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Business Plan Launching an Electronic Shopping and Entertainment Centre
Kysling, Jiří ; Mlčoch, Zdeněk (referee) ; Chlebovský, Vít (advisor)
Diploma thesis is a proposal of the enterprise intention to introduce electronic shopping and fun center into market, while assessing relevant factors, from the marketing point of view in particular. The thesis mostly focuses on monitoring the current market situation, marketing survey and a proposal for a differentiation from the competitors, while there is also evaluation of the project in terms of feasibility of the solution under consideration.
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Consumer behavior towards trends and innovations in cosmetics
Krajčiová, Ivana ; Král, Petr (advisor) ; Baracová, Kristina (referee)
The aim of this thesis is to explore consumer behaviour of women towards trends and innovations in the female cosmetics market in the Czech Republic. After summarizing the prior research on this topic, the female consumer segments are uncovered, based on their attitudes towards the trends and innovations. Data Analyser program and MML-TGI, the most complex consumer research in the Czech Republic, were used for the segmentation process. Building on the profiles of the particular segments that were created, the segment representatives were chosen for the qualitative research in the form of in-depth interviews that explore their opinions and reasons behind adopting or rejecting the innovations and trends. Finally the hypotheses are evaluated and research findings are presented together with recommendations for launch/re-launch strategies for the brands operating on the Czech cosmetics market. These recommendations represent the practical contribution of this thesis, adding the value for the Czech marketers by offering a better understanding of their consumers.
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Launching medical devices on the market
Dvořáková, Jitka ; Svoboda, Petr (advisor) ; Millerová, Ivana (referee)
The issue of launching medical devices on the market became more intense in the last few decades in connection to the expansion of the pharmaceutical industry and legal area. This legal area is still mostly undescribed and it stands in the shadow of known and more discussed medical products. Proper legal theoretical analysis is often completely absent. This master thesis aims to complexly describe and analyse theoretical bases of current legislative regulating the launching of the medical devices on the market, including other processes related to this issue. Emphasis is places on the concept of medical device, the responsibility of the manufacturer and the nature of notified body. The author focuses on the subsequent conformity assessment process and process of registration. The process of notification and exemption from this obligation and administrative nature of selected documents. The thesis is divided into eleven chapters and the introductory chapter focuses on a general introduction to the field of pharmaceutical law, namely the regulation of medical devices, including the definition of basic questions in the work under study. The second chapter deals with the analysis of sources of legal regulation of medical devices. The chapter is divided into sources of the law of the Czech Republic and...
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Marketing communication Botas 66
Šmída, Zdeněk ; Hejlová, Denisa (advisor) ; Shavit, Anna (referee)
This bachelor thesis "Marketing communications of Botas 66" focuses on creating a new show brand Botas 66 which was designed by two students of Academy of Arts, Architecture and Design in Prague (Jan Klos a Jakub Korouš). Model Botas Classic has been in production since 1966 and was selected among Czech 100 design icons in 2005. Botas 66 builds up on this tradition. Two students created a new product line devoted to lifestyle. Project Botas 66 took part in many czech and european design competitions and won prices in ED-Awards and Czech Grand Design. This thesis also describes which packaging (shoebox), which happened to be used in one of guerilla activities. Point of purchase (Botas Concept Store) is located in Prague 1 and the space combines shop and art gallery at one place. Store hosted several events and art exhibitions to support local artist, build brand image and support sales. Thesis also analyses visual communication, logo and colours used in corporate identity. As a member of Czech Selection Botas 66 took part in trade shows in London and Milano. Shoes are still made in factory of Botas a.s. in Skuteč which differentiate Botas 66 from global shoe brands. Company Artport s.r.o. manages marketing communication and creates image of Botas 66, meanwhile Botas a.s. only manufacture shoes.
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Business Plan Launching an Electronic Shopping and Entertainment Centre
Kysling, Jiří ; Mlčoch, Zdeněk (referee) ; Chlebovský, Vít (advisor)
Diploma thesis is a proposal of the enterprise intention to introduce electronic shopping and fun center into market, while assessing relevant factors, from the marketing point of view in particular. The thesis mostly focuses on monitoring the current market situation, marketing survey and a proposal for a differentiation from the competitors, while there is also evaluation of the project in terms of feasibility of the solution under consideration.
