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Marketing Mix during the Company's Expansion into the Hungarian Market
Zapletal, Jakub ; Bumberová, Veronika (referee) ; Kaňovská, Lucie (advisor)
This diploma thesis is focused on marketing mixture of Czech company, which is operating on B2C and B2B markets and optimalization of this company to Hungarian B2C market. The first part of this diploma thesis is focused on problematics and goals of this thesis. Theoretical part defines basics of marketing, marketing mix, company analysis and its surroundings. Next part of the thesis is focused on analytics and characteristics of current status of the company and Hungarian market. The last part of the thesis is focused on suggestions and optimalization of marketing mixture for established e-portfolio with main goal of successful infiltration to hungarian market and get results leading to the introduction and stabilization of the brand on the hungarian market.
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Modification Proposal of Marketing in the Selected Company
Vyorálková, Petra ; Žolcer, Michael (referee) ; Milichovský, František (advisor)
The aim of the diploma thesis is to present proposals in the field of marketing mix 4P, which will help spread awareness of the company Bontcycling.cz, which imports cycling shoes from Hong Kong to the Czech B2C market. The company is analyzed using the 4P marketing mix, external environment analysis and Porter's model of five competitive forces. It was further done a questionnaire survey. The aim of questionnaire survey was to identify customer preferences in the marketing mix, namely: product, price, distribution, and communication. The analyzes used and the survey of customer preferences reveal weaknesses and possible solutions. The design part of the work presents proposals in the field of marketing mix, which are to increase awareness of the company.
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The Proposal for the Development of E-commerce Business Strategy in Distribution Company
Babela, Viliam Igor ; Koráb, Vojtěch (referee) ; Bumberová, Veronika (advisor)
Bakalárska práca sa zameriava na zpracovanie návrhu rozvoja e-commerce stratégie v spoločnosti distribujúcej hygienické a zdravotnické potreby posobiacej na slovenskom trhu. Teoretická časť sa zaoberá definovaním kľučových oblastí stratégického marketingu so zameraním na problematiku online distribúcie formou e-shopu. Analytická časť predstavuje praktickú aplikáciu vybraných relevantných metód za účelom identifikácie a zhodnotenia kľučových faktorov a následným výberom vhodných akcií pre zmenu v stávajúcej sratégii. Návrhová časť obsahuje nastavenie a zmeny e-commerce stratégie vrátane nástrojov s cieľom zvýšenia predajov v oblasti B2C trhu a zefektivnenia nákupov B2B zákazníkov prostredníctvom vhodných digitálných kanálov.
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Marketing Mix of a Wedding Video Production Service
Doleželová, Lucie ; Havíř, David (referee) ; Kaňovská, Lucie (advisor)
This diploma thesis deals with the marketing mix of a wedding video production service. The theoretical part focuses on marketing terms and defines the chosen analysis. The second part of this thesis focuses on the analysis of the current state of the entrepreneur by individual analyses. As a result of the research, there is a third part of the diploma thesis that suggests improvements in specific parts of the extended marketing mix.
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Redken brand strategy - transition from B2B orientation towards B2C strategy
Lacková, Karina ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The main topic of this thesis is the modification of the Redken brand strategy from B2B to B2C orientation. Within the theoretical part, the current beauty market is primarily examined. The most important factors influencing the cosmetics industry are identified, such as the Covid-19 pandemic, the online space of social networks and e-commerce, or current social trends influencing shopping behavior such as the Clean beauty trend or the Self-care trend. Theoretically, the B2B and B2C market and their differences are further defined. The process of creating a strategy and its individual steps are also presented. Last part of the theoretical section is the definition of the Redken brand, its history, values and branding. The practical part includes qualitative research in the form of in-depth individual interviews with respondents from the managerial and hairdressing spheres. The analysis further consists of external environment analysis named PESTLE, customer segment analysis, competition analysis, and SWOT analysis. Based on the obtained primary and secondary data, a strategy is prepared in the form of a tactical annual plan. This plan consists of specific sub-steps, which are set in four quarters and six cycles. The prepared strategy takes care of the compliance of current branding and brand values...
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The Proposal for the Development of E-commerce Business Strategy in Distribution Company
Babela, Viliam Igor ; Koráb, Vojtěch (referee) ; Bumberová, Veronika (advisor)
Bakalárska práca sa zameriava na zpracovanie návrhu rozvoja e-commerce stratégie v spoločnosti distribujúcej hygienické a zdravotnické potreby posobiacej na slovenskom trhu. Teoretická časť sa zaoberá definovaním kľučových oblastí stratégického marketingu so zameraním na problematiku online distribúcie formou e-shopu. Analytická časť predstavuje praktickú aplikáciu vybraných relevantných metód za účelom identifikácie a zhodnotenia kľučových faktorov a následným výberom vhodných akcií pre zmenu v stávajúcej sratégii. Návrhová časť obsahuje nastavenie a zmeny e-commerce stratégie vrátane nástrojov s cieľom zvýšenia predajov v oblasti B2C trhu a zefektivnenia nákupov B2B zákazníkov prostredníctvom vhodných digitálných kanálov.
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Modification Proposal of Marketing in the Selected Company
Vyorálková, Petra ; Žolcer, Michael (referee) ; Milichovský, František (advisor)
The aim of the diploma thesis is to present proposals in the field of marketing mix 4P, which will help spread awareness of the company Bontcycling.cz, which imports cycling shoes from Hong Kong to the Czech B2C market. The company is analyzed using the 4P marketing mix, external environment analysis and Porter's model of five competitive forces. It was further done a questionnaire survey. The aim of questionnaire survey was to identify customer preferences in the marketing mix, namely: product, price, distribution, and communication. The analyzes used and the survey of customer preferences reveal weaknesses and possible solutions. The design part of the work presents proposals in the field of marketing mix, which are to increase awareness of the company.
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Marketing Mix during the Company's Expansion into the Hungarian Market
Zapletal, Jakub ; Bumberová, Veronika (referee) ; Kaňovská, Lucie (advisor)
This diploma thesis is focused on marketing mixture of Czech company, which is operating on B2C and B2B markets and optimalization of this company to Hungarian B2C market. The first part of this diploma thesis is focused on problematics and goals of this thesis. Theoretical part defines basics of marketing, marketing mix, company analysis and its surroundings. Next part of the thesis is focused on analytics and characteristics of current status of the company and Hungarian market. The last part of the thesis is focused on suggestions and optimalization of marketing mixture for established e-portfolio with main goal of successful infiltration to hungarian market and get results leading to the introduction and stabilization of the brand on the hungarian market.
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Vliv e-komerce na způsoby distribuce
Havlová, Kristýna
This bachelor thesis deals with the impact of an e-commerce on traditional means of distribution. The purpose of this work is to evaluate the impact of e-business on distribution methods, with a particular focus on e-shops as well as online grocery shopping. The first part of the thesis will define basic concepts regarding e-commerce and B2C market. The second part contains the analysis. There will be descriptive development trends and current examples of e-commerce, including its comparisons.
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