The goal of this diploma thesis is, through three performance indicators: Stock Depreciation, Supplier Fill Rate and On Shelves Availability, to analyze stock management at Sephora Czech Republic, propose, implement and evaluate selected methods of improving strategy. Thematically, the thesis is divided into two parts. The first part includes theoretical background, basic concepts related to the stock and its management. The second chapter is a practical part, where the main focus is given to analysis of current state of inventory management, recommendations for improvement, their implementation and evaluation of the results.

The goal of this essay is to examine Sephora’s video commercial in the context of wokewashing and femvertising. The question constructed for that aim which is the basis of this essay reads as follows: How does the clip use symbols and speech to emphasise a feminist stance in their commercial, and could the movie be used as an example of wokewashing? Different feminist views on makeup and beauty are presented under background to give context to facilitate discussions about whether this is wokewashing and/or femvertising. A brief history of Sephora as a company and their work in different political questions are also presented to further understand them as a company. The movie is then subjected to a semiotic analysis where different aspects are brought forth proving that the movie is based on feminist theories and ideology. The different aspects assessed in result is how gender is presented as well as how the overlying monologue in the movie affects this. When it has been established that the movie indeed takes inspiration and theories from feminist discussions the commercial and these findings are then problematized and considered in the analysis. The analysis concludes that the movie is indeed an example of wokewashing since the message portraid in the movie and Sephoras own company structure do not align. This is to say that the company is found not to be actually fighting to change the normative gender structure that is problematized in the commercial. The concept of wokewashing and the relativity of the concept are brought up and problematized under discussion where the different views on makeup from a feminist point of view are again discussed to further understand the implications this could have on the dialogue concerning wokewashing.

A fight for customer is nowadays a typical sign of business. There is no doubt about an importance of a customer service. If a company doesn't dispose of quality in this point of view, a dissatisfied customer will use competitor's service in future. There is plenty of sellers, who don't master their roles. However, to measure the quality of service is difficult. One of methods that are used by a modern marketing, is mystery shopping. This instrument serves for an identification of imperfections in the process of service, where occurs a contact between the seller and the customer. It reveals a relief and a complete approach of staff to customers. Based on this there is a possibility to compare results with standards and norms of the company, but also with competitors, the market. Identification of the best and the worst parts is a possibility to improve the performance and the quality of service. A topic of my dissertation is usage of mystery shopping to compare the customer service in perfumeries Douglas and Sephora. The aim of the dissertation is to recommend steps concerning customer service to Douglas and Sephora based on results of mystery shopping. Partial aims are judging aspects as the importance of time of shopping, whether there is a difference between quality of customer service during week and on weekend, how much it's important if the customer is a man or a woman, or if the critical factor is customer's age. I will also try to prove that prices in common stores are noticeably higher than in e-shops.