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The IKEA Phenomenon: Philosophy of Marketing and Strategic Communication from the Early Days to the Present
Procházková, Pavla ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
The aim of the diploma thesis entitled "The IKEA Phenomenon: Philosophy of Marketing and Strategic Communication from the Early Days to the Present" is to trace the main ideas behind the creation of the IKEA phenomenon, to trace what strategy and communication tools were used by its founder Ingvar Kamprad in the beginnings of the company. While it is not only about the initial vision of the company, a characteristic feature of IKEA's marketing and communication is the fact that it affects clients in the long term, it is a process of a long-term series of client-oriented communication procedures. IKEA is also rated as a pioneer of internal communication. The philosophy of building the company includes orientation towards the family and the home, solving questions and problems of everyday life, searching for rational solutions, keeping the price of products affordable while maintaining good quality, trying to stay "in" thanks to modern design. In the theoretical part, the thesis generally introduces the meaning and role of strategic communication of business companies and its individual aspects. In the practical part, the diploma thesis, based on qualitative research and with the help of analysis of source material, answers the question of what vision, what style of communication (with customers, colleagues,...
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Approaches to customers and the role of sales staff of selected retail brands of Czechoslovak history and the present
Střecha, Jan ; Halada, Jan (advisor) ; Koudelková, Petra (referee)
My bachelor thesis "Comparison of marketing and the role of sales assistants of retail brands of Czechoslovak history and present" uses two case studies to analyse and then compare the brands Nehera, oděvní služba; Rolný, továrna na oděvy with H&M and company V. J. Rott with IKEA. The first part deals with the theoretical concepts and terms, which are the history of sales itself, customer buying behaviour, retail marketing and fashion marketing. The second part of the thesis presents the history of all the companies studied and the third part of the thesis deals with two case studies, which include analyses of the 4P marketing mixes and selected promotion methods and a subsequent comparison of the analyses performed. The thesis looks for differences and correspondences within the marketing mix, marketing messages and also selected publications. It then concludes with a summary of its findings.
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Communication strategy of IKEA in the field of CSR in the years 2019-2021
Dvořáková, Markéta ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
The bachelor thesis deals with the communication strategy of IKEA in the field of CSR in the Czech market in 2019-2021. The theoretical part provides a comprehensive theoretical background to the topic focused on corporate social responsibility and communication strategy. The practical part is focusing on the global furniture company IKEA. The thesis first describes the chosen research methods. Then it offers a brief introduction of the company and its CSR strategy. It describes not only its current approach, which is summarized in the document "People & Planet Positive" updated in 2018, but also the company's journey until then. A subsequent analysis of the communication strategy in the selected period presents a detailed description of the 9 largest CSR campaigns, as well as smaller topics in this area of communication. The analysis also includes an interview with the PR Leader of IKEA Czech Republic, Hungary and Slovakia, which helped to complete the picture of the company's approach to CSR communication. At the end of the thesis, one can also find research in the form of a questionnaire survey conducted to find out consumers' opinions on the issue under study.
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Vysoká pracovná stolička
Agricolová, Eva
This thesis deals with the subject of sitting at work. It is aimed at a dynamic work environment specific for the customer service department in the IKEA store. Ergometry, design and simplicity are the basic elements inspiring the whole work. First part of the thesis describes the history of work chairs, history of IKEA and ergometry of working sessions. Second part deals with the production of the prototype, inspiration which lead to the creation and records the progressive path to its final form.
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Systém náležité péče vnitřního trhu EU s dřevařskými výrobky
Kollarová, Eva
Bachelor thesis in theoretical part deals with illegal logging in the world, the overall situation, its causes and possible solutions. It identifies measures of developed countries, which targets the reduction of illegal logging. These mainly include legislative regulations prohibiting the placing of illegal timber on the market of importing countries. In the practical part is solved concept of delivery note for IKEA Industry Slovakia Ltd., branch plant Malacky Boards, its creation was based on legislative provisions, comparison of delivery notes of competing firms and requirements from IKEA Industry Slovakia Ltd. Outcome of this thesis is delivery note, which contains all the information needed to conduct a due diligence system and the information required by IKEA Industry Slovakia Ltd.
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Organizational culture in IKEA
Mičková, Kateřina ; Tureckiová, Michaela (advisor) ; Beneš, Milan (referee)
The goal of this thesis is to provide an overview of current knowledge in the area of culture research and demonstrate, using example of the IKEA company, how organizational culture influences business environment In the theoretical part, this thesis deals with the subject of culture in general and it's impact on members of society. It is described how culture develops and strengthens. Also discussed are leading approaches to researching culture, relationship between national and organizational culture and organizational culture typologies. In the practical section, swedish culture, management style and the IKEA company and it's culture are introduced. Semi-structured interviews were conducted with employees of two different IKEA organizations in the Czech Republic in order to find out how the company transmits the culture to new employees, to what extent the employees are familiar with the culture and what meaning they attribute to it.
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Communication activities of IKEA brand in the Czech market during 2009-2011
Pavlíková, Tereza ; Halada, Jan (advisor) ; Dolanská, Nora (referee)
2 Abstract Bachelor thesis "Communication activities of Ikea brand in the Czech market during 2009-2011" describes the company Ikea and its individual communication activities. It includes a brief company history, a story of its inception in 1943 and subsequent development to the present day. It also deals with the current situation of the brand from a global perspective. The thesis does not omit analysis of the reasons that led to the fact that the brand has become an icon. The work includes analysis of Ikea's position in the domestic market, its competition (focusing on competition from other furniture chains), the different instruments of marketing mix (product, price, distribution, promotion) and how the company uses them. The main part of the bachelor thesis deals with the various communication activities on the Czech market within three years. It describes and analyzes the print ads, outdoor, television and radio communication, online and in-store activities, Ikea Family loyalty program and corporate social responsibility (CSR), in both theoretical and practical level, applied to specific cases. Based on the acquired knowledge, the last chapter evaluates the effectiveness of these activities, or even suggests possible solutions for discovered problems in communication.
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The evaluation of IKEA Česká republika, s.r.o.
Pituchová, Vladimíra ; Scholleová, Hana (advisor) ; Kotáb, Jiří (referee)
The focal point of the thesis is the valuation of IKEA Česká republika, s.r.o. estimated as of December 31, 2012. Resulting value is set both on equity and enterpise levels. Financial analysis of the company, analyses of the macroeconomic and microeconomic environment and firm's position on a given market are included in the valuation process. To determine the value of company yield methods are applied: discounted free cash flow to firm (FCFF), discounted free cash flow to equity (FCFE) and discounted economic value added (DEVA). The resulting value represents a sum of present free cash flows intended for the owner of the company.
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