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Business and marketing strategy of four-star hotel in Prague
Holíková, Sandra ; Jenčková, Jiřina (advisor) ; Kvítková, Zuzana (referee)
Master's thesis deals with the formation of business and marketing strategy with application to specific four-star hotel in Prague. First part is focused on basic definitions and importance of accommodation in tourism industry, followed by summary of theory needed for development of quality strategy. Practical part is dedicated to analysis of external and internal environment of the hotel, analysis of its competition and proposals to supplement the current business and marketing strategy.
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Online marketingová komunikace firmy působící na trhu leadershipových programů
Langášová, Markéta ; Stříteský, Václav (advisor) ; Machek, Martin (referee)
The main goal of this masters thesis is to analyze current marketing communication of a specific leadership development company active and the Czech market and its effectiveness. Based on the results recommend measures for improvement using appropriate channels. In the first part theoretical background of online communication, strategic framework and measurement of performance is introduced. Statistics, expert surveys and insight from opinion leaders from the field are included to provide more practical and comprehensive understanding of approach to individual channels, current trends and potential future development. Second part is dedicated to analysis of online communication strategy of chosen leadership development company. Analysis are based on interviews with relevant target group, comparison of online activities of competition and clickstream analysis of data from Google Analytics of various communication channels.
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An analysis of the marketing strategy of the corporation TheRoom on the market of escape games
Valková, Pavla ; Kubálková, Markéta (advisor) ; Topolová, Ivana (referee)
The thesis disserts about marketing strategy of the corporation TheRoom. The aim of this thesis is to analyze the company marketing strategy, its marketing activities on the internet, evaluation and to create a list of opportunities, suggestions and recommendation. The theoretical part is dedicated to general meaning of marketing and other specifications of the classical and internet marketing. Practical part deals with corporate environment, including market and competition analyses. The thesis contexts also analysis of marketing communication, SWOT analysis and analysis of database of TheRooms clients. The contribution of the thesis lies in the complex view on the company, its marketing communication and whole market of escape games, which allows to create a comprehensive opinion about the current position and future develop of the company and this sector.
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International dance school
Sliška, Ondřej ; Khelerová, Vladimíra (advisor) ; Gebertová, Lenka (referee)
The thesis consists of a business plan draft for the organization of an International Summer Dance School in Prague. This project is a starting point for a broader vision of an international dance institution. The work is based on a theoretical foundation that is needed to create a business plan. It also covers analysis of competition and analysis of the needs of potential customers.
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The Effects of Brand Extension Strategy, Beer Industry Case Study
Tomková, Michaela ; Machek, Martin (advisor) ; Hořáková, Veronika (referee)
Today there seems to be an increasing number of products similar to one another, especially on the fast-moving consumer goods market. Due to this recent trend, differentiation is necessary for companies to define their brand in relation to its competitors. One of the possibilities is the implementation of the brand extension strategy. The main objective of this master thesis is to investigate and analyze the effects of different types of brand extension strategies with the focus on the beer market. The first part of the thesis includes a thorough research of primary and secondary data, which provides insight into new trends and factors that influence the brand extension strategy and its success. The second part is more practical and is devoted to a case study of a Czech premium brand called Frisco. Given its increasing competition on the market, Frisco has recently changed its core strategy and extended portfolio.
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Direct selling of Provident Financial - comparison with competition and proposal of stimulation
Opekarová, Jitka ; Jakubíková, Dagmar (advisor) ; Libra, Gustav (referee)
Cílem diplomové práce je porovnání systému řízení přímého prodeje s přímými i nepřímými konkurenty. Práce je členěna do teoretické a praktické části. Teoretická část pojednává o problematice přímého prodeje v ČR i ve světě, poodhaluje fenomén multi-level marketingu a pyramidových her. Analyzuje zadlužování českých domácností a zmiňuje se o benchmarkingu. Praktická část se zabývá popisem řízení systému přímého prodeje společnosti Provident Financial a oslovených konkurentů. Stěžejní část práce tvoří hodnocení těchto systémů metodou polaritního a konkurenčního profilu. Z hodnocení vyplývají návrhý a doporučení pro společnost Provident Financial.
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Railway as an alternative to maritime transport between Asia and Europe
Launerová, Martina ; Novák, Radek (advisor) ; Molková, Tatiana (referee)
The aim of the diploma thesis is the comparison of maritime and rail freight transport between Asia and Europe. The thesis focuses on characteristic of rail transport as an alternative mode of transport and identification of possibilities, how to increase its competitiveness towards to maritime transport. First part of the thesis analyses current situation in maritime and rail transport and focuses on their specifics and future potential. The practical part deals with the change of fictitious company´s logistics system. Maritime and rail transport are compared in terms of risks, costs and shipping time. The last part of thesis deals with possibilities of increasing competitiveness of rail transport in the future.
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Bonduelle launch a new product on the Czech market
Černohorská, Karolína ; Vávra, Oldřich (advisor) ; Hanousková, Kristina (referee)
The thesis is focuse on contemporary brand marketing, which these days is increasingly facing with oversupply and increasing competition. More than ever before, marketing is becoming the most important components of the company management, especially in FMCG companies. In the theoretical part I deal with the key concepts of marketing and describe in detail the marketing and the communication mix of B2C companies. I will get to the topic of brand marketing and the areas associated with it, such as marketing research, marketing and communications strategies based on business objectives. In the practical part the reader will get a chance to see the detailed proces of new product launch onto the Czech market within the canned vegetables segment and the retail chain. In the first half I will describe the product launch and the steps taken with regards to communication. I will describe the current market trends within the pickled vegetable´s market and the development of competitive brands, especially the problem of the growing influence of private labels. The second part will describe the communication mix of the launched novelty and the proposed changes based on the findings. At the end I will propose the new ATL support for the novelty
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Market analysis of PR agencies in Czech Republic in the period 2013 - 2015
Jakubcová, Klára ; Loužek, Marek (advisor) ; Křítková, Soňa (referee)
The work analyzes market of public relations in the Czech Republic in the period from 2013 to 2015 based on the available data. Data come from research for The Association of PR Agencies (APRA) and from the balance sheets of selected agencies. The main hypothesis says, there is a monopolistic competition on the Czech market of PR agencies, because there is homogenous product, a large number of agencies, no entry barriers and agencies don´t have market power. I tested the hypothesis by calculating the Concentration coefficient and the Herfindahl Hirschman Index. Both methods confirmed the main hypothesis of monopolistic competition in this market. Work also includes the TOP 10 of PR agencies in the Czech market according to turnovers. It shows that the largest agency in the 2013 was Bison & Rose and in 2014 and 2015 it was AMI Communications. I also compared the changes in income and in prices of services by agencies that are members of APRA. So I can say that between the period from 2013 to 2015 there was a 18% growth in income of agencies, which was caused by higher quality of orders and not by raising prices.
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