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Trends in mobile phone market
Vít, Kristian ; Molnár, Zdeněk (advisor) ; Pavlíček, Luboš (referee)
The graduation thesis "Trends in mobile phones development" is focusing principally on detailed analysis of mobile phone market on a global scale. The aim of this thesis is to elaborate comprehensive analysis of mobile phone market oriented on phones with operating systems (smartphones). The analysis is drawn primarily from the perspective of the key players in the market and comparison of these manufactures. After the descriptive part, where is introduced market as a whole, market segmentation by volume and value, this section focuses on segmentation of the global market by key players. This descriptive part is completed by market segmentation according to the amount of mobile phones sold by key players. Second analysis is segmented by operating system. Following parts of the thesis is more practical. This part of the thesis is analyzing the companies, which are selling smartphones. In this part I started by describing a brief overview about what the market is, what is focusing on and what their advantages and pitfalls are. My focus is analyzing the market via Porter's analysis and SWOT analysis of individual manufactures. Finally, I analyze the financial indicators from year 2007 to present. In conclusion I come to recommendations what manufactures should and should not to do. Chapter with warnings is described by the products on the market, which failed in recent years. At very end I come to the evaluation and recommendations, which theoretically should bring some positive progress to companies. The main contribution of this thesis is to provide comprehensive, detailed analysis of the market of mobile phones and smartphones manufactures on a global scale. One of the benefits is the collection of information, data and analysis describing the current state of the market, but also recommendations practices, to which I reached via progression of the this work. Thanks to unique appreciation of the global mobile phone market, their indicators and strategic information, it is necessary to say that this thesis can be very valuable material for some readers, who want to get overview, or seek accurate information about certain manufacture.
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Data Driven Marketing in Apple and Back to School Campaign 2011
Bernátek, Martin ; Král, Petr (advisor) ; Jurek, Martin (referee)
Out of the campaign analysis the most important contribution is that Data-Driven Marketing makes sense only once it is already part of the marketing plan. So the team preparing the marketing plan defines the goals and sets the proper measurement matrix according to those goals. It enables to adjust the marketing plan to extract more value, watch the execution and do adjustments if necessary and evaluate at the end of the campaign.
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Mobile marketing
Švarc, Ondřej ; Pešek, Ondřej (advisor) ; Průša, Přemysl (referee)
The first part of this thesis contains description of development in mobile services, networks, mobile devices and the whole market of mobile marketing and analysis of possibilities and methods of usage of mobile marketing. The second part contains analysis of mobile marketing in terms of ethics, analysis of mobile marketing leading corporations and survey of public opinion, including its evaluation.
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iPad and its potential in education
Hloušek, Martin ; Jaklová, Martina L. (advisor) ; Smekal, Martin (referee)
This master thesis focuses on the Apple's iPad in the educational institutions and provides reader with the compact overview about the device in this field. Firstly, it shows the strategy of the company in the Europe and the Czech Republic. Secondly, there are mentioned iPad competitors from the different perspectives and the comparison. Thirdly, iPad usage in the schools; if it is even suitable device for this field and how students and educators can benefit from it. This is followed by the survey among the high school and university students. The questionnaire was divided into the two groups -- non-iPad users and iPad users. And lastly the thesis shows various case studies from the different schools and how the iPad can be implemented into the curriculums. Also contains recommendations and the best practises from the different high schools and universities, which can be inspiring for the new iPad pilot projects.
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Value innovations in accordance to Apple
Mertl, Jiří ; Theodor, Michal (advisor) ; Lorenc, Miroslav (referee)
This bachelor's thesis is aimed at comparison of value management way of innovations and innovations according to Apple. At the first part there are analyzed theoretical, methodical and practical aspects of both of ways. Key theme for value innovation is value for customer, which is analyzed from both points of view value management and Apple. Except of product innovations there are mentioned for example marketing innovations or process innovations. In last part of the thesis there are demonstrated several possible value innovations of products of some other companies in accordance to Apple.
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Role of the Presentation in the marketing
Zotov, Roman ; Koudelka, Jan (advisor) ; Pešek, Ondřej (referee)
There is a problem that people do not know too much about how to present their product/company/service etc. My goal was to show that almost anybody could educate himself/herself with the aim of improving knowledges of his or her own. I used the information from different reliable sources and used the original records of Apple Keynotes presentations. This thesis shows us the technics that uses CEO of Apple Inc. Steve Jobs in his presentations. All of the goals of the thesis were achieved and this thesis could really help people to learn something more about the presentation.
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Apple on Campuse in the Czech Republic - strategy and law framework
Bernátek, Martin ; Spirit, Michal (advisor) ; Otčenáš, Pavol (referee)
The Survey implicates that all the retail activities should look for new Mac users among freshmen students of University of Economics, Prague. Long-term attention should be aimed at students who have been using their notebooks for more than 3 years. I assume that these can appreciate the advantages of Mac. Regarding the freshmen students, there should be Back to School program running (as it was described earlier). Highly potential customer are current iPhone and iPod users, campaign like "user-friendly experience of your iPod in your computer" could work. Also upcoming program of Komercni banka, which will offer Macbook for monthly payments for students, is highly anticipated. This will certainly encourage students, for which the high price is main problem, to get a Mac. All depend how terms of this program will be set (etc. height of monthly payment).
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The marketing strategies of the Apple company
Preněk, Tomáš ; Štědroň, Bohumír (advisor) ; Procházka, Jan (referee)
The main goal of this thesis is a definition of marketing goals and strategies of the Apple company on the basis of the complex positional analysis, whose output is the SWOT analysis. For purpose of using theoretical knowledge in praxis one part is devoted to the marketing instruments, which are used by the analyzed company. This part leads to analysis of the company's marketing mix of one of the product made by Apple. This thesis includes also results of the market research which was focused at the consumer reception of the brand Apple.
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Mac as a working tool of student at University of Economics in Prague
Hloušek, Martin ; Chlapek, Dušan (advisor) ; Gála, Libor (referee)
This thesis focuses on the products (mainly computers) of Apple Inc. It shows the strategy of the company in the foreign states and the Czech Republic. Compares notebooks from the company with competitors on the Czech market. The main contribution of this work is to assess the compatibility of the operating system Mac OS X at the University of Economics in Prague. Furthermore, implementation and evaluation of the survey regarding the Macintosh among students at the University of Economics in Prague. Finally, there are mentioned the alternative use of computer technology at the University of Economics in Prague.
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The competitive strength of czech design
Petrák, Jiří ; Vávra, Oldřich (advisor) ; Černá, Jitka (referee)
The goal of the thesis is to explain what design exactly means and describe, its develop and some its parts. Further describes its use as very important marketing tool. The practical part contains implement of design in company Apple computer. The Part of "czech design" describes partnertships of designers and czech firms such as Mattoni, Linet, Pivovary Staropramen etc. The last part contains the foundation of student's brand KATARZE and its presenattion on Desgnblok.
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