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Analysis of Renault brand's image in the Czech motoring media
Breburda, Jan ; Hejlová, Denisa (advisor) ; Halada, Andrej (referee)
Master thesis Analysis of Renault brand image in Czech motoring media describes individual components that constitute image of Renault car manufacturer in selected Czech motoring media in 2017. The thesis contains a contextual part that describes the specifics of motoring media in the Czech Republic and their relationship with PR departments of automotive importers. The description of the brand image is subsequently created through a combination of quantitative content analysis and critical discourse analysis by Teun van Dijk. The aim of the this discourse analysis is to verify the existence of the stereotypical depiction of the Renault brand on the basis of its French origin and for that purpose the discourse
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Strategic analysis
Dvořák, Miroslav ; Krause, Josef (advisor) ; Boukal, Petr (referee)
The purpose of this bachelor thesis is to evaluate the position of Groupe Renault within the current automotive industry with strategic analysis´ tools and methods. These methods of external and internal environment analysis are described in the theoretical part, and then applied to the practical part. Great emphasis is put on the automotive industry and portfolio analysis. Financial analysis in this thesis gives the brief overview of Groupe Renault´s financial situation and factors, that affected final economic results. The last part contains SWOT analysis, which summarizes all individual parts into SWOT matrix and is followed by a summary and recomendations for further development of all brands within Groupe Renault.
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The Competitiveness of the Czech and French Automotive Industry
Dykastová, Gabriela ; Jiránková, Martina (advisor) ; Fialová, Barbora (referee)
The bachelor thesis examines the competitiveness of the Czech automotive industry and the French automotive industry in terms of customer needs. The thesis focuses on the aspects which directly influence his decision to buy a new car. The aim of the thesis is to create a list of the most important competitive advantages of French and Czech producers of passenger cars in the Czech and French car market on the basis of analyses and comparison of acquired information. The thesis is composed of three chapters. The first chapter defines term competitiveness of the automotive industry. The second chapter separately analyses the Czech and French car brands and their possibilities of competitiveness in the Czech Republic and in France. The third chapter analyses and compares the competitiveness of the automotive industry of both countries. The conclusion of the thesis is the recognition that all surveyed producers are able to take advantage of their home market thanks to their characteristic qualities. Nevertheless, the French producers dominate the developing electric vehicle market.
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Intercultural management in the times of globalization
Badie, Natálie ; Antušák, Emil (advisor) ; Hartman, Ladislav (referee)
The purpose ofthis thesis titled "Intercultural Management in the Times of Globalization" is to conduct an analysis of the intercultural management fundamentals and work specifics of a global manager who is operating on an international level. In particular, I have focused on the unique success of the Renault-Nissan Alliance in the automotive industry. The outcome of this thesis should provide a manual for global managers that are operating internationally. The theoretical framework is represented by an analysis of the causes and fundamentals of the interculturalization of today's world. The practical part consists of two main sections. The first part is focusing on identifying the factors that attribute to the success or failure of a strategic cooperation of two different entities in the automotive industry. The second part is an in-depth analysis of the integration process of the Renault-Nissan Alliance. This thesis outlines the situation on the global automobile market in terms of creation of various forms of strategic cooperations. It further proves the importance of an intercultural management during the creation of such partnerships.
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The impact of globalization on Renault Group
Diviš, Petr ; Plchová, Božena (advisor) ; Nigrinová, Lenka (referee)
This bachelor thesis describes the impact of globalization on Renault Group. The main target of the thesis is to confirm or disprove, whether Renault Group is impacted by globalization and shows it on particular examples. Firstly this bachelor thesis is occupied with general definition of globalization, afterwards with Renault Group. The final chapter interconnects knowledges from previous ones.
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Strategies of French Car Manufacturers on International Markets
Snížek, Martin ; Machková, Hana (advisor) ; Malý, Josef (referee)
This diploma thesis aims at comparing strategies of French car manufacturers Renault and PSA Peugeot Citroën on international markets. The first chapter is focused on unveiling the particularities of different markets with paying special attention to distinguishing traditional automotive centres from emerging economies. The second part of the thesis presents Renault and its activities on international markets. Renault's activities are more profoundly studied through analysis of production (geographic distribution and its evolution, methods of entering new markets) and sales. The same structure is applied to the third chapter concerning PSA Peugeot Citroën. The author comes to a conclusion that even though France and Europe remain the main markets for both car makers their importance declines to the benefit of developing countries. Moreover, it was found out that both car manufacturers are entering new markets via cooperation with other car makers.
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B2B Marketing Communication for the brand Motrio
Lukašík, Tomáš ; Zadražilová, Dana (advisor) ; Solničková, Blanka (referee)
Motrio is a brand of non-original spare parts, that belongs to the Renault Group portfolio and that is successful within few last years which are influenced by the economic crisis. The concept is based on the low price offer of the spare parts. The object is to create an optimal marketing B2B communication for the Motrio brand in the R3 site (independent services) in the region of Middle Europe (Czech republic, Slovakia and Hungary).
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Corporate culture of Renault ČR Company
Přichystalová, Eliška ; Müllerová, Františka (advisor) ; Borský, Milan (referee)
Corporate culture is one of the prerequisites for any company to function successfully, since it encompasses nearly everything associated with an enterprise. The main aim of this thesis, based on a questionnaire research, is to determine the strength and the influence of the corporate culture of Renault ČR Company on its employees and, in addition, to find out how is the internal communication conducted.
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Marketing strategy of Renault Česká republika a.s. in the department of spare parts
Kuča, Petr ; Halík, Jaroslav (advisor) ; Vágner, Jiří (referee)
Aim of this paper is to practically define and evaluate marketinf strategy of Renault in Czech republic in the departement of spare parts. The work is divided into 4 parts. First parts provides us with the theoretical basis. Next part presents the company of Renault itself. After that, the marketing strategy is described. The final parts summurizes the strategy and adds few sugestion to improve it. Most of the sources of the work are intern documents.
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