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Řízení likvidity v nadnárodních společnostech
Kostihová, Kristýna ; Vávrová, Hana (advisor) ; Kopalová, Helena (referee)
My bachelor thesis includes information about three international corporations, Danone a.s., UNILEVER ČR, s.r.o., and Nestlé Česko s.r.o. All these corporations have specific liquidity and Net Working Capital control which does not respond with the basic management standards. All theese companies are daughter companies of big international corporations and they represent the parent companies in the Czech Republic. In my thesis I am giving analysis of the liquidity, NWC, insolvency, profitability, etc. I am trying to explain the unique way of the liquidity control by comparing the companies with each other and with stated standards.
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Analysis of on-shelf-availability in FMCG industry
Krišťák, Dávid ; Jirsák, Petr (advisor) ; Mervart, Michal (referee)
This Diploma Thesis, Analysis of on-shelf-availability in FMCG industry, describes and analyses the project of Unilever CR company and one of its retail customers. Its theoretical part defines the supply chain and its specifications in FMCG (fast moving consumer goods) industry. It tries to find out why there are several cases when goods are not available on shelf for final buyer (project OSA- on shelf availability). The results and project itself is a part of analytical part of this Thesis. Last but not the least is the part analyzing the measures to avoid the out of stock situation in next occasions.
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Budování věrnosti značce prostřednictvím digitálních médií v FMCG segmentu
Vondráčková, Petra ; Karlíček, Miroslav (advisor) ; Pěničková, Vlasta (referee)
Diploma thesis studies the topic of brand loyalty within the digital media and is specifically targeted on FMCG segment. Brand loyalty is defined as a commitment to re-buy a specific product or service in the future, no matter of any external influences. In case of FMCG, there are several influencers of brand loyalty that must be taken care of, e.g. core offering, demographics, elasticity level or share of wallet. The objective of this thesis is to define a digital strategy for a dairy product brand, which aims at increasing its brand loyalty. In order to achieve that, the author has reviewed academic literature on the topic of brand loyalty, as well as on digital media and their influence on loyalty. The digital strategy, defined in the final part of the thesis, is based on the author's research dealing with brand's online performance, analysis of competitive digital activities, analysis of related online content and analysis of Czech digital environment.
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Ekonometrická analýza prodejů rychloobrátkového zboží
Kolena, Jiří ; Pánková, Václava (advisor)
Práce se zaměřuje na možnosti aplikace ekonometrie v oblasti řízení dodavatelského řetězce v segmentu rychloobrátkového zboží. Jádrem práce je analýza na reálných podnikových datech ze společnosti produkující mléčné výrobky. Výstupem práce jsou nejen konkrétní závěry, ale také návrhy pro možnosti širšího uplatnění ekonometrických metod v dané problematice.
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Specificity of FMCG sector in the Russian Federation
Burdina, Maria ; Chylíková, Hana (advisor) ; Cimler, Petr (referee)
The work deals with the specificity of retail in the Russian Federation, focusing on the FMCG sector. First part is dedicated to some theoretical terms of retailing, FMCG market, business logistics. Next part is focused on retail development in the Russian Federation from the 90th years and current trends on the market. The third section describes specific features of business in Russia, focusing on the specifics of the concept of cash & carry and of logistics. The last part analyses the company Metro Cash & Carry Russia in terms of the specificity of the Russian retail with the aim to clarify how it reflects on activities of the company in Russia.
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Social Media Marketing in Fast Moving Consumer Goods Industry
Huber, Markus
The aim of this master thesis is to analyze the social media engagement of the FMCGs (Fast Moving Consumer Goods) in Austria. The used methodologies are literature studies, Internet searches as well as internal data evaluations of the FMCG clients of a marketing agency. The thesis analyses selected key success factors on Social Media focusing on facebook, evaluates their development in the monitored period, and recommends main possibilities of future measures aiming on reaching an improvement of key indicators.
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Master Data Quality and Data Synchronization in FMCG
Tlučhoř, Tomáš ; Chlapek, Dušan (advisor) ; Kučera, Jan (referee)
This master thesis deals with a topic of master data quality at retailers and suppliers of fast moving consumer goods. The objective is to map a flow of product master data in FMCG supply chain and identify what is the cause bad quality of the data. Emphasis is placed on analyzing a listing process of new item at retailers. Global data synchronization represents one of the tools to increase efficiency of listing process and improve master data quality. Therefore another objective is to clarify the cause of low adoption of global data synchronization at Czech market. The thesis also suggests some measures leading to better master data quality in FMCG and expansion of global data synchronization in Czech Republic. The thesis consists of theoretical and practical part. Theoretical part defines several terms and explores supply chain operation and communication. It also covers theory of data quality and its governance. Practical part is focused on objectives of the thesis. Accomplishment of those objectives is based on results of a survey among FMCG suppliers and retailers in Czech Republic. The thesis contributes to enrichment of academic literature that does not focus on master data quality in FMCG and global data synchronization very much at the moment. Retailers and suppliers of FMCG can use the results of the thesis as an inspiration to improve the quality of their master data. A few methods of achieving better data quality are introduced. The thesis has been assigned by non-profit organization GS1 Czech Republic that can use the results as one of the supporting materials for development of next global data synchronization strategy.
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Media mix in the FMCG category - yoghurt products
Kraft, Zdeněk ; Postler, Milan (advisor) ; Smékal, Vít (referee)
This thesis inquires into media mix in the FMCG category, focusing on yoghurt products. The theoretical part describes the mediamarket entities and functioning, important media indicators, media research projects and monitoring projects of advertising expenditures. After the division of the media from a theoretical point of view comes a chapter exploring the markets of particular media types and their characteristics which results in the evaluation of their advantages and disadvantages in advertising communication. The final part analyzes the media mix and advertising spending over the whole Czech advertising market, the FMCG market and then yoghurt market comparing the communication of the major yoghurt manufacturers.
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