This master thesis focuses on the field of customer relationship management in the e-shop pneumatiky.cz. This e-shop belongs to group of shop owned by company Onio s.r.o. The theoretical part is devoted to marketing, market segmentation, competition, marketing mix and customer relationship management. The second part of the thesis is an analysis of the current state of company. The final part is devoted to proposals to improve the company's marketing, especially in the area of customer relationship management.

The master thesis focuses on defining a new business model of a selected company operating in the field of information systems development and web applications. Based on theoretical knowledge, the thesis analyzes the strategic position of the company and then proposes a new business model. The final part contains an evaluation of the defined variants of development and risk assessment.

This thesis deals with the methods of the real estate market segmentation in relation to the valuation process. Following the application part, which is an analysis of the real estate market in the city of Brno. On its basis procedures, that can help the expert with dividing real estate market into individual segments, are described. And also gives recommendations on how to deal with the information obtained.

Den internationella marknaden inom sport har de senaste åren vuxit kraftigt. Det har bidragit till att supportrar finns i olika delar av världen med en personlig bakgrund som skiljer sig från person till person, vilket påverkar deras uppfattning. Varumärken har därför mer och mer börjat se intresset i att använda sponsring i sin kommunikationsstrategi för att uppnå brand equity. Däremot har de ett hinder i att försöka nå ut och förstå alla de sportkonsumenter som befinner sig inom det nya och stora segmentet med blandade kulturer, ålder, kön och uppfattningar om varumärken som sponsrar inom sport och fans som är dedikerade till sporten. Syftet var därför att skapa mer kunskap om sport konsumenters uppfattning av sport och försöka hjälpa varumärken på den internationella marknaden. Studien undersökte hur konsumenter uppfattar sponsring och om det finns några kopplingar till deras bakgrund. Med en referensram av sponsring inom sport och konsumentbeteende, gjordes det en kvantitativ undersökning där över 300 sportkonsumenter fick svara på en enkät och uppvisa sin personliga uppfattning. Det visade sig att undersökningen gav både varierande svar, men även lika, om hur de uppfattar sponsring gentemot deras demografiska bakgrund. Olika delar av världen, kulturer, kön och åldrar påvisade ett resultat i att det med stor sannolikhet finns en koppling mellan deras personligabakgrund och deras uppfattning. Slutligen, visade studien att konsumenter av sport har olika reaktioner som påverkas av allt som har hänt och händer i deras liv, vilket är viktigt att beakta för varumärken som tar sig in på den internationella marknaden för sport och vill skapa stark brand equity. / The international market for sports has seen increased growth for the past few years. This has contributed to more fans who come from different parts of the world and have a personal background that differs from person to person, which affects their perception. Brands have therefore, more and more, started to see the appeal in using sponsorship as their communications strategy to achieve brand equity. However, there are obstacles in trying to reach all these new sports consumers that exist within new and larger segmented markets. That is because there are variations in culture, age, gender and perception of brands using sponsorship in sports and fans who are dedicated to their sport. For that reason, the aim was to create more knowledge about sports consumers’ perception of sports sponsorship and try to help brands on the global market. The study researched how consumers perceive sponsorship and if there are any connections to their background. With a frame of reference within sponsorship in sports and consumer behavior, a quantitative study was created with over 300 sports consumers who got to answer a survey and exhibit their personal perception. The study showed both varied and similar answers about how they perceive sponsorship in regards to their demographic background. Different parts of the world, cultures, gender and ages, demonstrated a result that it is with great probability that there are connections between their personalbackground and their perception. Finally, the study proved that consumers of sport have various reactions and they pull these reactions from what has happened during their life, which is important for brands who enter the global market for sports and want to create a stronger brand equity.

