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Communication Strategy of B+J Power, Ltd
Háková, Tereza ; Hesková, Marie (advisor) ; Černochová, Martina (referee)
The topic of my Graduation theses is Marketing communication in the company B+J Power, s.r.o. Graduation theses will be divided into the theoretical and practical part. The first part of the Graduation theses consists of the both literary research and work procedures. In the literary research there are explained all the basic terms which relate to the part of marketing communication. The procedure work indicates the accomplishment proces of my theses and instriction how to prepare the plan for my marketing research. The research is done by questionnaire and guided interview methods. The second part of my Graduation theses consists of the both analytic and practice parts. The analytic part shows the basic charakteristic of the company B+J Power, s.r.o. at first and subsequently the market is analyzed, respectively market segment, in which company implements the products and services offer including all communication means used. The basis of the practical part is the realization of the Marketing research. Reviewing of the secondary outputs analysis and prime data is necessary for effective company communication design and tools for communication mix.
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Marketing Strategies of Pharmacy Network in the Czech Market
Rejzek, Jan ; Hesková, Marie (advisor) ; Hajdíková, Taťána (referee)
The aim of the thesis is to analyze marketing tools of chosen pharmacist network and recently defined role of pharmacy in supporting the public's health and suggest recommendations for marketing strategy for obtaining the competitive advantage of the pharmacist network Alphega pharmacy. In the first part is initially approached the pharmaceutical marketing, marketing mix and communication mix. After that, the thesis is focused on the evolution of the Czech pharmacy market and the role of pharmacy in supporting the public's health. In the analytical part are analyzed marketing tools of the pharmacist network Alphega pharmacy with the use of internal secondary data of the Alliance Healthcare company. The substantial part is based on marketing research, which is divided in B2B and B2C parts. In the final chapters, the results of the research are compared, evaluated and suggested recommendations for the marketing strategy.
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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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Brand Management of Regional Brands
Štočková, Tereza ; Hesková, Marie (advisor) ; Hajdíková, Taťána (referee)
The aim of the thesis is to introduce and evaluate regional branding occurring in the Czech republic, other countries of the European Union and the EU as a whole. On the basis of the information, the strategies of individual brand programs in the Czech Republic are evaluated and possibilities for improvement are presented. The basic methods of qualitative research used in the practical part of the thesis are the analysis of secondary data and field research. Using identified facts, own regional product is designed to meet the required criteria of the selected territory. In the form of a case study that is created as a manual, its communication activities are designed and the most appropriate branding program, including an explanation of the certification process, has been chosen.
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Marketing plan of event agency
Egorova, Valentina ; Hesková, Marie (advisor) ; Hajdíková, Taťána (referee)
The diploma thesis deals with the creation of the marketing plan of the new event agency. The thesis consists of two parts - theoretical and practical. In the theoretical part are presented the foundation of marketing plan issues, parts of the marketing plan, its creation, goals setting, marketing mix, budget, action plan and control of marketing plan. A separate chapter deals with event marketing. In the practical part situational analysis and marketing research are implemented and then marketing objectives, strategy and marketing mix of the agency are determined, based on synthesis of its results. Finally, the budget, the action plan and the control of the implementation of the marketing plan are presented.
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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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Marketing Strategy of Expensa Company
Sapáková, Hana ; Hajdíková, Taťána (advisor) ; Hesková, Marie (referee)
The theme of this thesis is the marketing strategy of Expensa company. Expensa joint-stock company provides a unique managing and controlling system for company cash expenditures. This system includes Expensa company payment cards.The aim of this thesis is to (based on current situation) raise potential clients awareness of Expensa company by proposing a partial improvement of marketing strategy. Proposal of new segment which will help Expensa to increase higher market share and competitive ability is the specific output. Theoretical section describes marketing strategies, elements of the marketing mix, forms of situation analysis and three stages of STP strategy. The practical section reflects the theoretical composition.The presented thesis also contains a survey focused on current clients and their perception of marketing communication. The outcome emerging from the analysis is a good source for making a marketing strategy improvement in the future.
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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 Strategy of Unicorn Company
Grämerová, Andrea ; Hesková, Marie (advisor) ; Hajdíková, Taťána (referee)
The goal of the master thesis is to suggest a marketing strategy for company Uni-corn a.s. based on marketing situation analysis. The thesis consists of theoretical and practical parts. In the theoretical part, the concept of marketing and marke-ting management are discussed and the perception of marketing mix is described. It presents further methodology for the practical part. The practical part contains situation analysis in which the study of outer and inner enterprise environment is presented. The result is a basis for SWOT analysis a furthermore composition of EFE and IFE matrix. Next, the suggestions for tactical targets are determined through the marketing mix. In conclusion a proposition of marketing strategy is presented which is founded not only on situation analysis but also on review study of contemporary company marketing tools.
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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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