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Strategic Analysis of a small Enterprise
Fürbachová, Miluše ; Luštický, Martin (advisor) ; Dvořák, Jiří (referee)
Subbmited thesis devotes causes of strategic analysis in conditions of small-size companies. Chosing appropriate methods thesis researches internal and external environment of company Joinery Kašpar. On that base thesis determines company's position on defined markets and afterwards proposes a set of tactic measures, which are primary focused on communication efficiency increase and presentation of company by various communication tools.
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B2B marketing communication of John Deere
Szabó, Attila ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The aim of this master's thesis is to evaluate the implementation of the B2B marketing strategy of John Deere on a specific example. The theoretical part of the thesis focuses on defining the basics of modern marketing communications. Next it deals with defining the concept of B2B marketing and related strategies. The practical part focuses on the characterisation of the agricultural machinery industry and the slovak agricultural sector. Further it includes the introduction of other B2B marketing tools of John Deere in practice.
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Social networks in marketing communication of the BMW brand in the Czech Republic
Řezníček, Vít ; Postler, Milan (advisor) ; Králíček, Ivo (referee)
This thesis analyzes the communication of BMW Group Czech Republic on the social networks (mainly on Facebook, Twitter and Instagram). The first part of the thesis describes different forms of commercial communications with an emphasis on online communication. The second part consists of the introduction of the BMW brand and its activities in the Czech Republic. The practical part consists of 2 parts. The communication of the BMW brand on social networks (Facebook, Twitter and Instagram) is analyzed in the first part. The second part consists of one realized project - the Instagram competition and one project proposal - the cooperation between the BMW brand and Czech bloggers.
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The application of product placement in music videos and its perception by the target groups
Fedotovskaya, Ekaterina ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The aim of this thesis entitled "The application of product placement in music videos and its perception by target groups" to contribute to the understanding of the product placement in the music industry and to analyze the attitude of the target group to it. The theoretical part includes the various forms of marketing communication and definition of product placement. The brief history of this tool and its advantages and disadvantages are also described, including its legal definition and ethical aspects. There is also the classification of forms of product placement, where more attention is paid to the importance of product placement in music videos. Another part of the theory is an analysis of the effectiveness of product placement with a focus on the factors affecting its effectiveness. The practical part is based on the analysis of music videos and interviews in focus group. Conclusion should bring confirm or refute the hypothesis, that there is a likelihood of changes in audience perceptions and attitude towards the brand after seeing a video, which contains product placement. Also, the aim is to determine whether this discovery may even affect consumer behavior.
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Analysis of the marketing strategy in STOCK Plzeň-Božkov s.r.o.
Krčilová, Jana ; Boučková, Jana (advisor) ; Mucha, Pavel (referee)
The aim of this thesis is to evaluate current marketing strategy in STOCK Plzeň-Božkov s.r.o. with emphasis on Fernet Stock brand, which is acting on herbal and bitter liqueurs spirits market, and to suggest appropriate recommendations for its improvement with focus on young consumers. At first the theoretical basis is defined to understand a concept of marketing strategy, analysis of external and internal environment, brand equity and marketing communication. To achieve the main objective, the primary and secondary research was carried out. The primary data were obtained by on-line consumer survey and field research. Based on these data the whole spirits market of Czech Republic was analysed with emphasis on herbal and bitter liqueurs spirits market. Furthermore, there was a Fernet Stock brand marketing analysis based on data from theoretical basis and both researches. The conclusion contains suggested recommendations to be implemented in current marketing strategy.
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Marketing plan proposal with the emphasis on marketing communication
Majerová, Lucie ; Boučková, Jana (advisor) ; Pešek, Ondřej (referee)
Diploma thesis is focused on the issue of marketing planning with an emphasis on marketing communication. The first part of the thesis is theoretical. The mentioned theory used as a starting point for the practical part of the thesis which was performed in the company QUADRO System, Ltd. The practical part begins with the company introduction. The thesis describes the current situation of the company, company's current product portfolio, target groups, distribution etc. The survey was executed to confirm certain facts. There are also several analyses included, e.g. Competition analysis and SWOT analysis. The practical part of the thesis concludes with the appropriate and effective marketing communication proposal, which was drawn up with respect to the financial possibilities of the company.
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Image of the brand Kérastase Paris
Bláhová, Petra ; Koudelka, Jan (advisor) ; Novotná, Barbora (referee)
The aim of the diploma thesis is to determine a perception of the brand Kérastase Paris by consumers in Czech republic and Slovakia and compare it with the identity of the brand. I want to expose consumer habbits in the field of hair care and find out opinion about marketing communication of the brand Kérastase, that is supposed to correspondent with the brand strategy. I also want to expose main characteristics of loyal customer of the brand and propose some marketing recommendation for the brand Kérastase Paris.
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Marketing importance of body image for generation Y
Barvínek, Jakub ; Koudelka, Jan (advisor) ; Hais, Libor (referee)
This master thesis deals with the determination of meaning of body image for generation Y. Its goal is to identify the perception of body image by young generation and compare this perception with body image which is communicated via commercial messages focusing Czech generation Y. In the theoretical part of this thesis there is a description of the evolution of beauty ideal, the impact of media on the perception of elements of body image and theoretical conception the role of body image for market segmentation. The analytical part of this thesis deals with the evaluation of communication using content analysis of commercial messages and description of posture of generation Y to the elements related to body image and lifestyle of the target group. The posture of target group is described by analysis MML -- TGI data. Based on results of this thesis it is possible to assess the importance of meaning of individual components of body image for target group of young people and interpret described data for purposes of market segmentation and marketing communication.
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Event marketing and its specifics in the automotive industry
Vošta, Martin ; Říha, David (advisor) ; Przyczek, Jan (referee)
The thesis is focused on the event marketing and its specifics in the automotive industry. The aim of the bachelor's thesis is to analyze event marketing activities and to define their importance in the promotional mix of the specific company. The thesis is divided into two parts. The theoretical part of the thesis is focused on the promotional mix and its aspects and on the definition of the event marketing. The practical part of the thesis describes Mercedes-Benz Czech republic Inc. and is focused on the research of event marketing activities of this company.
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Communication planning in Algotech in 2013
Koutníková, Lucie ; Průša, Přemysl (advisor) ; Lenoch, Zdeněk (referee)
The thesis "Communication planning in Algotech in 2013" is practically based work with an objective to plan marketing communication of the company for 2013. The planning is based on the current company communication analysis and both communication goals and new trends in marketing communication are taken into consideration. The theoretical part is focused on substance of communication, communication process and tools of communication mix. In the practical part, there is the introduction of company Algotech, analysis of its communication strategy and proposal of communication plan for 2013 inclusive recommendation to utilize new trends in marketing communication and also the evaluation of executed marketing communication plan.
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