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Marketing Communication of Young Banks on the Czech Market
Tuček, Daniel ; Khelerová, Vladimíra (advisor) ; Vojtíšek, Zdeněk (referee)
The diploma thesis deals with the analysis of marketing communication of young low-cost banks, which, due to their entry into the Czech market, caused revolution not only in the sphere of the bank fees. Among the selected young banks are the organizational unit of the Polish bank mBank, the purely Czech Fio Bank, Air Bank, which is part of the PPF financial group of Petr Kellner and Equa Bank, which is currently one of the fastest growing banks in the Czech market. The theoretical part deals with the marketing mix of goods, services and defining the specific features of the banking sector. Consequently, it focuses on communication models and the definition of a marketing communication mix. The practical part of the thesis first presents the historical context in the Czech banking sector, comments on the entry into the market of individual companies and presents the current situation. Another chapter deals with the marketing communication of selected banks, where the thesis focuses on the environment of business places, processing of advertising spots and communication on websites and social networks. Through a questionnaire survey, the author tries to find out some trends in the behavior of financial market participants and assess which segments to address, what advantages and benefits of financial products to prefer and by which communication channels should clients be addressed by banks. On the basis of these results, it proposes some recommendations that should strengthen the positions of individual banks in the Czech market.
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The introduction of new banks to the Czech market and possible impact on the banking sector
Habina, Martin ; Dvořák, Petr (advisor) ; Veselý, Marek (referee)
The thesis is concerned with the actual topic -- market entry by new banks (Air Bank, Zuno Bank, Equa Bank) to the Czech banking market in 2011. The work analyses all reachable data, circumstances of their foundation, management structure, product offer and especially the chosen strategy. The whole topic is put in context of actual macroeconomic conditions, which have crucial importance on their functioning. Partial aim of the work is to define potential risks and weaknesses of these institutions and especially review the possible impact on the Czech banking sector. Part of the thesis also considers customer review of actual product offers from these new banks.
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