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Marketing Strategy of the Selected Company
Guštafíková, Michaela ; Choleva, Michal (referee) ; Chlebovský, Vít (advisor)
This master‘s thesis is focused on drafting a marketing strategy proposal and recommendation for Petit Press, a.s., which owns a discount aggregator Zľavy.sme.sk. The first part of the thesis describes the individual aims of the work. The second chapter focuses on the theoretical background of the work that is needed to better understand this issue. The third chapter is focused on the application of this knowledge in the analysis of the marketing mix and the environment in which the aggregator operates, and also describes the marketing research realized among customers of the aggregator. Based on the data and facts, the last chapter of the thesis presents specific proposals for adjusting and improving the marketing strategy of aggregator SME.
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Impacts of the government´s decision to intervene in fare pricing policies within passenger railway transportation. Comparison between Czech and Slovak markets.
Lofaj, Jakub ; Tomáš,, Gnap (referee) ; Bočková, Nina (advisor)
The subject of the diploma´s thesis is the comparison of the particular private rail transport policies in the Czech Republic and Slovakia. There are specific, both economic and non-economic impacts of a free fare in Slovakia and slightly different policy of fare discounts in the Czech Republic, identified and consequently analyzed in the thesis. Comparative analysis between both policies is conducted right after. All the impacts are measured and evaluated in the context of particular government budgets, both national and private railway transporters and different segments of users, who are mostly affected by the movement. The analysis of these extraordinary government policies is conducted based on selected publicly available indicators and data from several different sources (official statistics, agreements, annual reports, tariffs comparison, financial statements, granted subsidies etc.).
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Marketing Strategy of the Selected Company
Guštafíková, Michaela ; Choleva, Michal (referee) ; Chlebovský, Vít (advisor)
This master‘s thesis is focused on drafting a marketing strategy proposal and recommendation for Petit Press, a.s., which owns a discount aggregator Zľavy.sme.sk. The first part of the thesis describes the individual aims of the work. The second chapter focuses on the theoretical background of the work that is needed to better understand this issue. The third chapter is focused on the application of this knowledge in the analysis of the marketing mix and the environment in which the aggregator operates, and also describes the marketing research realized among customers of the aggregator. Based on the data and facts, the last chapter of the thesis presents specific proposals for adjusting and improving the marketing strategy of aggregator SME.
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Impacts of the government´s decision to intervene in fare pricing policies within passenger railway transportation. Comparison between Czech and Slovak markets.
Lofaj, Jakub ; Tomáš,, Gnap (referee) ; Bočková, Nina (advisor)
The subject of the diploma´s thesis is the comparison of the particular private rail transport policies in the Czech Republic and Slovakia. There are specific, both economic and non-economic impacts of a free fare in Slovakia and slightly different policy of fare discounts in the Czech Republic, identified and consequently analyzed in the thesis. Comparative analysis between both policies is conducted right after. All the impacts are measured and evaluated in the context of particular government budgets, both national and private railway transporters and different segments of users, who are mostly affected by the movement. The analysis of these extraordinary government policies is conducted based on selected publicly available indicators and data from several different sources (official statistics, agreements, annual reports, tariffs comparison, financial statements, granted subsidies etc.).
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Customer’s purchasing decision based on discount offers
Topičová, Kristýna ; Procházková, Markéta (advisor) ; Štirský, František (referee)
Thesis of this bachelor work is focused on influence of the discounts on decisions of customers from different income groups. The theoretical part explains marketing key concepts. This part also describes marketing strategies, pricing and price changes. The attention is also paid to consumers' behaviour and discount efficiency based on loyalty. The practical part is made by a questionnaire survey. In the practical part, there are the results of the questionnaire survey of people's responses to discounts of toiletries and respondents' loyalty to brands.
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THE ISSUE OF DISCOUNT ON THE GOODS AND THEIR IMPACT IN THE ACCOUNTING AND TAX CONTEXT ON THE CASE OF THE TRADE CHAIN.
SKUSILOVÁ, Veronika
The aim of this thesis is to analyze the impact of the discount politics of the chain store in connection with the current regulations, their interpretation and actual situation. The practical part is focused on the discounts analysis in the selected company. The introduction characterizes the enterprise, its organizational structure and general classification of discounts. In the following chapters there are described some more details about types of particular discounts and the purpose of its use. There are used some specific examples in order to explain the purpose of discounts as well as a description of discounts accounting and reflecting their impact on the assets of the company, financing and operating result. An important information source for this section are internal, operational and other policies. For further understanding of the discounts issue, especially in term of business policy, it was necessary to make an inquiry within the company. Due to these information, it was possible to implement the theory and make the accounting and tax implications analyse. The end of the practical part includes description of problematic situations, which are usual in general practice.
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The discount phenomenon at the beginning of the new millennium
Ducháčová, Lenka ; Chylíková, Hana (advisor) ; Filipová, Vladimíra (referee)
This bachelor's thesis aims to research into the consumer behaviour with respect to sales and discounts. The theoretical part provides the definition of consumer behaviour and forms of sales and discounts, focusing on the phrase "for FREE". The next part takes a look "under the bonnet" of low prices in retail chains and introduces Czech retail chains and their recent development along with the continuously increasing offer of special sales and discounts on the Czech market. One chapter deals specifically with "group-buying platforms" -- a new phenomenon on the Czech Internet. The practical part of the thesis summarises the results of a questionnaire-based survey among "discount hunters". The thesis is concluded by a calculation of the impact of special sales and discounts on people's wallets.
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