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Regulation of launching medical devices onto the market
Litavský, Ondřej ; Vavrečka, Jan (advisor) ; Štěpánek, Petr (referee)
This diploma thesis deals with the topic concerning regulation of launching medical devices onto the market with regard to the analysis of key regulatory framework. The aim of the thesis is to find out if the legal framework really fulfils its de lege ferenda objectives. The purpose of this thesis is to confirm or disprove a hypothesis that the regulation of launching medical devices onto the market is sufficient and effective from the point of view of consumer protection and interests of other stakeholders. Secondary aim of this diploma thesis is to confirm or disprove a hypothesis that the harmonization of legal framework in the EU is appropriate and effective. These hypothesis are to a certain extent following up the verification of four essential goals that should be reached by the regulation. One of the key aims is assuring the safety of the products, enabling them to move freely in terms of the internal market of the EU and assuring that the consumer isn't misled when deciding about his optimal situation. Besides that the regulation shouldn't unnecessarily slow down the activities of businesses and inappropriately limit their innovation potential. The diploma thesis has a critical point of view concerning some aspects of this regulation and in the end the author suggests some proposals in order to improve the current practice.
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Business Intelligence solution for petrol stations' network
Ouhel, Radek ; Novotný, Ota (advisor) ; Jašek, Pavel (referee)
The main idea of this thesis is to find an optimal Business Intelligence solution for monitoring and analysis of petrol stations, which would be provided as a complementary product to the current production system, and would aim to contribute both to the business of the customer, and provider of this software. Main goal is to design the solution, as well as to develop consequent marketing strategy, all the while taking many factors into consideration. These factors are e.g. status of current production system, competitive environment, customer requirements and many others. In order to fulfill the goal, extensive research of relevant literature and academic publications has been performed. Main areas of interest in this research were marketing strategy development methodologies, licensing and pricing policies, IT project management methodologies and Business Intelligence theory. Thesis also uses a lot of company's internal information, such as the data structure and quality of the database, or prevailing needs and requests of current customers. Contribution is the sole demonstration of combining various internal and external factors, taking into account whilst designing the solution. The thesis demonstrates, that Business Intelligence in its broader definition, may for certain groups of customers result in an original and non-conventional solution. Non-conventional both from the perspective of features and components, as well as the tools and development environments used to implement it. Thesis begins by researching given sources. The research is followed by the theoretical part, describing general Business Intelligence principles relevant to the topic. Fourth chapter foreshadows the current status-quo, informing about features and architecture of current production system, data sources and also about a current business strategy of the company providing Europos software. Current status-quo in relation to the external environment is described in the next chapter, where competitive and market analyses are conducted. The sixth chapter sums up the facts from previous chapters, and transforms them into concrete customer requirements regarding the form and content of future solution. Based on those requirements, conceptual design of the solution is made in chapter seven, which also includes the solution's increment delimitation. Chapter eight describes selected tools for the solution, and refines the design by more specific physical data model diagrams. Final solution is depicted and described in chapter nine. Finally, the thesis ends with chapter eleven, where all categories of marketing mix are designed, therefore there is a clear vision of how, and for how much would the product be offered and sold to the customer.
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Development of a new IT service of a telephone service provider
Králíčková, Lenka ; Novotný, Ota (advisor) ; Jergl, Vít (referee)
This diploma thesis deals with the analysis of launching a new IT product on the Czech market. It focuses on small businesses and introduces an IT product intended for this specific kind of a clientele. There is no such a product on the market, which leads to an excellent potential in this field. On the basis of experience, the company in which the IT product is introduced finds it crucial to develop a reliable marketing mix as well as strategy because it is difficult to offer these IT products to people owning smalls businesses who do not understand the technological aspects of such products. The theoretical part, therefore, provides the definition of the main marketing terms, B2B market, marketing strategy, marketing mix, SWOT analysis and a detailed description of launching a new product on the market, including the explanation of the differences between launching a product and service. The practical part of this paper gives information about a telephone service provider and its major competitors and it describes the IT products situation on the Czech market. The thesis also recommends a particular marketing mix of the selected product and a sale strategy. The success rate of the product is analysed on the basis of an interview with a small business and the opinion of the manager of a company in which the product is introduced.
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Marketingová strategie uvedení nového produktu na trh na příkladu robotické sekačky Honda
Brož, Ondřej ; Král, Petr (advisor) ; Lhotáková, Markéta (referee)
This thesis sets out to analyse marketing strategy of new product launch. Through review of relevant literature and papers it analyses approaches to new product launch onto an existing market from the marketing perspective. Marketing mix, diffusion of innovations and late entry into the market with dominant brand are at the core of the theoretical part. This theory is later applied at the specific case of Honda's first robotic mower and its European launch. Honda is a traditional Japanese manufacturer of cars, motorbikes, engines and an established producer of premium products in the power equipment market and is introduced in details in this thesis. To provide a complete picture, thorough macroeconomic and competition analysis is conducted together with possible outlooks into the future developments of the market.
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