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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
Repositioning of Birell brand as a tool for potential growth and entry to other categories
 Jáchymovský, Oliver ; Machek, Martin (advisor) ; Kraus, Karel (referee)
Positioning is a key element of brand's strategic management and it is often a driver for success on given market. In every brand's life cycle there can be a moment, where current positioning simply doesn't work anymore, so there is need to reposition the brand to modify the current one or develop a new one. The main goal of this master thesis is to give readers full detail of the whole process of repositioning and to create ideal scenario for this process in FMCG market. I describe all most important parts of the brand and its strategic management related to positioning in the theoretical part. In the practical part I use a method of case study of Birell brand to describe real example of repositioning. This case study also includes reasons and consequences of the repositioning. In conclusion of the thesis, there is compiled ideal scenario of the whole process, that can serve as a basis for further research or as a instruction for future projects.
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Energy policy of the EU and relations with Russia
 Jáchymovský, Oliver ; Bič, Josef (advisor) ; Machytka, Daniel (referee)
This bachelor thesis deals with energy policy of the EU and its realations with Russian Federation. The main goal of this bachelor thesis is to determine if EU is capable of integrated approach in formation of its energy policy. The first chapter describes current energy policy of the EU and focuses on implementation of its external energy policy and on its targets in this policy. The second chapter describes energy dependency on Russian Federation in the regional and national point of view. It also focuses on legal framework and problems between EU and Russia. The second chapter outlines possible ways of reduction of energy dependency on Russian Federation. The last chapter describes current projects, that schould diversify supplying countries and transportation routes.
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