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Comparation of marketing communication and positioning of the company Burger King in Czech republic and USA in the period of 2019-2021
Utíkal Řeháková, Adéla ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
This bachelor's thesis deals with the comparison of the marketing communication of Burger King in the Czech Republic and the USA in the years 2019-2021. The theoretical part of the thesis contains an explanation of basic marketing concepts such as marketing mix and communication mix. Furthermore, it presents Hofstede's theory of cultural dimensions applied to the Czech Republic and the USA and states the influence of psychological aspects on the perception of marketing communication. At the end of the theoretical part, the functioning of fast food restaurants and their anchoring in the legal system of both countries is presented. In the practical part, an analysis of Burger King's communication mix for the given countries was carried out, as well as a subsequent analysis of individual marketing campaigns that took place in the selected time period. Subsequently, a comparison of findings was made for individual countries, from which final recommendations for Burger King communication in the Czech Republic were drawn.
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Using of colours in marketing communication based on their perception in different cultures
Marková, Alena ; Rosenfeldová, Jana (advisor) ; Koudelková, Petra (referee)
Bachelor thesis is devoted to intercultural marketing in the connection with colour perception in different cultures. The main goal of the thesis is to reveal, whether brands work with colour schemes on their websited according to the perception of colours in different cultures. The first part of the thesis theoreticaly anchors the concept and definition of culture, where i tis focused on its aspects, asquisition or development. This part is followed by the chapter focused on intercultural marketing, which primarily describes the proces of the company's expansion into a new market. A great part of thesis is devoted to the theory of colours, their properties and, given by the aim of the work, also to how the colours are perceived in different parts of the world and what associations they evoke. In the practical part, the method of qualitative content analysis examines whether the colour palette of companies differs in different countries and if so, whether they differ in accordance with the perception of colours in these countries. McDonald's and Burger King fast food chain sites were chosen for this purpose. According to the results of the analysis, companies stick to their global concept, and if they are already working with the scheme, this is not primarily due to the perception of colours by...
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Children targeted marketing of fast food companies
Jabbarová, Yasmin ; Rosenfeldová, Jana (advisor) ; Schneiderová, Soňa (referee)
This bachelor thesis focuses on the issue of food marketing that targets children and how it is used by fast food companies that operate on the Czech market. The basic theories of children development into consumers are listed in the beginning. The theoretical part continues by describing the overall topic of children food marketing, the legislative regulations in the Czech Republic and the global regulations of this matter. Furthermore, the theoretical section consists of the description of individual food marketing and PR techniques that target children. The practical part is divided into two sections - the description and the analysis. The general communication of McDonald's and Burger King is outlined in the descriptive part but the emphasis is being put on the marketing that targets children. This type of communication is analyzed in the second part of the practical section. The chosen methodology is an analysis of selected aspects of McDonald's and Burger King's communication, these aspects are also later compared. The chosen criteria are based on a research of academic literature and industry regulation principles, as some of the required materials were not available. Overall this bachelor thesis concludes that the communication of fast food companies operating on the Czech market is not...
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