431 results on '"MARKETING strategy"'
Search Results
2. Marketing plan for a social and entertainment company specialising in French gastronomy and culture
- Author
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ZELENÁ, Adriana
- Subjects
marketingový plán ,marketingové nástroje ,coffee ,competition ,marketing strategy ,distribution policy ,konkurence ,kavárna ,marketingová strategie ,víno ,káva ,potenciální zákazník ,stravovací služby ,marketing plan ,product ,společné stravování ,café ,marketing ,catering ,potential customer ,komunikační politika ,food service ,distribuční politika ,produktová politika ,communication policy ,pricing policy ,product policy ,marketing tools ,cenová politika ,produkt ,wine - Abstract
The bachelor thesis is focused on the creation of a marketing plan for a new social-entertainment enterprise specialized in French gastronomy and culture, which will enter the market in Humpolec. The thesis is divided into two main parts. The theoretical part is consists of literary research and methodology. Firstly, I learned literature based on marketing, food service, coffee, and wine. In this part, key concepts were defined, with which I worked further in the practical part. The methodology of the work focus on aim of the bachelor thesis, the research questions, the principle of marketing research and the methods through which the research was carried out. The practical part consist of interpretation of data obtained during marketing research, description of the location, analysis of potential customers and competitors. Then, the marketing plan for the new enterprise was created.
- Published
- 2023
3. Marketingová komunikace vybraných politických stran v ČR v době předvolební kampaně
- Author
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MIKOTA, Tomáš
- Subjects
marketingová strategie ,pre-election campaign ,komunikační targeting ,political marketing ,marketing strategy ,communication targeting ,předvolební kampaň ,politický marketing - Abstract
The thesis deals with an analysis of marketing communication in a pre-elected campaign. The objective of the thesis is to map strategies and trends in marketing communication used by the political parties and groups which are resear-ched in the spheres of advertising, marketing mix, sales support, targeting, public relations, direct marketing, online communication, event marketing and personal sales as necessary entries for finding out trends in pre-elected practi-ses. The work applies the methods of scientific research such as a questionnaire survey and analyses. The publicly available information sources are also used to get more information. All the findings result into suggestions about changes in marketing communication strategies for better results in the next pre-election campaign.
- Published
- 2023
4. Vplyv influencer marketingu na spotrebiteľské správanie.
- Author
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Gundová, Petra and Cvoligová, Katarína
- Subjects
CONSUMER behavior ,INFLUENCER marketing ,MARKETING strategy ,MARKETING ,MILLENNIALS - Abstract
Current trends in marketing communication present influencer marketing as a new tactic in marketing strategy solutions. The article is focused on the impact of influencer marketing on consumer behavior. The aim of the article is to find out, based on questionnaire survey´s results, whether selected segment of consumers considers influencer marketing to be important factors affecting their consumer behavior. Given the results of a questionnaire survey conducted by ourselves, a group of women who follow the influencers was defined for the Y generations, i. e. age range from 19 to 25 years. The basic feature of this generation is technical prowess, so the results corresponds to the interest of respondents. [ABSTRACT FROM AUTHOR]
- Published
- 2019
- Full Text
- View/download PDF
5. HISTORICKÉ PAMÁTKY VE VENKOVSKÝCH OBLASTECH - VÝZVY PRO DALŠÍ ROZVOJ DESTINACE.
- Author
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Kubíčková, Helena and Novotná, Markéta
- Subjects
RURAL development ,REGIONAL cooperation ,SUSTAINABLE development ,RURAL geography ,CASTLES ,TOURISM websites ,FOOD tourism - Abstract
Copyright of Topical Issues of Tourism: Tourism & Its Impacts on Society is the property of College of Polytechnics Jihlava and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
- Published
- 2019
6. PŘÍNOSY TROJSTRANNÉ SPOLUPRÁCE DESTINAČNÍCH SPOLEČNOSTÍ, CESTOVNÍCH KANCELÁŘÍ A VYSOKÝCH ŠKOL.
- Author
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Blaško, Michal and Sonnková, Pavlína
- Abstract
Copyright of Topical Issues of Tourism: Tourism & Its Impacts on Society is the property of College of Polytechnics Jihlava and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
- Published
- 2018
7. Marketing Strategy of the Contributory Organization
- Author
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ČAREK, Martin
- Subjects
marketingová strategie ,marketingový mix ,marketing ,příspěvková organizace ,contributory organization ,SWOT analysis ,SWOT analýza ,marketing stratégy ,marketing mix - Abstract
The aim of the Bachelor thesis called "Marketing Strategy of the Contributory Organizati-on" was to find a suitable marketing strategy for a chosen company using analyzes from the marketing environment and market research. The organization is located in the field of service provision and focuses on education and entertainment. The theoretical part is fo-cused on the description of the non-profit sector and its principles for creating a marketing strategy. The marketing mix, analysis of the competitive environment and marketing re-search are also defined there. The practical part describes the activities of the non-profit organization DDM Písek and deals with a situational analysis of the environment, which includes SWOT analysis and analysis of the marketing mix. The following is a questi-onnaire survey that obtained information about public awareness of DDM Písek's acti-vities. Based on the results of the analyzes and the results of marketing research, the last part of the thesis focuses on the proposal and recommendations for improving the marke-ting strategy of the organization.
- Published
- 2022
8. A business strategy proposal for the Manufaktura brand with zero waste philosophy
- Author
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Ročková, Veronika, Koudelková, Petra, and Rosenfeldová, Jana
- Subjects
marketingová strategie ,obalové hospodářství ,pečující kosmetika ,strategie ,caring cosmetics ,strategy ,packaging management ,marketing strategy ,zero waste - Abstract
The bachelor's thesis "A business strategy proposal for the Manufaktura brand with zero waste philosophy" deals with an analysis of the problem of waste material from the field of the cosmetics industry and offers one of the many possible solutions to this problem for the Czech cosmetics company Manufaktura. In the theoretical part of the thesis, the basic terms connected to the zero-waste lifestyle are explained, the Manufaktura brand is presented, as are its values and history and examples of functioning alternatives on the field of sustainable caring cosmetics are shown. The theoretical part of the thesis also explains the importance of a sales and a marketing strategy and of strategy planning overall. The practical part of the thesis brings forth a draft of a business strategy aimed at implementing a draught cosmetics programme for several caring cosmetics products. Based on the findings from the performed qualitative marketing research, it brings forth a suitable approach for implementing this type of a sales practice and also brings solutions to the arisen pitfalls connected to it.
