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Adaptation of the Starbucks Coffee Company marketing strategy on the Czech market
Pekáriková, Katarína ; Machková, Hana (advisor) ; Štěrbová, Ludmila (referee)
Purpose of this diploma thesis is Starbucks marketing strategy analysis on the Czech market. Theoretical part focuses primarily on company characteristics with regard to its historical development, key values, brand identity and positioning. This also covers company's global strategy, ways of international expansion and requirements for perspective business partner. Practical part analyses Czech market, its macro-environment and competition in the field. In addition present thesis includes SWOT analysis, practical examples of marketing strategy adaptation as well as marketing mix.
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International marketing application Haubi's Ges.m.b.H in multicultural surrounding
Krištofová, Lucia ; Boučková, Jana (advisor) ; Panýrová, Taťána (referee)
This thesis presents the issue of the entering of a business to business company on the Unated Arab Emirates market. Its objective is to develop an appropriate marketing strategy and apply it to Haubi's Ges. M.b.H, a leading Austrian bakery. The strategy was elaborated from the analysis of the food market both at the global and national level in the UAE. Assumptions underlying the success of a company in this market are included in the SWOT analysis. The principles derivated from this analysis are then applied to market segmenting and concurrence monitoring. The final strategy consists of a specific marketing mix, which was determined by the analysis of the obtained results and fully respects the particular cultural environment of the UAE.
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Market analysis of industrial marking lasers and draft marketing strategy for the company MEGAFLEX
Valterová, Martina ; Stříteský, Václav (advisor) ; Dušek, Jiří (referee)
This master thesis is focuses on a market analysis of industrial marking lasers in the Czech Republic. In the theoretical part are described appropriate methods of strategic analysis for Business-to-Business market. The strategic analysis is divided into two parts, descriptive and comparative one. The application part characterizes the market of industrial marking lasers and describes also macro, micro and internal environment of the company MEGAFLEX. A partial goal of this thesis is to propose a marketing strategy, which can be used as a basis for the development of strategic marketing plan.
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Marketing strategy of a chosen travel trade company
Voldřichová, Michala ; Petrů, Zdenka (advisor) ; Vaňková, Jana (referee)
The diploma thesis "Marketing strategy of a chosen travel trade company" deals with the situation in a spa hotel Royal. The aim of the diploma thesis is to elaborate the situation analysis of the hotel, to describe and evaluate the contemporary marketing strategy and to make suggestions for the further strategy improvement. The diploma thesis is divided into two main parts -- theoretical and practical. The theoretical part is focused on important definitions of marketing strategy and on the procedures needed for the right chosen marketing strategy. The practical part deals with the current situation in the spa hotel Royal. It includes the elaboration of situation analysis, the description of contemporary marketing strategy including marketing mix and the suggestions for further improvement and development.
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Marketing strategy of a selected international company
Minaříková, Markéta ; Postler, Milan (advisor) ; Novotná, Martina (referee)
Recently the role of marketing strategy for a company has significantly increased. Marketing strategy -- as a main plan which not only includes product, promotion, distribution, and pricing approach, but also determines the choice of market segment, positioning, and allocation of resources -- has become vital for a company. The main goal of the thesis will be to analyze and assess presently used marketing strategy of Philips Lighting in the Czech Republic in business to business market. Therefore, analyses that should be conducted before formulating a marketing strategy will be clarified. Since a wide variety of approaches to the categorization of marketing strategy exists, it will not be the goal of the author to deliver a complete enumeration of marketing strategies. With regards to the subject, classification reflecting company's position in the market, product life cycle period and market situation will be explained. Consequently, having acquired knowledge of marketing strategy categorization, and based mainly on the SWOT and Porter's industry analysis, recommendations and correcting measurements of Philips Lighting marketing strategy will be suggested.
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Marketing strategy for E-commerce
Klega, Ondřej ; Stříteský, Václav (advisor) ; Kasan, Ondřej (referee)
This diploma thesis clarifies problems of the marketing strategy in e-commerce. It is generally devote to marketing management of the electronic shop and strategic marketing planning. It describes marketing strategie, their systematization and marketing strategies that can be used by e-shop.
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