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Critical Analysis of the Entry Strategy to the German Market Comparing to the Entry Strategy Applied During Expansion Into the Polish Market
Novák, Roman ; Kadlec, Tomáš (referee) ; Chlebovský, Vít (advisor)
Tato diplomová práce se věnuje kritické analýze vstupu společnosti Student Agency na německý trh a srovnání s analýzou vstupu téže společnosti na trh polský. V první části se práce zabývá teoretickými poznatky k jednotlivým metodám analýzy provedeným v praktické části této práce. Další část se poté zabývá samotnou společností Student Agency jako takovou, jejím vývojem a všemi službami, které poskytuje konečným zákazníkům. Praktická část poté analyzuje společnost pomocí několika různých marketingových metod, mezi které patří například Porterův model pěti sil nebo SWOT analýza. V závěru práce shrnuje autor analýzu vstupu na německý trh a zároveň je zde poskytnuto srovnání s analýzou vstupu společnosti na polský trh.
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Predatory Pricing in Transport Sector: Case Study of the STUDENT AGENCY, s.r.o.
Dobiáš, Adam ; Vacek, Pavel (advisor) ; Vaško, Dan (referee)
Predatory Pricing in Transport Sector: Case Study of the STUDENT AGENCY, s.r.o. Abstract This paper deals with predatory pricing in transport sector. A situation when one company sells its product at a very low price, intending to illegally drive competitors out of the market. Aim of this paper is to discuss mentioned issues in transport sector and to explain methods of solving predatory cases according to the newest guidelines of the European Commission, national competition au- thorities and national courts. Market delineation, dominance determination and predation cost analysis is discussed. Not only theoretical aspect of predatory behaviour and its impact on competition but also a detection of predatory pri- cing by authorities is discussed. Special attention to the specifics of transport sector is given. The core of this paper is an analysis of STUDENT AGENCY, s.r.o. case from year 2008, when mentioned company was accused of predatory pricing on their bus line Praha-Brno. Keywords predatory pricing, antitrust, competition, re- levant market, dominance, transportation, SS- NIP test, Reverse Cellophane Fallacy, Office for the Protection of Competition, STUDENT AGENCY, s.r.o.
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Predatory Pricing in Transport Sector: Case Study of the STUDENT AGENCY, s.r.o.
Dobiáš, Adam ; Vacek, Pavel (advisor) ; Vaško, Dan (referee)
Predatory Pricing in Transport Sector: Case Study of the STUDENT AGENCY, s.r.o. Abstract This paper deals with predatory pricing in transport sector. A situation when one company sells its product at a very low price, intending to illegally drive competitors out of the market. Aim of this paper is to discuss mentioned issues in transport sector and to explain methods of solving predatory cases according to the newest guidelines of the European Commission, national competition au- thorities and national courts. Market delineation, dominance determination and predation cost analysis is discussed. Not only theoretical aspect of predatory behaviour and its impact on competition but also a detection of predatory pri- cing by authorities is discussed. Special attention to the specifics of transport sector is given. The core of this paper is an analysis of STUDENT AGENCY, s.r.o. case from year 2008, when mentioned company was accused of predatory pricing on their bus line Praha-Brno. Keywords predatory pricing, antitrust, competition, re- levant market, dominance, transportation, SS- NIP test, Reverse Cellophane Fallacy, Office for the Protection of Competition, STUDENT AGENCY, s.r.o.
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The Analysis of Marketing Communication of the Company Student Agency Focusing on Extending Their Product Portfolio
Bílková, Tereza ; Dolanská, Nora (advisor) ; Köppl, Daniel (referee)
The purpose of this thesis was to analyze the communication activities of STUDENT AGENCY, s.r.o., describe the company's strengths and weaknesses, introduce the firm and evaluate the communication mix, with which the company promotes its products and services. The SWOT and descriptive analysis as well as a survey were used in order to evaluate the firm's ability to communicate with the market. The descriptions of the firm's identity, marketing communication, communication mix, product, product portfolio, and transportation are amongst the most important theoretical concepts. I have engaged in the analysis of the firm's identity, image within the Czech market, corporate design. I have also addressed the company's compliance with its core philosophy. STUDENT AGENCY was founded in 1996 as a firm that provided au-pair services. As time progressed, the company introduced student and professional residencies abroad and continued to add new products at a significant pace. As a result, I have structured this work to analyze the firm's communication activities in relation to the product portfolio's expansion into the fields of national and international bus and railway transportation. Consequently, I have provided a number of suggested improvements to the market communication of STUDENT AGENCY.
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Critical Analysis of the Entry Strategy to the German Market Comparing to the Entry Strategy Applied During Expansion Into the Polish Market
Novák, Roman ; Kadlec, Tomáš (referee) ; Chlebovský, Vít (advisor)
Tato diplomová práce se věnuje kritické analýze vstupu společnosti Student Agency na německý trh a srovnání s analýzou vstupu téže společnosti na trh polský. V první části se práce zabývá teoretickými poznatky k jednotlivým metodám analýzy provedeným v praktické části této práce. Další část se poté zabývá samotnou společností Student Agency jako takovou, jejím vývojem a všemi službami, které poskytuje konečným zákazníkům. Praktická část poté analyzuje společnost pomocí několika různých marketingových metod, mezi které patří například Porterův model pěti sil nebo SWOT analýza. V závěru práce shrnuje autor analýzu vstupu na německý trh a zároveň je zde poskytnuto srovnání s analýzou vstupu společnosti na polský trh.
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Srovnání spokojenosti zákazníků firem České dráhy a Student Agency
Mariánková, Petra
Mariánková, P. Comparison of customer satisfaction of Student agency and České dráhy. Bachelor thesis. Brno: Mendel University, 2014. The main aim of bachelor thesis is comparison of customer satisfaction two transport companies. The thesis is divided into two parts. The first theoretical part describes transport services, service quality, customer satisfaction and loyalty and marketing research. In the second part deals with the results of the primary survey questionnaire and tested hypotheses. At the conclusion of the thesis are formulated recommendations for both transport companies.
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Marketing strategy on the example of the company Student Agency
DUBEC, David
The thesis is concerned on the problematic of marketing strategy and its explanation on the example of the company Student Agency with focus on already ongoing as well as just intended cooperation with the German carrier Deutsche Bahn. The first part of the thesis is devoted to the theoretical explanation. It will clarify the basic terms of marketing such as function, significance for the society, marketing strategy etc. In the second part is the above described situation outlined and the theoretical knowledge from the first part on the company Student Agency applied.
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The company Student Agency, Ltd. and its competitive strategy
Maťhová, Kateřina ; Procházková, Markéta (advisor) ; Richterová, Martina (referee)
This Bachelor's thesis deals with the analysis of the company Student Agency and compares marketing strategies of two competitors in rail transport. The first company is RegioJet, a subsidiary company belonging to the group Student Agency, which is in this thesis compared with the time being the only competitor České dráhy, specifically the Pendolino train. The aim of this thesis is to analyze the competition in the railway transport on the route between Prague and Ostrava, on which recently entered the company RegioJet. This new company brought to market new services and the quality with which we previously could not meet in trains. The purpose of this work is to determine, whether the passengers, who use the trains on this route, welcome the innovation, which of the society more cheers and how it will probably look the following development of railway transport in the Czech Republic. The research will be carried out on the basis of questionnaire survey that will evaluate in the end. Contribution of this thesis is primarily a comprehensive view of the company Student Agency and its marketing strategy that allows you to create a comprehensive view of the current situation and future development of rail transport.
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