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The assumptions of commercial services development in a chosen area - Villages interest group Podkletí
HLADEČKOVÁ, Veronika
My bachelor´s work is focused on the assumptions of commercial services development in the microregion Podkletí. The first part of work contains a literature survey, where the conceptions of commercial services and microregion are explained. In the next section the market research was carried out, where was composed of two part: checklists with businessmen and talks with mayors. Then the situational and SWOT analysis was carried out. The final outcome of my work is determination of the the assumptions of commercial services development in the microregion Podkletí.
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ANALYSIS OF COMPETENTION ON THE CONSUMER'S MARKET WITH SELECTED COMMODITY
SOCHEROVÁ, Klára
For my work of market analyse from customers point of view in terms of possibility of choosing fuel I have done market research, where I compared opinions of final customers and elicited datas by Union for protecting users. Porter model helped mi to analyze competitive background in line with the market research of user{\crq}s protection{\crq}s stand-point. After the data evaluation I figured , that gas stations are competing mostly by the price and customers choose the place to refuel according to the price. Informants mostly prefer using filling station located inside the city, where they mailny refuel and also very often vehicle washer and buying groceries, as well. Most of the interviewed users feel free using their cars even after raising the fuel{\crq}s prices up and mostly offten they tank at the net of petrol stations. From the price research ensue, that refuelling stations situated close to a motorway have the highest price and fuel of a brand Shell is the most expensive. At the competitive market, there is a lot of brands, but none of them has the dominance to determine the price of the petrol.
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Brand management- The process of managing the brand Maybelline New York in the fragrance market
Schejbalová, Lenka ; Průša, Přemysl (advisor) ; Příhodová, Lucie (referee)
Thesis deals with the topic of brand management, specifically brand management of the product line extension. The selected brand for the practical application of the process of brand management is Maybelline New York, consumer cosmetic brand belonging to the company's portfolio of L'Oréal. The goal is to design and describe the process of management of this selected brand for the extension in the fragrance market. The practical part includes desk research (analysis of contemporary brand management of Maybelline New York and fragrance market analysis) and primary research (focusing on the behavior of target group on the fragrance market and their knowledge and attitudes to this brand. Based on the information gathered by the research the appropriateness of brand extensions on fragrance market is determined and a model for the brand management on this market is designed and described, including setting the brand vision, brand identity, positioning and communication strategy.
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The use of logistic regression in the market research
Brabcová, Hana ; Pecáková, Iva (advisor) ; Ranocha, Pavel (referee)
The aim of this work is to decide the real usage of logistic regression in the market research tasks respecting the needs of final users of research results. The main argument for the final decision is the comparison of its output to the output of an alternative classification method used in practice -- a classification tree method. The topic is divided into three parts. The first part describes the theoretical framework and approaches linked to logistic regression (chapter 2 and 3). The second part analyses the experience with the usage of logistic regression in Czech market research companies (chapter 4) and the topic is closed by applying the method on real data and comparing the output to the classification tree output (chapter 5 and 6).
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Green marketing - application to the automotive industry
Klimek, Dušan ; Zamazalová, Marcela (advisor) ; Skokanová, Dagmar (referee)
My bachelor work deals with the question of the Green marketing and its exposure to the people of different sex, age, education and professions as the recepients of media campaigns. Specifficaly, it concerns with campaigns promoting the so-called green (and therefore economic) cars. This work therefore aims to study the promotion of such products automotive industry and also a sense that advertising, this means if this advertisement is viewed positevely and subsequently at least partially rewarded response in terms of buying a car. The theoretical part is aimed more broadly at the noation of Green marketing and subsequent application to the automobile industry, then the practical interprets the achievements of my own research and other acquired data and knowledge obtained from a concrete car producer.
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Market research in Czech Republic and its development
Kambourova, Tzveta ; Postler, Milan (advisor) ; Zahradníček, Stanislav (referee)
The paper deals mainly with the market research in the Czech Republic but also contains a part which deals with the market research in Czechoslovakia. The first part of the paper is theoretical, contains the basic theoretical characteristic of the market research-its definition, its goal, its origin, selected types of research, selected methods of research and the code of the market research. The second part is concerned with the market research from the period before World War II until the end of the last millenium. This part focuses on researchers, themes of researches used methods and on the role of the association SIMAR within the context of economic, and political background and the technical progress. The last part of the paper contains further development of the market research in the Czech Republic until present-again in the context of the economic and political background and the technical progress, and also an outline of the possible future trends in the market research in the Czech Republic are involved in this part.
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Segmentation of beer market in South Bohemia
Brázdová, Zuzana ; Koudelka, Jan (advisor) ; Vávra, Oldřich (referee)
The diploma thesis called Segmentation of beer market in South Bohemia aims to detect market segments on beer market in South Bohemia. In the first theoretical part methods of market research and market segmentation are summarized. The second practical part includes primary research and process of detection of market segments. At the end the marketing suggestions for each particular segments are stated.
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The proposal for a new promotional campaign for AIESEC Prague
Jenisová, Veronika ; Zapletalová, Šárka (advisor) ; Průša, Přemysl (referee)
The aim of this thesis is to create the concept of a new promotional campaign, which concerns the recruitment of students of University of Economics (VSE) for internships through the student organization AIESEC. The thesis includes theoretical and practical part. The theoretical part deals comprehensively with promotion. This section is also devoted to the issue of proper planning of promotional campaigns and the creation of market research. The practical part includes assessing the previous campaign and the new proposal. Trends in the current communications represent a customer-orientation, which is increasingly demanding. Promotional campaign I have proposed matches the specific requirements of VŠE students. I considered all the promotional channels and means that could be used within the promotion at VSE.
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Current situation and trends on the Business Intelligence market
Chaloupecký, Stanislav ; Pour, Jan (advisor) ; Novotný, Ota (referee)
The goal of this bachelor's thesis is especially to review the evolution of the worldwide Business Intelligence market during a couple of recent years and also to identify the main trends present on the market. This analysis is based on research of the information sources mainly available on the Internet free of charge. Analysis and summarization of the acquired information with contribution of one's own considerations and commentaries is the benefit of this thesis. This paper can be considered a starting point for those who are interested in BI topic and want to know about the development of the worldwide Business Intelligence market relatively quickly. Any essential knowledge concerning the principles of BI is expected. In the opening part the reader is provided with the BI context then follows the overview of the core BI components and the main vendors, the next part is concerned about possible selection criteria. The core of the thesis deals with BI market development analysis and current trends identification. Eventually there is an overview of the core offering of the leading vendors.
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