Thesis is about segmentation research cars market.

Cílem práce je nastínit možnosti využití analytického CRM k zvyšování ziskovosti společnosti. Analytický CRM se zabývá analýzou zákaznických dat, které slouží jako podpora pro operativní a strategické rozhodování firmy. Teoretická část práce se zabývá různými způsoby segmentace zákazníků, zákaznickými metrikami a způsoby, jak si udržet dobré zákazníky ve společnosti. Pro ucelený obraz o analytickém CRM také nastiňuje jeho technickou stránku, ve které popisuje nejčastěji využívané techniky při získávání dat. Praktická část práce byla vyhotovena ve spolupráci se společností Makro Cash & Carry. Popisuje nejdůležitější změny, které byly podniknuty k přeměně Makra z produktově na zákaznicky orientovanou společnost, a podrobněji se věnuje práci kontrolorů, jež se analytickým CRM ve firmě zabývají.

The diploma thesis called Segmentation of beer market in South Bohemia aims to detect market segments on beer market in South Bohemia. In the first theoretical part methods of market research and market segmentation are summarized. The second practical part includes primary research and process of detection of market segments. At the end the marketing suggestions for each particular segments are stated.

To enable wireless control of factories, such that sensor measurements can be sent wirelessly to an actuator, the probability to receive data correctly must be very high and the time it takes to the deliver the data from the sensor to the actuator must be very low. Earlier, these requirements have only been met by cables, but in the fifth generation mobile network this is one of the imagined use cases and work is undergoing to create a system capable of wireless control of factories. One of the problems in this scenario is when all data in a packet cannot be sent in one transmission while ensuring the very high probability of reception of the transmission. This thesis studies this problem in detail by proposing methods to cope with the problem and evaluating these methods in a simulator. The thesis shows that splitting the data into multiple segments and transmitting each at an even higher probability of reception is a good candidate, especially when there is time for a retransmission. When there is only one transmission available, a better candidate is to send the same packet twice. Even if the first packet cannot achieve the very high probability of reception, the combination of the first and second packet might be able to. / För att möjliggöra trådlös kontroll av fabriker, till exempel trådlös sändning av data uppmätt av en sensor till ett ställdon som agerar på den emottagna signalen, så måste sannolikheten att ta emot datan korrekt vara väldigt hög och tiden det tar att leverera data från sensorn till ställdonet vara mycket kort. Tidigare har endast kablar klarat av dessa krav men i den femte generationens mobila nätverk är trådlös kontroll av fabriker ett av användningsområdena och arbete pågår för att skapa ett system som klarar av det. Ett av problemen i detta användningsområde är när all data i ett paket inte kan skickas i en sändning och klara av den väldigt höga sannolikheten för mottagning. Denna uppsats studerar detta problem i detalj och föreslår metoder för att hantera problemet samt utvärderar dessa metoder i en simulator. Uppsatsen visar att delning av ett paket i flera segment och sändning av varje segment med en ännu högre sannolikhet för mottagning är en bra kandidat, speciellt när det finns tid för en omsändning. När det endast finns tid för en sändning verkar det bättre att skicka samma paket två gånger. Även om det första paketet inte kan uppnå den höga sannolikheten för mottagning så kan kanske kombinationen av det första och andra paketet göra det.

Body image is undoubtedly important in everyone's life. The main objective of this thesis is to find its importance for marketing. To achieve this goal, it was necessary to find out the society's opinions on the issue of beauty and body image, how do media picture human body and if there exists a difference between these two things. The first part of this theses consists of the historical development of the beauty ideal. It is followed by segmentation of Czech population, based on the data from the project MML-TGI, survey focused on beauty preferences and content analysis of lifestyle magazines. The findings support among other things the importance of beauty to most people, media's focus on extreme thinness for females and disparity between the presented ideal and people's preferences. The results lead to one conclusion: the importance of body image for marketing exists and is significant.

This thesis deals with the situation on the market of organic food in the Czech Republic. The aim is to determine the attitudes, awareness and purchase behaviour of Czech organic food consumers. Find out how different purchasing behaviour of women and men by age and what is typical organic food consumer. The thesis is divided into two parts. In the first theoretical-methodological section describes the basic concepts and legislation on the matter. Furthermore, mapping the situation of the contemporary state of the organic food market. The practical part consists of market segmentation obtained from desk research MML-TGI and quantitative research purchasing behaviour and attitudes of Czech consumers to organic food.

