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Marketing Communication of a Selected Retail Unit
Pavlíčková, Kamila ; Kaňovská, Lucie (referee) ; Mráček, Pavel (advisor)
The master's thesis is focused on marketing communication of a selected retail unit. The thesis is divided into three main parts. The first part includes definition of the theoretical framework. The second part is an analysis of the current situation of the shop. Based on the results, improvement solutions in the marketing communication are proposed in the third part. The aim is to increase awareness of both the store and its goods, to aquire new cutomers and strenghten relations with the loyal cutomers.
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Marketing Communication of a Selected Retail Unit
Pavlíčková, Kamila ; Kaňovská, Lucie (referee) ; Mráček, Pavel (advisor)
The master's thesis is focused on marketing communication of a selected retail unit. The thesis is divided into three main parts. The first part includes definition of the theoretical framework. The second part is an analysis of the current situation of the shop. Based on the results, improvement solutions in the marketing communication are proposed in the third part. The aim is to increase awareness of both the store and its goods, to aquire new cutomers and strenghten relations with the loyal cutomers.
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Shopping atmosphere in the selected retail unit
MILAN, Jan
The main objective of my diploma thesis was to conduct an analysis of the shopping atmosphere at a selected retail unit from the perspective of Czech consumers, and the development of recommendations for its possible improvement. The main method selected for the analysis and for the actual investigation consisted of a questionnaire survey among customers. The retail unit selected for the research was Electro World České Budějovice. An analysis of the shopping atmosphere of ElectroWorld České Budějovice shows that most customers perceive it positively. This can be confirmed and identified by the fact that customers return to this store and make repeated purchases.
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Sales promotion focused on consumers in a selected retail unit
DAVIDOVÁ, Monika
This thesis is focusing on the sales promotion at a selected retail unit. The theoretical part of this work focuses on history of trade, its diversification, functions and specifics. The following chapter describes marketing communications and is split into 5 different categories advertisement, personal selling, sales promotion, public relations and direct marketing. The literary recherche concludes with a chapter about marketing research, which is focused on methods used in practical part of the work. The purpose of this thesis is to evaluate sales promotion focused on consumers in a selected retail unit and to bring proposals for development of sales promotion. For the purposes of the work, Penny Market in Veseli nad Luznici have been chosen, where surveys and one-on-one in-depth interview with the manager of the store have been carried out. Based on the results from processing collected data, recommendations to improve development in the selected store are proposed.
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Using of POP resources in the selected retail unit
JANČUROVÁ, Aneta
This thesis begins with the theoretical part where are explained some important terms. At the beginning it is defined what business, marketing including marketing mix, POP means and marketing research are. POP means represent a set of advertising materials and products that are used at the sale promotion for a particular product. This covers, for example, floor graphics, inflatable model, the sales rack, etc. In the practical part is conducted field research that takes place in the retail unit Albert Hypermarket. Fieldwork was carried out in person face to face via questionnaire. The main target of this work is to evaluate the use of POP resources in the selected retail unit. A research question is whether or not the respondents are satisfied and whether or not they pay attention to POP resources in the retail unit. Finally, the results of research are evaluated and the recommendations for improvement are suggsted.
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Konkurence vybraných obchodních značek sportovního zboží na trzích jižní a severní Moravy
Novotná, Michaela
Novotná, M. The competition of chosen sports wear brands in the north and south Moravia markets. Diploma thesis. Brno: MENDELU 2015. The goal of this diploma thesis is to find out and compare the scale of sold sports wear and shoes of chosen brands Kappa, Nike, Adidas and Puma in north and south Moravia. The first part of the thesis contains theoretical basis for chosen problematics research where basic fatures, methods and the ways of analysis necessary for Kappa brand positioning in the market are explained. The second part of this thesis is aimed at the practical way where the theoretical methods for setting the Kappa brand positioning in the market compared with the main competitors in the Czech Republic are being applied. The thesis contains economical evaluation of retail sales of chosen company and analysis of chosen assortment. According to this evaluation the price level of chosen brands is established. Some recommendations are given for the chosen company at the end of this thesis.
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Use of marketing in a chosen retail unit
SEDLÁKOVÁ, Soňa
The title of bachelor work is Use of marketing in a chosen retail unit. The main objective of this bachelor thesis is evaluation of using marketing in a chosen retail unit and potential proposal of change. The theoretical part is based on the analysis of professional literature and investigates basic terminology, such as requirement, wish, needs, marketing and retail unit. In the practical part is analyzed chosen retail unit, specifically Flosman in Počátky. Information about this retail unit was collected through structured interviews with store managers and through marketing research. In conclusion, the information was evaluated and proposed changes.
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The use of marketing in selected retail unit
LÍBALOVÁ, Martina
The theme of bachelor thesis is marketing using in chosen retail unit. The aim of the thesis is marketing using evaluation in chosen retail unit and possible proposal of shortcomings elimination. Basic terms connected with marketing, description of marketing environment and marketing activities are explained in theoretical part. The retail unit, specifically PRIOR ČESKÁ REPUBLIKA, s. r. o. was analysed in practical part. Information was collected through interviews with company top management. The information was evaluated and changes were proposed in conclusion.
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