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Marketing study of selected subject
Kužílek, Václav ; Pánek, Pavel (advisor) ; Lukáš, Lukáš (referee)
The aim of this diploma thesis is a marketing study of a selected subject. Selected subject is Availpro company, which is focusing on developing and selling software solutions that are facilitating the work of hotel´s management. The main study goal is to provide suggestion that could enhance and improve the Availpro marketing processes. The study is divided into two parts. The first part is the analysis of theoretical information. This information was taken from literature and serves as a necessary foundation to understand the discussed issues. This thesis describes various marketing processes, activities and tools that are nowadays essential for any kind of business. The second part of the study is based on analysis of primary and secondary data. Primary data were obtained from a marketing survey, which aimed at customer satisfaction with Availpro products and services. Secondary data were obtained from internal resources and also from communication with representatives of marketing department. The results from mentioned analysis allowed to formulate some suggestions and recommendation that should lead to improvement of Availpro marketing activities.
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Economics of Microbrewery
Šplíchalová, Jitka ; Maier, Tomáš (advisor) ; Lukáš, Lukáš (referee)
The main aim of this diploma thesis is to evaluate economy of chosen Microbrewery XY, Ltd. in observed period 2012 till 2015. Economy of microbrewery is evaluated on the bases of methods of financial analysis and costs calculation per unit of production.
The thesis is divided into theoretical and practical part. Theoretical part deals with history of breweries, categorization of microbrewery and its characteristics. Also in this work is described process of beer production and ingredients necessary for its production. This part includes methods and formulas used for financial analysis and costing.
Practical part deals with characteristics of microbrewery production. Simple Linear Regression model verifies the seasonality in beer consumption. To accomplish the main aim are used methods of financial analysis and costing. Financial analysis consists horizontal and vertitical analysis, differential and ratio indicators, creditworthy and bankruptcy models evaluating whole financial situation of the microbrewery.
In chapter Evaluation of the results and Conclusion are summarized results, an overall evaluation of microbreweries economy and are proposed recommendations for improving its economy.
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The marketing study of company Aquasvět Chomutov
Kučerová, Adéla ; Pánek, Pavel (advisor) ; Lukáš, Lukáš (referee)
The diploma thesis brings the marketing study of company Aquasvět Chomutov. The own thesis is about the theory that gave a basic data for used methods and processes. Includes basic terms of marketing used in thesis. In practical part there is an introduction of the subject of thesis Aquasvět Chomutov. There are analyses made for main analysis SWOT, for its use. These are financial analysis and the competition analysis and the analysis of surroundings. Thanks to given data from used analysis it was possible to make SWOT analysis that showed weak and strong points of the company. There was also the marketing research made to show the meaning of customers and the way how they look at the company. At the end of the thesis there are suggested actions for improving the customer meaning and the attendance of the studied subject and the conclusion of given data.
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Beer Market Analysis in the Czech Republic
Bureš, Jiří ; Maier, Tomáš (advisor) ; Lukáš, Lukáš (referee)
This Masters thesis Beer Market Analysis in Czech Republic describes the brewing industry in the Czech Republic from its beginnings to the present. It mainly focuses on the activities of large brewing companies which influence the beer market in Czech Republic the most. Small breweries have been increasing their market position and their activities are presented as well. The number of Microbrewery grows every year. This segment of market reflects a new trend in society where beer drinkers are looking for new beer flavors.
The first part introduces the methodological procedures which have been used for understanding the problems of brewing in Czech Republic.
The theoretical frame is based on research of professional literature. There are explained the basic manufacturing processes and characteristics of beer production. The basic indicators of brewery and current trends in production and consumption of beer are represented by tables and graphs.
The final section is about specific analyzes of branch and main subjects. The analysis included the four largest brewing companies in the Czech market. It monitors how the number of microbreweries grows in time. The customer interest for small breweries is evaluated by the questionnaire. Results of the research are evaluated in the final part of thesis.
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Promotion of selected organisation
Kopecká, Soňa ; Švec, Václav (advisor) ; Lukáš, Lukáš (referee)
Through marketing communication tools, businesses attempt to convince customers about the uniqueness of their product. Marketing communication is therefore a key part of the company's strategy, helps to shape its image, which also affects the public view of the company.
The thesis is divided into two parts. The first part presents theoretical basis where basic concepts are characterized. First, the definition of marketing, market segmentation, targeting, positioning and customer relationship marketing. This part is also focused on marketing mix and marketing communication tools. At the end of the theoretical part, brand image and method of semantic differential is introduced, which is utilized in the practical part of the thesis.
