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Marketing Strategy of Turkish Airliners
Fritsch, Daniel ; Schüller, David (referee) ; Chlebovský, Vít (advisor)
Diplomová práce se zaměřuje na marketingovou strategii Turkish Airlines, který je nejlepší evropský letecký dopravce s jeho hlavní základnou v Istanbulu na letišti Atatürk. Práce taktéž zahrnuje rozbor leteckého průmyslu a navrhuje marketingový přístup pro rozvoj povědomí a zvýšení prodeje společnosti Turkish Airlines. Diplomová práce se skládá ze tří částí teoretické, praktické a návrhové části.
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Pricing in the Airline Industry
Kašpar, Petr ; Vacek, Pavel (advisor) ; Klinger, Tomáš (referee)
The main goal of this thesis is to introduce the low-cost airline model and the concept of predatory pricing together with their basic elements. For good understanding of the topic, the thesis introduces basic requirements that have to be satisfied in order for the pricing to be classified as predatory and means of testing for their presence. The theoretical background is further analysed in the review of six antitrust policies dealing with predatory pricing. Last, two predatory cases from the airline industry are reviewed in order to show the approach that is given allegations of predatory pricing in practice. JEL Classificiation K21, L41, L93 Keywords antitrust, predatory pricing, low-cost airlines Author's email mail@petrkaspar.net Supervisor's email vacek@fsv.cuni.cz
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Fundamental analysis of Turkish Airlines
Popova, Elizaveta ; Cibulka, Jakub (advisor) ; Hoffman, Andrej (referee)
The aim of the thesis is to perform fundamental analysis of the Turkish Airlines' stocks to see if the shares are priced correctly and whether it is worth investing in. I chose this company, because I am accustomed to use its services. This thesis starts with a global analysis, continues with sectoral analysis and concludes with a firm's analysis. The work is designed in such a way that at the beginning of each chapter the theory is given, and then it immediately proceeds to the practical part. The conclusion of the thesis is the analysis of the aircraft industry and the revelation of the factors that influence on its development. The situation in the country was assessed in its relation to the Turkish Airlines' development. The benefit of the research is the investment suggestion.
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Implementation of philosophy of CRM in selected company in airline industry
Pavelka, Jakub ; Koliš, Karel (advisor) ; Konvalinka, Michal (referee)
The aim of this Bachelors Thesis is to define the philosophy, individual phases and the most important principles in building the customer relationship management and their theoretical concepts applied in selected company in airline industry. Based on the identification of places and processes that have the most significant impact on interaction between customers and company will be formulated fundamental measures for the implementation of the philosophy.
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Marketing Strategy of Turkish Airliners
Fritsch, Daniel ; Schüller, David (referee) ; Chlebovský, Vít (advisor)
Diplomová práce se zaměřuje na marketingovou strategii Turkish Airlines, který je nejlepší evropský letecký dopravce s jeho hlavní základnou v Istanbulu na letišti Atatürk. Práce taktéž zahrnuje rozbor leteckého průmyslu a navrhuje marketingový přístup pro rozvoj povědomí a zvýšení prodeje společnosti Turkish Airlines. Diplomová práce se skládá ze tří částí teoretické, praktické a návrhové části.
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Financial analysis of the company Deutsche Lufthansa AG
Papajíková, Karolína ; Staňková, Anna (advisor) ; Marek, Petr (referee)
The aim of this bachelor thesis is to evaluate the financial health of the company Deutsche Lufthansa AG through horizontal and vertical analysis and selected financial ratios. Specifics of the industry and the risks within the market are also discussed. This analysis concludes that the company does not face any serious problems which could significantly affect its current or future operations.
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Finanční Analýza a Ohodnocení Společnosti Lufthansa
Hamacek, Michaela Maria ; Brůna, Karel (advisor) ; Pour, Jiří (referee)
The aim of the thesis is to provide investors and other stakeholders with an approach how to calculate the fair value of a company and its stocks to make an investment decision. As stock market prices are influenced by many events, they rarely reflect the true underlying value of the company. The company investigated in this thesis is the German airline company Lufthansa. A strategic, a financial and a ratio analysis are performed before the fair value is assessed using the discounted cash flow method under three future scenarios. The analyses revealed a possible undervaluation of the company, which led to a buy recommendation for shares of Lufthansa.
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Změny v marketingové strategii leteckých společností v Evropě způsobené růstem nízkonákladových leteckých společností v Evropě
Keprta, Jan ; Cook, Gina (advisor) ; Lhotáková, Markéta (referee)
The aim of this thesis is to analyze the changes to marketing strategy of airline companies in Europe due the proliferation of low-cost carriers in Europe. The thesis is divided into three parts. In the theoretical part the marketing strategy framework is established by reviewing the latest literature on marketing theory and its application to the airline industry. The second chapter provides the historical background and shows the specifics of the airline industry in order to determine when the proliferation of low-cost carriers in Europe occurred. It also analyzes the impact the proliferation had on the business operations of the network carriers by looking at the changes to different elements of the marketing mix. Finally the third chapter summarizes the authors research on consumer behavior in the airline industry. The research was conducted through a quantitative questionnaire and it investigates consumers perception of price and brand awareness.
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Airline industry and marketing on social medias
Cmuntová, Eva ; Vaško, Martin (advisor) ; Herget, Jan (referee)
The thesis introduces the airline industry and its interconnection with marketing on social medias. At the beginning, in the theoretical part, particularities of the industry explaining the necessity of any kind of marketing are stated. Definitions and categorization of social medias follow together with a detailed description of four of them which will be part of the later analysis. Characteristics of users are mentionned as well since they are highly important for the right segmentation and targeting. The practical part contains the analysis of usage of the chosen medias in marketing of the selected european airlines. It presents popularity of each airline and then it focuses on the most favourite ones with a purpose to reveal reasons of this favour. One chapter is dedicated to successful viral campaigns with recommendations for their formation. At the end, the thesis is summarized and the results of the analysis and suggestions for the future topic extension are added.
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