- Published
- 2022
9. Use of social media in business practise
- Author
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ZEMANOVÁ, Nikola
- Subjects
marketingová strategie ,social media ,sociální média ,marketing ,sociální sítě ,social networks ,marketing strategy - Abstract
The bachelor thesis deals with the phenomenon of social media and their use in company marketing. Specifically, it discusses the possibilities of marketing communication on the internet and the current trends in this area, which relates to the description and analysis of marketing tools in online marketing. Based on the analysis of marketing tools are analyzed the most popular social media. The research is conducted on the company Fleppi s.r.o, which deals with sales of stationery supplies in the Czech Republic. The analysis of its social media focuses on Instagram and Facebook activities. Part of the analysis is also an interview with the owner of the company. The results bring feedback, which will help the company make any necessary changes to its activities on social networks and make a better marketing strategy.
- Published
- 2022
10. Marketing tactics of a selected language school
- Author
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Vosátková, Simona, Kursch, Martin, and Liška, Roman
- Subjects
marketingový mix ,marketingová strategie ,jazyková škola ,marketing ,komunikace ,language school ,marketing tactics ,marketing strategy ,communication ,marketing mix ,competitiveness ,konkurenceschopnost ,marketingová taktika - Abstract
This diploma thesis investigates the marketing tactics of a selected language school while focusing on all elements of the marketing mix and their practical application. It identifies the key areas for its prosperity and future development based on selected qualitative research methods, such as analysis of the school's marketing activity and structured interview with its management and internal staff. It involves a partial comparison with the competitor educational institutions of a similar field of interest and besides its strengths and competitive advantages it also reveals its drawbacks using the SWOT analysis in terms of which it suggests recommendations for innovations. The theoretical part deals with the general issue of marketing and content of the marketing strategy while highlighting the importance of strategic planning of marketing goals as well as effective strategic marketing management. It provides a detailed view on the field of marketing tactics and its main part, i.e. basic and extended marketing mix with its particular marketing tools, in general as well as from the specific point of view of education. It investigates theoretical and practical characteristics of the individual marketing elements, and it focuses mainly on their usage in the educational field. The aim of the thesis...
- Published
- 2022
11. Business plan draft for the establishment of an equestrian stable
- Author
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ŠVECOVÁ, Renata
- Subjects
marketingová strategie ,malé a střední podnikání ,business ,profit ,rodinný podnik ,small and medium enterprises ,equestrian stable ,costs ,finanční plán ,jezdecká stáj ,financial plan ,Business plan ,podnikatelský záměr ,jezdectví ,marketing strategy - Abstract
The aim of this diploma thesis is to process a draft of a business plan for establishing a family business, an equestrian stable. As potential founders actively engage in horseriding, they are considering setting up a small business, located on the site of newly built stables with a higher capacity, which are already being created, to replace the original, substandard premises. The activities of the business will include, in particular, the stabling of horses, the training of young horses, the sale or brokering of the sale and purchase of horses, and additional services. The purpose of the business plan and the aim of the work is for the founders to be able to decide, on the basis of processed data and developed analyses, whether to carry out the business plan, possibly to what extent and form, or to use the stable only for housing their own horses, and to run it as a non-profit activity, funded by other sources.
- Published
- 2022
12. Hmyz - (staro)nová potravina: ekonomické souvislosti a marketingová strategie
- Author
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Poul, Marek
- Subjects
marketingová strategie ,hmyz jako potravina ,SWOT analýza ,SWOT analysis ,entomophagy ,entomofagie ,insect as food ,marketing strategy - Abstract
POUL, Marek. Insect – (old)new foodstuff: economic context and marketing strat-egy. Bachelor thesis. Brno: Mendelova univerzita v Brně, 2020. This bachelor thesis deals with entomophagy, therefore usage of insect as a source of nutrition. Thesis comprises of topic-related literary research together with ran-domly selected Czech and foreign companies, which are analysed using the 4P method. Thesis also includes a comparison of foodstuffs containing insect compo-nent with their counterpart, in which insect component is not present. The main objective is to propose a marketing strategy for Czech company WormUP, which is engaged in insect foodstuff production. For these purposes, SWOT analysis was used to subsequently create four marketing strategies.
- Published
- 2021
13. Financing and marketing strategy in a non-profit organization
- Author
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ŠMÝKALOVÁ, Miroslava
- Subjects
marketingová strategie ,horizontal analysis ,analýza financování ,vertikální analýza ,non-profit organization ,marketing strategy ,horizontální analýza ,financing analysis ,neziskové organizace ,vertical analysis - Abstract
The bachelor thesis deals with the financial and marketing strategy in a selected non profit organization. Firstly, it describes the term non-profit organization, various forms of financing and used marketing strategies, then it is focused on selected non-profit organization. It analysis financing strategies based on provided documents from non-profit organization. Selected non-profit organization provides to the clients many projects, which are funded by the European union. Thesis is focused on these projects and funds.The funding ratio of foreign funds was determined and also financial self- sufficiency. The information was processed and evaluated and based on this, there were given recommendations, which can lead to financial stability and efficiency of selected non-profit organization. The study should bring the greatest benefit to the top management of the selected company and other similar forms of non-profit organizations.
- Published
- 2021
14. Marketing as a tool for civil society organizations to promote public interests
- Author
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Gabrielová, Simona, Šťovíčková Jantulová, Magdaléna, and Moree, Dana
- Subjects
marketingová strategie ,organizovaná občanská společnost ,civil sector organizations ,legislativa ,social marketing ,legislativní změna ,advertising agency ,marketing ,cross-sectoral cooperation ,organizace občanského sektoru ,advokační organizace ,mezisektorová spolupráce ,organized civil society ,legislative change ,marketingová kampaň ,reklamní agentura ,sociální marketing ,marketing strategy ,advocacy organizations ,marketing campaign ,legislation - Abstract
The diploma thesis deals with the use of marketing strategies as tools of civil sector organizations to promote public interests. The first part of the thesis serves to clarify the theory of organized civil sector, marketing strategies of civil sector organizations and the legislative process in the Czech Republic, including clarification of the concept of public interest. The second part of the thesis consists of qualitative empirical research, which aims to describe the whole form of the selected campaign created to promote public interest in the form of legislative change while understanding how campaigners evaluate the campaign and how they perceive cooperation between civil society organizations and marketing agencies for the implementation of the campaign. The chosen research method is a case study of the successful marketing campaign of the czech civic sector organization Svoboda zvířat, which contributed to the promotion of the public interest. By using data analysis and semi-structured interviews the case study acquaints the reader with the key circumstances of the selected campaign, its proposed marketing strategy including its explanation, with the campaign implementation process including the context of the legislative process of the public interest, with evaluation of the campaign from...
