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Marketing plan of Pražská kavárna for 2018
Sojková, Lucie ; Kvítková, Zuzana (advisor) ; Daňková, Zdeňka (referee)
This diploma thesis deals with the analysis of the current marketing plan of the existing café Pražská kavárna and recommends a marketing strategy for the next period. The main objective of this thesis is to propose a new marketing plan for Pražská kavárna for the following year 2018, based on the gained theoretical knowledge and information gathered from the analyses of current marketing practices. The partial objectives are to make a business situation analysis (macro, micro and internal environment), characterize the company's marketing mix, to identify points for improvement, and to develop the resulting targets and strategies. The thesis is divided into five chapters, into the theoretical and practical parts. The first part deals with the theory of strategic planning and the specifics of marketing in the hospitality industry and includes current food trends. In the second part, the theoretical knowledge is applied in order to evaluate the current marketing strategy of the company and design a new marketing plan.
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Revenue Management in small accommodation facilities
Lebedeva, Anna ; Jenčková, Jiřina (advisor) ; Vaško, Martin (referee)
The topic of this thesis is Revenue Management and application of its principles in a small accommodation facility. There are many publications from Czech and international scholars, dedicated to Revenue Management as an indispensable part of any industry. In this thesis its main principles, which were created for use by airline companies and big hotels. This work describes application of their adaptated version in a small hotel and results of this application.
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The Evaluation of Work Motivation of Employees in the Hospitality Industry
Krejčíková, Denisa ; Dvořáková, Zuzana (advisor)
The aim of the Master Thesis is to determine level of motivation of employees of selected hotel in the Czech Republic. The hospitality industry is specific by high demands on human work. Due to these demands, motivated staff can be a significant competitive advantage to the hotel. The objective of the Master Thesis was achieved thank to the questionnaire survey exploring opinions and attitudes of the hotel staff, an interview with the general manager, stories of the employees and a draft of an incentive program. The Thesis also includes SWOT analysis of motivation in the hotel. The survey showed dissatisfaction of employees with wages, good relations with colleagues and stimulating effect of only a few of the provided benefits. General manager of the hotel emphasizes regular feedback, recognition and financial rewards if the goals are achieved. The benefit of the Thesis is the proposed incentive program based on the individualized Cafeteria system of the offered benefits.
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Gastronauts of Eastern Europe: Experiencing and Digesting Luxury Gastronomy in the Czech Republic
Hajdáková, Iveta ; Abu Ghosh, Yasar (advisor) ; Balon, Jan (referee) ; Eyal, Gil (referee)
This dissertation is based on a research of luxury gastronomy conducted in two luxury restaurants in Prague. The main focus of analysis is on gastronomic experience as an affective commodity and a vehicle of social, economic and political transformation. The study examines how affect is produced, commodified and how value is generated in luxury "experiential gastronomy." It also analyzes the role of affect in transformation of individuals, the society, consumption practices, entrepreneurial practices, and labor. It shows how experts on gastronomy educate the public on appropriate consumption practices and eating habits. Eating and dining serve as "technologies of the self" (Rose 2004) through which individual and social health and well-being are achieved. Cultivated affect becomes a vehicle of the "purification from socialism" (Eyal 2003) and also plays an important part on the formation of ethical consumer and citizen (Muehlebach 2011). Powered by TCPDF (www.tcpdf.org)
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The use of sponsorship of FK Dukla Praha in sponsor's marketing
Bittengel, Günter ; Procházka, Jan (advisor) ; Čáslavová, Eva (referee)
THE USE OF SPONSORSHIP OF FK DUKLA PRAHA IN SPONSOR'S MARKETING Objectives: The aim of this paper is to reveal shortcomings resulting from sponsorship. The outcome of this paper is to provide recommendations on marketing and promotion. Methods: A case study was used to investigate sources of evidence such as analysis of documents, interview with marketing agency representative, marketing audit and media monitoring. Results: Paper revealed that the way how partners are presented by club and mainly by themselves is insufficient. Also publicity of Gambrinus league was found as inadequate. Keywords: partner, club, sponsorship fulfilment, media, hospitality
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Peacefulness Through a Bowl of Tea: The Way of Tea as a Medium of Transformation
Komberec Novosadová, Barbora ; Zaccarello, Benedetta (advisor) ; Sluková, Tereza (referee)
The Japanese way of tea has been explored with scientific rigor through the fields of anthropology, aesthetics, philosophy, religion, semiotics, and other academic disciplines. This thesis will examine the phenomenon of the "bowl of tea" (considered here as the axis mundi of a tea gathering) on three levels: as a gift, as the basis for the foundation of responsible and considerate relationships in the community, and as a medium of transformation into peacefulness. First, it will explore the nature of the gift in different social practices of exchange in general and in the way of tea in particular. Second, it will present research connecting the gift and the process of giving as a mode of hospitality in the tea gathering. Third, it will assess, through concepts of spatial semiotics, the transformative nature of the way of tea. It will conclude with a statement as to the potential of the way of tea experience to transform human experience and behaviour to others via the phenomenon of gift. Key words Japanese way of tea, Gift, Hospitality, Peacefulness, Transformation, Medium, Semiotics
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The Effect of Control on the Evaluation and Motivation of Employees
Voňavka, Adam ; Slavíček, Vojtěch (referee) ; Konečný, Štěpán (advisor)
This work is focused on motivating and evaluating employees in a gastro company, analysis of these activities and their effect on staff behavior to corporate finance and property in general. The first part describes theoretical background issues, basic concepts and their relationships. Then where is the problem thoroughly analyzed and practical examples of problems and their current solution are included. After this comprehensive introduction to the topic, new solution will be proposed, which would have the maximum possible effect through theoretical knowledge, logical reasoning, and ultimately practical experience and analytical calculations.
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