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Proposal of a Marketing Strategy
Kamená, Denisa ; Hanušová, Iva (referee) ; Chalupský, Vladimír (advisor)
his diploma thesis deals with construction of the marketing strategy for Philip Morris ČR, a.s.. The tabacco market has experienced continuesly increasing government regulation along with increasing consumption taxation in the last years. The strategy is desinged accordingly to this fact in order to achieve higher market share of this company. Philip Morris ČR, a. s. has faced nearly 25% drop in market share since 2002. This diploma thesis formulates and provides appropriate recommendations on the base of the market analysis as well as on the analysis of the firm. All recommendations are focused on the construction of effective marketing strategy.
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Socio-ekonomické aspekty využití rezistentních odrůd jabloní v produkčních systémech
Havlíková, Marta
The presented diploma thesis deals with the assessment of socio-economic context and aspects of the use of resistant apple varieties in production systems. Its aim is to suggest recommendations for the increase of social efficiency of their use. At the same time, this thesis focuses on the possibility to enforce short food supply chains which can contribute to the efficient way of production appreciation within the frame of vertical market structure. A part of the thesis introduces a discourse on the costs of resistant and non-resistant apple varieties which can remarkably influence the overall economy of an enterprise. Growing resistant and non-resistant varieties brings both economic and social environmental benefits. Environmental advantages include reduction of negative effects of protective substances on the environment, residue and the increase in health harmlessness. Moreover, it has a positive impact on the sustainability of biodiversity. Social benefits include the fact that treating resistant apple trees is less time consuming, employment is maintained and the region has higher incomes. Increasing demand on quality fruit and demanded and purchased amount of resistant apple varieties can be expected. The final thesis contains also a survey which evaluates the socio-economic aspects influencing the consumers decisions. Results of the questionnaire enable to view the consumers preferences in terms of lifestyle, shopping behaviour and the knowledge of resistant varieties in general.
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Role vybraného řetězce maloobchodních prodejen v podpoře regionální produkce
Skalický, Vít
The aim of my bachelor thesis is to characterize and assess the role of My food Market, s. r. o., company in supporting and creating opportunities for market evaluation of regional production. The theoretical part sums up the current trends on the food market and consumer demand analysis methods, based on the study of expert literature. The practical part focuses on: (1) description of activities and strategy of My food Market, s. r. o., as well as analysis of the share of regional products in the product assortment; (2) primary research of opinions and preferences of customers shopping in this retail network with the aim of defining the profile, preferences and interest of customers regarding regional food. The survey was carried out by means of questionnaire research.
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Proposal of a Marketing Strategy
Kamená, Denisa ; Hanušová, Iva (referee) ; Chalupský, Vladimír (advisor)
his diploma thesis deals with construction of the marketing strategy for Philip Morris ČR, a.s.. The tabacco market has experienced continuesly increasing government regulation along with increasing consumption taxation in the last years. The strategy is desinged accordingly to this fact in order to achieve higher market share of this company. Philip Morris ČR, a. s. has faced nearly 25% drop in market share since 2002. This diploma thesis formulates and provides appropriate recommendations on the base of the market analysis as well as on the analysis of the firm. All recommendations are focused on the construction of effective marketing strategy.
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Analysis of the effectiveness of the ALBI company TV campaign
Knoblochová, Petra ; Tahal, Radek (advisor) ; Pešl, Libor (referee)
The aim of this thesis is to carry out a marketing survey and to analyze the effectiveness of a TV campaign for ALBI company with major focus on answering a set of crucial research questions. The first part of the thesis covers such issues as marketing, marketing communication, advertising and marketing survey from a theoretical point of view. After that I introduce the ALBI company and its marketing activities. The practical part is devoted to the marketing survey itself. I present the preparatory phase, the realization of the survey and its results. The goal of the survey was to reveal consumer preferences and different mindsets within the Czech population. The main contribution of the thesis is the survey output and marketing recommendations which shall be used internally by ALBI in order to improve its processes within the marketing department.
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Analysis of determinants affecting consumer movie ratings
Plevák, Tomáš ; Svoboda, Miroslav (advisor) ; Babin, Jan (referee)
This paper aims to analyze influence of selected factors, based on 2012 year's data, such as genre, budget, reviews, length, etc., on final consumer rating of the film. The analysis is conducted with the assistance of an econometric model, using the least squares method with automatic correction of heteroscedasticity and results are applicable mainly to the population of viewers from the United States. I found out that rating of the film is mostly influenced by the genre classification. It turned out that another important vatiable is the one based on professional critics reviews, however it cannot be said whether the critic is affecting consumer by his evaluation or he is only predicting success of the film. Most of the papers dealing with this topic focuses on sales, this paper on the other hand is focused on the preferences of the viewer as a consumer.
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Trends in the Consumption of Coffee
PROVÁZKOVÁ, Eliška
The target of the marketing research in this work is to find out if there are some differences in the preparation of the coffee between users of various gender, age, education and a size of a place where they live. I used a method of questioning of at least 200 respondents. The next goal of this work is to find out what is for the consumers the most important shopping motivation, if they prepare and buy their coffee differently over the past years. Then I will write something about what they prefer - which brand, type, size of packaging. The theoretical part is about plantation of coffee, how coffee prepares, consumption of coffee in the Czech Republic and in the world, the culture of coffee, a creation of the market in the Czech Republic and a marketing research. The practical part mainly focuses on the research of the end user, sales research, research of product and prognosis. The practical part partly examines the total market analysis and the advertising research. The final part shows the current trends on the coffee market. It shows that over the past 10 years the habits in preparation of coffee has changed because the present trend aims at coffee express. The preferences concerning the size of the packaging has also changed ? coffee directs toward bigger package. The number of people who drink coffee and buy it in the hypermarket has risen. The biggest shopping incentive is the taste. The most preferred is the middle price level. Consumers most often buy the instant coffee in supermarket and in hypermarket. The most common preparation of roasted coffee is express coffee which is preferred by new consumers. Women do shopping in supermarket or hypermarket more often than men and women are more influenceable by an advertisement than men. More educated users prefer express coffee while less educated consumers prefer turkish coffee. More educated consumers more often visit hypermarket than less educated.
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What is the Way to Price Stability: Centralization or Liberalization of Banking Sector
Koldus, Miroslav ; Kapinusová, Jana (advisor) ; Štěpánek, Pavel (referee)
This thesis seeks to find an optimal structure for the banking sector from the perspective of price stability, defined as monetary prices that reflect consumer preferences. By comparing the common characteristics of central and free banking theories, four key areas will emerge and will constitute a background for comparative analysis. The key argument in the analysis is a comparison of the relationship between money supply and the information capability of monetary prices across both theories. The result of this analysis will be four conditions for achieving price stability, which together will answer the primary question of this thesis: Which of the two concepts offers better guarantees for price mechanism functioning?
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Marketing research during development of the shopping centre Černý Pelikán
PETERKOVÁ, Pavla
Master's thesis "Marketing research during the development of the Black pelican shopping centre" deals with the use of marketing research in the preparatory and the operational phase of the project Black Pelican shopping centre. The shopping centre is to be completed in the downtown of the České Budějovice in 2011. Theoretical part of the thesis dealing with the basics of marketing research is followed by the marketing research analysis during the preoperational part of the project. In this analysis, particular emphasis is set on the methodology of the carried out studies and on the summary of the importance of the marketing research in the project of Black Pelican shopping centre.. Next part of the thesis deals with the importance of the marketing research since the opening of the commercial gallery Black Pelican. . Beside the specific research studies that are proposed in this part of the thesis and that should be implemented, their organizational backup is also described.
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