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Company Marketing Strategy
Janovský, Marián ; Heleš, Andrej (referee) ; Schüller, David (advisor)
Diploma thesis is focused on marketing strategy of the company. Thesis was created in cooperation with Motor-Car Trenčín s.r.o. company, which is the authorized dealer of the Mercedes-Benz automobiles. The theoretical part is focused on the treatment of the theoretical knowledge. The analytical part of work i sused for the analysis of the company and marketing research. Proposal part of the thesis contains specific proposals to improve the existing marketing strategy of the company in the field of product, price, place and promotion.
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Desing of marketing strategy of electronic banking service
Mičudová, Martina ; Židó, Ján (referee) ; Chalupský, Vladimír (advisor)
The main subject of my Master´s thesis has been to set up a proposal of marketing strategy for the development of the electronic banking services in the bank XY, a.s.. Analytic part of my work deals with the analysis of both customers, and the competition. It also contains the characteristics of Slovak banking market, its strenghts, and weaknesses, opportunities, and threats. Relevant products are classified in the Boston Consulting Group Matrix. The conclusions from the analytic part served as a base for suggestions of optimal marketing mix for the products of electronic banking.
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Analýza trhu čokoládových cukroviniek- Veľká Británia
Kiš Bandiová, Alexandra ; Koudelka, Jan (advisor) ; Siwiec, Peter (referee)
This Master's thesis deals with analysis of chocolate confectionery market in the United Kingdom. The methodology used to bring a complex picture about the main trends is retail scan data analysis accompanied by consumer panel and consumer research. As a result, this work provides a detailed mapping of chocolate confectionery market environment and elaborates a set of recommendations for marketing orientation.
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Physiogel relaunch on Czech and Slovak market
Tatičová, Lucia ; Tahal, Radek (advisor) ; Prechtlová, Marta (referee)
A new product launch is important and difficult part of product life cycle. It also means uneasy process for company. Goal of this diploma thesis is to evaluate chosen marketing mix strategy of relaunch Physiogel on Czech and Slovak market through marketing plan conduct and realization of marketing research focusing on target group. Theoretical part offers basics for better understanding of the topic. Then practical part, consists from two phases, offering conduct of marketing plan and structure, analysis of marketing research and evaluation of results. Output from these activities will consist not only from analysis and evaluation of marketing mix strategy, but also enrichment of information concerning target group and proposal of marketing activities for the brand for year 2014.
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Guerilla marketing in the banking sector
Bláhová, Petra ; Zamazalová, Marcela (advisor) ; Pešek, Ondřej (referee)
The aim of this bachelor's thesis was to consider the appropriateness and effectiveness of guerilla marketing (abbreviated GM) communication in the banking sector by asking the target group of young people. Two groups of people participated in the questionnaire, Czechs and Germans. The theoretical part contains the fundamentals of marketing communication, including communication trends in the banking sector of the Czech Republic, the description of GM and GM techniques. The results of the survey show that GM communication causes viral spread and interest in the target group. The demand for more information regarding banking products, after developing the interest of GM communication, is significantly higher among the German respondents than among the Czech respondents.
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The emerging market of cosmetics for men: An investigation of consumer behavior in Czech republic
Orlichová, Zuzana ; Chytková, Zuzana (advisor) ; Stříteský, Václav (referee)
The aim of this study is to describe adoption barriers emerging on the cosmetics for men market through market research and consumer behaviour exploration. The relationship men have with the cosmetics is not easy to understand, so the purpose of this study is to explore on what is based their relationship to cosmetics market - why some are ready to use cosmetics while other reject. Regarding market of cosmetics for men, there are the barriers that prevent in adoption of cosmetics. The thesis would reveal what influence the social decision making, and would go deeper into what influence men; and what the relationships with products, brands, services, and environment they have. The conclusion will be the interpretation of the adoption barriers on cosmetics for men market.
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