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Marketing Communication of a Selected Company on a Foreign Market
Králová, Kateřina ; Schüller, David (referee) ; Mráček, Pavel (advisor)
The diploma thesis deals with the marketing communication of a selected company on a foreign market that produces herbal products from the category of healthy nutrition. The theoretical part contains definitions of basic terms related to the researched issues. The analytical part analyzes the current state of the selected company and its significant surroundings. It also includes a marketing research, which is conducted on the basis of qualitative and quantitative approach. The final part provides suggestions for improving the company's communication strategy in the Slovak B2C market.
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Comparison of marketing communication of Hyundai, ŠKODA AUTO and Peugeot on the Czech market
Klofcová, Veronika ; Halada, Jan (advisor) ; Obluk, Ondřej (referee)
In the first part of bachelor's thesis "Comparison of marketing communication of Hyundai, Peugeot and ŠKODA on the Czech market", the general topic including theoretical background of international marketing is brought to the attention. Furthermore, specific aspects of the Czech automotive market are presented and the three brands are introduced. The second part is dedicated to description of selected marketing activities of the brands (closely looking at corporate identity/corporate design, television commercials and online communication) and their comparison based on predefined standards. The third part of the thesis is partially returning back to the first part and the established implications of doing business in a foreign country. It tries to determinate, whether the specific characteristics of the home countries are reflected in the communication of the brands, as descripted in the second part. The selection of Hyundai, Peugeot and ŠKODA was based on the fact that the brands are similar to each other in certain aspects (target group of customers, production sites in the Czech Republic), but completely different in others (history, country of origin). At the same time, belonging to different groups, the brands are directly competing with each other.
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Optimization of the Marketing Mix of the Selected Company in the Slovak Market
Kučerová, Amálie ; Bumberová, Veronika (referee) ; Milichovský, František (advisor)
This diploma thesis focuses on the issue of marketing mix of a Czech company that operates in an international environment and its optimization for the B2B market in Slovakia. In the introductory part of the thesis, the problems and objectives of this work will be described in details. The theoretical section is focused on definition of basic marketing concepts, marketing mix, analysis of the company and its surroundings. The following part contains the characteristics and analysis of the current state of the selected company and the Slovak market. The final part of the thesis contains a proposal for optimizing the marketing mix of an existing product on the market with the aim of expanding export options and increasing market share.
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Marketing Communication of Company in Entering Foreign Market
Turčanová, Pavlína ; Hudec, Petr (referee) ; Mráček, Pavel (advisor)
The main subject of this thesis is the communication mix of selected company which is focused on the production and sale of natural and healing cosmetics and dietary supplements, as well as a proposal for an appropriate marketing communication when entering the market in Poland. The theoretical part contains important terms of marketing and marketing communication, and it presents a theoretical framework for two following parts. The analytical part is then focused on the main characteristics of the selected company and this part also deals with the processing and evaluating of the analysis of internal and external environment, current level of marketing and communication mix. The last part is devoted to the proposals of marketing communication of the company for operating on the B2B market in Poland. These proposals should lead to raising awareness of the company and its products in this market, as well as reaching out and gaining potential business partners and customers.
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International Marketing Strategy In Area Of Gaming Industry And Microtransactions
Urbánek, David ; Kruljacová, Anna (referee) ; Chlebovský, Vít (advisor)
The thesis is focused on international marketing of gaming industry. It’s focus is on trends and possibilities of international marketing strategy for microtransactions. The theoretical part aims to define basic concept of gaming industry, marketing, microtransactions, customer behavior and ways to engage with him. The analytical part is creating a concept of international marketing strategy for a game, which is being developed by the author of this thesis based on quality research and theoretical background. This strategy is supposed to engage with customers not interested in microtransactions.
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Evaluation of Possible Expansion of the Selected Company to the British Market
Fojtíčková, Michaela ; Oulehla, Petr (referee) ; Chlebovský, Vít (advisor)
The diploma thesis aims to suggest the most suitable expansion way of a specific company into the British market. There are three main parts of the work. The theoretical part presents the issue through scholarly literature and scientific articles. The purpose of the practical part is an analysis of the external and internal environment. The research of product user satisfaction as a support for expansion and the investigation of potential partners and competitors directly abroad are included. The proposal part recommends specific ways for the company to enter the UK market through the identified factors.
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Vstup podniku poskytující služby na zahraniční trh
Korotkova, Vitalina
The main goal of this bachelor thesis is to find out the best potential possibility of entering into the foreign market for the company XEMS. The thesis includes two parts: the theoretical part and the practical part. The first part deals with knowledge about using analysis, forms of expansion and possible risks. The sec-ond part consists of analysis of the internal environment of the firm, analysis of the target market and choosing of the most appropriate variant of expansion.
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Reaching new costumers on a B2B market in UK
Štěrbová, Michaela ; Boček, Aleš (referee) ; Mráček, Pavel (advisor)
This diploma thesis is focused on the communication mix in a Czech company operating in the field of web analytics and also on its proposed design for the B2B market in England. The theoretical part is focused on the definition of marketing, international marketing, marketing and communication mix. The analytical part is focused on the characteristics of the company, analysis of the micro and macro environment, analysis of the marketing and communication mix of the company. The last part is devoted to the design of the company's communication mix for the B2B market in England. These proposals should lead to reaching new customers and possible gaining of new customers from the already mentioned market.
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International Marketing Strategy Proposal of Selected Events for Selected Contributory Organization of the City of Brno
Tatarová, Barbora ; Moserová, Veronika (referee) ; Chlebovský, Vít (advisor)
This thesis deals with the proposed marketing strategy of selected events for the contributory organization, TIC BRNO and provides recommendations for the organization. The first section describes the individual goals of the work. The theoretical section briefly outlines the basic terminology necessary for understanding the topic. This section is devoted to marketing, international marketing, marketing strategy and destination marketing. The majority of the theoretical section concentrates on digital marketing, social marketing and marketing mix. The analytical section analyzes the current state of the contributory organization and selected events. The practical section mainly contains the interpretation of the marketing strategy proposal for the visibility of selected events abroad in order to attract new foreign tourists.
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Internationalization Activity Plan for Selected Organization
Bednářová, Markéta ; Hirš, Jiří (referee) ; Chlebovský, Vít (advisor)
The thesis is focused on the creation of a plan of internationalization activities for the Brno University of Technology, the aim of which is to raise the awareness of the organization abroad, specifically at universities within the European Union. The theoretical part of the thesis introduces the individual concepts and analyzes that are furtherly used in the following parts of the thesis. The analytical part evaluates the current situation in the organization and serves as a basis for the proposals. In the proposals of the thesis, a plan of internationalization activities of the university is created.
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