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Analysis of location strategies of selected retail chains in Prague
Bartošek, Petr ; Sýkora, Luděk (advisor) ; Drtina, Tomáš (referee)
Analýza lokalizačních strategií vybraných maloobchodních řetězců v Praze ABSTRACT This thesis explores the spacial distribution of retail chains within Prague; concentrating on 1) spatial patterns and retail distribution 2) transport accessibility within the vicinity of the store and 3) their proximity to food units. I have discussed the conditions that have shaped the changing face of retail to what it is today. Spatial configuration strategies were used to analyse the distribution of the retail environment. Following this, analysis was conducted at the levels of group, category and individual chains. The results showed retail in Prague was concentrated. However, significant differences were observed within categories and chains. Although food unit coverage is good throughout the city, pockets of areas exist that are not served by a particular store within a preferential distance. Keywords: location strategies, spatial patterns, retail, average nearest neighbor, availability of food outlets
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Analysis of marketing communications of selected brand
Tošnarová, Petra ; Zamazalová, Marcela (advisor) ; Vávra, Oldřich (referee)
This work deals with marketing communications of the selected brand in the QSR (Quick Services Restaurant) segment. The aim is to formulate appropriate recommendations that would increase the effectiveness of advertising. Recommendations will be based on the results of the analysis of communication activities focused on brand advertising, its effects on consumers' perception and evaluation. The theoretical part is devoted to the theory of marketing communications, effective communication, advertising, as such, and modern trends. The practical part begins with the introduction to the brand and its target group. Further, the model of marketing communications for selected brand with a focus on advertising is described and confronted with theoretical knowledge about creating effective advertising. Identified problem areas are subjected to a questionnaire survey. Based on the findings are formulated conclusions and recommendations for change in brand advertising.
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Financial management of the new firm
Zemanek, Anton ; Krauseová, Jaruše (advisor) ; Tyll, Ladislav (referee)
In my work I focused on the financial management of the newly established company. The aim of this work was to show not only the likely way of development of the company in a few years after the foundation, but also to assess the potential impacts of different levels of demand for its products. In the assignment I got to evaluate the possibility of an enterprises' run, its development and stability in if the deviation of sales the company will be set + - 20 %. To do this I created an MS Excel model simulating functioning of newly established company, which works in the fast-food sphere. In this model, based on certain assumptions, I quantified the main financial variables, which demonstrate enterprises' conditions according to the expected development of sales. Then I provided the intervals at which the operational and financial business activities are substantially different. In the next step I arranged the balance sheet of assets and planned capital, projected profit and loss statement and statement of cash flow since its' foundation, and for a period of 5 years, for the different states of the world. Subsequently, it was necessary to estimate the firm's run in these different cases. To do it I used the tools of financial analysis, enterprise valuation and financial modelling.
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