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Buyer decision process in choice of mobile phone operator
Grinová, Renáta ; Zamazalová, Marcela (advisor)
The aim of this diploma thesis is to analyze a buyer decision process of consumers in choice of mobile phone operator with a focus on individual. The diploma thesis is divided in six parts. The first and second parts focus on theory of marketing of services with an emphasis on services of mobile operators followed by consumer behavior. Next part covers problems of mobile phone operator's market. Next key part is buyer decision process of consumers in choice of mobile phone operator based on secondary (agency) data and based on results from analysis of a questionnaire. A summary of acquired results is compared to all phases of buyer decision process in sixth part. Comparing of results for picked customer segment with actual offer of mobile operators in Czech Republic is at the end of this thesis.
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Marketing of language schools
Sahligerová, Zuzana ; Štědroň, Bohumír (advisor) ; Ryšavá, Monika (referee)
The Master's Thesis is divided into three parts. In first part it is dealing with particularities of marketing of services and specifically with marketing of language schools. In practical part it is analysing language schools in Prague and Brno by marketing research It compares and evaluates marketing mix of language schools and shows common and different points of the biggest players and defines their market position by value curves. The third part is about concrete language school from the environment of a smaller city in Slovakia. It describes its marketing mix, analyses competition and shows its strong and weak points in market position by value curves.
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Application of marketing in the company ČSAD Praha holding a.s.
Knopová, Martina ; Procházková, Markéta (advisor) ; Vosol, Leoš (referee)
This thesis analyses the marketing activities in the company ČSAD Praha holding a.s. with a focus on the management of the central bus station Praha Florenc. The main objective of the thesis is an examination of current marketing activities in the company and then proposal of recommendations for changes and improvements in this area. The theoretical part describes the basic theoretical background on the situation analysis, marketing of services and marketing mix. The practical part describes the transport sector, the company ČSAD and the bus station Praha Florenc. This part also includes applicated situation analysis of the company and the evaluation of its marketing mix. In this section is also included an evaluation survey which examined the views of students of VSE on the bus station. All results are summarized in the conclusion and the proposals for improving services and communication of this central bus station are made on the basis of these results.
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Martketing strategy of selected company
Nová, Kateřina ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The aim of this thesis is to analyze the marketing strategy of the Spanish restaurant in Prague and to suggest its improvement on the basics of observed data. The thesis is divided into two main parts - theoretical and practical part. The theoretical part focuses on strategy of firm in general, marketing strategy and its differences especially in marketing services. In the practical part, the restaurant is first briefly introduced, then there are characterized its services and current marketing activities of the restaurant. Next I attended a SWOT analysis, questionnaire survey and financial analysis to justify the specific recommendations in the marketing mix and create a new marketing strategy proposal.
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New marketing concepts in food services offer
Kostková, Hana ; Mlejnková, Lena (advisor) ; Zábranská, Hana (referee)
Diploma thesis is on researching new marketing concepts in food services offer, especially restaurants. Aim of the thesis is to gain more detailed information from the field of marketing of food services, analysis of the new concepts and examination of hypothesis of the survey research. The thesis is divided into four chapters. To the forefront of interest are brought above all innovative and experiential marketing approaches, which are introduced in the first chapter. There is also mentioned theory of marketing management and characteristics of services marketing. In the second chapter the thesis focuses on tourism services marketing. In the third chapter are analyzed marketing concepts of restaurant businesses in the Czech Republic and foreign countries. Next, fourth chapter includes analysis of results of the survey that was carried out online. Goal of this research, that was carried out for purposes of this thesis, is to find out how many interviewees have ever been, either in the Czech Republic or in any foreign country, in experiential restaurant and what in particular evoked the experience. The next part of this chapter features two interviews with professionals from the field of tourism and food services.
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Product development in non for profit organization (AIESEC example)
Soukup, Vladimír ; Postler, Milan (advisor) ; Hudeček, Michal (referee)
Theoretical part of this bachelor thesis focuses on product development and product marketing in the specific context of marketing of services in non-corporate sector. Specific part is dedicated to tools of analysing the competition and market position. In practical part of the thesis the specific condition of AIESEC, international students organization, and its product portfolio are coming into focus. I am analysing tvojekariera.cz, a particular product of AIESEC Czech Republic, and offering solutions for its development in order to become more competitive and externally relevant.
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Marketing Analysis - AIMS International, s.r.o.
Kukura, Peter ; Procházková, Markéta (advisor) ; Magott, Marta (referee)
The main target of the Master's thesis is to evaluate international marketing activities of the AIMS International, s.r.o which belongs to the category of Small and Medium-sized Entities Within the Theory, definitions of marketing applications in the field of conference and incentive travel are described. Practical part is dealing with situation analysis of chosen company. Marketing budget and plan are included.
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The specific role of marketing in the field of health insurance
Cestr, David ; Procházková, Markéta (advisor) ; Bek, Jiří (referee)
The main target of this Master thesis is to find out health insurance company's possibilities in creating marketing plans and their implementation. The health insurance company is a specific subject which has different marketing tools as well as other responsibilities and legislative limitations. First part describes theoretical principles, methods and tools of marketing. Those are later applied to the field of public health insurance. Basic information about health insurance, its creation, formation and development concludes this passage. Second section deals with analysis of particular health insurance company, its marketing plan, budget, strategy, etc. An evaluation survey which depicts general public awareness of health insurance companies and their activities is also included in this part.
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Marketing in wedding photography
TVAROH, Jiří
Diploma work analyzes the market of weddings - the structure and needs of customers. Selection of the appropriate mix of communication tools with a focus on Web 2.0 and evaluate the results. Everything a concrete business.
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Expectations of development of tourism in Prachaticko
MRÁZ, Pavel
The thesis is focused on the Prachatice area. In the framework thesis was realized field research, determined profile visitor, created product package Criss-cross the Prachatice Area (specializes in cycling tourism, discovering nature, towns, ancient, historical and cultural monuments) and designed new tourism offer.
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