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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
Communication of HORNBACH in year 2009 focused on campaign "Make it your project!" - case study
 Brezarová, Alžběta ; Köppl, Daniel (advisor) ; Shavit, Anna (referee)
The bachelor theses "Communication of HORNBACH in year 2009 focused on campaign "Make it your project!" - case study" deals with three communication campaigns and further communication activities of HORNBACH DIY retail company in the Czech Republic in 2009. The aim of the theses is to define the HORNBACH brand on the Czech market, compare it with its competitors and then describe and analyze three campaigns - one that maintains the position of the brand, one that communicates low prices and finally the complex campaign called "Make it your project!". The thesis is focused particularly on TV commercials, print advertising and communication via social networks and a company website. Analyzed communication activities are put in context with the brand positioning, brand image and the economical results of the HORNBACH Company in the year 2009/2010. The communication activities were analyzed and evaluated according to information from literature and articles.
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Strategic analysis
 Marjová, Miroslava ; Krause, Josef (advisor) ; Koulová, Tereza (referee)
This thesis deals with strategic analysis of the company Hornbach Baumarkt CS, s.r.o. Thesis is divided into a theoretical part which contains basic definitions, methods and tools for strategic analysis. This knowledge are subsequently used in the practical part. After the company introducing, the external and internal environment of the company is gradually analyzed and includes a PEST analysis and Porter model of five competitive forces. I tis followed by a breakdown of business resources, financial and portfolio analysis of the company which is focused on a private label strategy. Completion is a SWOT analysis, which shows the strengths and weaknesses of company and also reveals the opportunities and threats that affect the company from the outside. Thesis ends by proposing strategic recommendations arising from the implementation of the strategic analysis.
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