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Komunikační strategie pro elekronický obchod s vínem
Ratajská, Nina Kateřina
Ratajská, N. Communication strategy for wine e-commerce. Bachelor thesis. Brno: Mendel University, 2023. The thesis focuses on the effective use of online marketing tools and social networks in the promotion of wines on the Czech market. It analyses how to use online sales of wines and how to create a marketing strategy that will match the identity of the company and its business objectives. The work has practical applications for wine companies that want to successfully promote their products on-line and expand their customer base. The aim of the thesis was also to find out the preferences of customers when choosing wine on the basis of quantitative research conducted in the form of a questionnaire.
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Návrh on-line komunikace internetového obchodu s vínem
Semelová, Klaudie
Semelová, K. Proposal of on-line communication strategy for wine e-shop. Bachelor thesis. Brno: Mendel University, 2021. The bachelor's thesis deals with the proposal of marketing communication on the Internet for the e-shop tvojevino.cz. The thesis includes an analysis of the consumption and import of wine to the Czech Republic. The work analyzes the internal and external environment of trade. The knowledge obtained from the questionnaire survey was used to design a communication strategy. The questionnaire survey focused on consumer and shopping behavior among respondents from the Czech Republic. The resulting strategy contains recommendations that can be used to promote e-shop on the internet and increase business profits. The final part of the thesis deals with the possible effects of anti-pandemic precaution on trade sales.
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Factors influencing young consumers in the wine market
Vičík, Jakub
The diploma thesis seeks to conceptualize the problematic of the influence of var-ious factors on Millennial generation of wine consumers in the Czech Republic and Slovakia. The literature review provides thorough insight into the factors af-fecting purchasing behaviour with a focus on specifics of examined generational cohort. The main source of information for the analysis of respective markets was a questionnaire survey conducted in October 2016. The research works with a sample comprising of 636 respondents from the Czech Republic and 356 from Slovakia further complemented by focus group (n=8). The findings of this study were used to formulate recommendations for wine producers and marketers.
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Marketing strategy of the chosen company
Šuláková, Veronika ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The thesis deals with the marketing strategy of the company Vinné Sklepy Kutná Hora, s.r.o. The aim of the thesis is to introduce and evaluate current marketing activities of the chosen company and subsequently propose convenient recommendations. Initially, the thesis defines the key marketing terms with a focus on the online marketing. The thesis also analyses the wine market situation namely at the world wine market as well as at the wine market of the Czech Republic. Theoretical findings and the analysis of the wine market serve as a solution for the evaluation of current marketing activities of the chosen company. Subsequently, convenient recommendations have been proposed which could help the company extend the range of its customers and increase its sales.
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