Diploma thesis Marketing strategy of wine cellar will introduce strategic mareting and service marketing in theoretical part. Furthermore, in the theoretical part, I write about the segmentation, targeting and positioning. The practical part is devoted to the story of wine cellar, statistical data about wine and competition analysis. The most part of the practical part deals with questionnaire. The results of this investigation should be useful to the proper market segmentation, targeting and positioning further. The evaluation questionnaire also illustrate SWOT analysis and recommendations for the owners of the wine cellar.

Television composes the largest share of media market in the Czech Republic. Large scope for addressing a broad audience is created and investments of companies constitute a major share of income of television stations. These stations with their program focus on various groups of viewers which creates a space for submitters of advertisement to focus their marketing activities on selected target groups of viewers. Considering the fact that television constitutes such massive communication channel, differences among advertisements on individual television stations cease to exist. The objective of my thesis is to find out, if companies still apply theoretical recommendations regarding segmentation, targeting and suitability of selected strategy when submitting advertisements. To find answers to researched question, a data file containing all advertisements broadcasted by television stations in 2011, has been analyzed in this thesis. Research of data has been performed using cluster analysis. Upon results of this thesis, suggestions for improvement of researched condition of companies have been recommended.

This thesis present research work conducted in the field of retina image analysis. More specifically, the work is directed at the application of texture analysis technique for the segmentation of common retinal landmark and for retina image classification. The main challenge in this research is in identifying the suitable texture measurement for retina images. In this research we proposed the used of texture measurement based on Binary Robust Independent Elementary Features (BRIEF). BRIEF measure texture by performing an intensity comparison in a local image patch, thus it is very fast to compute and tolerant to any monotonic increase or decrease of image intensities, which makes the descriptor invariant to illumination. The performance of BRIEF as texture measurement is first shown in an experiment involving texture classification and segmentation using common texture datasets. The result demonstrates good performance from BRIEF in this experiment. BRIEF is next used in two applications of retinal image analysis, namely optic disc segmentation and glaucoma classification. In the former, we proposed the used of pixel classification using BRIEF as textural features and circular template matching to segment the optic disc. In addition, an extension of BRIEF called Rotation Invariant BRIEF (OBRIEF) is later proposed to improve the segmentation result. For glaucoma classification, we described two approaches for glaucoma classification using BRIEF/OBRIEF features. The first is based on determination of cup to disc ratio (CDR) and the second is classification using image features i.e. BRIEF features. Overall, our preliminary results on using BRIEF as texture measurement for retinal image analysis are encouraging and demonstrate that it has the potential to be used in retina image analysis.

L'orientation marché est une notion apparue dans les années 1990. Faisant l'objet d'un fort intérêt de la part de nombreux chercheurs, elle pourrait s'avérer être une réponse efficiente à la complexification des environnements respectifs des entreprises ainsi que celle des consommateurs. Pourtant, méconnu par de nombreux praticiens, ce concept fait l'objet de mauvaises interprétations, lesquelles ne reflètent pas réellement son grand potentiel stratégique. Par ailleurs, la grande majorité des recherches réalisées portent sur l’effet de l'orientation marché sur la performance globale d'une entreprise. Au travers de ce travail, nous avons ainsi souhaité analyser si, dans un contexte spécifique, l'intégration de cette philosophie d'entreprise pouvait posséder ou non un effet direct sur l'implémentation d'un outil stratégique souvent considéré comme étant l'un des fondements du marketing : le triptyque segmentation-ciblage-positionnement. / Market orientation was created during the Nineties. It could be considered as an efficient answer to the complexification of the companies and consumers environments. In this state of mind, it provides a strong interest for numerous researchers. This notion is unknown and badly interpreted by a majority of practitioners, despite its important strategic potential. Moreover, the big majority of researches linked with this topic are dealing with the effect of its integration on the global performance of a company. We wanted to analyze through this academic work if in a specific context, the integration of the market orientation philosophy could have a direct effect on the implementation of a strategic tool: the segmentation-targeting-positioning process. This triptych is indeed often considered as a basis of marketing strategy.