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Assessment of shopping atmosphere in selected stores of retail chains Albert and Billa
Šarlovský, Martin ; Chylíková, Hana (advisor) ; Komůrková, Lenka (referee)
The objective of the thesis is to assess shopping atmosphere of two selected stores Albert and one store Billa and to propose options for improving of any deficiencies. Personal visits and online survey are the chosen methods for the assessment. Thesis is divided into three chapters. The first chapter characterizes shopping atmosphere, shopping environment and business unit. The second chapter describes selected supermarkets Albert and Billa, their organizational structure, ownership and interior and exterior design of selected retail units. The third chapter is practical and assesses the own shopping atmosphere of the stores by using SWOT analysis, pairwise comparison and online survey. Evaluation of the results and proposed possible solutions for improvement of negative points are listed.
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Retail Marketing
Demuth, Jan ; Cimler, Petr (advisor) ; Chylíková, Hana (referee)
This thesis is about the situation of retail marketing in Czech republic, with a special focus on in-store marketing instruments and activities. The goal of this work is to evaluate the application of these marketing instruments in a specific retail store. This chosen store is supermarket Billa. The first part of the thesis is offering theoretical base for in-store marketing activities and also presents the history of retail marketing in Czech republic. The second part is focusing on the situation in the chosen retail store and offers an evaluation of it's marketing activities.
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Analyses of a communication campaign of Billa
Kučera, Michal ; Postler, Milan (advisor) ; Tichý, Miloslav (referee)
the first chapter deals with the theoretical background as a base for this thesis. It defines the terms marketing communication and commercial communication. In the second half it deals with market research. The second chapter introduces Billa as a part of REWE Group and an important player on the czech market. A Big part of this chapter deals with Billa's communication campaigns. The last chapter introduces one particular campaign and analyses it, using data that were provided by Billa for this purpous.
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Customer loyalty of retail firm - Billa
Dančevská, Ráchel ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The bachelor thesis results from marketing, which includes customer loyalty and consumer typology. Then the thesis is concerned with a marketing research and a proper creation of a questionnaire for this research. The practical part of the thesis introduces the retail company Billa and presents the results from field research, which was focused on finding of customer loyalty of the Billa's customers.
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Comparison of selected supermarket chains in Czech Republic
Pelcová, Jana ; Khelerová, Vladimíra (advisor) ; Turnerová, Lenka (referee)
The goal of this bachelor work is to compare selected supermarket chains in Czech Republic from the given perspective. The main pursuit of this work is to set pros and cons of each chain and to compare their action and influence on the czech market. It focuses on the history and the progress of retail chains from the WWI until present. Then this work distinguishes these four chains, Tesco, Kaufland, Billa and ESO MARKET and in the last part it tries to compare four concrete branch stores of these companies.
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The assessment of merchandising of two chosen shopping units
Kleinová, Lucie ; Chylíková, Hana (advisor) ; Průša, Přemysl (referee)
This bachelor thesis is focused on merchandising strategy of shops Billa and Penny Market. The main benefit of this project is comprehensive picture of merchandising and creating a shopping atmosphere, which are effective instruments, how could shopping units compete for customer. In the first part of thesis, there are set up theoretical data about merchandising, which are further used in practical part. Overall assessment is made up by a comparative method, where individual criteria have assigned importance. The result is made of sum of weighted points, which the individual criteria gained. The thesis also contains suggestions how to improve present merchandising strategy of those shopping units.
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