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The Problems of PR Agencies
Prytoliuk, Anna ; Král, Petr (advisor) ; Zlatić, Marija (referee)
Public relations is a deliberate, planned and sustained effort to establish and strengthen mutual the understanding between an organization and its clients. Today, public relations is a full-value institute which is fundamental from both theoretical and practical perspectives. The aim of the current thesis is to investigate the existing issues and problems in the activities of PR agencies. Also, to outline the main problems which may exist in the practice of PR agencies and to investigate those problems in the practical activities of selected Eastern European and Czech companies, to draw conclusions on how the problems in the practice of Eastern European and Czech companies compare and differ and to provide recommendations for the analyzed companies to minimize the negative effects of those problems. Both parts of the topic were analyzed: theoretical part from literature gave the base for the practical interview with managers of selected companies, which provided a complex picture of the topic.
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Luxury Brands in Digital Age - Keeping Up With Changing Customers
Savić, Nataša ; Zlatić, Marija (advisor) ; Cook, Gina (referee)
This thesis investigates luxury brands in the digital age and ways to keep up with changing customers. The aim of this thesis is to analyze the relationship between the perceived value of luxury brands and the digitalization of luxury customers. A quantitative method approach using regression analysis was employed to study this relationship laying the foundation for recommendations on how to adapt to changing luxury customers. Results indicate that there is a relationship between the digitalization of luxury customers and the perceived value of luxury brands. This provides evidence that luxury brands are affected by the digitalization of their customers. Furthermore, the development of a luxury purchase index enables individual customers to be ranked according to their perceived value of luxury brands. The findings of this thesis are value specifically to managers and academics as they bring forward strategic considerations in a contemporary luxury brand management context.
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Moderating role of brand attachment in brand crisis - case of Volkswagen brand crisis
Nasanovich, Anastasiia ; Král, Petr (advisor) ; Zlatić, Marija (referee)
Abstract Crisis managers believe in the value of a favourable, pre-crisis reputation. The prior reputation can protect an organization during the crisis. This thesis focuses on consumers perception and attitude when finding out that they were unwillingly participating in Volkswagen Dieselgate. The research also investigates whether the brand attachment is a moderator of consumer purchase intention when a company has received widespread negative media exposure. To gain the deep understanding of customers perception of the Volkswagen brand after Dieselgate, in-depth interview research method was used. The interview was held with 26 participants from European countries. Finally, discussions, recommendations, and limitations of findings are presented.
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Crowdfundingová kampaň pro realitní startup
Čepelíková, Kateřina ; Král, Petr (advisor) ; Zlatić, Marija (referee)
This master thesis deals with crowdfunding from a marketing point of view, its overall potential and the application of crowdfunding on real estate projects. The goal of this thesis is to provide a description and evaluation of a crowdfunding campaign applied to an example of an existing real estate startup based in Geneva, Switzerland and to present guidelines for a successful launch of real estate crowdfunding campaign. In order to reach the goal, secondary research of the thesis outlines general assessment of crowdfunding and all its types, new trends, and theoretical description of a crowdfunding campaign. The thesis then presents the concrete real estate startup with business activity in France and the analysis of this market. Primary qualitative research of the thesis conducted in the form of in-depth interviews examines the assumption whether real estate (equity) crowdfunding is an interesting option for Millennials, a segment of potential crowd-investors. All findings are then incorporated into concrete guidelines of a new real estate crowdfunding campaign applied on the real estate startup.
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E-commerce Strategy and Online Marketing of Ellex Company
Dolanská, Barbora ; Král, Petr (advisor) ; Zlatić, Marija (referee)
Internet as a strong and fast evolving medium provides a wide range of opportunities for businessmen to conduct online marketing activities or sell their products or services. As the interaction among sellers and purchasers is indirect in online world, it is necessary to be able to evaluate the effectiveness and success of online business activities. In case of any problems or shortages, it is crucial to be able to implement the required changes and inprovements. Widely used program for website analysis is called Google Analytics. It is important to understand the particular information provided by Google Analytics and use them properly to benefit the website performance.
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Idintifikace faktorů úspěchu českých značek
Tamchynová, Martina ; Král, Petr (advisor) ; Zlatić, Marija (referee)
In the world full of competition, the brand represents a certain way, how to differentiate the company from its rivals. However, some companies successfully built their brand, but others not. The main aim of this master thesis is to identify the successful factors of selected Czech brands and analyze, why selected brands are successful on the market. Theoretical background creates the introductory part of the thesis, where the terms brand, brand equity and brand identity are explained. It follows with description of successful brand as it is stated in different academic sources. For further analysis, Czech brands are selected with the help of the survey on the Czech market. In the last part of the thesis, the success factors of the selected Czech brand are identified by the application of Kapferer's brand identity prism model. By the application of this model, the strong and weak aspects of the brand identity of each brand are revealed. In conclusion, the different factors of success are pointed out.
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komunikační strategie Olympique Lyonnais
Rey, Quentin ; Král, Petr (advisor) ; Zlatić, Marija (referee)
Introduction 1. The football market and its characteristics 1.A. History and development of football 1.B. European football market: size, value and trends 2. The communication strategy and approach of Olympique Lyonnais 2.A. Olympique Lyonnais history and current situation 2.B. OL external and competitive environment 2.C. Olympique Lyonnais communicative strategies 3. Overall view, answer to research question and analysis Conclusion
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Podnikání v Rusku
Yakubenko, Valeriya ; Bolotov, Ilya (advisor) ; Zlatić, Marija (referee)
The goal of my project is to figure out strengths and weaknesses of doing business in Russia and thus, overview economy of the country as a whole. Explore possible ways of development of the Russian Federation and conditions for healthy functioning of the economy. From my bachelor thesis I found out that doing business in Russia has improved over the recent years, but the economy still has a number of disadvantages and structural reforms are needed to overcome these problems and promote economic growth in the country
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Rozdíly mezi pohlavími jako reakce na prodejní pobídky
Solilyak, Maryna ; Král, Petr (advisor) ; Zlatić, Marija (referee)
Today, more and more similar products in one product line appear on store shelves, and buying decisions have become more complicated for the consumer. Despite this, producers have a clear vision that one of the most effective tools that can be used to distinguish their products is sales promotion. Nevertheless, every customer is unique, and the responses to sales promotion tools differ as well. The reason for sales promotion campaigns success depends on the depth of understanding of consumer behaviour. In order to create a successful communication campaign, marketers should be aware in the best ways of reaching the desired consumers. In this work we will take a look at the gender differences in consumer behaviour. In particular, we would like to see different responses toward men and women toward sales promotion campaigns.
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Car Sharing as a Potential for Development of Individual Transport in Czech Republic
Husnajová, Nicol ; Král, Petr (advisor) ; Zlatić, Marija (referee)
This master thesis deals with the unique idea of sharing vehicles called car sharing. Thesis is divided into two parts, theoretical and practical. Theoretical part describes the basic concept of car sharing as a concept of a new development of a lifestyle spread around the world. Car sharing is described as a source of new ecological and convenient way of transport. This paper looks at the history behind the carsharing, car sharing organizations model as part of different forms of carsharing, as well as benefits and environmental effects that are associated with this revelation. It describes a view of this concept in different countries in Europe and in the US. Focus is then made on the situation in Czech republic, more specifically on the first carsharing company Autonapul on the czech market. Practical part emphasizes carsharing situation in Czech republic, providing list of different car companies on the market. It looks at situation in the capital city, Prague, and suggests the new marketing strategy for the oldest company.
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