The practical part examines marketing communication of Adidas, which is described using concepts introduced in the theoretical part. As this company makes extensive use of a wide range of marketing communication tools, I chose one of them, event marketing and activities associated with the existence of its official running club, Adidas runners Prague. Questionnaire survey among the public and members of the runners club was used, the method of semantic differential showed how different target groups see the Adidas brand. The final part is based on the results of evaluation of marketing communication and also introduces suggestions for future improvement.
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System of employee appraisal in selected organisation
Bažantová, Anna ; Pánek, Pavel (advisor) ; Lukáš, Lukáš (referee)
This thesis deals with the evaluation system of employees in a selected certain organisation XY.
The main objective is to evaluate the current setting of system evaluation and, if identified deficiencies recommend appropriate solutions and remedies.
The work consists of two parts, theoretical and practical. The theoretical part is elaborated on the basis of these secondary sources. In this part there is a particular issue of performance management and personnel evaluation system. The practical part is focused on the evaluation system in particular/selected/certain organisation XY. At the beginning of the practical part the company is introduced and then the current evaluation system is described. The information that is in the work, are obtained from the studied internal company documents. Quantitative and qualitative research was used to obtain the data through a questionnaire survey. In conclusion stated evaluation issues of employee evaluation and recommended solutions that can improve the current method of assessment of employees.
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The Fruit Beers Popularity in the Czech Republic
Balaštík, Milan ; Maier, Tomáš (advisor) ; Lukáš, Lukáš (referee)
The main topic of this thesis is the popularity of fruit beers in the Czech Republic. It describes a generic distribution of fruit beers, both abroad and in our country. Shows an overview of large and small manufacturers in this category in the domestic market. It focuses on the current situation flavored beer on domestic and foreign markets, according to the latest data. Based on the survey are analyzed consumer preferences in the domestic market. They are then formulated breweries general recommendations arising from the outcomes of the survey. Subsequently, using basic statistical methods detected significant correlation between the consumption of flavored beers and gender and between consumption and age of respondents. If so, then it determines the strength of this dependence. It was found that while significant correlation was demonstrated in sex exists between consumption and age of the respondents. The strength of this dependence was assessed as moderate. It was finally drafted forecast consumption of mixed drinks based on beer in the Czech Republic. The analyzed time series contained the actual annual data maintained by the Czech Beer and Malt Association from 2012 to 2015. The forecast was calculated for the next two years. It was found that consumption of mixed drinks based on beer in the future will continue to decline.
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Business plan
Kotlářová, Monika ; Huml, Jan (advisor) ; Lukáš, Lukáš (referee)
The main objective of this diploma thesis is creating a business plan which is focused on expanding services of integration social enterprise and subsequently it evaluates the feasibility of the project. The theoretical part is processed on the basis of studying scholarly literature and comparing opinions of various authors. Afterwards, the terms of social enterprise and structure of business plan are defined and then every single part of business plan is theoretically described. In practical part, strategic situation analysis is made, which contains external analysis of macro and micro environment and an internal analysis of the company. There is also characterised existing company and its new business opportunity is described which is an establishment of new call centre. Practical part also contains SWOT analysis, marketing plan and two financial plans which show that the plan consisting of subsidy is more profitable. Economic evaluation of the project demonstrates high profitability from the sources which are invested to the implementation of the project. At the end of the practical section, potential risks of the project are evaluated and their measures are suggested. This business project should provide enough information for its actual implementation.
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Branding and rebranding
Moravec, Petr ; Pánek, Pavel (advisor) ; Lukáš, Lukáš (referee)
The thesis focuses on brand image and its establishment on the Czech retail market. The aim of the thesis is to identify and propose ten opportunities for improvement of brand presentation to the brand's end users.
The first part covers the empirical background and summarises issues of brand image creation in the context of brand building process in the retail environment. The practical part introduces the sports brand Under Armour and subsequently describes its position on the Czech sportswear market. Based on the questionnaire and observational research a draft of ten recommendations is compiled to help improve presentation of the Under Armour brand in the retail environment.
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Promotion of selected company
Svatek, Jakub ; Švec, Václav (advisor) ; Lukáš, Lukáš (referee)
This thesis deals with one of the key marketing communication tool of Tesco company, which is a promotional leaflet. The aim is to evaluate how is visual design and user friendliness of leaflet perceived independently and in relation to competing leaflets. The first part defines the theoretical basis of the areas of marketing, marketing communications and marketing research. The following practical part of the thesis contains a two-phase marketing research composed of individual in-depth interviews, which is followed a survey. In conclusion, the research results are summarized. Based on the results proposals are recommended for possible improvements of the current version of leaflet.
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