This report is a part of a larger project with the aim of developing a proof-of-concept prototype. The project was started on the initiative of Company X and is a collaboration between them and the University of Borås. Company X are a logistics consultant firm specialized in warehousing operations. Through this project Company X hope to strengthen their standing on the market and offer their customers new and innovative solutions. The purpose of this project is to, with the assistance of AI, calculate in what cluster within a warehouse a product should be placed in order to create more efficient picking routes and to research the market in order to evaluate the business potential for this kind of service. This specific report aims to conduct a market analysis for the potential service. It will do so by conducting interviews and creating a theoretical framework consisting of relevant literature. When performing the market research and analysis of the potential IT-service there are a few limitations caused by a number of factors that could potentially affect the significance of the end result. The service is not yet developed and cannot be described in detail but only as an idea, which could make it difficult for the interview respondents to fully understand the service. The report will also be limited for certain practical reasons such as the Covid-19 pandemic. Because of this, the report has not had the opportunity to conduct the interviews with potential customers on site but have been conducted online, via link. The theoretical framework has two different main focus areas. The first area addresses basic warehouse logistics and difficulties in selling high technology products, while the second area includes marketing strategies and strategic marketing planning. The market analysis will consist of a SWOT-analysis and an STP-analysis. The report has concluded that the service has potential and suggests that company type B is the best suited potential customer. Personal and demand driven sales are also considered helpful factors when selling high-tech products and solutions. / Detta arbete är en del av ett större projekt med syftet att utveckla en proof-of-concept prototyp. Projektet, som är ett samarbete mellan ”Företag X” och Högskolan i Borås, startades på initiativ av Företag X. Företaget är specialiserat på logistiklösningar och lagerverksamhet. Förhoppningen med projektet från Företag X perspektiv är att stärka sin marknadsposition och kunna erbjuda sina kunder nya och innovativa lösningar. Projektets syfte är med hjälp av AI beräkna i vilket kluster inom ett lager en produkt ska placeras för att skapa effektivare plockrundor samt att undersöka marknaden för att kunna utvärdera affärspotentialen för denna typ av tjänst. Detta arbete syftar till att genomföra en marknadsanalys för den potentiella tjänsten som underlag för forskningsprojektet. Marknadsanalysen baseras på kvalitativa intervjuer med personer utvalda genom ett experturval samt ett teoretiskt ramverk. Marknadsanalysen har vissa begränsningar som potentiellt kan påverka resultatet. Bland annat det faktum att tjänsten inte är utvecklad än och därför bara kan beskrivas som idé vilket kan bidra till svårigheter för intervjurespondenterna att förstå tjänsten fullt ut. Även Covid-19 pandemin anses vara en begränsning rent praktiskt då intervjuerna inte har kunnat ske på plats utan har fått ske digitalt istället. Det teoretiska ramverket har två huvudfokus, det ena berör lagerlogistik och svårigheter med att sälja högteknologiska produkter medan det andra behandlar marknadsföringsstrategier och strategisk marknadsplanering. Marknadsanalysen består av en SWOT-analys och en STP-analys. Arbetet har kommit fram till att tjänsten har potential och föreslår företagstyp B som den mest optimala kunden att rikta försäljning av denna typ av tjänster mot. Personlig och efterfrågestyrd försäljning anses vara viktiga aspekter av försäljning av högteknologiska produkter och tjänster.

From the Polanyian perspective on the double movement of labour commodification and self-protection of Society, the aim of this study was to examine how unionists perceive and problematise precarious employment and what are their practices for unionising and thereby securing precarious workers. A double case study was conducted in the hotel-restaurant and construction sectors in Sweden with the participation of blue-collar unionists with diverse backgrounds and experiences. The results show that precarious work is associated with labour market segmentation, subcontracting and fragmentation of economic organisations, deskilling of work, loss of autonomy and sometimes over-qualification of workers. Perceived difficulties for unionisation are fear, lack of knowledge of precarious workers about their rights, membership cost, status frustration and lack of interactions with other workers. Reported practices for unionising precarious workers consist of dealing with these barriers in order to build trustful relations and empowering workers through education and inclusion in leadership positions. Actions taken to protect and secure precarious workers are strongly interlinked with their unionisation and seem to rest mainly on negotiations. The main conclusions of the study are that precarious work means a loss of control by workers over their work life stemming from labour commodification and flexibilisation due to increased management control and lack of rights and protections surrounding work. The formation of solidarities needed for unionisation is hindered by the detachment of precarious workers from the work community and by inequality regimes. The domination of fear manifests the prevalence of emotions. Therefore, the care and emotional work of unionists is essential for making workers feel confidence. Unions practices tend to lean also, to some extent, towards organising and community building models. Thereby, union agency appears to be able to engage in an interplay with structures to exert some influence on employment and industrial relations.

