which have an influence on it. The tendency to put this phenomenon to a wider context showed us that the political-business cycle is affected by the type of electoral system, increasing power of special interest groups or bureaucratic system. Among the economic elements we can include restrictions of the Government to conduct a monetary policy because of central bank independence. Application of theoretical knowledge to conditions of the Czech Republic proved to be very problematical. Due to the economical transformation the political and economic system in our country demonstrated in non-standard conditions which made the empirical testing of political-business cycle more difficult. In connection with this also comes a problem of short time series which significantly reduces the possibility of any relevant comparison.
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Pricing strategies
Brotánková, Jana ; Sieber, Martina (referee) ; Vlček, Josef (advisor)
This Bachelor Thesis is concerned with pricig strategies of companies. It analyzes various pricing policies, methods and factors, that determine price-settings. The main objective of this Thesis is to find out, in spite of rich variety of pricing models, if exist some general formula, that can be made best pricing decisions by. Then how important are surroundings of firms? The work reviews the field of pricing strategy and offers overview of the significant strategies standard used by firms and described in the available literature. It presents the circumstances, in which each can be used and their advantages and disadvantages. The study leads to this conclusions: many different parties are involved price decision, it means external and internal factors. But there is still field for pricing decisions in firms. It seems, that the general formula can be made by costumer's needs in a manner, that will achieve the company's goals. That's the best way about as good as it can be.
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The application of marketing mix - case study
Otavová, Petra ; Sieber, Martina (referee) ; Vlček, Josef (advisor)
The final aim of my study is to create marketing mix for selling luxury eyeglasses. This study is worked out in conditions of the company named Optik Otava which does not use professional marketing strategic planning. First of all the optical profession is presented and the optical market is analyzed. In the second part, there is prepared a theoretical base for marketing mix creation. Marketing mix is just one part of marketing strategic planning, therefore I also have to speak of particular methods used for situation analysis processing, the marketing aims, marketing strategies and segmentation of the market. Then the detailed elaboration of fundamental parts in marketing mix (product, price, place and promotion) is realized. The last part is the case study. There is description of the company which is mentioned above, as well as, there is created the structure of its marketing mix. The value of nonprofessional marketing mix is not low. Despite of this fact there are suggested proposals and recommendations at the end, which could positively affect marketing mix of that company. The most important one relevant to the place proposes to establish the own wholesale. This would affect also the price and the product. The whole study should be valuable for the company. It should help its to develop the marketing...
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Investments and subsidies in Czech Republic
Smolařová, Lucie ; Vlček, Josef (referee) ; Sieber, Martina (advisor)
Thesis gave a comprehensive overview of the implementation of Economic and Social Cohesion Policy in the Czech Republic. It is focused on the evaluation of demand factor of implementing the Structural Funds in the Czech Republic, cost of implementation of individual projects and assess the effectiveness of this policy in the Czech Republic in accordance with the objectives set out by the European Union.
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Profitability and progress of investments to human capital
Vašková, Alexandra ; Sieber, Martina (referee) ; Vlček, Josef (advisor)
The thesis concerns about the theory and investments in the human capital. One of the potential ways how to increase the human capital is an investment in education. The thesis clarifies why the education is so important aspect nowadays in the development of society. The progress of investments in education verifies positive influence, eihter on the agricultural development of the country or on the personal development of the individual. Final chapters are devoted to the structure and the system of education under the conditions of Czech Republic. I analysed the Czech university education, in conclusion is presented the simple calculation of private return on investment in the university education in Czech Republic.
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The enterprise financial analysis - Jihočeská drůbež Mirovice, a. s
Färberová, Martina ; Vlček, Josef (referee) ; Sieber, Martina (advisor)
The main goal of this financial analysis is to consider current financial and economical situation of the enterprise with the help of specific procedures and methods. The financial analysis ephasizes the strenths of the company and reveals potencial financial management mistakes as well. The main information sources are financial statements that enable us to outline future development trends. Results are instrumentals for creating a development strategy, for choosing the right strategy and for its realization. This relates to planning of financial situation itself, which menas for planning the gains and the losses in a various time periods. 6
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The competence of the small and middle-size enterprises in the area of innovation and competition
Nováková, Zdeňka ; Sieber, Martina (referee) ; Vlček, Josef (advisor)
The bachelor thesis deals with current situation of small ad middle-size enterprises in the Czech Republic and with possibilities of their development supported by innovations, subsidies and creation of clusters. The first part focuses on competitive advantage, definition of innovation and innovative forms of business. The following section covers the classification of enterprises according to size, the outline of the advantages and disadvantages of small and medium-sized enterprises and analysis of Czech entrepreneurial environment. A significant section is devoted to the subsidy provided by both the Czech Republic and the European Union. The last part deals with cluster initiatives and includes case studies of selected clusters.
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