- Published
- 2021
15. Marketingová strategie ubytovacího zařízení
- Author
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BERÁNKOVÁ, Tereza
- Subjects
marketingová strategie ,marketingový mix ,ubytovací zařízení ,dopady pandemie Covid-19 ,marketing ,strategic marketing process ,competition analysis ,analysis of internal and external environment ,strategický marketingový proces ,accommodation facility ,analýza konkurence ,impacts of Covid-19 pandemic ,marketing strategy ,SWOT analýza ,marketing mix ,SWOT analysis ,analýza vnitřního a vnějšího prostředí - Abstract
The aim of this diploma thesis is to set a marketing strategy for accommodation facility based on theoretical knowledge, carried out analysis and survey of customer satisfaction. As an accommodation facility has been selected a family guesthouse called Penzion Na Špičáku which is located in Český Krumlov. This diploma thesis explains terms as a marketing, strategic marketing, marketing strategy, strategic marketing process and other important terms for well understanding of given topic. For the research in this thesis, there are selected analysis of internal and external environment, competition analysis, SWOT analysis and short questionnaire of customer satisfaction. Due to the Covid-19 pandemic, the analysis of impacts on other similar accommodation facilities has been added into this thesis. Based on the outcome of the research and analysis, there is suggested a marketing strategy and actions that would lead to higher competitiveness of chosen guesthouse.
- Published
- 2021
16. Marketing plan of a sports club in a non-profit environment
- Author
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Zeman, Lukáš, Čáslavová, Eva, and Procházka, Jan
- Subjects
marketingový mix ,marketingová strategie ,akční program ,non-profit marketing ,SWOT matrix ,SWOT analysis ,analýza SWOT ,spolek ,action program ,marketing strategy ,nekomerční marketing ,SWOT matice ,association ,marketing mix - Abstract
Title: Marketing plan of a sports club in a non-profit environment Objectives: The main aim of this thesis will be to create a marketing plan for non-profit sports organization TJ SK Markvartice based on collected and analyzed data. The created marketing plan will be based on an analysis of the current situation of the club and at the same time use the knowledge of non-profit marketing so that the goals set are achieved in 2020-2024. Methods: In our work we used methods of participatory observation, semi-structured interviews, analysis of texts and documents and SWOT analysis method. All these methods were applied in order to create a detailed situational analysis of the researched sports organization, which helped to identify the most important factors affecting the researched entity and based on them to determine marketing goals and strategies of the sports organization. Results: Based on a thorough scrutiny of the club's target market (social group) and factors influencing the internal and external environment of the sports organization, the most suitable marketing strategy has been chosen. The implementation of this marketing strategy was carried out in the form of complex of preferred marketing precautions, which we identified as the most important elements with regard to meeting the set...
- Published
- 2020
17. Návrh marketingové a obchodní strategie pro začínající startup v oblasti prodeje IT služeb
- Author
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Vošmerová, Lucie
- Subjects
marketingová strategie ,marketingový mix ,primary data ,social engineering ,sociální inženýrství ,sekundární data ,secondary data ,marketing strategy ,primární data ,marketing mix - Abstract
Vošmerová, L. Marketing and business strategy for IT services sale start up. Bachelor thesis. Brno: Mendel University, 2020. The bachelor thesis is focused on an IT services sale start up. For this start up is created marketing and business strategy. The strategy is based on situation analysis which includes a market environment and primary and secondary data. The questionnaire is also a part of the bachelor thesis. Because of segmentation, targeting, positioning and found information is created marketing and business strategy using marketing mix. The target of the strategy is raised public awareness of start up’s services.
- Published
- 2020
18. Internalizace marketingu v českém managementu.
- Author
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Koudelka, Jan
- Subjects
MARKETING management ,SELLING ,CONSUMERS ,MARKETING research ,MARKETING strategy - Abstract
Purpose of the article: When we explore the role of marketing concept in decisions of Czech management by direct interviewing, the problem of self projection can immerge as the influence of professional environment. Then the estimation of the real - internalized relation towards marketing and its activities leads to the research task. One of the ways how to investigate it is to look at managers in their private life of normal consumers when they are not surrounded by professional atmosphere and pressures. The sense of this article is to explore such direction and to evaluate its possibilities. Methodology/methods: The continual research project Market&Media&Lifestyle (also known as TGI - Target Group Index) oriented towards consumers is used for this purpose. The target group of management among consumers was set up and their consumer marketing portrait in their private life was indirectly investigated by more than eighty variables. The cross tabs were used to analyze the differences in marketing empathy between management target group and the relevant population at all. The factor and cluster analysis were employed to find management groups with various level of marketing internalization. The profiles of segments were developed by contingency analysis, multidimensional scaling and MCART tree analysis. Scientific aim: The aim of the research was both to discover possibilities of such way to get the knowledge about the real marketing empathy among Czech management and to estimate its intensity. The subsequent goal was to verify if there are groups with different marketing internalisation in Czech management, if yes, then to identify such segments. Findings: The results discovered that private perception of marketing among Czech management is not optimal. Not surprisingly, at one side branded goods, quality products, innovations, information are more often preferred. On the other side management is less opened to advertising and its attitudes to e.g. sponsoring, package in their private consumer life do not differ from population. In the same time, obvious heterogeneity in marketing internalization occurred. Four segments were indentified: Tepid, Reluctant, Perceptive and Ambivalent. Conclusions: It is possible to conclude that contrary the preliminary assumptions approximately one third of management internalizes marketing concept relatively well. Even though the level of marketing concept among Czech management is not optimal some substantial marketing characteristics resonate across management. In this process personal values are much more important than factors like the size of the firm or level of management. The segment with prevailing positive private perception of marketing creates almost one third of Czech management and this finding seems to be a promising base for enrichment of marketing potential in market orientation of companies. [ABSTRACT FROM AUTHOR]
