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Public Relations of the company České dráhy, a.s.,
Kalivodová, Martina ; Khelerová, Vladimíra (advisor) ; Vojtíšek, Zdeněk (referee)
This bachelor thesis deals with the public relations of the company České dráhy, a.s., which relates to developing and above all to maintaining good relations between the company and the public. The aim of the bachelor thesis is to analyze all public relations activities of the company and their subsequent evaluation on the basis of a questionnaire survey among the public using the services of railway carriers. The bachelor thesis is divided into the theoretical and practical part. The first chapter of the theoretical part focuses on a definition of public relations, its aims and tools. The second chapter deals with public relations tools used by the company České dráhy, a.s. The practical section of this thesis is based on a questionnaire survey. Results of the survey serve as a base for evaluation of PR activities and for suggestions, which the company could implement.
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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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Analysis of specific campaign of Czech Railways company
Panková, Miroslava ; Postler, Milan (advisor) ; Szmeková, Libuše (referee)
The bachelor thesis "Analysis of specific campaign of Czech Railways company" deals with the analysis of campaign "In-card winter 2011/2012". The theoretical part presents marketing, marketing mix and marketing and commercial communications. All forms of commercial communications are described in detail. The practical part of thesis describes firstly the Czech Railways company, its subsidiaries and then presents its existing forms of communications. The next part deals with the analysis itself. First, by using a custom questionnaire investigation and then by analyzing the data provided by Czech Railways. The conclusion summarizes the results and recommendations for the future.
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Competition in Passenger Rail Transport
Štěpánková, Kateřina ; Mervart, Michal (advisor) ; Štěrba, Roman (referee)
The railway transport in Czech republicstarted to develop in recent years, private carriers enter the railway market. This Bachelor Thesis is supposed to analyze current situation of the passenger rail market, consider possible difficulties and outline assumed future development. In the end I sum up findings resulting from analysis and suggest possible solutions of the future state of affairs on the Czech railway market.
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Financial Evaluation of Investment in Public Railway Transportation
Horák, Jan ; Sieber, Martina (advisor) ; Kopkáně, Heřman (referee)
This thesis analysis the current situation on the Czech railways a consequently financially evaluates patterned investment of private sector in this field. It is composed of the Theoretical and Applied part. In the Theoretical part we summarize the contemporary methodological appliance used for investment evaluations. It is an overview of main approaches to the evaluation and the methods of particular variables quantification. The Applied part describes the current situation in the Czech railway public transportation, identifies its key properties and shows general perspective of possible investments. Then using the theoretical caucus we evaluate a fictive business intention in this field.
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Aplikace benchmarkingu ve společnosti České dráhy, a. s.
Devátá, Markéta ; Neumaierová, Inka (advisor) ; Plandor, Josef (referee)
Cílem diplomové práce je zmapovat možnosti využití benchmarkingu a jeho přínos pro firmu, aplikovat metodu benchmarkingu a navrhnout zlepšující doporučení. Teoretická část diplomové práce zobrazuje benchmarking jako nástroj podpory strategického managementu, jeho přínos, postup a varianty využití. V praktické části je představen předmět benchmarkingu, skupina České dráhy, a.s. a jejich finanční situace. Finanční benchmarking porovnává České dráhy, a.s. s odvětvím služeb v ČR a s významnými železničními společnostmi v zahraničí. Poslední analýza je zaměřena benchmarking s autobusovou dopravou z pohledu zákazníka.
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