The growth of the ecotourism industry has resulted in increased demand for ecotourism and, consequently, the demand for one of the most renowned ecotourism destinations in South Africa, the Kruger National Park. Eco-tourists are highly educated and expect information-rich experiences which can be addressed with interpretation services. Previous studies indicated that the Kruger National Park‟s management neglects the importance of interpretation and, thus, the expectations of interpretation services exceeded the actual experience thereof. Additionally, the Kruger National Park is faced with a decline in public funding and consequently shifted their focus to ecotourism management to support successful conservation management of the park. Interpretation, however is not only considered to be an important educational tool that addresses visitors‟ expectations for educational services, but also contributes to national parks‟ conservation mandate since it influences visitors‟ behaviour to be more in line with respect for the environment, philanthropic support for conservation and general environmental behaviour. Clearly the Kruger National Park should address interpretation services with the aim of addressing visitor expectations but also to contribute to conservation management. The aim of this study is therefore to develop an interpretation framework for the Kruger National Park. To achieve this aim, this study made use of a self-administered questionnaire which was distributed in the southern and northern regions of the park during December 2011 and June 2012 respectively. Only one questionnaire per travelling group was distributed and resulted in 855 completed questionnaires for this study. Furthermore, the aim of the study was realised by means of several objectives. The first objective was to conduct a thorough literature analysis on the components, theories and goals related to interpretation within ecotourism related products. This was accomplished in Chapter 2 and provided a conceptual framework which was tested in the subsequent chapters to provide an interpretation framework for the Kruger National Park. The second objective explored all the methodological considerations for the subsequent chapters (i.e. articles). Due to the limited space available in the articles, Chapter 3 provided additional information or methodological considerations not captured in the articles of the study. The third objective of this study determined the interpretation expectations and experiences of visitors to the Kruger National Park. This was done in Chapter 4 of the study. Factor analyses revealed visitors‟ expected and experienced interpretation services and compared these factors by means of paired sample t-tests for the park as a whole as well as between the northern and southern regions of the park. The results revealed that there is a gap between visitors‟ expectations and experiences with interpretation services of the park, however, there are no significant differences between the northern and southern regions‟ interpretation services. In addition to determining the visitors‟ expectations and experiences with the Kruger National Park‟s interpretation services; the fourth objective determined market segments for the Kruger National Park based on expected interpretation services. This was accomplished in Chapter 5 of the study by means of cluster analyses (i.e. hierarchical and non-hierarchical) that revealed four distinct markets (i.e. Inquisitive, Eager, Comfort and Quasi-interested seekers). A factor analysis also determined several motivations for visitors to visit the Kruger National Park and by means of ANOVAs and Chi-square analyses, the differences between the market segments based on socio-demographic and behavioural characteristics as well as motivations, expected and experienced interpretation services were determined. The fifth objective of this study determined whether the Kruger National Park‟s interpretation services have an impact on the visitors‟ behaviour to be more in line with the park‟s conservation practices and was accomplished in Chapter 6. This chapter made use of structural equation modelling to determine the multiple relationships between expected interpretation services as well as attitudes and behaviour. Results revealed that visitors to the Kruger National Park are inclined towards positive attitudes towards conservation practices but that the current interpretation services influenced the attitudes as well as the behaviour of visitors negatively and needs to be addressed. Lastly, the results of this research suggest several recommendations for the Kruger National Park as explained in Chapter 7 of this study. Clearly the Kruger National Park needs to address the gap between interpretation expectations and experiences by planning for interpretation in the form of a policy or strategy. The interpretation policy or strategy should also be re-evaluated and amended periodically since visitor‟s needs and markets change. An interpretation framework is presented for the Kruger National Park based on the results of this study to address the current dilemmas of the park in terms of interpretation. Not only did this study provide practical contributions to the Kruger National Park but made several distinct contributions. An interpretation framework was developed that can not only assist the Kruger National Park but which also contributes to the body of knowledge on the topic and can also assist other ecotourism destinations in the same position as the Kruger National Park. This study also confirmed a general classification of interpretation services as well as suggested interpretation typologies that can be used for future ecotourism research. Since there was no guideline available to segment interpretation visitors, this study also made a methodological contribution by proving that expected interpretation can be a viable segmentation base and that the selection of a variable should be based on statistical calculations. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

