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Marketing Strategy Project Proposal for Small and Medium Enterprises
Takács, Jan ; Mráček, Pavel (referee) ; Kruntorádová, Markéta (advisor)
Bachelor´s thesis analyse and systematize complete process of marketing strategy creation. With the help of concrete examples of marketing projects, we will create a diagram which demonstrates marketing strategy course and gives options to make a free decision. The main goal of the thesis is to simplify and streamline implementation of marketing strategy into small and medium businesses. In bachelor thesis we will also find a concrete examples of marketing strategies for various clients and projects including visual materials and projected solutions.
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Designing a packaging design for paper products of a stationery company
Hábová, Anna ; Khabirova, Maja (advisor) ; Phung, Hyu Nghia (referee)
This bachelor's thesis is about connecting packaging design with corporate identity. It describes the process of creating with an emphasis on connection between visual side and brand image. The theoretical part puts this theme into broader context, but simultaneously describes basic concepts related to corporate identity, packaging design and positioning. It tackles the general process of designing packaging for a brand on its brand positioning. In the practical part the options on how to design packaging connected with brand positioning are being discussed. There is also an example of the process of designing a packaging for a stationery company.
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Impact of Corporate Identity activities on the image of ČEZ Basketball Nymburk
Marčeková, Kristína ; Voráček, Josef (advisor) ; Crossan, William Morea (referee)
Title: Impact of corporate identity activities on the image of ČEZ Basketball Nymburk Objectives: The goal of this thesis is to determine how Prague home games spectators perceive each corporate identity components of the club ČEZ Basketball Nymburk, subsequently to analyze overall club image in the eyes of the spectators and to determine problematic areas using questionnaire which is serving as a stimulus for suggestions and recommendations. Methods: In the thesis was used quantitative method of questionnaire survey to provide greater number of respondents. Respondents were questioned in writing and electronically. Important source of information were also interviews with the club management and spectators. For interpretation of gained data were used graphs and statistical functions arithmetic average, median, modus, skewness, kurtosis and standard deviation. Results: Marketing research has shown that spectators perceive image of the club ČEZ Basketball Nymburk rather positively. However, some problematic areas has crystalized in particular components of the corporate identity where the club management can implement changes to strengthen the identity and positive perception of the club. Keywords: marketing research, questionnaire, corporate identity, corporate image, basketball club
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The use of direct marketing
Hejlová, Simona ; Kvasničková Stanislavská, Lucie (advisor) ; Margarisová, Klára (referee)
This Bachelor thesis deals with the use of Direct Marketing for a purpose of the obtaining new and retain existing customers from THIMM Packaging Company and from their biggest competitors in the market. The thesis is divided into two main parts. The first one, literature research, deals with the concept of direct marketing and its forms, advantages and disadvantages and with the importance of direct marketing in the B2B market. The second part, the thesis itself, focuses on characteristic of selected B2B Company and its used direct marketing tools. The thesis also discusses about analysis of direct marketing of competing companies. The analysis of competing companies is focused on main characteristics and direct marketing used by competitors. Based on the analysis and evaluation of current direct marketing of THIMM Packaging Company and also the direct marketing of competitors, there are suggested recommendations for THIMM Packaging Company in the area of direct marketing. The conclusion describes the process of own design of direct mailing campaign, carried out under the past packaging congress Obalko 2015. The evaluation of the direct mailing campaign follows up.
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Marketing Strategy Project Proposal for Small and Medium Enterprises
Takács, Jan ; Mráček, Pavel (referee) ; Kruntorádová, Markéta (advisor)
Bachelor´s thesis analyse and systematize complete process of marketing strategy creation. With the help of concrete examples of marketing projects, we will create a diagram which demonstrates marketing strategy course and gives options to make a free decision. The main goal of the thesis is to simplify and streamline implementation of marketing strategy into small and medium businesses. In bachelor thesis we will also find a concrete examples of marketing strategies for various clients and projects including visual materials and projected solutions.
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Some specifics of communication in construction engineering
Hrtáň, Zbyněk ; Hladký, Martin (referee) ; Linkeschová, Dana (advisor)
The aim of the thesis called Some specifics of communication in civil engineering has been to carry out research in construction companies and to find out to what extent they pay attention to corporate image in various respects – if (and eventually how) they make use of the Internet and how they present themselves to the public. On the other hand, part of the research focused on what emphasis do these companies put on internal communication with their employees. To prove or displace the initial hypotheses, several analyses have been made and research in 14 companies of different size carried out. The results have shown that construction companies pay attention to internal communication, however, they do not place much emphasis on presenting themselves to public. This way they underestimate the importance of positive corporate image, particularly in the media of the Internet.
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Image and Identity of Telefónica Czech Republic Company
Žulavský, Jaroslav ; Skokanová, Dagmar (advisor) ; Novák, Michal (referee)
The objective of the thesis is an impartial definition of elements that make up the image and identity of the Telefónica Czech Republic, a.s. company. The work is divided into theoretical and analytical part. Introduction of the theoretical part clarifies concepts such as company image and company identity within various factors of management of profit-making organizations. The theoretical part of the thesis seeks to draw on available, especially foreign literature. The subsequent analytical part is exclusively devoted to the central theme of the thesis, i.e. detailed analysis of corporate identity and corporate image of the Telefónica Czech Republic, a.s. company with the emphasis on their mutual differences. After several chapters, followed by a part focusing on active research with the help of a questionnaire survey. Here, the thesis analyses and consequently summarizes data obtained from the questionnaire survey of the scope of image and identity of Telefónica Czech Republic, a.s.. The partial objective of the analytical part is also a comparison within the competitive telecommunications market in the Czech Republic. The main aim of the thesis is to try to find possible activities leading to continuous positive development of the image and identity od Telefónica Czech Republic, a.s..
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Corporate Identity of a medium-sized company with practical application for architecture company
Seman, Daniel ; Horný, Stanislav (advisor) ; Černý, Zbyněk (referee)
This bachelor thesis is concerning a qustion of corporate identity and its components from the comunications' point of view. The aim of the thesis is creating new uniform visual style guideline for architecture studio INAR. The main concern of theoretical part is corporate identity ans its relation to corporate image. It also concerns analysis of individual components of corporate identity. These components are corporate culture, corporate comunication, corporate design and product. The aim of theoretical part of the thesis is to clarify elements of this topic and to build up a theoretical foundation for the proces of creating a corporate design guideline in the second part of the thesis. Practitcal part of the thesis is aimed on creative prces of designing a logo and a design gudeline for architecture studio. Individual outputs are created with consideration of principles described in the first part of the thesis, and the methods udes to create those outputs are based on common practise.
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The perception of corporate identity and corporate image of a selected company
Orosz, Noémi ; Kašparová, Eva (advisor) ; Duchečková, Dana (referee)
This bachelor thesis analyses the corporate identity and corporate image of the company Renault Česká Republika, a.s. The aim of the thesis is to examine the current state of the corporate identity and image from the perception point of the employees and to make recommodations to better the current situation of the corporate identity and with that, the corporate image if needed. The first, theoretical part of the thesis further introduces the corporate identity, its components and their contribution to the corporate identity and image with the focus on its effects on the employees of the company. The second, practical part analyses the identity in the company with the help of documentary analysis and questionnaire survey.
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