- Published
- 2013
19. VÝZNAM A POZICE CRM V ŘÍZENÍ FIREM.
- Author
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Novotný, Jaroslav
- Subjects
CUSTOMER relationship management ,INDUSTRIAL management ,CUSTOMER services ,MARKETING strategy ,STRATEGIC planning - Abstract
Copyright of Selye e-Studies is the property of Selye e-Studies and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
- Published
- 2013
20. INICIACE VZNIKU LOKÁLNÍ ORGANIZACE TURISMU NA PLZEŇSKU.
- Author
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Tittelbachová, Šárka
- Subjects
TOURISM ,MARKETING ,MARKETING strategy ,INTEGRATED marketing ,MARKETING research - Abstract
Copyright of Czech Hospitality & Tourism Papers is the property of Vysoka Skola Hotelova v Praze 8, spol. S. r.o. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
- Published
- 2013
21. BSC MODEL JAKO NÁSTROJ MĕŘENÍ ÚSPĕŠNOSTI MARKETINGOVÉ STRATEGIE ROZVOJE CESTOVNÍHO RUCHU.
- Author
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Palatková, Monika
- Subjects
MARKETING management ,MARKETING planning ,STRATEGIC planning ,MARKETING strategy ,INTEGRATED marketing ,EXPORT marketing ,INTERNATIONAL markets - Abstract
Copyright of Czech Hospitality & Tourism Papers is the property of Vysoka Skola Hotelova v Praze 8, spol. S. r.o. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
- Published
- 2013
22. Marketing communications in a chosen company
- Author
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SCHREIEROVÁ, Markéta
- Subjects
marketingová strategie ,cílový trh ,komunikační strategie ,marketingová komunikace ,marketing communication ,communication strategy ,communication tools ,komunikační nástroje ,komunikační mix ,marketing strategy ,target market ,efektivnost komunikace ,efficiency of a communication ,communication mix - Abstract
The basic goal of this thesis is to propose a communication campaign for a chosen firm by using modern tools in the communication mix. The theoretical part contains an explanation of basic concepts, tools and methods in marketing communication. The information is collected from secondary sources as are scholarly literature or internet sources. The practical part is focused on the analysis of the chosen company background and on analysis of communication tools that the company uses by encouraging information from the theoretical part. There is a proposal for a new communication campaign including the budget of the campaign in the last part of the thesis. The campaign is primarily focused on online communication and social networks.
- Published
- 2019
23. Business Plan in Agritourism
- Author
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PETR, Jindřich
- Subjects
marketingová strategie ,marketingový mix ,marketing mix ,external environment analysis ,market survey ,metoda čisté současné hodnoty ,venkovský cestovní ruch ,agroturismus ,net present value method ,podnikatelský plán ,marketing strategy ,agritourism ,SWOT analýza ,SWOT analysis ,analýza vnějšího prostředí ,persony ,rural tourism ,business plan ,personas ,marketingový výzkum - Abstract
Agritourism represents a suitable form of diversification for the farmers in rural areas. The aim of this thesis is to create a business plan for farm providing services related to agritourism in Hluboká nad Vltavou. Therefore, the thesis analyses the external environment of the planned company on the PEST framework and discerns possible threats and opportunities of the project on the SWOT analysis framework. The offer of services and products of the planned farm is based on the results of the quantitative market survey conducted in Hluboká nad Vltavou in 2018 reflected in four suggested target groups of customers and the study of the offers of rival companies in region. The rentability of the project is financially evaluated by the net present value method.
- Published
- 2019
24. „MYSLI GLOBÁLNE, KONAJ LOKÁLNE“.
- Author
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KOLLÁROVÁ, Daniela
- Subjects
AUTOMOBILE industry ,TRAFFIC regulations ,BRAND name products ,AUTOMOBILE exports & imports ,MARKETING strategy - Abstract
In the introduction of the study we will focus first of all on defining basic concepts: automotive industry and automotive market. While the denotation of automotive industry includes research, development, production and sale of new motor vehicles and trailers, in broader context also the production of automotive components, official authorized import of motor vehicles and their trading as well as training of professionals for the automotive, supplier and related industries, automotive market involves only trading in motor vehicles and trailers. Further, in the study we remind of the fact that the Law on Road Traffic divides automobiles according to the same design features (e.g. body type, wheelbase, trunk volume) into categories (Category L up to Category V). However, producers determine the character of automobiles before their assignment into classes (Class A up to Class H4), which differ from each other not only by construction features, but also by the extent of the basic equipment and the level of price. Consequently, we distinguish the mass brands of cars and the premium brands of cars. Finally, in the study we draw attention to the official import of personal motor vehicles and their trading by importers in Slovak Republic. We describe tasks of importers and authorized vendors. Following the implementation of marketing activities associated with the brand of vehicles while maintaining the main marketing and communication strategies of the parent company, we interpret partial outcomes of the survey carried out among them. [ABSTRACT FROM AUTHOR]
- Published
- 2013
25. MERENÍ ATRIBUTŮ MARKETINGOVÝCH INFORMACÍ.
- Author
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KUPEC, Václav and KRETTER, Anton
- Subjects
MARKETING ,MARKETING management ,METHODOLOGY ,PRICES ,MARKETING strategy - Abstract
Marketing data are important part of the empirical marketing. That is the reason why we need to measure and analyze these data precisely. The results of the traditional information chain (data -- information -- knowledge) can be used as source materials for marketing management. The aim of this study is to analyze selected marketing data attributes and to propose possible approach to their measurement. The methodology of this study is to analyze the recent theories as well as the observation and modelling of behaviour of the selected marketing data such as opportuneness, accuracy and value. Among the findings of this article we can include the data opportuneness which prefers actual information, and also the accuracy which is derived from factors that create and transmit the data. We cannot forget the value of the data which takes into account mainly the time phase and the final user in comparison with the price measurements. This study also finds the possibilities of further processing of this topic mainly in the relation to the data persistence. In conclusion, we would like to state that the analyzed and measured marketing data are useful source materials for the marketing strategy of users or marketing management. [ABSTRACT FROM AUTHOR]