A triathlon can be described as the combination of the three athletic competencies swimming, cycling and running where each of the items is performed in a specific order and vary in distance. A triathlon is a very select sport that only attracts specific participants, seeing that constant training is necessary in order to improve fitness and skill in the three different disciplines. Being a triathlete involves a substantial amount of physical and psychological stress over several hours of continuous activity. Therefore the key aspects that drive this study are the following: * The uniqueness of triathlons and triathletes makes it important to research certain aspects such as: Who these participants are? Why they participate in triathlons? And why do they return to the event each year? * Currently most triathlon research is done in countries such as United States of America, Australia, Germany and Japan. There are also numerous studies done on triathletes, although most of these studies focus on physiological and medical aspects of these athletes. * To the best of the author’s knowledge no other study in South Africa has focused on profiling triathletes and gaining knowledge on what differentiates these participants from other endurance sport athletes. * As there is currently a deficiency of information regarding triathletes in South Africa it becomes imperative to research this market through market segmentation. With the latter in mind, the main purpose of this study was to apply market segmentation on triathletes that participate in Ironman South Africa, the only full-length Ironman held on the African continent. In order to achieve this goal a destination-based survey took place during the registration process of participants at The Boardwalk Convention Centre and Spa in Port Elizabeth. A total of 425 completed questionnaires were used in the study. An in-depth literature study was also done to review different aspects of triathlons and triathletes, including the unique nature of the sport and participants as well as analysing previous literature concerning the characteristics of triathletes. Literature also explored market segmentation and the different variables used to segment triathletes and other endurance sport athletes. From literature it became clear that motives to participate and frequency of participation could be useful in segmenting sport participants. These two variables were applied to Ironman South Africa in two separate articles. In Article 1 motives to participate was applied as a market segmentation variable. It was found that triathletes were motivated by seven motivational factors including: Challenge, Inner vie, Health and fitness, Intrinsic achievement and control, Event novelty, Group affiliation and socialisation and lastly, Respect and risk. Based on these motives three distinct clusters of triathlon participants were identified: Devotees, Enthusiasts and Aspirationals. The participants in each cluster showed statistical significant differences with regard to their motives, while age was the only variable with significant socio-demographic differences between the clusters. In Article 2, frequency of participation was used to segment Ironman South Africa participants. Significant differences were found between first time and repeat participants based on the variables: demographic, behaviour and motives to participate. Four segments were identified at Ironman South Africa based on the number of times they have previously participated in the event. The frequent flyer concept was applied which resulted in the dividing of the four participant segments into different loyalty segments. The segments were the Bronze, Silver, Gold and Platinum segment. Three marketing strategies were developed, firstly for the Bronze and Silver segments (these two segments shared similar characteristics), secondly for the Gold and Platinum segments also sharing corresponding characteristics and lastly, a marketing strategy to expand triathlons in South Africa. The information obtained from the two market segmentation variables led to an array of recommendations to attract and retain participants to Ironman South Africa events. Also recommendations focus on how to expand triathlon events in South Africa. Significant contributions were made to literature regarding the profile of the Ironman South Africa participants and how these triathletes compare to other endurance sport athlete. / MCom (Tourism Management), North-West University, Potchefstroom Campus, 2014

