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Airline Branding: Perception of Airline Brands on the Czech Market by Generation Y
Sýkora, Ondřej ; Klimeš, David (advisor) ; Zezulková, Markéta (referee)
The bachelor thesis "Airline Branding: Perception of Airline Brands on the Czech Market by Generation Y" discusses branding in the airline industry. The theoretical part firstly uses basic marketing concepts to define individual attributes of the industry. The work then describes the theory and essential principles of branding, focusing mainly on specific characteristics of the airline segment. Thereafter, single aspects such as branding, positioning, segmentation, brand equity building, and strategic brand management are analyzed. Within the theoretical part, significant differences and fundamental characteristics important for the success of airline brands are presented. In the second section of the theoretical part, Generation Y is defined. The chapter explains the thinking process of this generation, media consumption habits, and specifics of marketing communication targeting Generation Y. The research part examines the perception of airline brands by Generation Y in the Czech Republic, as this target group becomes more relevant and important for the air travel market. The first part researches spontaneous and aided recall of airline brands. Presented research also studies preferences in individual parts of the airline services, and analyzes the basics of travel behavior of this generation. The...
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Globální letecké aliance: vliv spolupráce na individuální výkon aerolinií
Vasilyev, Mikhail ; Zouhar, Jan (advisor) ; Prokop, Jaromír (referee)
In recent years such constellations, like global aviation alliances were formed and they have been developing a lot. They heavily affect the airline market. Using the data from annual reports of 11 different airlines on operational and financial performances, I run a panel data model. The main objective is to understand the effect of global aviation alliance membership on the performance of airlines - revenue and passenger flow in particular. Using different methods and models, such as fixed effects and first differences based on panel data I was not able to document a significant result. Therefore, I could not conclude that it is either beneficial or not in terms of revenue and amount of passengers for airlines to enter an alliance. However, it is not the only thing to take into account and there is more to be researched in this industry, as well as a possibility to improve this research.
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Marketing strategy of Smart Wings company
Dvořáková, Michaela ; Khelerová, Vladimíra (advisor) ; Vojtíšek, Zdeněk (referee)
The main target of this work is to describe, analyse and evaluate the marketing strategy of SmartWings brand. I specifically aim for extended marketing mix and optimization of its components. Firstly, the theoretical part clarifies basic issues of marketing of services and its differences from the product marketing. Subsequently the insight into the aviation is stated in the context of changing liberalized aerial market. The competition is heavy but there is still quite enough capacity. The practical part is made by internal information of company, evaluation of marketing position of the brand is accomplished by comparison of current market situation and my own view on that issue. Suggested changes and recommendations refer primarily to communication and promotion of the company. An application of integrated communication is necessary. The market position in which Smart Wings are to be found is especially interesting. It is possible to find the comparison with low-cost model and also the classical model in the text.
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Marketing and communication strategies of the Czech airlines
Šötét, Lukáš ; Mikeš, Jiří (advisor) ; Postler, Milan (referee)
The thesis deals with a using of marketing and communications techniques by company of Czech airlines in practice. The goal of the thesis is to find out whether those techniques are set optimally in accordance with company's market position. There were used several methods for solution of the problem. Observation focused on the product, interviews with experts inside the company, comparison with the competition especially comparing quality of the product and prices and the market research carried out by on-line questionnaires. There were recommended specific solutions for the problems defined. As the result of their application, improvement of the product supplied to passenger is expected as well as better perception of the ČSA brand.
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SmartWings: Marketing Communications Strategy
Roučka, Jakub ; Halík, Jaroslav (advisor) ; Dufková, Vladimíra (referee)
This thesis is concerned with marketing communications of SmartWings, the low-cost sub-brand of Travel Service airline. The theoretical section comprises two chapters: first of them is dealing with the difference between full-service and low-cost carriers. The second part provides insight into relevant aspects of marketing communications theory. The third chapter is aimed directly at the communications strategy of SmartWings, evaluating current practice and suggesting ways to improve its effectiveness.
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Hodnota zákazníka v letecké společnosti
Machalová, Lucie ; Král, Bohumil (advisor) ; Leciánová, Gabriela (referee)
Práce pojednává o strategickém řízení podniku na základě znalosti celoživotní hodnoty zákazníka. Definuje Customer Lifetime Value v souvislosti se strategií podniku,Customer Relationship Managementem a Balanced Scorecard metodologií. Charakterizuje jednotlivé kroky stanovení hodnoty, způsoby alokace a softwarové nástroje, stejně jako rizikové oblasti implementace tohoto způsobu řízení a praktické možnosti využití, obzvláště pro segmentaci zákazníků, upravení vztahů se zákazníky a nastavení všech customer facing procesů. Praktická část uvádí příklad stanovení hodnoty, respektive ziskovosti, zákazníka na příkladu letecké společnosti a analyzuje specifika leteckého průmyslu, stanovení kalkulačního vzorce a konkrétní návrhy pro budoucí implementaci, včetně využití výsledků hodnoty zákazníka v řízení společnosti.
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Marketing v letecké dopravě
Řezníčková, Irena ; Bílková, Jana (advisor) ; Chmelík, Jakub (referee)
Práce popisuje současnou situaci na trhu letecké dopravy v České republice, členění typů leteckých dopravců a charakteristika marketingového prostředí. Následuje popis uplatňování marketingu ve dvou konkrétních společnostech. Prostřednictvím interpretace výsledků dotazníkového šetření je popsáno spotřební chování zákazníků a faktory ovlivňující tvorbu poptávky po službách leteckých dopravců.
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