- Published
- 2013
26. Guerrilla marketing jako výzva pro knihovny, Guerrilla Readers jako vyzyvatelé.
- Author
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Güntherová, Eva and Sovová, Eliška
- Subjects
- *
GUERRILLA marketing , *SOCIAL marketing , *INTERNET marketing , *ADVERTISING , *MARKETING strategy , *VIRTUAL machine systems , *INTERNET access for library users , *ONLINE social networks , *SOCIAL media , *SOCIAL networks - Abstract
The article presents Guerrilla marketing as marketing style suitable for libraries, advertising their services and popularization of reading in general. It informs about project Guerrilla Readers realized in KIKS FF MU in Brno which sets an aim to apply and analyse unconventional marketing methods in this sphere and to share acquired knowledge and experiences above all in virtual platform compound of free accessible implements and services of the Internet which work on principle of social media and networking. [ABSTRACT FROM AUTHOR]
- Published
- 2009
27. Analysis and optimalization of the marketing strategy in the company Fun Spot Lipno a.s
- Author
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HRIC, Matyáš
- Subjects
marketingová strategie ,analýza ,obchodní příležitosi ,analysis ,Optimalization ,marketing strategy ,Optimalizace ,marketingový mix ,business opportunities ,marketing mix - Abstract
The main aim of this bachelor thesis is analysis and consequent optimization of marketing strategy in Fun Spot Lipno a.s. The theoretical part is focused on the description of the most important basic concepts of marketing, marketing concepts and marketing history. In addition, an analysis of the marketing strategy and the internal and external environment of the company is carried out. A certain part is also devoted to the analysis of the marketing mix, which is an important part for research purposes in the practical part of this thesis. The practical part of the course features a brief characteristic of Fun Spot Lipno a.s., which deals with the mediation of services in the entertainment industry. In addition, this part deals with the design and optimization of the marketing strategy of the company, with a description of the market and competitive environment, goals, strategies, individual analyzes (internal and external environment) and last but not least marketing mix. All the results that will result from the research will serve as a basis for the design of the most appropriate marketing strategy or optimization.
- Published
- 2018
28. Plan how to support marketing activities development in boat rental in Znojmo
- Author
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Horáková, Jana, Voráček, Josef, and Šrámek, Martin
- Subjects
marketingová strategie ,vodní turistika ,Marketing ,marketingová komunikace ,water tourism ,marketing communication ,marketing strategy ,SWOT analýza ,SWOT analysis - Abstract
Title: Plan how to support marketing activities development in boat rental in Znojmo. Objectives: The aim of the thesis is to analyze (including SWOT analysis) the marketing activities of the company Půjčovna lodí Dyje in Znojmo. On the basis of these findings to propose a plan for their development. The next task is to establish support activities and complementary activities to contribute positively to the promotion of rentals not only in Znojmo but also in the region South Moravia. The result of the work would be a proposal for specific technical and creative steps to complement existing but also new marketing activities of the 2018 period. Methods: Information and data were based of the documents and information provided directly by the company Půjčovna lodí Dyje. They were subsequently used in analyzing the marketing environment, where the organization is located. After identifying the weaknesses and strengths that were subsequently highlighted in the promotion, will be build a SWOT analysis of the company. Results: The company Půjčovna lodí Dyje has shortcomings in the promotion and indirect communication tools with customers. Based on this knowledge, a plan has been developed to support the development of existing and brand new marketing activities that appeal to the wider public and...
- Published
- 2018
29. Marketingová strategie projektu Radegast Index
- Author
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Loudová, Kristýna, Voráček, Josef, and Šíma, Jan
- Subjects
Hokej ,Radegast ,SWOT analýza ,SWOT analysis ,Hockey ,strategická řešení ,strategic solutions ,marketingová strategie ,marketing strategy - Abstract
Name: Radegast Index Marketing Strategy Objectives: This diploma thesis deals with the research of the Radegast Index project, which is for the fifth- year official statistics of the highest Czech ice hockey competition. The work was complemented by expert studies on the subject. The task of the work was to find out the awareness of the Radegast Index project and its connection to hockey. Consequently, design a marketing strategy that resulted from the results of questionnaires, interviews and SWOT analysis. Methods: Research of the Radegast Index project was conducted through electronic questionnaire. Other research methods were a semi-structured interview with a Radegast brewery specialist and a SWOT analysis of the project. Results: The result of this diploma thesis is a proposal of a marketing strategy, which is designed to raise awareness of the connection of the brand Radegast with extraleague hockey and the Radegast Index project. This strategy, which contains two different financially demanding directions, is designed to match the results of marketing research. in which we have found a strong knowledge of the project among hockey fans, but outside of this community, project awareness is very low. Both draft strategies are therefore designed to address the target segment outside the ice...
- Published
- 2018
30. Online marketing strategy proposal for chateau Fryštát in Karviná
- Author
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Kratochvílová, Eliška, Kvítková, Zuzana, and Netková, Jarmila
- Subjects
marketingová strategie ,social media ,sociální sítě ,marketing strategy ,online marketing - Abstract
The aim of this bachelor thesis is to devise an online marketing strategy for chateau Fryštát in Karviná. The theoretical part of this thesis deals with marketing, definitions of related terms and description of the marketing plan. The thesis also focuses on the specifications of online and social media marketing and in the last chapter of the theoretical part marketing in tourism and marketing of cultural attractions is defined. The practical part of the thesis introduces chateau Fryštát, evaluates the current state of the online marketing strategy, analyzes the competition and develops a SWOT analysis. Then the thesis devises a new online strategy on social media, websites and using banners and PPC advertising. Last the budget and a time schedule for the strategy are drafted.
