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Návrh komunikační strategie pro vybraný podnik
Novotná, Vanesa
NOVOTNÁ, V. Design of communication strategy for a selected enterprise. Bache-lor thesis. Brno: Mendel University in Brno, 2023. This bachelor thesis deals with the analysis of customers of a wine enterprise, which leads to the design of a marketing strategy leading to getting the enterprise into the awareness of potential customers and the subsequent achievement of profit. A questionnaire survey was used to analyse the customers and secondary data collection using in-depth interview with the owner was used to analyse the selected winery. After the evaluation, appropriate communication leading to the achievement of the set objectives was ordered.
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Proposal of the company's marketing communication strategy
Mařík, Daniel ; Milichovský, František (referee) ; Havíř, David (advisor)
Abstract The diploma thesis deals with the design of the marketing communication strategy of Hitpoint s.r.o. The first part of the thesis is devoted to the theoretical background, which will be used in the analytical and design part. The company Hitpoint s.r.o. itself is described in the analytical part. Social network research and PEST, SWOT and Porter's 5 forces analysis were also developed. Based on the results of the analyses, a proposal for the introduction of an e-shop was presented in the design part, within which the product mix, pricing strategy and other marketing tools were selected. A PERT time analysis was also developed. From the developed research, the company's recommendations were also determined as part of shared content on social networks.
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Position of the brand AB on czech market with electronics and it's marketing strategy
Wiesnerová, Renata ; Zamykalová, Miroslava (advisor) ; Němeček, Tomáš (referee)
This thesis deals with the analysis of the marketing strategy and activities of the AB brand, which is part of the K + B Progres, a.s. Brand management is in charge of the so-called Import Department, which is already engaged in export activities. The work is focused on the portfolio of small consumer electronics. The company does not produce the goods but trades with it. The author of the thesis explores the existing marketing activities of the AB brand and further analyzes its external and internal environment. The analyzes that have been carried out in order to meet the objectives of the work are PEST, VRIO and microcool brand analysis. In addition, the author made a questionnaire survey mainly to determine the perception of the AB mark of the consumer. On the basis of the collected information, SWOT analyzes and the resulting recommendations were developed.
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Strategic analysis of Hájek a Boušová Ltd.
Racovscaia, Iulia ; Boukal, Petr (advisor) ; Heřman, Jan (referee)
The purpose of this bachelor thesis is to carry out strategic analysis in order to evaluate the strategic position of Hájek a Boušová Ltd. (Ovocný Světozor) on Czech market and to formulate recommendations for its future development. At the beginning of the thesis, the author explains the concept of strategic analysis. Then focus is placed on the most well-known analyses of the company's external and internal environment. First, there will be implemented the analysis of the enterprise's macroeconomic environment, representing an environment that the firm can hardly influence, for example, legislative, economic, social or technological areas. Then an microeconomic analysis will be implemented. The last analyzed area will be the internal environment of the firm, which consists of classification of sources, VRIO analysis, financial analysis, portfolio analysis. Based on these analyses, it would be possible to identify strengths and weaknesses of the organization and its potential opportunities and threats. The benefit of this bachelor thesis will be the evaluation of the factors influencing development of the company Ovocný Světozor and the identification of its strengths and weaknesses.
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Strategic analysis of Vodafone Czech Republic a.s.
Mašek, Karel ; Smrčka, Luboš (advisor) ; Schönfeld, Jaroslav (referee)
The aim of this thesis is to design a strategy for Vodafone Czech Republic, a.s. Using the open data an analysis of macroenvironment as well as microenvironment are performed, where a definition and a breakdown of telecommunication market into five segment is made. Following is the analysis of Porter five forces, which analyses competition forces on the market as well as to the Vodafone. Further on a financial analysis and product portfolio analysis is made, which serves as the basis of Ansoff matrix. In the conclusion a synthesis of the analyses is made and several strategies are designed.
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Strategic analysis of nonprofit organization Bezobalu
Bobková, Ludmila ; Vávrová, Hana (advisor) ; Gmentová, Alena (referee)
This thesis focuses on the strategic analysis of nonprofit organization Bezobalu which is concerned in research in unpackaging in the Czech Republic. The theoretical part first defines the concepts and the main factors that accompanies the nonprofit sector. Further part will focus on the strategic analysis of the organization, namely the analysis of ma-cro, analysis of micro and analysis of enterprise resources. The stated goal is to evaluate all the influences that affect the organization, but also the fact that the organization has influence and benefit from the opportunities. Work should bring a non-profit organi-zation full summary of the processes and outside the organization going.
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Strategic analysis of KMW, Inc.
Ly, Tuong Vy ; Boukal, Petr (advisor) ; Obergruber, Petr (referee)
The content of the thesis is a strategic analysis of the company KMV, Inc. for the period 2009-2014. The aim is to carry out a strategic analysis of the selected company. Based on a strategic analysis to evaluate the current position of the company in the market for beverages. Parts of this work are the detailed strategic analysis and internal réources. The strategic analysis contains of an analysis of macroeconomic, microeconomic and SWOT analysis. For analysis of internal resources the author used several tools to assess the performance of the company. These include horizontal, vertical analysis, ratios. In other parts were made bankruptcy and credibility models, comparison of the results of industry, economic value added (EVA). The last part is the optimal design of corporate strategy KMW, Inc..The end of the thesis was designed to evaluate the financial situation of the company, or to suggest specific measures for future development from the perspective of the owners.
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Analysis of strategic decisions and assessment of their impact on prosperity of The Paseka Publisher.
Palusková, Lucie ; Müllerová, Jana (advisor) ; Svobodová, Ivana (referee)
The Master's thesis deals with strategic management, importance of strategy and with the basic methods of strategic analysis. Selected methods have been applied to particular company - The Paseka Publisher. The main objective is to make overall evaluation of strategic position of The Paseka Publisher in the context of the current book market. Furthermore, it is essential to reflect the current state of the publishing industry and highlight the main factors that directly affect the strategic position of publishers. On the basis of strategic analysis is possible to make synthesis of gained knowledge, which leads to the formulation of strategic recommendation for the core business activities.
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Strategic analysis
Burešová, Barbora ; Krause, Josef (advisor) ; Radil, Zdeněk (referee)
This thesis aims to realize the strategic analysis of K Brewery, to disclose its strategic competitive advantage and its chances to succeed on a highly competitive beer market. Hence, the author analyzes global background and beer industry (external analysis) as well as identifies company's specific sources and abilities (internal analysis). Finally, the synthesis of findings of both analyses allows comparing company's strength and weaknesses with its potential threatens and opportunities.
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