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Financial Analysis of Company
Vojtová, Lenka ; Sieber, Martina (advisor) ; Bílková, Stanislava (referee)
The aim of bachelor thesis is to analyze the financial situation of BOHEMIA HEALING MINERAL WATERS CZ a.s., a producer of bottled mineral water that comes from rare Bohemian spa springs. The first part describes the techniques used to analyze the financial situation of the company and its micro and macro environment. In the practical part, tools such as PEST, financial analysis, SWOT and Porters five forces analysis are used to examine the outside factors that affect the business and better understand the company itself. To conclude, the previous financial evaluation is used to create possible improvements for the company.
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Proposed marketing strategy of a low-cost airline
Khomutova, Sofia ; Král, Petr (advisor) ; Tročil, Jan (referee)
My Master thesis focuses on the design of the marketing strategy of a low-cost airline SparrowJet. The first chapter of the theoretical parts contains the required basics of theoretical information necessary to develop a marketing plan. In the second chapter is an analysis of the air transportation market with an emphasis on the low-cost segment. The final chapter of the theoretical part is dedicated to the marketing mix in the transportation. The practical part of my thesis begins with the situation analysis, which includes: the PEST analysis, Porters five forces analysis, a competition analysis and a customer analysis. My work is concluded with a complete proposal of a marketing strategy for the airline, including both basic strategy of S-T-P and a marketing mix.
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