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Setting up marketing communication in the franchise system in the context of localization of individual outlets
KOLOUCH, Marek
The subject of this bachelor thesis is to find the optimal balance between centrally managed marketing strategies and the individual needs of each outlets within the Potrefená husa franchise network. The research includes an analysis of the current the state of marketing communication across the Potrefená husa franchise network, an investigation into customer food preferences within specific outlets and an interview with a representative of manager of selected branches. The results of the quantitative and qualitative analysis showed that the Potrefená husa should place particular emphasis on promoting a unique dining experience and atmosphere of the restaurants through various marketing channels, along with active use of influencer marketing and online campaigns. It is also important to develop an online presence and monitoring market trends. For the Liberec branch, it is recommended to focus on making the lunch menu more attractive, its convenient location in the city centre and optimising occupancy during the day. Potrefená goose in Prague should focus on increasing average spend per person, to encourage tourists and foreign clientele, to optimise the lunch menu and to efficient restaurant occupancy. The IGY shopping centre in České Budějovice should be promote a favourable daily offer and at the same time it is appropriate to increase the average spending per person and to take advantage of the favourable location in the shopping centre. Potrefená goose in České Budějovice Budějovice on Česká Street should make its main efforts in marketing communication.
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Purchase of Franchise: Creating of McDonald's Branch
Janová, Lucie ; Klučková, Martina (referee) ; Koráb, Vojtěch (advisor)
Deal of this master´s thesis is processing of a business plan for a new McDonald’s franchising branch. The first part of the thesis focuses on theory of this issues. In the analytical part is solved a question if estabilishing of a new branch does make a sense using several analysis. And in the final praktical part are dissected ditails of a new McDonald’s branch founding.
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Proposal of a Real Estate Company Organisation Structure
Gilar, Petr ; Kledus, Robert (referee) ; Pavlíková, Andrea (advisor)
The presented dissertation is concerned with legal problematics connected to founding of real estate trading company, its hierarchy, and possibilities of managing and directing of this type of company. Futhrer, the dissertation investigates possibilities of such enterprise to be incorporated in one of the occupational unions (organizations). Least but not last, the paper researches the services that should be provided by a professional company of such type. The dissertation is divided into theoretical and practical part. Theoretical part builds on the Commercial Code, where the rules concerning trading company are founded. However, the dissertation also uses various textbooks on management which describe various types of organization structures, that have been created by advancement in organization of human activity. In the practical part, I shortly mention the importance of the hierarchic order of a given society in reaction to a change in development on the real estate market. I also investigate the possibilities of real estate companies to create occupational unions (organizations). Further, I describe advantages and disadvantages, as well as the specific aspects of such behavior. The backbone of the dissertation is the fifth chapter. It is dedicated to the proposal of an organization stucture of a Real Estate company, as well as to the choice of legal form such a company should occupy, and finally, it is dedicated to the services, which should be provided by such company.
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Marketing Mix of the Selected Company
Horký, Jan ; Schüller, David (referee) ; Milichovský, František (advisor)
Bakalářská práce se zaměřuje na analýzu současného marketingového mixu společnosti Forky’s. Teoretická část práce pojednává o základních pojmech marketingu a marketingového mixu, které jsou následně v analytické části použity na vybraném podniku. Praktická část dále obsahuje návrh na zlepšení aktuálního marketingového mixu a především návrh na zefektivnění propagace, s cílem upevnění pozice na trhu a získání nových zákazníků.
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Proposal of a Real Estate Company Organisation Structure
Gilar, Petr ; Kledus, Robert (referee) ; Pavlíková, Andrea (advisor)
The presented dissertation is concerned with legal problematics connected to founding of real estate trading company, its hierarchy, and possibilities of managing and directing of this type of company. Futhrer, the dissertation investigates possibilities of such enterprise to be incorporated in one of the occupational unions (organizations). Least but not last, the paper researches the services that should be provided by a professional company of such type. The dissertation is divided into theoretical and practical part. Theoretical part builds on the Commercial Code, where the rules concerning trading company are founded. However, the dissertation also uses various textbooks on management which describe various types of organization structures, that have been created by advancement in organization of human activity. In the practical part, I shortly mention the importance of the hierarchic order of a given society in reaction to a change in development on the real estate market. I also investigate the possibilities of real estate companies to create occupational unions (organizations). Further, I describe advantages and disadvantages, as well as the specific aspects of such behavior. The backbone of the dissertation is the fifth chapter. It is dedicated to the proposal of an organization stucture of a Real Estate company, as well as to the choice of legal form such a company should occupy, and finally, it is dedicated to the services, which should be provided by such company.
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Purchase of Franchise: Creating of McDonald's Branch
Janová, Lucie ; Klučková, Martina (referee) ; Koráb, Vojtěch (advisor)
Deal of this master´s thesis is processing of a business plan for a new McDonald’s franchising branch. The first part of the thesis focuses on theory of this issues. In the analytical part is solved a question if estabilishing of a new branch does make a sense using several analysis. And in the final praktical part are dissected ditails of a new McDonald’s branch founding.
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Marketing strategies of the SUBWAY fast food chain
Nguyen, Huu Tung ; Vávra, Oldřich (advisor) ; Hai Linh, Do (referee)
This Bachelor's Thesis examines the marketing strategy of the SUBWAY restaurant chain, its market positioning, segmentation and targeting strategies and comparison between national and local marketing tactics. The aim of the Bachelor's Thesis is to make suggestions beneficial to improvements in brand awareness and growth of the company. Thesis is divided into two sections of theoretical part and practical part. In the theoretical part of the Bachelor's thesis discusses about marketing basis, history and its instruments. The next part introduces franchise business model, its advantages and disadvantages for both franchisors and franchisee. The practical part presents analysis of SUBWAY company in Czech republic, competitors analysis, its marketing mix and the comparison of national and local marketing.
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Franchising in the Czech market conditions
Boudová, Eliška ; Němečková, Iveta (advisor) ; Hinčica, Vít (referee)
Business franchising is a form of business present in the Czech market since the first half of the 1990s. Franchising has known dynamic growth both in the world and the Czech Republic. This bachelor's thesis is structured into two main chapters, the first of which provides a comprehensive outline of the major advantages and disadvantages in operating business under franchise, along with key principles behind franchising. The second chapter seeks to provide a practical application of the theoretical background for franchising introduced in the first chapter. Accordingly, it concentrates on two franchises that have succeeded in the Czech Republic.
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