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International Marketing Strategy of a Selected Company
Berková, Lenka ; Sláma, Josef (referee) ; Chlebovský, Vít (advisor)
This thesis serves as a proposal to improve the international marketing strategy in Renishaw s.r.o. The theoretical part focuses on the basic concepts of marketing, communication mix, PEST analysis or SWOT analysis. The analytical part translates the theoretical backgroung into a practical part and an analysis of the internal and external environment of the company is made. Based on the results, a strategy is proposed, which is found in the third part of this thesis.
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International Marketing Strategy of a Selected Company
Berková, Lenka ; Sláma, Josef (referee) ; Chlebovský, Vít (advisor)
This thesis serves as a proposal to improve the international marketing strategy in Renishaw s.r.o. The theoretical part focuses on the basic concepts of marketing, communication mix, PEST analysis or SWOT analysis. The analytical part translates the theoretical backgroung into a practical part and an analysis of the internal and external environment of the company is made. Based on the results, a strategy is proposed, which is found in the third part of this thesis.
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Social networks as a tool for competitiveness
Pěničková, Markéta ; Střížová, Vlasta (advisor) ; Feige, Tomáš (referee)
This thesis focuses on the issue of social networks and its potential use as a tool to boost competitiveness. At first, in the theoretical part, basic terms and definitions, which are strongly related to the issue of social networks, are explained. Then the thesis deals with the business sectors, where social networks can be used. Furthermore, the most used representatives of worldwide social networks are characterized along with their potential use in the business. The theoretical part is completed with the chapter that describes and evaluates analytical tools which are used for monitoring and analysis of social networks. Practical part focuses on the aesthetic centre Marttinéz and its competitors in the sector of hairdressing and beauty salons. Firstly, its actual attitude to the social networks is analyzed and further analysis regarding competing salons is carried out the second analysis should reveal competitors' behaviour in the area of social networks. The main output of the practical part is a set of recommendations regarding optimization of company's sites at social networks and also suggestion on a monitoring system of social networks sites of this aesthetic centre.
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Possibilities of using social networks for business support
Kabíček, Ladislav ; Molnár, Zdeněk (advisor) ; Jelínek, Ivan (referee)
Diploma thesis deals with the topic of social networks and their usage in terms of business support. The main goal of the thesis is to find out the possibilies of using social networks for business support in the perspective fitness industry. Theoretical part contains recent theoretical findings in areas of online marketing, social media, social networks and use of social networks for business. The analysis of the tools for monitoring and analysis of social networks is an important part of the theoretical part. One chosen tool is used for the comprehensive competitor analysis of online shops, that deal with online sales of fitness products and supplements. The outcome of the thesis is the system design of use of social networks for the support of competitiveness in chosen sector.
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Using web pages audit for Competitive Intelligence
Lecián, Michal ; Molnár, Zdeněk (advisor) ; Černý, Jan (referee)
This thesis is focused on thorough description of Competitive Intelligence term and its fol-lows usage for webpages audit. The practical part of this thesis is primarily created for the Bisnode company. However, it can be used everyone who wants to perform on-line webpages analysis of their competitors. In thesis are also used professional tools of Majestic company and SEOPowerSuite company. I got these for limited time after my e-mail corre-spondence with company´s support team. At the beginning of practical section the Bisnode company is introduced to readers, so that they might become familiar with it. After that, the analysis was performed and divided into 4 thematic areas based on Bisnode´s wish. I ana-lyzed strengths and weaknesses of monitored sites in each of this section so that the company can learn not only from their mistakes but also from mistakes of its rivals. I tried to analyze Competitive Intelligence term in detail in the theoretical part of thesis. In addition, this term is viewed from multiple angles (its history, reflection of its Czech trans-lation, ethic associated with the CI term or description CI as process). So, this thesis can be also a beneficial for readers that know this term but want get deeper knowledges.
