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Export strategy for company Chocoland Beri a.s.
Hraníková, Michaela ; Halík, Jaroslav (advisor) ; Karas, Leoš (referee)
In my bachelor thesis, I am writing about export analysis and export and marketing proposals for the company called Chocoland Beri a.s. , which is located in Králův Dvůr. Chocoland Beri a.s. is one of the biggest producers of seasonal chocolate confectionery on the Czech market. The thesis is focusing on analysis of actual export situation of the company and on potential foreign market, which the company could prosper from. The thesis also includes international marketing mix of the company and recommended export and marketing strategy, which the company should adhere to in the future.
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Marketing strategy of SAP
Vaculíková, Michaela ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The thesis deals with marketing strategy of SAP, important software company in B2B market. Goal of this thesis is to use theoretical knowledge to describe and analyse marketing strategy of SAP and at the same time to analyse efectivity of database marketing team. Database marketing team is one of the most important things that lead to successful marketing strategy and this thesis will propose possible solutions to discovered shortcomings of this team. The thesis contains not only theoretical information about international marketing strategy but it shows real marketing strategy of SAP and its evaluation. It also describes and analyses meaning of the database marketing team and makes suggestions to improve its functioning.
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The launch of a new global brand on the czech market
Hlaváč, Filip ; Mikeš, Jiří (advisor) ; Štibinger, Aleš (referee)
The thesis takes a deeper look at the international marketing with a particular focus on the marketing communications mix. All topics are approached from the target market point of view and everything is set into the trends of the 21st century - trends of the era when consumer drives the market and the old marketing approaches are no longer efficient. In the practical part the thesis analyses the launch of the Frigo brand on the czech market with application of the in the theoretical part studied trends. The outcomes of the thesis are recommendations on the topic of how to most efficiently launch a product on the czech market in the era of the 21st century.
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Marketing strategy of Groupe SEB
Hnyková, Petra ; Halík, Jaroslav (advisor)
This thesis analyses marketing strategy of international company Groupe SEB that operates on the market of small domestic appliances and cookware. The company strategically manages portfolio of several international and regional brands. In my work I speak about the theoretical background of the international marketing principles and focus on the analysis of the marketing strategy of each brand with concrete examples and comparison.
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The Branding Dilema: Why Local brands Might Be Stronger Than Global Brands ?
Bozkir, Duygu ; Halík, Jaroslav (advisor) ; Štěrbová, Ludmila (referee)
This paper discuss the conditions which may allow local brands to outperform global ones in order to show that there is a higher chance for local brands to succeed than what is commonly thought. Together with current globalization trends, global brands are expanding everywhere as they build on their high level of economic resources and rich experiences in various markets. Even though global synergy is sometimes important for customers, it might cause the death of local brands which have a unique value for domestic customers. The aim of this study is to offer valuable insights into the decision-making process that determines whether or not a local brand can be kept within an MNC's portfolio, as well as to discuss the hope and opportunities of local companies in their struggle to compete with global corporations. It will be shown that LCs remain to play an important role in the development of the domestic market, which is why companies should not give up on them that easily. The decision-making process of LCs is therefore also outlined in this research paper.
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