- Published
- 2017
31. Marketing strategy of football club SK Slavia Prague
- Author
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Ježek, Tomáš, Zeman, Jiří, and Filipová, Alena
- Subjects
marketingová strategie ,football club ,fotbalový klub ,marketingová komunikace ,sportovní marketing ,marketing communication ,marketing strategy ,SK Slavia Prague ,sport marketing ,SK Slavia Praha - Abstract
Bachelor's thesis is concerned with the current marketing strategy of football club SK Slavia Prague. Its main aim is to evaluate the strategy. The thesis is divided into four chapters. The first chapter is theoretical with an introduction to marketing communication and sport marketing. The second chapter is focused on football club SK Slavia Prague. There is a description of its current situation with a focus on its current marketing strategy. In the third chapter the results of conducted marketing research, which measures the awareness of marketing activities of SK Slavia Prague, can be found. In the last chapter of this bachelor's thesis is stated interpretation of results of the marketing research and subsequently evaluation of current marketing strategy of football club SK Slavia Prague.
- Published
- 2017
32. The marketing strategy of Wedding Design agency
- Author
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Nováková, Tereza, Vávra, Oldřich, and Fryčová, Markéta
- Subjects
Marketingový mix ,Marketingová strategie ,Svatebmí agentura ,Marketing ,Wedding agency ,Marketing strategy ,Marketing mix - Abstract
Focus of this Bachellor thesis is a marketing stragegy of Wedding Design, one of the oldest wedding agency in the Czech Republic focused predominantly on a Czech client base. Goal of this thesis is to analyse the current marketing strategy and to suggest its potential improvements. The theoretical part of the thesis defines the basic concepts as marketing, marketing strategy or a marketing mix. The second practical part is focusing on characteristics of the current local market, status and impact of the external factors in the light of the current marketing strategy of the agency. From the available research results its apparent that the market demand for wedding agency services is increasing which naturally creates competition in this are. This drives the suggestions for improvements of the marketing strategy of Wedding Design presented at the end of the thesis.
- Published
- 2017
33. Analysis of the different marketing strategies of Pepsi Cola in the markets of India and the U.S.A
- Author
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Štěrbová, Kateřina, Cook, Gina, and Halík, Jaroslav
- Subjects
marketingová strategie ,USA, Indie ,USA, India ,marketing strategy ,PepsiCo - Abstract
The goal of the thesis is to compare marketing strategy of the company PepsiCo in home market and in a foreign market. The home market, the USA, represents the developed market. For a contrast, the emerging market of developing country, India, has been chosen. The marketing strategies are compared on the theoretical basis. Theory of marketing strategy is used for identification of the most important marketing aspects that influence internationalization of a company. Identified marketing aspects are examined at the US and India market. In conclusion, the comparison proves that marketing strategy of PepsiCo is adapted to the specifics of a market according to the approach think global, act local.
- Published
- 2017
34. Marketing Plan of a chosen Company
- Author
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KOMÁRKOVÁ, Hana
- Subjects
marketingová strategie ,marketingový plán ,marketingové plánování ,marketing ,marketing strategy ,marketing planning ,marketing plan - Abstract
The aim of this bachelor's thesis is to analyse the recent situation of marketing activities of the chosen company and to draw up a marketing plan. The thesis describes the theoretical background related to the marketing planning and analysis of the individual parts of the marketing plan. Based on the analysis, the marketing goals and the business strategies are set. The elements of the current marketing mix are evaluated and improved. The marketing plan also contains programs of planned activities, budgets and the control performance. The thesis primarily pays attention to the marketing plan to be applicable in practice.
- Published
- 2017
35. Marketing strategy of selected company
- Author
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Červinková, Lucie, Zeman, Jiří, and Filipová, Alena
- Subjects
marketingová strategie ,marketingový mix ,prostředí firmy ,marketing ,marketingová komunikace ,marketing communication ,marketing strategy ,company´s enviroment ,marketing mix - Abstract
This bachelor thesis deals with marketing strategy of a selected company. The objective of the thesis is to describe marketing of selected company and suggest the improvements of the marketing strategy. The thesis is composed of three main parts. The first chapter is theoretical and summarizes theoretical knowledge generally. The second part describes the company itself. The second part focuses on business environment and SWOT analysis. The practical part firstly describes marketing strategy of the company and after that deals with suggestion of marketing strategy and how to improve the current strategy which is mentioned.
- Published
- 2017
36. E-commerce Grocery Retailers in the Czech Market
- Author
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Semeráková, Nikola, Pešek, Ondřej, and Zímová, Aneta
- Subjects
marketingová strategie ,e-grocery ,purchase behaviour of consumer ,e-commerce ,nákupní chování ,marketing strategy ,potraviny online ,zákaznická péče ,customer care - Abstract
This bachelor thesis deals with an analysis of online grocery retailers in the Czech market - Tesco Potraviny online, Rohlik.cz, Košík.cz. The thesis is divided into the theoretical and practical part. The theoretical part focuses on the latest trends in e-commerce, e-grocery, buying behaviour of Czech customers on the Internet and marketing strategies. The practical part of the thesis is based on qualitative research in the form of interviews with experts and findings from expert conferences. Results from the information acquired - the purchasing process from a customer and seller, marketing strategies of companies and customer care. Then, through mystery shopping, it was found out which of the grocery retailers best satisfies customer requirements. Mystery shopping results are the source of suggestions and recommendations for monitored e-shops.
- Published
- 2017
37. Proposal of communication strategy for Euro Frigo Praha
- Author
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Feldová, Kristýna and Král, Petr
- Subjects
communication campaign ,komunikační strategie ,marketing malých firem ,marketingová komunikace ,marketing of small companies ,marketing strategy ,komunikační kampaň ,communication strategy - Abstract
Diploma thesis named Proposal of communication strategy for Euro Frigo Praha aims at proposing communication campaign that perfectly responds needs and financial possibilities of chosen company. Euro Frigo Praha is a company that imports fish and seafood to Czech market. The management of company has not developed almost any marketing activities since the company was found many years ago. This thesis aims at proving that also small Czech company with very limited budget can implement effective communication campaign when choosing suitable marketing message and communication mix.