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Competitive environment analysis of travel agency
Holbusová, Jana ; Vaško, Martin (advisor) ; Kvítková, Zuzana (referee)
The thesis analyzes the competitive environment of CK Alexandria. The aim is to create a comprehensive framework for systematic analysis of competitive environment. The thesis uses principles of Competitive Intelligence reflecting the specifics of travel agent industry. The first part introduces travel agents in general. It is followed by a description of competitive environment of travel agents. The following capture introduces the theoretical information about Competitive Intelligence. The practical section outlines the possible usege of CI in the particular company.
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Analysing company's behaviour and communication on social networks
Němec, Milan ; Molnár, Zdeněk (advisor) ; Jelínek, Ivan (referee)
This thesis focuses on measuring company´s communication and behaviour on social networks. To capture the interaction between the company and its users the thesis uses web analytics tools. Therefore, the main objective of the thesis is analysis of these tools. To achieve this goal, the thesis characterizes social networks and their marketing opportunities for business promotion. Thanks to this, needs of using these tools is identified. The needs are: competitive analysis, optimizing communication, measuring achievement of objectives or detection competitive viral content. Research questions were determined and then analysis tools found answers to research questions. It was found that the tools provide various views of data and create a complete system for measuring and analysing behaviour and communication companies on social networks. The results were validated in a case study focused on the Facebook profile of the University of Economics in Prague. The study analysed the interaction profile of the school and its users and compared with others schools. In the results the analysis tools are validated and it is designed recommendation for improve engagement. This thesis revealed strengths and weaknesses of tools for measuring company´s communication and behaviour on social networks. It was found that these tools have wide range of use. They can be used for understanding the company's profile, its users, for purposes of competitive analysis, monitor corporate goals and optimize communications on social networks.
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Product innovation in mobile applications
Michaličová, Alexandra ; Pavlíček, Antonín (advisor) ; Jiřička, Martin (referee)
Aim of this master thesis is to determine whether the introduction of new functionality into mobile application based on existing competitive trends, can grant selected application a new position on the market. To evaluate the hypothesis we used data collection and feedback from users. Thesis shows introduces various aspects associated with product management in practice. The theoretical part defines the product management and mobile applications as products, product innovation and describes the methodology used within management of the product. The goal of the practical part is the selection process of the new functionality, which is corporate program, description of all aspects of the preparation of the functionality and consequently its development. Based on the data and the feedback from users we evaluate its contribution to the company Liftago and its new positioning on the market.
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Possibilities of using social networks to promote RunCzech running league
Fejfar, Ondřej ; Molnár, Zdeněk (advisor) ; Černý, Jan (referee)
This thesis deals with the issue of social networks in terms of business support and their use for commercial purposes. Based on long-term statistics from the most widely used social networks in the Czech Republic, this thesis describes the main principles of using these social networks as a means of increasing profit or turnover. Particular attention is paid to Facebook, the leading social network in the online world. This study concerns the combination of marketing and the IT world, which nowadays has a key role in the sale of products and services. This study should show the importance of the combination of these two worlds. The practical part of the study is the analysis of the communication of the RunCzech Running League (formerly the Prague International Marathon), including a detailed analysis of one their competitors on the market. For the analysis appropriate metrics were selected, which were measured using special tools. The conclusion includes a comprehensive evaluation and presents suggestions for more effective future communication of the RunCzech running leagues in the field of social networking.
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The entry of the Czech company to the German market via e-shop
Drahota, Jiří ; Kučera, Dušan (advisor) ; Barton, Monika (referee)
This master thesis concentrates especially on practical aspects of entrance of a specific Czech company to the German market through e-commerce. Therefore the thesis affects the whole process from the primary situation analysis prior to entering the market, through entrance strategy making process, partial marketing and financial strategies assembly, logistic and financial partners selection, concluded by launching the e-shop itself and processes of the strategic success factors evaluation. The first objective of this thesis is to create a strategy plan of entrance to the German market through e-shop. The second objective is to map the key aspects of the international expansion of the Czech company via e-shop concerning the environment in Germany.
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