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Využití marketingového minimalismu v marketingovém managementu firmy
Strejčková, Věra ; Hesková, Marie (advisor) ; Harantová, Monika (referee)
The main aim of the diploma thesis The use of marketing minimalism in company management will determine the percentage of success of the reduction of the advertising costs of the product compared to the product existing with the application of low cost marketing communication, using marketing minimalism. The main objective of the thesis is concentrated on the practical part. The key task will be to analyze the marketing strategy of the existing product, to simplify in the context of marketing minimalism. A marketing strategy proposal will be developed using marketing minimalism in a limited liability company.
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Marketing Mix in a chosen Building Firm
Mikešová, Michaela ; Vlnas, Pavel (advisor) ; Harantová, Monika (referee)
The subject of this thesis is processing of the marketing mix in selected building company SAHAN CB Ltd., which is based in České Budějovice. The main aim of this thesis is analysis of the marketing mix in this company and suggestion of potention improvements. The thesis is divided into four chapters. The first and the second chapter form the theoretical part of this thesis and summarize the problem of marketing, services marketing, marketing in the building industry and marketing mix. In the third chapter is determine the aim of the thesis, hypotheses and the basic research methods. The last part is focused on the introduction of the building company SAHAN CB Ltd., its marketing environment and marketing mix.
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Marketing communication and brand management of regional brands
Šmídová, Tereza ; Hesková, Marie (advisor) ; Harantová, Monika (referee)
This diploma thesis focuses on regional brand PRÁCHEŇSKO regional product communication and its assessment. The aim of this thesis is to make suggestions to increase the efficiency of communication of the brand PRÁCHEŇSKO regional product through an analysis of this regional brand and a realization of marketing research. The theoretical part deals with the brand and its direction as well as with marketing communication. There is also a definition of terms region and regional brand included. The other part deals with an analysis of regional brand programmes, that are available on the Czech market as well as PRÁCHEŇSKO regional product. The region Prácheňsko and the system of granting a brand and the certification of products through this brand are presented. Finally, a critical analysis of the brand and its marketing communication as well as marketing research that focuses on discovering of the knowledge PRÁCHEŇSKO regional product are given. In the closing part of this thesis, suggestions that should not only lead to increase the efficiency of the brand and its marketing communication but also to increase the consumer awareness are given.
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Research of Customers Satisfaction in Quierro, Ltd
Patka, Roman ; Hesková, Marie (advisor) ; Harantová, Monika (referee)
The thesis focuses on customer satisfaction. The objective of the theoretical part is description of basic terminology and key areas related to customer satisfaction. The term customer is defined in detail including his importance for the company, and especially importance of customer satisfaction . The thesis describes methods used for measuring customer satisfaction, analysis of the satisfaction and also analysis of lost customers. There is short description of the company where the customer satisfaction was measured. The research was designed as mixed. The quantitative research is based on satisfaction survey with 179 respondents. This research is then followed by qualitative analysis based on comments caprured in service Heureka. There are recommendations provided based on the results of the research in order to improvement of the customer satisfaction. The recommendations include change od services and also change of the customer satisfaction survey.
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Marketing Plan of MAGICAM HD SOLUTIONS, Ltd
Pařízek, Aleš ; Hesková, Marie (advisor) ; Harantová, Monika (referee)
The main goal of the bachelor study is to create functional marketing plan for year 2017 that is consistent with the existing long-term marketing strategy. This thesis is created for use in business company MAGICAM HD SOLUTIONS Ltd. The core of the thesis is devided into theoretical and practical part. The first part laid the foundations basis of the terms used in the marketing planning, it is described the relationship marketing strategy, plan and tactics and role in the functioning of the marketing plan of the company. The second part contains the characteristics of the company, the analysis of external and internal factors affecting the company, SWOT analysis, setting goals and designing procedures by which the company will achieved set go-als. The practical part also contains specific steps in the action programs and timetable. Finally the thesis evaluates individual parts and contribution to the company.
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Trademark as an Intangible Asset of a Firm
Holický, Martin ; Harantová, Monika (advisor) ; Hesková, Marie (referee)
There are important concepts, tools and methods introduced in the theoretical part of my bachelor thesis on theme Trademark as an intangible asset of a company. All the gained theoretical knowledge about intangible assets, methods of valuation and mostly about brand, its elements and functions, are the basis of the practical part. The subject of practical part is application of gained theoretical knowledge about Trademark as an intangible asset of a company. The purpose of the part is to introduce the company and primarily to calculate the value of trademark and its management in DataLife, Ltd.
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Analysis of Marketing Mix Tools of a chosen Company
Machoň, Tomáš ; Svoboda, Petr (advisor) ; Harantová, Monika (referee)
The topic of this Bachelor's thesis is Analysis of Marketing Mix Tools, which will be realized on Depo Tábor, the branch office of Česká pošta. The thesis is divided in two parts, theoretical and practical. The theoretical part is focused on the explanation of the marketing concept, describtion of the marketing of services and its specifics and mostly demarcation of the marketing mix in company. In the end of this part is explained the SWOT analysis. In the practical part is at first briefly introduced the analyzed firm and then is realized the analysis of the marketing mix in the company. In the last part of this thesis SWOT analysis is performed. The aim of this thesis is to deliver a comprehensive picture about the marketing mix of Depo Tábor and suggest some recommendations, which the branch can eventually use it to improve its current position.
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Trademark as an Intangible Asset of a Firm
Bukač, Petr ; Harantová, Monika (advisor) ; Hesková, Marie (referee)
The theoretical part of the thesis on the topic of "Brand as an intangible asset of the company," explains and describes the main concepts, tools and methods that relate to this issue. Listed are primarily theoretical knowledge of the brand and its elements of its value, positioning and various methods used for calculation of the value of the brand. The practical part allows the use of theoretical knowledge in the field of brand valuation and subsequent application to a specific example in the context of the selected company. The aim of this section is to introduce the company EPACK Ltd. and elements of the brand, which the company uses. The last step will be presented and described the methods used valuation of intangible assets and calculated values to the methods used.
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Brand Management Strategy in Services
Holasová, Kristýna ; Hesková, Marie (advisor) ; Harantová, Monika (referee)
This thesis deals with the brand programmes functioning in the Czech Republic. The first part contains basic theoretical brand management grounds, marketing research and its plan creation. Furthermore there are analysed particular brand programmes on the European, national and regional level in the thesis. The following part is marketing research which is concerned with the respondents' consumable behaviour, European brand programmes knowledge and popularity of the Poutnik brewery. The final section presents recommendations whether to seek gaining the brand and proposals for disseminating protected geographical trademark "Czech beer".
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