The growth of the ecotourism industry has resulted in increased demand for ecotourism and, consequently, the demand for one of the most renowned ecotourism destinations in South Africa, the Kruger National Park. Eco-tourists are highly educated and expect information-rich experiences which can be addressed with interpretation services. Previous studies indicated that the Kruger National Park‟s management neglects the importance of interpretation and, thus, the expectations of interpretation services exceeded the actual experience thereof. Additionally, the Kruger National Park is faced with a decline in public funding and consequently shifted their focus to ecotourism management to support successful conservation management of the park. Interpretation, however is not only considered to be an important educational tool that addresses visitors‟ expectations for educational services, but also contributes to national parks‟ conservation mandate since it influences visitors‟ behaviour to be more in line with respect for the environment, philanthropic support for conservation and general environmental behaviour. Clearly the Kruger National Park should address interpretation services with the aim of addressing visitor expectations but also to contribute to conservation management. The aim of this study is therefore to develop an interpretation framework for the Kruger National Park. To achieve this aim, this study made use of a self-administered questionnaire which was distributed in the southern and northern regions of the park during December 2011 and June 2012 respectively. Only one questionnaire per travelling group was distributed and resulted in 855 completed questionnaires for this study. Furthermore, the aim of the study was realised by means of several objectives. The first objective was to conduct a thorough literature analysis on the components, theories and goals related to interpretation within ecotourism related products. This was accomplished in Chapter 2 and provided a conceptual framework which was tested in the subsequent chapters to provide an interpretation framework for the Kruger National Park. The second objective explored all the methodological considerations for the subsequent chapters (i.e. articles). Due to the limited space available in the articles, Chapter 3 provided additional information or methodological considerations not captured in the articles of the study. The third objective of this study determined the interpretation expectations and experiences of visitors to the Kruger National Park. This was done in Chapter 4 of the study. Factor analyses revealed visitors‟ expected and experienced interpretation services and compared these factors by means of paired sample t-tests for the park as a whole as well as between the northern and southern regions of the park. The results revealed that there is a gap between visitors‟ expectations and experiences with interpretation services of the park, however, there are no significant differences between the northern and southern regions‟ interpretation services. In addition to determining the visitors‟ expectations and experiences with the Kruger National Park‟s interpretation services; the fourth objective determined market segments for the Kruger National Park based on expected interpretation services. This was accomplished in Chapter 5 of the study by means of cluster analyses (i.e. hierarchical and non-hierarchical) that revealed four distinct markets (i.e. Inquisitive, Eager, Comfort and Quasi-interested seekers). A factor analysis also determined several motivations for visitors to visit the Kruger National Park and by means of ANOVAs and Chi-square analyses, the differences between the market segments based on socio-demographic and behavioural characteristics as well as motivations, expected and experienced interpretation services were determined. The fifth objective of this study determined whether the Kruger National Park‟s interpretation services have an impact on the visitors‟ behaviour to be more in line with the park‟s conservation practices and was accomplished in Chapter 6. This chapter made use of structural equation modelling to determine the multiple relationships between expected interpretation services as well as attitudes and behaviour. Results revealed that visitors to the Kruger National Park are inclined towards positive attitudes towards conservation practices but that the current interpretation services influenced the attitudes as well as the behaviour of visitors negatively and needs to be addressed. Lastly, the results of this research suggest several recommendations for the Kruger National Park as explained in Chapter 7 of this study. Clearly the Kruger National Park needs to address the gap between interpretation expectations and experiences by planning for interpretation in the form of a policy or strategy. The interpretation policy or strategy should also be re-evaluated and amended periodically since visitor‟s needs and markets change. An interpretation framework is presented for the Kruger National Park based on the results of this study to address the current dilemmas of the park in terms of interpretation. Not only did this study provide practical contributions to the Kruger National Park but made several distinct contributions. An interpretation framework was developed that can not only assist the Kruger National Park but which also contributes to the body of knowledge on the topic and can also assist other ecotourism destinations in the same position as the Kruger National Park. This study also confirmed a general classification of interpretation services as well as suggested interpretation typologies that can be used for future ecotourism research. Since there was no guideline available to segment interpretation visitors, this study also made a methodological contribution by proving that expected interpretation can be a viable segmentation base and that the selection of a variable should be based on statistical calculations. / PhD (Tourism Management), North-West University, Potchefstroom Campus, 2015

