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Marketing Strategy Proposal for a Company Entering a Foreign Market
Navrátil, Vojtěch ; Petr, Aleš (referee) ; Chlebovský, Vít (advisor)
Diplomová práce se zabývá návrhem marketingové strategie pro vstup internetového obchodu Alza.cz a.s. na zahraniční, konkrétně polský trh. Návrh je reakcí na dominantní postavení internetového obchodu Alza.cz na českém trhu a snaží se najít cestu k dalšímu rozvoji společnosti. V práci je pomocí analýz vyhodnoceno jak interní, tak i externí prostředí organizace. Finální návrh řešení čerpá především z uvedených analýz, navrhuje kroky které by organizace měla podniknout aby na zahraniční trh úspěšně vstoupila a obsahuje i zjednodušený finanční plán pro první rok působení firmy na trhu.
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Product assortment decisions in online retail
Kšíkal, Daniel ; Mejdrech, Vlastimil (advisor) ; Koliš, Karel (referee)
This thesis deals with the topic of category management in online retailing. Its goal is to identify the assortment factors that affect a company's financial performance. The result of the thesis work is a model applicable in strategic decision making on assortment. The first part consists of basic concepts of retail, marketing and strategic management. The purpose of this part is to provide the reader with the theoretical background for the following practical part. The research for the practical part is conducted on the basis of interviews with experts in the field and the author's own research in business. Each chapter presents a group of metrics that are based on analysis of business data in online retail market. Metrics describe the specific features of a product category and their impact on a company's revenue or costs. Each metric comes also with an assessment of the given category based on business data. The aim of the thesis is to give a comprehensive overview of assortment decision making. The thesis should also help the reader gain basic knowledge useful for managing an online retail store.
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Aplikace Business Intelligence v online retailu
Haloun, Petr ; Pour, Jan (advisor) ; Šedivá, Zuzana (referee)
The thesis focuses on application of business intelligence in online retail. The work summarizes the benefits of BI usage in online retail and provides an overview of the areas, where BI and Analytics is commonly used. Further, the thesis includes theoretical research with primary focus on business performance evaluation metrics and describes BI market leaders. The performance metrics theoretical research is supported by a survey in a global online fashion retail company that author conducted and summarized. Moreover, a practical design and implementation of a specific real-life BI solution is proposed and presented. The thesis added value is mainly author s proposal of BI solution design and its implementation for a global online retail company, which was successfully deployed as a main BI reporting system of the company. The description includes data integration part, data modelling part and the presentation layer. Thesis includes also practical examples of the outputs based on the final solution. Besides, highly valuable is also author s theoretical research in the field.
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Marketing Strategy Proposal for a Company Entering a Foreign Market
Navrátil, Vojtěch ; Petr, Aleš (referee) ; Chlebovský, Vít (advisor)
Diplomová práce se zabývá návrhem marketingové strategie pro vstup internetového obchodu Alza.cz a.s. na zahraniční, konkrétně polský trh. Návrh je reakcí na dominantní postavení internetového obchodu Alza.cz na českém trhu a snaží se najít cestu k dalšímu rozvoji společnosti. V práci je pomocí analýz vyhodnoceno jak interní, tak i externí prostředí organizace. Finální návrh řešení čerpá především z uvedených analýz, navrhuje kroky které by organizace měla podniknout aby na zahraniční trh úspěšně vstoupila a obsahuje i zjednodušený finanční plán pro první rok působení firmy na trhu.
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Development and outlook of online grocery retail in the Czech Republic and beyond
Biznár, Filip ; Lukeš, Martin (advisor) ; Mareš, Jan (referee)
The aim of this thesis is to provide a comprehensive understanding of successful strategies in retail trade, overview of the Czech online grocery retail market and provide recommendations how to succeed in this market. This diploma thesis is intended to help established big grocery retailers, start-ups venturing into the online grocery retail and prospective investors into such start-ups understand the Czech online grocery market. First, we provide a summary of the major developments in the history of retail trade and e-commerce accompanied by several business strategy frameworks proposed by academics for achieving success in these two markets. Second, we define online grocery retail with its different business formats, analyse strategies used across the world and the biggest challenges of this business. Third, we provide an overview of the Czech grocery retail market, both store based and online based. Fourth, we present our findings from our customer survey and form our recommendations based on the findings of the whole thesis. The main contribution of this thesis is in providing an integrated understanding of the Czech online grocery retail market.
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