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Online propagation of a small e-commerce
Purnochová, Jana ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
This dissertation titled Online propagation of a small e-commerce is focused on the propagation of the e-commerce on the Internet and on the online communication mix creation. At the beginning it briefly outlines the online marketing theory. The first chapter defines the term marketing and shows its targets, presents communication mix on the Internet, then it describes the czech statistics of the use of the internet and of online promotion. The second chapter is then focused on the application of some forms of propagation to the model e-commerce, which is selling sports clothes. The last part of the dissertation evaluates particular parts of the online communication mix and compares the paid promotion with regard to the orders and to the e-commerce attendance. In the end there are drawn up some recommendations, which could be useful for some similar e-commerces.
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Bussiness Project – Family Education Center
Bahushevich, Alena ; Hartman, Ladislav (advisor) ; Mísař, Jan (referee)
The main purpose of the Master Thesis is creation of the business plan on the establishment of the new preschool education institution Family Education Center. The center will be specialized in operating a kindergarten as well as in organizing educational and personal development activities for children and adults. The theoretical part of the thesis gives some insights on the importance of the entrepreneur and enterprises in the society, provides description of the basic requirements for a business plan and characteristics of the preschool education system in the Czech Republic. Practical part provides an application of the theoretical findings on the creation of the actual business plan. This part verifies the viability and competitiveness of the business project on the basis of the market analysis, marketing and financial plan.
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Segmentation of the detergent market
Bulantová, Barbora ; Koudelka, Jan (advisor)
This Masters Thesis is focused on detergent market in the Czech Republic and its market segmentation. The goal of this thesis is to find differences and similarities between consumers and to uncover the segments which are internally homogeneous and externally heterogeneous, and to suggest a marketing approach for each segment. Theoretical part of this thesis is about theoretical explanation of the market segmentation process, different approaches to segmentation and methods of segmentation. There is also a description of the detergent market in the Czech Republic. The analytical part is focused on segmentation process itself. The segmentation is based on both primary and secondary data. The revealed segments are then described in detail. There is a suggested marketing approach how to effectively address each segment.
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Marketing plan for selected gastronomic tours
Mokrišová, Kristýna ; Kalábová, Markéta (advisor) ; Petrů, Zdenka (referee)
The topic of this thesis is marketing of gastronomic travel agency. Gastronomic tourism is currently among the tourism trends. Based on the growing potential, in this paper will be presented fictitious gastronomic travel agency selling gastronomic tours. The main objective is to propose a marketing campaign of specific gastronomic tours. The marketing campaign will be set up to address, engage and make customers to purchase offered services. The campaign is therefore able to offer to potential customers exactly what they desire. The marketing approach is not the same to everyone, it reflects the consumer and media behavior of different target groups. Thanks to the proposed campaign the competitiveness of the company will be increased, profit will be gained, it means voluminous sales of offered tours and strong position in the market will be obtained.
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Marketing Situational Analysis of a chosen Company
Doležal, Ondřej ; Svoboda, Petr (advisor) ; Čejka, Pavel (referee)
The aim of my thesis is to create an educated description of marketing situational analysis of selected energy company - ČEZ, Inc. The analysis should help the company to better plan its marketing activities and thus succeed in a competitive environment. The theoretical part deals with basic concepts related to marketing as a whole and theoretical background needed for the completion of marketing situational analysis, which includes both PEST analysis, Porter's fice forces analysis, SWOT analysis and marketing mix. Results from those are then applied in practice. The result of each analysis are then formulated into recommendations that should help the company to improve its marketing management.
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Brand marketing strategy, men´s clothing brand Stones by Steilmann
Pařez, David ; Zadražilová, Dana (advisor) ; Khelerová, Vladimíra (referee)
The aim of my bachelor ´s thesis Brand marketing strategy, men ´s clothing brand Stones by Steilmann Praha is to undertake marketing research of brand and its subsequent evaluation and suggest modifications of marketing brand strategy. The first part deals with consumer issues and consumer behavior, describes what is the brand and its history, defines the brand identity, brand image, awareness and the way of increasing brand value. Further I mention particular steps of the process of the strategic brand management. At the beginning of the following section is the analysis of the current situation on the Czech market with the men´s fashion, introduction of the brand Stones and its history, and description of the competitors. In the next part there is SWOT and marketing mix analysis. Another part of my thesis is marketing research of the brand Stones and evaluation of research results. In the final part I suggest modification of the marketing brand strategy with respect to the survey results.
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Marketing mix of the fitness centre
Choutková, Aneta ; Khelerová, Vladimíra (advisor) ; Vojtíšek, Zdeněk (referee)
The aim of the thesis is to define and evaluate the marketing mix of the fitness centre World Gym Fitness Group Inc. and to recommend changes that would increase the efficiency of the marketing mix. The theoretical part is divided into two chapters and focuses on marketing mix of services and marketing environment. Within the crucial practical part there has been run a research to determine the mission of the company and clients´ satisfaction. The research is based on direct observation. The practical part contains at first general characteristics of the World Gym company. The next chapters are focused on the individual parts of the marketing mix of the fitness centre. The marketing mix includes services, price, promotion, distribution, physical environment and people. At the end all findings are summarized in the SWOT analysis and recommendations are designed to increase the efficiency of the marketing mix of the fitness centre.
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Proposed marketing strategy of a low-cost airline
Khomutova, Sofia ; Král, Petr (advisor) ; Tročil, Jan (referee)
My Master thesis focuses on the design of the marketing strategy of a low-cost airline SparrowJet. The first chapter of the theoretical parts contains the required basics of theoretical information necessary to develop a marketing plan. In the second chapter is an analysis of the air transportation market with an emphasis on the low-cost segment. The final chapter of the theoretical part is dedicated to the marketing mix in the transportation. The practical part of my thesis begins with the situation analysis, which includes: the PEST analysis, Porters five forces analysis, a competition analysis and a customer analysis. My work is concluded with a complete proposal of a marketing strategy for the airline, including both basic strategy of S-T-P and a marketing mix.
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Marketing and communication strategy of Spotify streaming service
Petlach, Radim ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The objective of this Masters`s Thesis is an analysis of marketing and communication strategy of Spotify, the music streaming service, and subsequent presentation of proposals and recommendation with the aim to improve existing strategy. The thesis consists of theoretical and practical part. In the theoretical part, basic terms such as marketing, marketing mix, marketing and communication strategy, are defined. In the practical part, streaming service Spotify, its marketing and communication mix and competitors analysis, are described. A substantial part of this thesis is own market research in a form of a survey. Findings and results derived from primary and secondary sources help the author to draw conclusions and provide recommendation for improvement of existing marketing and communication strategy of Spotify in the Czech Republic.
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Analysis of the marketing activities in nonprofit organization INEX-SDA
Müllerová, Michaela ; Procházková, Markéta (advisor) ; Polcar, Jakub (referee)
The aim of this thesis is to analyze marketing activities of nonprofit organization INEX-SDA and make recommendations relating to the marketing mix which would increase awareness of this foundation and also increase voluntary help from the public. The thesis is divided into two parts. First part deals with theoretical definition of marketing and its specifics related to the nonprofit sector. The theoretical part is followed by a practical part in which organization INEX-SDA and the individual elements of the marketing mix are specified. In this part there was also done marketing research. With the analysis of marketing activities information is obtained which together with the theoretical knowledge leads to recommendations relating to the marketing activities of this non-profit organization. The thesis ends with an overall summary.
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