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Brand marketing strategy, men´s clothing brand Stones by Steilmann
Pařez, David ; Zadražilová, Dana (advisor) ; Khelerová, Vladimíra (referee)
The aim of my bachelor ´s thesis Brand marketing strategy, men ´s clothing brand Stones by Steilmann Praha is to undertake marketing research of brand and its subsequent evaluation and suggest modifications of marketing brand strategy. The first part deals with consumer issues and consumer behavior, describes what is the brand and its history, defines the brand identity, brand image, awareness and the way of increasing brand value. Further I mention particular steps of the process of the strategic brand management. At the beginning of the following section is the analysis of the current situation on the Czech market with the men´s fashion, introduction of the brand Stones and its history, and description of the competitors. In the next part there is SWOT and marketing mix analysis. Another part of my thesis is marketing research of the brand Stones and evaluation of research results. In the final part I suggest modification of the marketing brand strategy with respect to the survey results.
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Hospital Navigation Business Plan
Roh, Štěpán ; Zadražilová, Dana (advisor) ; Izera, Václav (referee)
Topic of the bachelor thesis is to write business plan to create mobile application which would ease navigation inside big hospitals. Purpose of the business plan and its recommended structure are described in the theoretical part. Concrete business plan to create mobile application Hospital Navigation is described in the practical part of the thesis. Goal of the project, brief design of the application, market analysis, analysis of competitors, marketing plan and financial plan are all part of the business plan. It also contains plan of implementation including time schedule. Last, but not least all the risks are identified. Feasibility of the plan is assessed and main questions of the thesis are answered in the conclusion.
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Innovations and czech retail business
Pecho, Maroš ; Zadražilová, Dana (advisor) ; Klánová, Eva (referee)
The aim of this thesis is to describe current trends in global retail, the current state of retail in Czech Republic and possible need of bringing innovation to the outburst of Millennials generation economic activity. Introduction is devoted to theoretical description of retail and its meaning. As part of the thesis, there is a significant part containing relations within the worldwide retail and also its current trends and development. Furthermore, part of the thesis is devoted to the development and ongoing evolution of retail in the Czech Republic. Theoretical definition in the third chapter deals with buying behavior as well as the factors which have an impact on it. Millennials are the bearers of the innovation need in the world retail sector. The thesis put emphasis on this generation essential features characteristic, as well as their purchasing behavior. Quantitative research includes evaluation of their behavior and attitudes on the czech market in relation to information about groceries and consumer goods, then to their use of technology (smartphones) in the buying process of groceries and consumer goods, and also evaluation and description of their specific attitudes to purchase behavior and different characteristic aspects resulting from global characteristics of Millennials.
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Expansion strategy of Žatec brewery into a foreign market
Ježková, Barbora ; Zadražilová, Dana (advisor) ; Křečková Kroupová, Zuzana (referee)
The Master's thesis focuses on international expansion process of a company. For the application part of the thesis I have chosen a company called Žatec brewery Ltd. which belongs into a category of small and medium enterprises. The main objectives of the thesis comprise selection of a convenient Western Balkans region market for expansion of the brewery and subsequent formulation of a specific market entry strategy. The market entry strategy consists of a market entry mode selection, competitive strategy and marketing strategy as well as marketing mix 4P. The minor objectives include characteristics of the brewery's business strategy and the role of international expansion in it and also the company's financial analysis whose results underpine its expansion possibilities. The other minor objectives comprise multi-criteria decision model creation in order to decide for the most attractive target market and the expansion key success factors identification. As for the methods used, analyzes like financial analysis, PEST analysis, Porter's model of five forces and SWOT analysis, and then comparisons dominate. Croatia was finally identified as the most suitable regional market for the brewery's expansion and the company was advised to enter it with its gluten-free lager product. It was suggested, at the same time, that the brewery use to its advantage the background provided by its current owner - beer brewing company Carlsberg.
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Comparison of Czech-American and American-Czech cultural standards in study environment
Strouhalová, Markéta ; Křečková Kroupová, Zuzana (advisor) ; Zadražilová, Dana (referee)
Nowadays, exchange programs are becoming increasingly popular among students all over the world. Thanks to high-quality education, the United States are much desired destination, the Czech Republic attracts Americans with its great location in the heart of Europe and rich history. Cultural values in American society are however in many respects way different from the ones we share in Czech environment. Therefore cultural shock can appear when a student decides to move to another country in order to study there. Understanding cultural differences is essential for successful interaction with local individuals. The main topic of this thesis is the concept of cultural standards defined by Alexander Thomas, applied on university study environment in the Czech Republic and the USA. The aim was to identify Czech-American cultural standards in the study environment from the perspective of Czech university students who studied in the US at least for one semester and US-Czech cultural standards from the perspective of students from the USA. Identified standards were then compared with theoretical conclusions from research of cultural dimensions done by Fons Trompenaars and Geert Hofstede. At the end, recommendations are written for students of both nationalities, which should help them to integrate into foreign environment and eliminate potential culture shock.
