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Analysis of the Selected Company by Using the Selective Methods
Karnišová, Adriana ; Štěpánková, Markéta (referee) ; Hanušová, Helena (advisor)
This Master’s thesis deals with an analysis of the cosmetic company Mary Kay (Czech Republic), s.r.o. In the theoretical part, basic terms and analyses are described and afterwards used in the analytical part. To determine the current functioning state of the company, the Porter five forces analysis, the SLEPTE analysis, SWOT analysis, and analyses 7S are used. Results of the mentioned analyses provide suggestions and recommendations regarding improvement of the functioning of Mary Kay (Czech Republic), s.r.o. company.
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Opportunities and risks of multi-level marketing in the Czech republic
Hašková, Lenka ; Halík, Jaroslav (advisor) ; Štencelová, Jana (referee)
This paper presents the model of the business called Multilevel Marketing that is known as MLM. In the first part there is the characterization, the origin and historical development of Multilevel Marketing. The companies that became pioneers in this branch in The Czech Republic and became successful thanks to this model of the business are also mentioned in the first part of the paper. The differences between pyramid, non-ethical and illegal Multilevel Marketing are also contained in this part as well as personal sale as a main tool of MLM. The second part of the paper shows the practical example of the successful American company Mary Kay, which is well-known in cosmetic industry. The business of this company is based on Multilevel Marketing. The Mary Kay is described in detail in the second part including its operation, main principles and mottos. I believe that I have good preconditions of the description of this company as one of its advisors. I am able to meet readers truthfully with running of Mary Kay. The very last part of the paper describes business opportunities at Multilevel Marketing, their advantages and disadvantages, the ways of choice of Multilevel Marketing company and the information that helps to decide whether to start doing business with these companies or not. Finally, the findings will be summarised at the end of the paper.
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Analysis of the Selected Company by Using the Selective Methods
Karnišová, Adriana ; Štěpánková, Markéta (referee) ; Hanušová, Helena (advisor)
This Master’s thesis deals with an analysis of the cosmetic company Mary Kay (Czech Republic), s.r.o. In the theoretical part, basic terms and analyses are described and afterwards used in the analytical part. To determine the current functioning state of the company, the Porter five forces analysis, the SLEPTE analysis, SWOT analysis, and analyses 7S are used. Results of the mentioned analyses provide suggestions and recommendations regarding improvement of the functioning of Mary Kay (Czech Republic), s.r.o. company.
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Mary Kay brand influence on the purchasing behavior of customers
Teplá, Zuzana ; Hajdíková, Taťána (advisor) ; Hesková, Marie (referee)
The diploma thesis deals with the analysis of the influence of Mary Kay brand on purchase behavior of customers B2C markets thanks to the model customer-based brand equity and the model ColourMind using colour-word association method CWAT. Its aim is to evaluate perception of the brand and factors influencing behavior of customers. Theoretical part is focused on B2C markets, brand politics, customers and their attitude to shopping. Practical part deals with identification of Mary Kay company, analysis of determinants and evaluation of their influence on purchase behavior of customers.
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Neuromarketing and it´s application when working with Mary Kay.
Šetková, Lenka ; Chylíková, Hana (advisor) ; Steinerová, Karolína (referee)
This thesis introduces neuromarketing as a new form of highly effective marketing. Theoretical part describes the selected tools for measuring brain's activity, fundamental terms in neuromarketing, mirrors neurons, soma markers. Mentioned are also subliminal messages. Further, attention is paid to describe some of the differences between male and female brain. Practical part of this thesis introduces the company and brand Mary Kay, including global marketing activities. Then, it contains analysis of brand positioning on the Czech market, evaluating of the current marketing activities of Independent Beauty Consultant and a proposal for improvement (of marketing activities) and increase in sales volume.
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Network marketing opportunities on the market of cosmetics
Müllerová, Patricie ; Koudelka, Jan (advisor) ; Kolorosová, Jana (referee)
The main goal of the Bachelor Thesis is analysis of direct selling and network marketing on the Czech market with cosmetics. The work analyses four chosen companies which operate on the Czech market. The conditions which companies offer to their representatives were examined as well as their range of products, cooperation possibilities and commission reward systems. Secondary data about progression and condition of the network marketing on the Czech and world market were used. This work has its own quantitative research which was done to check knowledge about products offered by four chosen companies as well as satisfaction with products. Prices of cosmetics were compared as well. Comparison of chosen companies was made based on information above followed by last part dedicated to conclusion of acquired knowledge. The best companies for new distributors were chosen and recommendations for companies about development of their distribution networks were made. Work is focused on direct selling and network marketing in general and describes principles of network marketing and its advantages and disadvantages. Foundation and history of network marketing is described as well as Czech law treatment of illegal systems. Part of the work is also dedicated to ethic of direct selling.
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Strategy Generation of Mary Kay (Czech republic) s.r.o.
Vehovská, Martina ; Sedláčková, Helena (advisor) ; Bučová, Eva (referee)
My thesis is about strategy generation and its importance for the company. In the theoretical part, I tried to emphasize the main purpose of the analysis and indicate their strengths and weaknesses. In the practical part, I worked out and evaluated the process of generation Mary Kay strategy. I was not trying to generate a new concept of the strategy, but I tried to figure out why this strategy, which has been unchanged for many years, is so successful.
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