Master thesis describes and analyzes the process of launching new producs of Matrx Total Results brand on czech, slovak and hungarian market. Theoretical part describes product life cycle, marketing research and marketing mix. Analytical part describes in detail prepared marketing strategy and launch process. In conclusion is an own analysis of strategy and goals fulfillment.

Title: New product implementation into fitness centre marketing strategy This thesis is focused on the issues of attendance of fitness centres predominantly by male population. Especifically, I will look into Fitness Power, which is located in Prague. Objectives: Using strategic analysis and marketing research, respectively using a survey to assess the current state of the fitness centre and its services and try to propose changes to the fitness centre so that it will be attended by both men and more women. My thesis will contain a proposal to create an exercise room, which has not been built yet in this fitness centre. Methods: There will be used following strategic analysis: PEST analysis, analysis of resources, analysis of competition and also marketing research, respectively a survey. The sample for the research will be selected from the group of customers who visit any service in the fitness centre. Customers will be able to fill in the questionnaire directly when visiting the fitness centre. Based on the analysis above and marketing research will be developed SWOT analysis. Results: Based on the results of marketing research, some measures were suggested to be able to increase satisfaction and attendance at the fitness centre. Number of changes were suggested in the proposal for a new gym and...

Thesis explores communication strategy of Komerční banka, a.s. with a focus on the Youngsters. The aim of this thesis is an analysis of previous and current campaigns, corroborated by original research. The thesis comprises six chapters, the first two chapters dealing with theory, the rest dealing with empirical findings. The first chapter discusses the difference between marketing and commercial communication and kinds of commercial communication; the second chapter delves into the issue of communication strategy, its types and development. The third chapter consists of a presentation of Komerční banka, a.s. including an evaluation of the competition; the subsequent chapter discusses the characteristics of the G2 brand, its target group and includes an SWOT analysis. The content of the fifth chapter is a description of previous communication and of new communication campaign of the G2 brand. In the conclusion of the thesis, research results are assessed and future steps are recommended.

Diploma thesis is focuses on creation of suitable communication strategy for e-shop ejewels.cz. First part of this thesis describes the theory related to respective issue. The following part is focused on analysis of marketing environment and evaluates marketing research. In conclusion of thesis presents proposed communication strategy, which leads to keep of present customers and effective way of addressing new customers of the e-shop.

Made available in DSpace on 2017-07-10T16:05:03Z (GMT). No. of bitstreams: 1 Adriana_ Lima.pdf: 3585771 bytes, checksum: 55fe63c30127542de19a062ec50a522c (MD5) Previous issue date: 2016-06-09 / The context of the scientific research can be considered as a scientific field, a social space formed by power relations between agents which accumulate scientific capital. The operation of this field produces and assumes a specific form of interest, contaminated by the knowledge of the position occupied on the hierarchies established in the field that directly influence the scientific practices choices. In this essay was aimed to understand the research agents scientific practice in strategy in the academic programs in stricto sensu in Brazil, under the Bourdieu's perspective. The research s strategy combined aspects of praxiology proposed by Bourdieu with the study technique of collective case and involved statistical analysis with a set of in-depth interviews. The main findings demonstrates that scientific practices perform as a mechanical reaction, directly determined by the conditions that precede it, adjusted by the requirements contained in the field structures. It was identified in the research, among the epistemological approaches reviewed, the predominance of studies that seek to build objective relations in which the social agent appears as a mere performer of something that is objectively programmed, that is external and the hegemony of quantitative research. Finally, it was noticed that the scientific practice of agents on research in strategy rely on the recognition of a competence which, beyond the effects it produces, provides authority and contributes to define not only game s rules but also its regularity / O contexto da pesquisa científica pode ser considerado como campo científico, um espaço social formado por relações de força entre agentes que acumulam capital científico. O funcionamento desse campo produz e supõe uma forma específica de interesses, contaminado pelo conhecimento da posição ocupada nas hierarquias instituídas do campo e que influenciam diretamente as escolhas das práticas científicas. O estudo que se apresenta buscou compreender, sob a ótica de Bourdieu, a prática científica dos agentes das pesquisas em estratégia nos programas acadêmicos stricto sensu em administração no Brasil. A estratégia da pesquisa combinou aspectos da praxiologia proposta por Bourdieu e a técnica de estudo de caso coletivo e envolveu análises estatísticas com um conjunto de entrevistas em profundidade. Os principais achados demonstram que as práticas científicas funcionam como uma reação mecânica, diretamente determinada pelas condições que a antecedem, ajustadas às exigências inscritas nas estruturas do campo. Identificou-se, na pesquisa analisada, quanto às abordagens epistemológicas revisadas, a predominância de estudos que buscam construir relações objetivas em que o agente social aparece como mero executante de algo que se encontra objetivamente programado, que lhe é exterior, e a hegemonia de pesquisas quantitativas. Por fim, foi possível perceber que a prática científica dos agentes nas pesquisas em estratégia repousa sobre o reconhecimento de uma competência que, para além dos efeitos que ela produz, proporciona autoridade e contribui para definir não somente as regras do jogo, mas também sua regularidade.

This thesis is focused on the marketing strategy of company Hrackomat.cz. Thesis includes analysis of current company situation. Based on the marketing analysis and marketing research are made suggestions and recommendations, which leads to better financial situation of company.

Competitive Intelligence as a supporting system for strategic management system provides system of data collection and analysis for the creation of competitive intelligence for strategic decision making in the company. This thesis analyzes the possibilities, advantages and pitfalls of setting up the system and focuses on both theoretical analysis of operation of the unit, and practical implications of its introduction in the company. The work evaluates the benefits of this system for the company and the particular example demonstrates the way the department works and creation of competitive intelligence, competitive intelligence.

The topic of the thesis is launching a new brand of decorative cosmetics on the Czech market. The goal is to summarize and critically evaluate the whole process and the marketing mix of the brand. The focus will be mainly on the activities realized as a part of the communication mix. The evaluating methods will be market research (sell out and competitors' activities analysis) that provides us with the information about sales, market shares and competitors. The other method will be consumer research (questionnaire, focus groups, observing) that informs us about opinions, attitudes and preferences of the consumers. Based on these findings there is a list of recommendations concerning marketing mix, which should help the brand to achieve stability and continuous development.

This thesis is dedicated to the problematics of e-shop revitalization. Its main goal is to provide a proposal of an adequate marketing strategy for product lines, offered on the e-shop of selected company, based on performed analyses and research. The thesis is divided into three main chapters which represent theoretical points, analytical part and an original solution proposal. Theoretical framework definition is followed by internal and external environment analysis, which creates prerequisities for the marketing research realization itself. Observed results form a base for suitable marketing strategy design.

Professional respondents in research panels: comparing trained and fresh members of an online panel The diploma thesis deals with the topic of changes in responding of research panel members, which are caused by their previous experience with research process. Various manifestations of this phenomenon, often labelled as the "panel conditioning effect", are described and supported by corresponding empirical evidence. The observations of panel conditioning effect come from longitudinal panel design as well as online access panels. The author proposes logically structured differentiation of the effect. Based on this categorization, several hypotheses about the differences between trained and fresh members of an Internet panel are raised and tested in dedicated online research. The results reveal significant differences between recently-registered and long-term members of the panel, both in their response strategies and in demographic structure of the groups. Yet the overall outcome do not indicate, that interviewing trained respondents would necessarily lead to lower-quality data.