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Analysis of Marketing and PR activities of Lidl Czech Republic in years 2017-2017
Škaldová, Markéta ; Schneiderová, Soňa (advisor) ; Koudelková, Petra (referee)
Title Analysis of Marketing and PR activities of Lidl Czech Republic in years 2017-2018 Annotation The aim of the bachelor thesis "Analysis of marketing and PR activities of Lidl Czech republic in years 2017-2018" is to describe selected communication activities of the company, that is specific in its philosophy based on major sale of private labels and also the concept of different thematic weeks, which contains besides products from food sector even products from non-food sector. The company has entered the Czech market as a discount store with agressive price policy and was percieved this way by customers, however then it changed its business model and has introduced a new concept through which it aims to offer quality products at the best prices. This new conception is presented mainly by the modernization of its stores, but also by other activites with aim to get better image and to target a new segment of customers. The purpose of this thesis is to describe and analyse these activities and channels, which the activities are carried out through, in form of marketing mix and Kotler's 4Ps. Another intention is to find out through primary quantitative research whether customers of Lidl still percieve the company as a cheap merchant, or as a succesful brand, which offers quality products. In addition, the...
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Vnímání změny strategie maloobchodního řetězce Lidl spotřebiteli
Petráková, Michaela
The bachelor thesis deals with consumers’ perception of the change in Lidl stra-tegy. The literary overview explains the related concepts and describes the deve-lopment of the Lidl retail chain and its strategy. In the empirical part, the data from the questionnaire survey was analyzed and subjected to tests of indepen-dence and paired difference test. The results were summarized and discussed economically. In conclusion, the most important findings of the thesis were summarized and there was also proved that the change in consumers’ perception of Lidl has occurred.
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Analysis of Marketing and PR activities of Lidl Czech Republic in years 2017-2017
Škaldová, Markéta ; Schneiderová, Soňa (advisor) ; Koudelková, Petra (referee)
Title Analysis of Marketing and PR activities of Lidl Czech Republic in years 2017-2018 Annotation The aim of the bachelor thesis "Analysis of marketing and PR activities of Lidl Czech republic in years 2017-2018" is to describe selected communication activities of the company, that is specific in its philosophy based on major sale of private labels and also the concept of different thematic weeks, which contains besides products from food sector even products from non-food sector. The company has entered the Czech market as a discount store with agressive price policy and was percieved this way by customers, however then it changed its business model and has introduced a new concept through which it aims to offer quality products at the best prices. This new conception is presented mainly by the modernization of its stores, but also by other activites with aim to get better image and to target a new segment of customers. The purpose of this thesis is to describe and analyse these activities and channels, which the activities are carried out through, in form of marketing mix and Kotler's 4Ps. Another intention is to find out through primary quantitative research whether customers of Lidl still percieve the company as a cheap merchant, or as a succesful brand, which offers quality products. In addition, the...
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Marketing strategy of Lidl in the Czech republic
Seidlová, Barbara ; Průša, Přemysl (advisor)
The objective of the thesis is evalution marketing and communication strategy of Lidl in the Czech republic, identify key factors of success of this company and propose improvement of marketing strategy. In the first part, I explain the theory of marketing, marketing strategy and communication strategy. In the second part, I focused on current situation in the retail market and especifically on the marketing strategy of Lidl company. Based on facts, I propose the possibilities of improving the marketing strategy.
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Analysis of the company Lidl from the perspective of marketing strategy and day-to-day operations
Slavíček, Tomáš ; Chylíková, Hana (advisor) ; Drozen, František (referee)
The focus of this bachelor's theses lies on an analysis of the company Lidl from the perspective of marketing and day to day operations. The purpose of this study is to investigate the effects of activities and corporate politics on the overall performance of the said company. Among the methods used are for instance analysis, analogy and observation. Lidl is a German discount retailer which specializes in selling both food and non-food merchandise. This thesis is divided into 3 main chapters to distinguish among theoretical basis, company Lidl and its approach toward the given aspects and practical part. The first chapter investigates first, into marketing policies and second, into management, both of which are necessary for the comprehension of the specifics of retail business. Second chapter follows the outline of the first and provides an insight how the company Lidl handles some of the problems that it faces and identifies which approaches are most suitable for Lidl. A conducted interview with Martina Pečená (more 10 years of experience as a Store Manager in Dobříš) counts among the most critical and influential part in development of this chapter. Final chapter aims at analysis of a survey; its primary objective being investigation of market opinions of the Lidl customers. Furthermore, it provides a PEST analysis in the context of panned expansion in the USA and finalizes with SWOT analysis, where the gathered information is processed and evaluated. Final remarks specify the strengths that made the company Lidl what it is today with the market position in TOP 10 discounters.
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Analysis of buying atmosphere in selected Lidl and Penny retail shops
Baráková, Alžběta ; Chylíková, Hana (advisor) ; Jakešová, Patricia (referee)
The bachelor's thesis takes on analysis of buying atmosphere in selected Lidl and Penny retail shops. Specifically shops located in Prague's South Town. First chapter is dedicated to theoretical specification of buying atmosphere and definition of its main determinants. End of the chapter summarises all methods of multi-dimensional ratings used in this thesis. Second chapter focuses on presenting both companies including their scale of products and services. Last chapter deals with the analysis itself with subsequent comparison of buying atmosphere in the selected shops. The analysis comprises both subjective as well as objective assessment of their customers. The chapter also proposes suggestions on improving drawbacks found through the analysis.
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Analysis of discount retail market in Germany
Váchová, Radka ; Průša, Přemysl (advisor) ; Filipová, Alena (referee)
The goal of this bachelor thesis is a detailed description of the german discount market and a subsequent analysis of the customer's purchasing behavior. The theoretical part deals with the definition and the theory of retailing in general. The historical evolution of Germany is mentioned for a better understanding of the german economic situation and pozition of the state within the world economy. The practical part deals with the discount market analysis, that was based on available secondary data. Both economic values of the main german retail discounters and their position within the retail market as a whole were put into consideration. The next practical part is focused on the customer's purchasing behavior study, which was realized in terms of a questionary research.
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Evaluating of shopping atmosphere in selected sales chains
Kholová, Pavla ; Chylíková, Hana (advisor) ; Odehnalová, Jitka (referee)
This thesis is about evaluating shopping atmosphere in Penny Market and Lidl in one city. First chapter is dedicated to definition of shopping atmosphere and it also characterizes criterions which make this atmosphere. Second chapter describes companies Penny Market and Lidl. It is about assortment and special actions. Third chapter analyses atmosphere in these discounts. The other part of the chapter is focused on season and its influence on atmosphere. Last point is about analysing results. There are also some proposals how to improve negative points.
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