- Published
- 2017
38. Marketing strategy analysis of coffee brand Jacobs
- Author
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Dinh Huyen, Trang, Postler, Milan, and Menčík, Lukáš
- Subjects
Marketingová strategie ,Coffee ,Marketing ,Káva ,Značka Jacobs ,Marketing strategy ,Brand Jacobs - Abstract
The Master thesis deals with marketing strategy analysis of coffee brand Jacobs, which is one of global brands of Jacobs Douwe Egberts company. The goal of this diploma thesis is the analysis of marketing strategy and on the basis of questionnaire survey there are suggested activities to improve current marketing strategies. In the theoretical part there are summarized main theoretical findings about marketing generally, one subchapter is dedicated only to brand and its impact on marketing, which provide insight into the issue. The practical part focuses on the coffee market of Czech Republic, on the company itself, it also deals with individual policies of the company, with rival companies, inner and outer analysis, and least but not last SWOT analysis. Questionnaire survey is also the part of practical part and the final part contains on basis of that survey suggestions for improvement of marketing strategy.
- Published
- 2017
39. Marketing strategy possibilities in a selected field
- Author
-
Radimerský, Martin, Koudelka, Jan, and Kolouchová, Daniela
- Subjects
marketingový mix ,marketingová strategie ,vnímání značky ,brand perception ,marketing strategy ,MML-TGI ,marketing mix - Abstract
The bachelor thesis deals with the possibilities of marketing strategy in the selected area, which is the sports shoes and apparel market. Its main objective is to analyze and evaluate the marketing strategy of two leaders of the market - Adidas and Nike, and based on this analysis, with the projection of the specifics of Czech market, to develop a marketing strategy proposal for the company newly entering the market. The theoretical-methodological part summarizes the current knowledge of marketing, defines the basic concepts and describes the methodology used for the elaboration. The practical part deals with specific brands, outlines their market position and analyzes the marketing mix. It also explores brand perception and marketing mix among Czech consumers using MML-TGI data and its own questionnaire survey. At the end, the marketing strategies of both brands are thoroughly evaluated and based on this assessment, with inspiration from the primary data analysis, a marketing strategy for the new company is created.
- Published
- 2017
40. Marketing strategy of AC Sparta Praha in Czech republic and abroad
- Author
-
Hanzálek, Jan, Gullová, Soňa, and Srbecký, Michal
- Subjects
marketingová strategie ,commercial communication ,komerční komunikace ,AC Sparta Praha ,marketing strategy ,marketing ve sportu ,marketingové řízení ,marketing management ,marketing comparison - Abstract
The aim of this study is at first to investigate objectively and evaluate the marketing strategy of the club. With the help of various analyzes, the entire concept will be monitored and defined easily both on Czech and international scale. Not targeting solely on the current research, but I'd like to suggest some changes that might improve and strengthen the position of the team in the future.
- Published
- 2017
41. Marketing strategy of the chosen company
- Author
-
Šuláková, Veronika, Filipová, Alena, and Zeman, Jiří
- Subjects
marketingový mix ,marketingová strategie ,trh s vínem ,online marketing ,marketing strategy ,wine market ,marketing mix - Abstract
The thesis deals with the marketing strategy of the company Vinné Sklepy Kutná Hora, s.r.o. The aim of the thesis is to introduce and evaluate current marketing activities of the chosen company and subsequently propose convenient recommendations. Initially, the thesis defines the key marketing terms with a focus on the online marketing. The thesis also analyses the wine market situation namely at the world wine market as well as at the wine market of the Czech Republic. Theoretical findings and the analysis of the wine market serve as a solution for the evaluation of current marketing activities of the chosen company. Subsequently, convenient recommendations have been proposed which could help the company extend the range of its customers and increase its sales.
- Published
- 2017
42. Marketing strategy of Lidl in the Czech republic
- Author
-
Seidlová, Barbara and Průša, Přemysl
- Subjects
marketing mix ,Lidl ,marketingová strategie ,komunikační strategie ,maloobchod ,marketing strategy ,retail ,marketingový mix ,communication strategy - Abstract
The objective of the thesis is evalution marketing and communication strategy of Lidl in the Czech republic, identify key factors of success of this company and propose improvement of marketing strategy. In the first part, I explain the theory of marketing, marketing strategy and communication strategy. In the second part, I focused on current situation in the retail market and especifically on the marketing strategy of Lidl company. Based on facts, I propose the possibilities of improving the marketing strategy.
- Published
- 2017
43. Marketing strategy of selected company
- Author
-
Brabcová, Adéla, Filipová, Alena, and Zeman, Jiří
- Subjects
marketingová strategie ,football club ,FC Baník Ostrava ,sports marketing ,fotbalový klub ,FC Banik Ostrava ,marketing strategy ,sportovní marketing - Abstract
This diploma thesis deals with the marketing strategy of the football club FC Baník Ostrava. The aim of the thesis is to analyse the marketing strategy of the company and afterwards suggest possible improvements. The theoretical part focuses on marketing, marketing strategies, new trends in marketing, marketing in sport and on situation analysis. The practical part contains introduction and characteristics of the company, its marketing mix and situation analysis of the club. For better identifying of the awareness of the club supporters about marketing activities were used questionnaire and its evaluation. In conclusion there are some suggestions for the improvement of marketing strategy.
- Published
- 2017
44. Position of the brand AB on czech market with electronics and it's marketing strategy
- Author
-
Wiesnerová, Renata, Zamykalová, Miroslava, and Němeček, Tomáš
- Subjects
marketingová strategie ,K+B Progres ,microcool brand analysis ,SWOT analýza ,SWOT analysis ,inovace ,malá spotřební elektronika ,Expert ČR ,analýza mikrookolí ,PEST analýza ,marketing strategy ,analýza VRIO ,innovation ,small domestic appliances ,PEST analysis ,analysis VRIO - Abstract
This thesis deals with the analysis of the marketing strategy and activities of the AB brand, which is part of the K + B Progres, a.s. Brand management is in charge of the so-called Import Department, which is already engaged in export activities. The work is focused on the portfolio of small consumer electronics. The company does not produce the goods but trades with it. The author of the thesis explores the existing marketing activities of the AB brand and further analyzes its external and internal environment. The analyzes that have been carried out in order to meet the objectives of the work are PEST, VRIO and microcool brand analysis. In addition, the author made a questionnaire survey mainly to determine the perception of the AB mark of the consumer. On the basis of the collected information, SWOT analyzes and the resulting recommendations were developed.
