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Signifying micro breweries: Semantic analysis of advertising strategies within the context of beer culture in South Bohemia
PETROVIČOVÁ, Vanda
Annotation The thesis deals with the phenomenon of microbreweries and semantic analysis of their advertising strategies with a focus on the region of South Bohemia. In the first part it analyses the history, definition, communication model, media and theoretical knowledge regarding advertising psychology in order to comprehensively cover the topic of advertising. It will then introduce microbreweries in the context of small companies, the current situation in the Czech brewing industry and compare their possibilities, advantages and disadvantages as well as marketing strategy with large breweries. It will also present the history of Czech brewing, the concept of beer culture, the environment of pubs and their role in the development of Czech society. Finally, the thesis will focus on the analysis of the presentation of microbreweries in the South Bohemian region. It will focus on the production of beer and its typical and unusual types within the Czech Republic, introduce the types of beer packaging and the importance of beer glassware, analyse the function of visual identity and the impact of small breweries in the internet environment, and introduce current cultural events and tourism within the brewing industry. It will demonstrate all this on concrete examples of South Bohemian microbreweries.
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Social Media as a Marketing Tool
Studnička, Jan ; Böhmová, Lucie (advisor) ; Čermák, Radim (referee)
The aim of this thesis is to analyse marketing tools of Facebook, Instagram and YouTube and to suggest a recommended plan for small companies that wish to start using social media as a marketing tool. The aim is achieved with knowledge gained from a theoretical part of this thesis, which explains marketing, its forms on the internet and social networks. Further, an analysis of marketing tools of social media, particularly of Facebook, Instagram and YouTube, has been used to accomplish a goal of this thesis, as well as a practical application of these networks for a Summer camp Gandalf, and an interview with an expert in this field, all of which are present in the practical application part of this thesis. Based on above mentioned analysis, a company Facebook page has been evaluated as the basic element for success on Facebook, because it offers enough possibilities for communication with a customer and good-quality analytics and marketing tools. An Instagram profile is a very good place for visual presentation of company with photos thanks to the simplicity, good arrangement and a growing number of users, its link to Facebook proved to be very useful as well. YouTube is then an ideal setting for sharing videos of company due to its popularity and cooperation with Google that can find YouTube videos directly in its search engine. A particular suggestion for small companies differs based on its type and result that the company expects from its use of social media. A very important aspect, however, is to create a good relationship with a customer by sharing and publishing a quality content. A contribution of this thesis is its critical evaluation of marketing tools on social networks Facebook, Instagram and YouTube and their utility for small companies. The Summer camp Gandalf was chosen as an example of applicability of these tools. In this thesis a suggested plan has also been laid out for small companies which are beginning on the field of social media.
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Support of software quality management in a small company
Vávra, Pavel ; Novotný, Ota (advisor) ; Jonáš, Zdeněk (referee)
The goal of this thesis is to create a proposal of framework which can be used to support software quality management in a small development company. Framework is composed of processes, methodologies and tools which together should improve the quality of software products of a company. Concrete implementation of the framework is shown as a case study. Data for the case study were collected in the company Cleverbee, where the author worked during the case study's creation. Personal contribution of the author of the thesis is firstly the creation of the framework concept based on author's experiences and commented list of concrete results of framework's implementation. The detailed goal setting for this thesis and the definition of the target reader can be found in the chapter 1. Introduction. The definition of main terms, which will appear in the rest of the thesis, is contained in the chapter 2. Terms. Chapter 3. Software quality and its definition is explains the term "software quality" and the nature of the small companies. Chapter 4. Software quality management forms the theoretical foundation of the thesis. In this chapter you find how the methodologies RUP and CMMI view the software quality. Chapter 5. Framework concept contains the concept of the software quality management framework. Framework is based upon relevant sources and also author's personal experience. The chapter 6. Case study describes the concrete example of the implementation of the proposed framework. The case study also contains descriptions of the used software tools. The chapter 7. Conclusion contains the brief resume of the findings of the thesis.
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The possibilities of application of management accounting components into the small size companies (on the example of a concrete company)
Elis, David ; Král, Bohumil (advisor) ; Bírová, Katarína (referee)
The thesis "The possibilities of application of management accounting components into the small size companies (on the example of a concrete company)" engages in the question, whether it were possible to identify components of management accounting, that would be applicable in the small size companies. The first part focuses on the introduction of the company, on the market company operates on and on the general characteristics of the small and mid-size companies. It provides information on the company performance and identifies a need of the introduction of accrual principle into the company's accounting. The next part deals with the discrete features of the proposed performance management system. It answers the question, whether to orientate the system primarily on performance or responsibility, designs the appropriate calculation system and the basic system of plans and budgets. Later, it focuses on the existing organizational structure and the definition of the structure of the responsibility centers. In the last part, there can be found a proposal of the management profit and lost statements as of the basic statements providing the information on the partial as well as overall performance measurement.
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