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Marketingová komunikace a distribuční cesty firmy ROTEX Vysočina s.r.o.
Strohmer, František
The bachelor thesis deals with marketing communication and distribution channels of the company ROTEX Vysočina s.r.o. The main aim of the bachelor thesis is to propose improvements in the field of marketing communication and distribution channels for the selected enterprise. The first part of the thesis contains the theoretical background of the issue, followed by the analytical and then the proposal part of the thesis. The result of the analysis is mainly the determination of the current state of marketing communication and distribution channels in the company. Based on all the information gathered, a marketing communication and distribution plan was developed along with the definition of target segments.
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Globalization, glocalization and neolocalism as driving forces of change of European brewing industry
Materna, Kryštof ; Chromý, Pavel (advisor) ; Szczyrba, Zdeněk (referee) ; Toušek, Václav (referee)
This paper aims to contribute to the debate on the importance of local and regional context on the impact of global processes by using the European brewing industry as a case study. The brewing industry has been fundamentally affected by global changes over the last 30 years. At the same time, beer is a product that has been historically linked to its place of production, and consumers are both sensitive to any changes and can influence impact of possible changes through their consumers' behaviour. The research focuses on the impacts of globalization on the brewing industry and breweries in Europe in terms of the presence of transnational brewing companies on the markets of European countries, the concentration and relocation of the beer production and the unification of the beer supply. Moreover, it studies the glocalization and neolocalism processes shaping the emergence of the phenomenon of the establishment of microbreweries and its spread in space. Glocalization is understood here as a phenomenon in which local initiatives also use the opportunities provided by the globalization to succeed, while neolocalism is understood as a phenomenon of the return of demand for local products as an alternative to the overly strong supply-side effects of the globalization. The first aim of this thesis is...
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Distribution strategy after opening the northern highway in the Czech Republic
Jindrová, Věra ; Fábry, Jan (advisor) ; Kuncová, Martina (referee)
The aim of this work is to simulate and to try to predict a distribution strategy by opening the northern highway in the Czech Republic based on the current traffic flows and existing trends. The speedway R35 will be after the completion of all platforms the northern backbone route connecting Bohemia and Moravia. With an overall length of 260 km it will be the longest Czech speedway. Another attraction of this highway is the connection of four regional cities and six strokes crossing the motorway network. The prediction of traffic volume will have a task to reveal the simulation model of overt and covert traffic flows, including the approximate volumes of traffic. The author assumes that the completion of the R35 between Mohelnice and eastern Bohemia will have a strategic importance not only for relieving highway D1, but also due to the conversion of the distribution strategy in the whole country, including new opportunities for the construction of distribution centers strategically located.
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The right choice of distribution channels for a newly launched brand
Hlaváč, Filip ; Mikeš, Jiří (advisor) ; Veselský, Jakub (referee)
The diploma thesis focuses on the distribution strategy, marketing mix and their relation to an optimal product launch on a new international market. This complex web of forces is set to a current market environment, where customer is "the king". The complexity of relations is examined closely with regards to the often underestimated decision on whether to distribute new products through an own store chain or as a wholesaler.
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International Marketing Strategy of Web Driving Book
Smrček, Ondřej ; Bílková, Jana (advisor) ; Král, Petr (referee)
Práce popisuje analýzu trhu a tvorbu komplexní marketingové strategie pro novou internetovou aplikaci Internetová Kniha jízd. Podrobně je zde rozebrána příprava jednotlivých složek marketingového mixu, zejména cenové a komunikační politiky a obchodního modelu. Kromě českého trhu je zpracována i strategie pro espanzi na Slovensko.
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