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National Repository of Grey Literature 2 records found  Search took 0.02 seconds. 
Marketing environment of Vietnamese luxury goods market
 Ho, Thu Huong ; Odehnalová, Jitka (advisor) ; Campbell, Jan (referee)
This bachelor thesis monitors the luxury goods market in general, then it analyzes the Vietnamese luxury goods market, and based on the chosen analyses, it assesses whether this market really has promising opportunities and prospects for the future. The sub-goal of the thesis is to characterize the typical behaviour of Vietnamese luxury goods consumers and to analyze and formulate possible recommendations of marketing strategies for a specific, selected company operating on the Vietnamese market for luxury goods.
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Franchising as a form of entering the market
 Kováčiková, Petra ; Turnerová, Lenka (advisor) ; Krajča, Jiří (referee)
The goal of this thesis is to provide the entrepreneurs who decided too enter the Czech market with luxurious goods via franchise with a new source of information, help them to find the right way in the global and Czech market with luxury and help them by running their own franchise shop. The thesis starts with the theory of franchising, continues with the analysis of Czech and global market with luxury goods and at the end it focuses on the operational manual of a brand with luxury items. The analyze of luxury markets is based on the studies of Bain & Co. company which map the luxury market since 2003 and Ipsos Tambor study which provides the information about the Czech luxury market. Franchising is definitely good form of entering new markets with luxury clothing even though there is a shift from wholesale to retail in fashion brands. Last but not least this thesis enables the reader to have a look into the eventual operational manual of a luxury brand with wide range of products.
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