- Published
- 2017
45. Presentation of francophone countries (except France) in geographic and travel magazines published in Czech Republic
- Author
-
KAŠPAROVÁ, Tereza
- Subjects
French-speaking countries ,zeměpisné a cestovatelské časopisy ,frankofonní země ,tourist industry ,marketing strategy ,marketingové strategie ,geographical and travel magazines ,cestovní ruch - Abstract
The aim of this bachelor's thesis is to provide an analysis of the image of French-speaking countries (except France) reflected by the geographical and travel magazines published in the Czech Republic. The theoretical part of this thesis deals with the tourist industry and its various types. It is followed by an overall presentation of Francophony, the French language in Europe, and then the French-speaking countries (European and partially non-European countries) from a historical point of view as well as a tourist destination. The theoretical part is concluded by a short description of the marketing strategy of the tourist destination and a presentation of the studied periodical (geographical and travel) magazines. As for the practical part, it is devoted to the analysis of the articles concerning French-speaking countries. The latter part focuses on the quantity of found articles, the linguistic part of the articles and the evaluation of presented informations in which the thematic units are organised. The result of this thesis is a presentation of the complex image of the studied countries presented to the readers. The thesis comprises a conclusion summarizing the text, a trilingual glossary, and an annexe showcasing the evaluation of questionnaires responded by Swiss and Belgian citizens.
- Published
- 2017
46. The strategy for launching a new product
- Author
-
Fialová, Petra, Filipová, Alena, and Zeman, Jiří
- Subjects
Marketingová strategie ,Marketingový mix ,Marketingové cíle ,Situační analýza ,Situation analysis ,Rozpočet ,Launch of a new product ,Action plan ,Budget ,Uvedení nového produktu na trh ,Marketing objectives ,Marketing strategy ,Finanční plán ,Financial plan ,KPIs ,Akční plán ,Marketing plan ,Marketingový plán ,Marketing mix - Abstract
This diploma thesis deals with preparation of marketing plan for launching a new product on market with full auto coffee machines. The aim of this thesis is to propose complete marketing plan divided into single steps including market analysis, definition of marketing objectives and marketing strategy based on marketing mix for achieving the objectives.
- Published
- 2017
47. Marketing strategy of Grena
- Author
-
Kipielová, Anna, Khelerová, Vladimíra, and Vojtíšek, Zdeněk
- Subjects
marketingová strategie ,marketingový mix ,vermiculite ,face panels ,vermikulit ,kitchen doors ,marketing ,SWOT analysis ,nehořlavé materiály ,obkladové panely ,marketing strategy ,SWOT analýza ,kuchyňská dvířka ,fire resistant materials ,marketing mix - Abstract
The aim of the bachelor thesis is to inform a reader about marketing and to analyse the marketing strategy of Grena, a.s., which offers fire resistant materials, boards, face panels, vermiculite and kitchen doors. The theoretical part is focused on marketing, marketing strategies, SWOT analysis and on marketing research and the competition analysis. The following part is focused on the company Grena, a.s. This part describes the company and the history of this company, the range of products this company offers and the activity of the company on foreign markets. This thesis also analyses the competition in the fields, where Grena is active. The marketing analysis is based on marketing mix 4P. The end of this thesis includes SWOT analysis. There are also some suggestions for new solutions and for improvements of the marketing strategy of the company which are based on the SWOT analysis.
- Published
- 2017
48. Marketing strategy of selected company
- Author
-
Fogl, Zdeněk, Zeman, Jiří, and Filipová, Alena
- Subjects
marketingový mix ,marketingová strategie ,situation analysis ,LEGO ,SWOT analýza ,SWOT analysis ,marketing strategy ,situační analýza ,marketing mix - Abstract
The thesis is focused on evaluation of marketing strategy of a selected company focusing on NINJAGO brand on Czech market. Thesis is divided into two chapters. First chapter includes theoretical part and describes strategic planning process and product management. Theoretical part starts from situation analysis, following with outputs from situational analysis, marketing objectives, strategies towards customer and competition. Following with marketing mix, action plan, monitoring and evaluation. Second chapter covers practical part, where strategy is analysed in same steps as in the theoretical part. Obtained information and recommendations are summarized in final part of second chapter.
- Published
- 2017
49. Marketing plan of Pražská kavárna for 2018
- Author
-
Sojková, Lucie, Kvítková, Zuzana, and Daňková, Zdeňka
- Subjects
catering services ,marketingová strategie ,marketingový plán ,strategic management ,marketing ,stravovací služby ,marketing strategy ,strategické řízení ,hospitality ,business plan ,cafe ,pohostinství ,kavárna - Abstract
This diploma thesis deals with the analysis of the current marketing plan of the existing café Pražská kavárna and recommends a marketing strategy for the next period. The main objective of this thesis is to propose a new marketing plan for Pražská kavárna for the following year 2018, based on the gained theoretical knowledge and information gathered from the analyses of current marketing practices. The partial objectives are to make a business situation analysis (macro, micro and internal environment), characterize the company's marketing mix, to identify points for improvement, and to develop the resulting targets and strategies. The thesis is divided into five chapters, into the theoretical and practical parts. The first part deals with the theory of strategic planning and the specifics of marketing in the hospitality industry and includes current food trends. In the second part, the theoretical knowledge is applied in order to evaluate the current marketing strategy of the company and design a new marketing plan.
- Published
- 2017
50. Proposal of a solution for a recreational facility management system
- Author
-
Valová, Anežka, Pichanič, Mikuláš, and Staňková, Anna
- Subjects
change management ,marketingová strategie ,management ,types of organizational structures ,analýza ,organizational structure ,analysis ,typy organizačních struktur ,řízení změn ,marketing strategy ,financial management ,organizační struktura ,finanční řízení - Abstract
The aim of this masters thesis is to propose a new organizational structure of the hotel castle Valeč and to evaluate its financial situation. In order to assess the financial situation, financial methods such as horizontal and vertical analysis, cost-effectiveness, return on revenues and accommodation indicators (occupancy, average price per room and price for the available room) are applied to the enterprise. The thesis consists of a theoretical and practical parts. The theoretical part defines methods of management of small and medium enterprises, which include marketing strategy, financial management, management of the company development and growth. It is followed by a practical part, which contains a description of the hotel castle Valeč, a SWOT analysis, a financial analysis and an analysis of the current state of the organizational structure. In the conclusion of the masters thesis, problems are identified based on these analyses and changes in the organizational structure are proposed.
- Published
- 2017
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