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Calculation methods for the Customer Lifetime Value and its application in the cosmetics industry
Baraniaková, Júlia ; Karlíček, Miroslav (advisor) ; Rožek, Jan (referee)
The main goal of the diploma thesis is the description and comparison of existing methods for calculating the customer lifetime value at a firm. Second, minor goal is based on the comparison to choose a suitable method of calculation for an application in a real business unit. The used methodology contains detailed research of available foreign academic literature. Building on that a comparison of the methods based on selected criteria is conducted. Results of a questionnaire survey are used in the last chapter to provide specific sugestions for the possible marketing applications of CLV approach and calculation in a specific business unit.
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Impact of the customer satisfaction and other indicators on company`s market share
Dvořáková, Monika ; Sedláček, Jiří (advisor) ; Skala, David (referee)
In the present hypercompetitive market environment of car producers established especially at the developed west european markets is very difficult to gain new customers and increase the market share. The car producing companies have to build and increase customer loyalty to ensure the sustainable growth of market share in the future. One possibility how to improve customer's loyality to brand is to provide the highest standard at both sales and service department and carefully monitor the customer satisfaction. From the satisfaction and performance indicators of the car producing company is possible to construct a mathematical model producing the market share in a given country as an output. Key indikators of customer satisfaction, sales and service and also the macroeconomical data has been used as the inputs for the model. As a target market for my analysis has been chosen Germany. This thesis presents a set of recommendations and proposals, whose implementation should ensure the improvement of the market share of the given brand on german market. The recommendation does not include only the tips for improvement of the key indicators but it also gives the overview of how to make the marketing strategy more efficient using Customer relationship management.
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Stimulování opakovaného nakupování: Případová studie firmy Solosso
Klimo, Ján ; Karlíček, Miroslav (advisor) ; Novotný, Ota (referee)
The goal of this thesis is to propose strategies that profitably stimulate repeat purchase behaviour of Solosso's customers, Solosso being an e-commerce start-up producing custom made dress shirts. In order to accomplish the stated goal, research has been conducted into the existing body of literature about the subject, models for managing customers for value have been presented and applied on Solosso's customer database. Additionally, customer survey has been conducted to better understand customers' behaviour. Based on the applied models and the findings from the survey, the thesis delivers a set of recommendations on how to improve the product, what customers to acquire and, finally, what strategies to employ in order to profitably stimulate repeat purchase behaviour of the four main groups of Solosso's customers. The methods and strategies are expected to generate substantial incremental profits and may be implemented in other businesses as well.
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