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Czech consumers attitudes towards online grocery shopping
Fedorková, Simona ; Král, Petr (advisor) ; Tyl, Ondřej (referee)
The aim of this thesis is to identify attitudes of Czech consumers towards online grocery shopping and to identify the main barriers and motives that are causing consumers to adopt such attitudes. Secondary research which maps the main barriers and motives related to online grocery shopping is carried out as a part of this thesis. The thesis then presents primary qualitative research in the form of individual in-depth interviews and dyads with partners which explores other possible motives and barriers relevant for Czech consumers in relation to online grocery shopping. Significance of selected barriers and motives is further assessed in qualitative research carried out in the form of a standardized questionnaire. The thesis contributes to the identification of the influence and impact of barriers and motives that Czech consumers associate with online grocery shopping. Furthermore, the thesis outlines recommendations for online retailers that are aimed at encouraging Czech consumers to shop for groceries on the Internet. The findings of the thesis thus provide concrete guidelines for online retailers.
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Prediktívna analytika v retailovom bankovníctve v Českej republike
Búza, Ján ; Král, Petr (advisor) ; Tyl, Ondřej (referee)
Advanced analytics and big data allow a more complete picture of customers' preferences and demands. Through this deeper understanding, organizations of all types are finding new ways to engage with existing or potential customers. Research shows that companies using big data and advanced analytics in their operations have productivity and profitability rates that are 5 to 6 percent higher compared to their peers. At the same time it is almost impossible to find a banking institution in the Czech Republic exploiting potential of data analytics to its full extent. This thesis will therefore focus on exploring opportunities for banks applicable in the local context, taking into account technological and financial limitations as well as the market situation. Author will conduct interviews with bank managers and management consultants familiar with the topic in order to evaluate theoretical concepts and the best practices from around the world from the point of Czech market environment, to assess capability of local banks to exploit them and identify the main obstacles that stand in the way. Based on that a general framework for bank managers, who would like to use advanced analytics, will be proposed.
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Use of innovator and early adopter segments in a marketing strategy
Kelblová, Kateřina ; Král, Petr (advisor) ; Tyl, Ondřej (referee)
The purpose of this thesis is to find out whether there is a significant opportunity for the use of innovator and early adopter segments in a marketing strategy, with particular emphasis on ambassador and crowdsourcing programs.Recent changes on the consumer market which lead to changing roles of both consumers and brands are described in the first chapter. This chapter also includes a description of both innovator and early adopter segments which is taken from segmentation based on innovation adoption.The second chapter includes information about the two segments obtained from other surveys available on the Czech market.Specific ways of using the two segments within a marketing strategy are described in the third chapter. The practical part of this thesis consists mainly of the analysis of data obtained by my own research. Special emphasis is put on behaviour of innovators and early adopters on social networks and their motivation to participate in ambassador and crowdsourcing programs. This part is followed by a proposal of a specific ambassador program for a technology brand.
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The Use of Social Networks in a Marketing Strategy of a FMCG Company
Hofmanová, Tereza ; Král, Petr (advisor) ; Tyl, Ondřej (referee)
This diploma thesis outlines the ways of efficient marketing use and performance measurement of social networks by FMCG companies. The first chapter defines the concewpt of social networks, describes their benefits for company marketing and introduces the major world and Czech social networks. The second chapter is dedicated to the current most important social network, Facebook. The sub-chapters are covering structure and creation of a fan page, main principles of page management, post planning, aplications, ads, social graph and Facebook advertising policies. Main attention is given to the content of a fan page. the third chapter introduces the marketing potential of Youtube.The fourth chapter features the options of social networks performance measurement. The second half of the work introduces the marketing strategy on social networks for the company Nutricia a.s.
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Multi-level Marketing in the Czech Republic
Prudičová, Petra ; Král, Petr (advisor) ; Tyl, Ondřej (referee)
Graduation Theses concerns an analysis and evaluation, of how a multi-level marketing, functions in the Czech Republic. Explaining its ideals and principals, while it theoretically applies on a specific company, which is involved with multi-level marketing. The target is to introduce such system in an objective way and evaluate it in practice.
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Analysis of mobile operator´s marketing communications on the Czech market
Šojdel, Václav ; Král, Petr (advisor) ; Tyl, Ondřej (referee)
The thesis deals with marketing communications of mobile operators on the Czech market. Marketing communications is analyzed using the research methods of competitive intelligence and mystery shopping. Sub-goal of this paper is a performance of a particular competitive intellingence tool for continuous monitoring of marketing communications. The main aim of this work is the processing of competitive analysis in the different areas of the communication mix. The media spending on ATL communications are evaluated in advertising. In direct marketing there are analyzed and evaluated member gets member activities of Czech mobile operators. The goal in the area of sales promotion is to compare the loyalty communications of the operators and in the branch of public relations CSR activities with an emphasis on the endowment policy are evaluated. Personal selling of mobile operators is evaluated using the method of mystery shopping.
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Political marketing: Analysis of the marketing strategy of Barack Obama before the presidential elections 2008
Hofmanová, Tereza ; Král, Petr (advisor) ; Tyl, Ondřej (referee)
The bachelor thesis analyses Barack Obama's pre-election campaign before the American presidential elections 2008. The first two chapters deal with theory of political marketing. The third chapter describes the specifics of American election system, which influence the pre-election campaign of the presidential candidates. The fourth chapter deals with the marketing aspects of Obama's pre-election campaign. It analysis the product "Barack Obama" with the help of SWOT analysis tools. Furthermore, it describes the target groups of the campaign and the tools Barack Obama's campaign used to target these groups. The thesis also identifies the particular marketing communication tools Barack Obama implemented in his campaign and focuses on their innovative usage. Distinctive emphasis is put on the communication with the generation millenials via the tools of internet and mobile marketing.
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