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Marketing communication Botas 66
Šmída, Zdeněk ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
This bachelor thesis "Marketing communications of Botas 66" focuses on creating a new show brand Botas 66 which was designed by two students of Academy of Arts, Architecture and Design in Prague (Jan Klos a Jakub Korouš). Model Botas Classic has been in production since 1966 and was selected among Czech 100 design icons in 2005. Botas 66 builds up on this tradition. Two students created a new product line devoted to lifestyle. Project Botas 66 took part in many czech and european design competitions and won prices in ED-Awards and Czech Grand Design. This thesis also describes which packaging (shoebox), which happened to be used in one of guerilla activities. Point of purchase (Botas Concept Store) is located in Prague 1 and the space combines shop and art gallery at one place. Store hosted several events and art exhibitions to support local artist, build brand image and support sales. Thesis also analyses visual communication, logo and colours used in corporate identity. As a member of Czech Selection Botas 66 took part in trade shows in London and Milano. Shoes are still made in factory of Botas a.s. in Skuteč which differentiate Botas 66 from global shoe brands. Company Artport s.r.o. manages marketing communication and creates image of Botas 66, meanwhile Botas a.s. only manufacture shoes.
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Competitiveness of Czech industry in EU
Kratochvíl, Jakub ; Klosová, Anna (advisor) ; Dúbravská, Pavla (referee)
Czech Republic has been always traditional industrial country and the importance of its industry will not diminish, even in spite of the growing share of services on GDP. The goal of this thesis is therefore to analyze strong and weak points of Czech manufacturing and its particular sectors. Measuring various indicators of macroeconomic competitiveness, the results for the Czech Republic have revealed relatively low labour costs, at least in comparison with the EU average, but this comparative advantage can be depleted over time. The challenge for the Czech manufacturing is thus to pass over to upper levels of production with higher margins and higher value added. The thesis is also dealing with different points of view on the topic of industrial policy and the role of government in this policy. The thesis introduces two strategical documents as well, Europe 2020 strategy published by the European Commission and Back on Top strategy published by Czech Ministry of Industry and Trade.
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