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Analysis of bubble tea market in the Czech Republic
Stibor, Jiří ; Vávra, Oldřich (advisor) ; Koudelka, Jan (referee)
The thesis focuses on bubble tea market in the Czech republic in relation to Bubbleology company. The objective of the thesis is to analyze the marketing mix of this company and suggest additions that would increase the awareness for the brand and subsequently increase the profits. First the target group is identified with the help of on-line questionnaire. Then leading bubble tea brands are described and the main competition for Bubbleology is identified. Follows analysis of the marketing mix. Proposed is increase in digital engagement with the help of social networks and mobile app. Improvements to promotions in the shopping malls are also suggested. The concepts are then verified with the help of focus groups.
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Marketing on social networks with the focus on LinkedIn \and its usage in company OPUS Praha
Vyskočilová, Marcela ; Sedláček, Jiří (advisor) ; Slavíková, Martina (referee)
This bachelor thesis analyzes the pool of social networks, describes the types of social networks and their history. The first chapter is focused also on description of usage of social networks in companies. The second chapter aims at meeting a reader with the social network LinkedIn -- history, structure and its usage. The last goal of this bachelor thesis is a practical demonstration how to build an ideal company profile. There is used the method case study for it. Except that in the third chapter company OPUS Praha is introduced there, of which profile is built, its marketing strategies and present activity of company on social networks.
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Commercial use of social networks
Vondrášek, Petr ; Pavlíček, Antonín (advisor) ; Juříček, Jan (referee)
This thesis analyses the possible utilizations of social networks by companies in order to obtain benefits in their field of business. This study is focused on the most popular social network on a global scope, i.e. Facebook, Twitter, LinkedIn, Google+ and YouTube. The theoretical section summarizes and provides an analysis of its suitability and possibility for applications in commercial companies. The possibilities discussed are in particular marketing, client communication, brand development and public relations. Moreover, the practical part of this thesis lists the main case studies that depict the utilization of social networks in practice and highlight the benefits the individual companies gain and their costs. Case studies further discuss the use of social networks by traditional and less traditional means for small and larger-sized companies. The thesis is complemented by applied research of social network activities of companies and the analysis of the perception of their users, which is realized by questionnaire survey.
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Comparison of trends in the area of recruitment and selection of the employees
Veliká, Zuzana ; Němec, Otakar (advisor) ; Bušina, Filip (referee)
Master's Thesis focuses on comparison of trends in the area of recruitment and selection of the employees. The aim of the thesis is to highlight the constantly changing tools and channels used in recruitment. The thesis is divided into two main parts, the theoretical and practical part. The theoretical part generally describes the personnel work and filling the vacancies. The practical part deals directly with comparing trends in recruitment and selection of the employees. Specifically compares past and current trends, providing an overview of possible future trends in recruitment.
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Marketing communication of a bank on social networks
Zilvar, Adam ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The diploma thesis is concerned with marketing communication of a bank on social networks. The aim of the thesis is to identify the possibilities of marketing promotion on social networks and thereafter perform an analysis of current communication of Česká spořitelna and based on it provide suggestions for improvements. The communication on social networks is a relatively new a dynamically developing area and companies devote increasingly larger parts of the marketing budgets to this form of communication. The benefits of this work are therefore a summary of new findings in this field, overview of forms of promotion on Facebook and Twitter and evaluation of communication of Česká spořitelna using comparison with an internet bank Air Bank and using best practices. At the end of the thesis I present suggestions for improvements of communication of Česká spořitelna on social networks.
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Social Networks in the sphere of Tourism
Švoncová, Nicole ; Musil, Martin (advisor) ; Švanda, Pavel (referee)
The objective of this bachelor thesis is to evaluate using of social networks for a development of tourism services including examples of good (and also bad) practice. In the theoretical part of the thesis, there is a search of actual using of social networks with a focus on its using by the organization as an additional communication channel. The methodology of an analytical part is based on contents analysis. The thesis use analyze of the Facebook of 10 selected travel agencies based on these factors: the amount of fans, the activity of fans, the activity of managers and the contents. The data are compared among the various agencies. On the base of this analysis were find out that potential of social media as a marketing tool for a travel agencies is not use sufficiently and the travel agencies use Facebook as a marketing space to communicate with customers just in a few cases.
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Social networks marketing - metrics and measurements
Gleich, Viktor ; Pavlíček, Antonín (advisor) ; Malinová, Ludmila (referee)
Social networks marketing is used by many companies. Therefore it is important to apply metrics and measurements, to get a practical use. Then we should be able to set a good marketing plan and achieve better business results. There are many metrics available, therefore it's helpful to get familiar with them and choose the right ones which will bring us valuable information. Marketing is a process that should be completed by evaluation, according to predetermined metrics, and according to results appropriate steps are to be made. Metrics are an important point in this process, providing valuable feedback and beneficial advice.
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Analysis of customer perspective metrics of Balanced Scorecard in Socialbakers a.s.
Drobná, Kateřina ; Matyáš, Ondřej (advisor) ; Langová, Kateřina (referee)
This thesis deals with application of the customer perspective from Balanced Scorecard and customer relationship management in the selected company Socialbakers a.s. First, this thesis studies theoretical basis of the chosen issue. The second part deals with practical use of customer perspective metrics. The current state of measurement and management in this area in Socialbakers a.s. is described and evaluated. Then knowledge gained from relevant literature is used to suggest improvements for this area.
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Digital heritage in the social network Facebook
Chvojka, Cyrill ; Feige, Tomáš (advisor) ; Molnár, Zdeněk (referee)
Bachelor thesis examines the concept of digital heritage through the lens of social networks, with a focus on social network Facebook. In conjunction with term digital heritage on social network Facebook, thesis focuses on the description of user behavior, description of network's possibilities how to use user's personal data, user's ability to influence their digital heritage in the form of a profile on Facebook, and presents and interprets the results of a survey among users on this topic. Furthermore thesis offers possible development paths in the design of new solutions for the digital heritage in an environment of social networks, and also offers a brief and clear instructions for the lay user, in which it defines why should user be interested in, and how could user secure it's own digital heritage.
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Sentiment analysis of social networks
Zaplatílek, Jan ; Jelínek, Ivan (advisor) ; Bruckner, Tomáš (referee)
This thesis concerns about sentiment analysis. In more detail sentiment analysis of social networks. Main goal of sentiment analysis is determine if tested document expresses any sentiment and, if so, whether is positive or negative. Main reason for sentiment analysis on social networks is detecting sentiment and feels about some company or brand. This activity is called brand monitoring. Information acquired from brand monitoring can be used for improving marketing or communication with customers. This thesis deals with sentiment analysis of post from public Facebook profiles of several Czech banks and telecommunication operators. Goal of this thesis is create model which has precision of determine sentiment of Facebook posts at least 80%. Method for achieving this goal is experiment. First part of this thesis describes sentiment analysis theory, definition of sentiment analysis, its problems, methods, reasons for use and use cases of sentiment analysis. Second part gives background research of often used methods and data sources for sentiment analysis in foreign research. Finally third part of this theses describes experiment, its preparation and results. Main benefit of this theses is creating model which can be later use in real word.
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