A triathlon can be described as the combination of the three athletic competencies swimming, cycling and running where each of the items is performed in a specific order and vary in distance. A triathlon is a very select sport that only attracts specific participants, seeing that constant training is necessary in order to improve fitness and skill in the three different disciplines. Being a triathlete involves a substantial amount of physical and psychological stress over several hours of continuous activity. Therefore the key aspects that drive this study are the following: * The uniqueness of triathlons and triathletes makes it important to research certain aspects such as: Who these participants are? Why they participate in triathlons? And why do they return to the event each year? * Currently most triathlon research is done in countries such as United States of America, Australia, Germany and Japan. There are also numerous studies done on triathletes, although most of these studies focus on physiological and medical aspects of these athletes. * To the best of the author’s knowledge no other study in South Africa has focused on profiling triathletes and gaining knowledge on what differentiates these participants from other endurance sport athletes. * As there is currently a deficiency of information regarding triathletes in South Africa it becomes imperative to research this market through market segmentation. With the latter in mind, the main purpose of this study was to apply market segmentation on triathletes that participate in Ironman South Africa, the only full-length Ironman held on the African continent. In order to achieve this goal a destination-based survey took place during the registration process of participants at The Boardwalk Convention Centre and Spa in Port Elizabeth. A total of 425 completed questionnaires were used in the study. An in-depth literature study was also done to review different aspects of triathlons and triathletes, including the unique nature of the sport and participants as well as analysing previous literature concerning the characteristics of triathletes. Literature also explored market segmentation and the different variables used to segment triathletes and other endurance sport athletes. From literature it became clear that motives to participate and frequency of participation could be useful in segmenting sport participants. These two variables were applied to Ironman South Africa in two separate articles. In Article 1 motives to participate was applied as a market segmentation variable. It was found that triathletes were motivated by seven motivational factors including: Challenge, Inner vie, Health and fitness, Intrinsic achievement and control, Event novelty, Group affiliation and socialisation and lastly, Respect and risk. Based on these motives three distinct clusters of triathlon participants were identified: Devotees, Enthusiasts and Aspirationals. The participants in each cluster showed statistical significant differences with regard to their motives, while age was the only variable with significant socio-demographic differences between the clusters. In Article 2, frequency of participation was used to segment Ironman South Africa participants. Significant differences were found between first time and repeat participants based on the variables: demographic, behaviour and motives to participate. Four segments were identified at Ironman South Africa based on the number of times they have previously participated in the event. The frequent flyer concept was applied which resulted in the dividing of the four participant segments into different loyalty segments. The segments were the Bronze, Silver, Gold and Platinum segment. Three marketing strategies were developed, firstly for the Bronze and Silver segments (these two segments shared similar characteristics), secondly for the Gold and Platinum segments also sharing corresponding characteristics and lastly, a marketing strategy to expand triathlons in South Africa. The information obtained from the two market segmentation variables led to an array of recommendations to attract and retain participants to Ironman South Africa events. Also recommendations focus on how to expand triathlon events in South Africa. Significant contributions were made to literature regarding the profile of the Ironman South Africa participants and how these triathletes compare to other endurance sport athlete. / MCom (Tourism Management), North-West University, Potchefstroom Campus, 2014