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Assessment of the influence of global benefits on employee motivation in wholly owned subsidiary of Kapsch Telematic Services spol. s.r.o. in the Czech Republic
Matola, Natali ; Křečková Kroupová, Zuzana (advisor) ; Zadražilová, Dana (referee)
This thesis examines the impact of centrally managed employees benefits on their motivation in company Kapsch Telematic Services, spol. s.r.o. The aim is to assess the effect of centrally managed benefits, which are set by the headquarters in Vienna on employees motivation in the local subsidiary. The theoretical part introduces the concept of motivation and stimulation. It further discusses the importance of motivational theories and employee benefits. The practical part describes the Kapsch Group company and its branch in the Czech Republic, including benefits offered. It also compares the companys benefits with the trends in the same industry. Simultaneously, there are presented results of the employee survey. In conclusion, the recommendation to improve the current system of benefits is provided, so that it motivates employees to higher performance.
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Labeling of food products with quality labels
Černá, Pavlína ; Zadražilová, Dana (advisor) ; Sadílek, Tomáš (referee)
A diploma thesis deals with food quality labels in the Czech Republic. Quality labels are granted by the Department of Agriculture, private companies or by retail chains. The thesis describes various food quality labels granted by various organizations. A research question is: "Prefer costumers buying food with a quality label?" An author conducted a questionnaire research focused on the quality label Klasa, which is granted by the Department of Agriculture of the Czech Republic. Results of the research were compared with a research focused on the other quality label - Regionální potravina. In the following part of the thesis are compared systems of food quality labels in the Czech Republic and in foreign countries. The problem of costs connected with working of private labels is also mentioned in the thesis. Special attention is paid to private labels of food retail chains, because they are very important and economically strong players on the food market in the Czech Republic.
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Online Marketing Trends
Horecká, Ivana ; Zadražilová, Dana (advisor) ; Průša, Přemysl (referee)
This thesis deals with online marketing trends. Its main goal is to define the latest online marketing trends, create a website with the free online marketing trends, and analyse their effectiveness. The theoretical part brings a thorough description of the latest online marketing trends. Moreover, it provides an insight into the latest trends in the website development. The chosen online marketing trends defined in the theoretical part are subsequently applied on a newly created website. All the steps taken throughout the process of creating the website together with the application of the latest trends are described in the practical part. The website is created gradually in the course of writing this thesis and only free online marketing tools are applied on this website. The effectiveness of the chosen online marketing trends is monitored and consequently analysed. The recommendations resulting from the analysis are provided at the end of the practical part. This thesis might serve as a guide for those who wish to create a website with the latest online marketing trends.
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The business plan for an establishment of a nutrition company
Rossí, Veronika ; Zadražilová, Dana (advisor) ; Izera, Václav (referee)
The aim of the Bachelor´s Thesis is to create a business plan for an establishment of a nutrition company. The theoretical part is focused on a main aspects of a business plan and its parts and also the explanation how to establish unregulated business. The practical part includes the actual preparation of a business plan for a newly established nutrition company in the city district Praha 17 Řepy. There is a financial analysis at the end of the thesis which evaluates feasibility and profitability of the business plan.
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Organizational culture of the Globus company
Navrátil, Jan ; Matysová, Kamila (advisor) ; Zadražilová, Dana (referee)
The bachelor´s thesis focuses on the Czech part of the retail company Globus, namely the issue of Czech-German cultural differences and the current perception of organizational values among employees. The introduction defines the goals of the thesis. The first chapter is devoted to introducing the company in concept limited to the key facts. The following part of the thesis presents the theoretical bases, defining issue of the international organization's culture, specifically, intercultural management, and explains the definition of culture that continues to have moved out analysis of Globus corporate values. After the theoretical part, is an analysis of the current organizational, culture perception of Globus, and the possible misunderstanding. Part of this chapter analyzes the company's organizational values as the outputs of two research projects. The conclusion of the thesis includes an analysis of the findings and suggestions for further progress in implementing the measures needed to improve the state of contemporary HR management and staff. Part of the conclusion is also a confrontation of findings with defined objectives.
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