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Marketingová komunikace vybrané maloobchodní firmy
Trnková, Tereza
Trnková T., Marketing communication of a selected retail company. Bachelor thesis. Brno: Mendel University in Brno, 2023. Bachelor thesis focuses on the marketing communication of a selected retail company specializing in the sale of porcelain, Czech glass and jewellery. The main objective of the thesis is to propose new or increase the effectiveness of existing marketing communication tools to increase the awareness of the company along with the footfall of the retail outlet. In the theoretical part, a literature search is conducted focusing on communication mix and retail. The analytical part introduces the firm, analyses its existing marketing communication and identifies the target segments. Based on a questionnaire survey, measures are proposed to improve the marketing communication, the key ones include increasing activity on social media, improving product photos, adding English language to the website and more intensive promotion of discount events.
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Retail marketing a in-store promotion společnosti Samsung Electronics Czech and Slovak s.r.o.
Košťál, Michal
This thesis deals with the retail marketing and the in-store promotion. It is prima-rily focused on merchandising, sales promotion and other selected activities. The work itself is devoted to Samsung Electronics Czech and Slovak s.r.o. and is mostly based on a practical experience gained from a position of an employee. Firstly, the amount of investments in marketing of Samsung in comparison with the competition is introduced. The following part describes the basic retail acti-vities across the whole Czech and Slovak republic, especially merchandising, sales promotion and other selected activities. The aim of this work is to evaluate the effectiveness of the retail marketing of Samsung for Czech and Slovak republic and to propose such measures that keep or even enhance its market competitiveness.
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Retail marketing
PLACHÁ, Jaroslava
The theme of the thesis is retail marketing. The aim is to determine the actual market position of independent retail subject (The Store) by observation of the Store and its competition, situational and territorial analysis. There was made an analyses of means of communication which the Store uses. In the Store there was an experiment with change of location of articles realized to achieve increase of sold units. A number of recommendations which can help to improve market position of the Store have developed from the analysis and experiments.
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Sales promotion of a chosen retailer
HUCL, David
The subject of the bachelor thesis "Sales promotion of the chosen retailer" is to indentify sales promotion instruments used by selected chain, analyse and compare their effectiveness and propose solution to increase the effectiveness. First, literature review was elaborated with the aim of acquiring knowledge about the issue of marketing communications, namely sales support. The on-going practical part is focused on characterization of the selected chain, identification and evaluation of the effectiveness of its current sales promotion. On this basis were suggested some possible solutions. The appropriate application will help to increase customer satisfaction, which is the basis of every successful company.
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Retail Marketing
Demuth, Jan ; Cimler, Petr (advisor) ; Chylíková, Hana (referee)
This thesis is about the situation of retail marketing in Czech republic, with a special focus on in-store marketing instruments and activities. The goal of this work is to evaluate the application of these marketing instruments in a specific retail store. This chosen store is supermarket Billa. The first part of the thesis is offering theoretical base for in-store marketing activities and also presents the history of retail marketing in Czech republic. The second part is focusing on the situation in the chosen retail store and offers an evaluation of it's marketing activities.
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Analysis of consumer´s attitudes to the retailing formats
Dvořák, Jan ; Koudelka, Jan (advisor) ; Zamazalová, Marcela (referee)
The thesis is focused on retail marketing and its main goal is to analyse consumer's attitudes to the various retailing formats. First part is dedicated to some theoretical terms of retailing, stores typology, consumer behaviour, segmentation and specifics of retail marketing. Next part analyses available information from public researches, articles and MML database to reveal present situation and trends on retail market. In the last part is executed own primary research with aim to discover consumer behaviour and attitudes to the retailing formats and its perception.
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Retail marketing
Rozsypalová, Monika ; Štědroň, Bohumír (advisor) ; Mrazek, Milan (referee)
A retail market in the Czech Republic has registred in last twenty years an unusual growth. A lot of retail companies were established here in our country and very significantly changed current sales network and a Czech shopping behaviour. This thesis is divided into three parts. First part describes elementary concept regarding to trade and retail marketing. Furthermore there is a description of historical evolution of retail in the Czech Republic and discount stores development in foreign countries. Second part is devoted to a Czech retail market and to an analysis in chosen retail chain stores, their marketing activities and key economic indicators. Third part includes a questionnaire research and a survey of in-store communication in a pastry area of retail units in Pribram. The thesis is ended up by a conclusion, results and observation.
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Influencing customers to buy
Líbalová, Kateřina ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
Bachelor Thesis deals with the most important factors which influence customers during their purchasing activity. The first part focuses on theoretical aspects of customer's bias, practical consequences are under examination in the second part of the work. Particular shopping center is observed while specific findings are explained as the main outcome of the practical part of the work.
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Retail marketing of consumer electronics
Stara, Jiří ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The theoretical part deals with the marketing mix and brand. More space is devoted to current trends in the world of consumer electronics and to the Czech market. Characteristics include technological development, the current state of retailing and major electronics manufacturers and retailers in the country. The research focuses on purchasing decisions in the category of consumer electronics. The work concludes with an overview of marketing tools suitable for this type of goods.
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