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Statistical analysis of sales of the BMW Group company
Kmoníček, David ; Hlavsa, Tomáš (advisor) ; Jindrová, Andrea (referee)
This bachelor thesis, titled Statisctical analysis of sales the company BMW Group is divided into two parts, theoretical part and practical part. In the theoretical part are described the terms such as general function of the market, general characteristics of the automotive industry, significant moments in automotive history, main factors affecting sales of cars, or selected competitive concerns. Furthermore, there are also described parts of the company BMW Group.
The practical part is divided into two parts. The first part deals with analyzing of the particular development of model series BMW and recording new technologies. The second part is focused on the analysis and comparison of the main models of BMW and Mercedes-Benz, that is a major competitior for BMW. The main objectives will be to assess their trends, finding parallels of the development of the sales trend and prediction for the years 2015 and 2016.
The result of the analysis will determine the leaders of the particular vehicle segments and the previous development and also to determine which of the two automakers is the largest manufacturer of luxury cars in the world.
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Brand audit of Mercedes-Benz in the category of premium passenger cars
Žídková, Jolana ; Olšanová, Květa (advisor) ; Lhotáková, Markéta (referee)
The thesis Brand audit of Mercedes-Benz in the category of premium passenger cars is concerned with the evaluation of the position of the brand Mercedes-Benz on the Czech market in comparison with its biggest competitors - BMW and Audi. This is also the main goal of the thesis. The first part of the thesis is focused on defining brand and terms that are connected with brand. Furthermore there is an explanation of brand management, more precisely positioning, marketing programs and secondary associations that are the basic tools of brand building and also introduction and explanation of brand audit. In the second part profiles of brands are assembled and brand audit of Mercedes-Benz based on results of qualitative and qualitative research is made. The conclusion consists of current brand positioning and brand management of Mercedes-Benz. This is also a secondary goal of the thesis.
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Brand image and identity of Mercedes-Benz
Václavík, Lukáš ; Zamazalová, Marcela (advisor) ; Vávra, Oldřich (referee)
The thesis is focused on a brand perception of Mercedes-Benz in the Czech market. The theoretical part describes the terminology related to the concept of brand image and identity. The practical part includes an analysis of data obtained from MML-TGI and from own research, which seeks to reveal the identity or inaccuracies in the perception of image and brand identity. Displays the actual image of Mercedes-Benz and also determines whether there is a refutation of prejudices about the brand Mercedes-Benz that exist in the Czech Republic.
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