The aim of the Diploma thesis is to find out the necessary extent to which Slovak company must adjust its marketing strategy to conditions on the Czech market and to work out proposals for improvement of the strategy. The thesis deals with basic approaches to international marketing strategy, their advantages and drawbacks, types of communication media used in international environment and the relationship between communication policy and the rest of the elements of marketing mix in detail. This theoretical knowledge is used in terms of particular company which entered the Czech market. The thesis thereinafter analyses the extent of necessary adjustment of marketing strategy of the company to conditions on the Czech market based on the information provided directly by the management of the company and conducted market research. At the end of the thesis there are proposals for improvement of the strategy of the company which do not have to be in total accordance with its company goals.

Supply chain management has attracted much attention in the last decade. There has been a noticeable shift from a traditional individual organisation-based management to an integrated management across the supply chain network since the end of the last century. The shift contributes to better decision making in the supply chain context, as it is necessary for a company to cooperate with other supply chain members by utilising relevant information such as inventory, demand and resource capacity. In other words, information sharing and coordinated management are essential mechanisms to improve supply chain performance. Supply chains may differ significantly in terms of industry sectors, geographic locations, and firm sizes. This study was based on case studies from small and medium sized manufacturing supply chains in People Republic of China. The study was motivated by the following facts. Firstly, small and medium enterprises have made a big contribution to China’s economic growth. Several studies revealed that most of the Chinese manufacturing enterprises became aware of the importance of supply chain management, but compared to western firms, the supply chain management level of Chinese firms had been lagging behind. Research on supply chain management and performance optimisation in Chinese small and medium sized enterprises (SMEs) was very scarce. Secondly, there had been plenty of studies in the literature that focused on two or three level supply chains whilst considering a number of uncertain factors (e.g. customer demand) or a single supply chain performance indicator (e.g. cost). However, the research on multiple stage supply chain systems with multiple uncertainties and multiple objectives based on real industrial cases had been spared and deserved more attention. One reason was due to the lack of reliable industrial data that required an enormous effort to collect the primary data and there was a serious concern about data confidentiality from the industry aspect. This study employed two SME manufacturing companies as case studies. The first one was in the Aluminium industry and another was in the Chemical industry. The aim was to better understand the characteristics of the supply chains in Chinese SMEs through performing in-depth case studies, and built models and tools to evaluate different strategies for improving their supply chain performance. The main contributions of this study included the following aspects. Firstly, this study generalised a supply chain model including a domestic supply chain part and an international supply chain part based on deep case studies with the emphasis on identifying key characteristics in the case supply chains, such as uncertainties, constraints and cost elements in association with flows and activities in the domestic supply chain and the international supply chain. Secondly, two important SCM issues, i.e. the integrated raw material procurement and finished goods production planning, and the international sales planning, were identified. Thirdly, mathematical models were formulated to represent the supply chain model taking into account multiple uncertainties. Fourthly, several operational strategies utilising the concepts of just-in-time, safety-stock/capacity, Kanban, and vendor managed inventory, were evaluated and compared with the case company's original strategy in various scenarios through simulation methods, which enabled quantification of the impact of information sharing on supply chain performance. Fifthly, a single objective genetic algorithm was developed to optimise the integrated raw material ordering and finished goods production decisions under (s, S) policy (a dynamic inventory control policy), which enabled the impact of coordinated management on supply chain performance to be quantified. Finally, a multiple objectives genetic algorithm considering both total supply chain cost and customer service level was developed to optimise the integrated raw material ordering and finished goods production with the international sales plan decisions under (s, S) policy in various scenarios. This also enabled the quantification of the impact of coordinated management on supply chain performances.

Made available in DSpace on 2016-10-13T14:10:00Z (GMT). No. of bitstreams: 1 Monique_Fernandes_dos_ Santos_ Aragao.pdf: 1698137 bytes, checksum: 650f6195d335893b30d038c4a58381c3 (MD5) Previous issue date: 2015-04-23 / Entre uma gama de possíveis escolhas estratégicas para diversos países do mundo, o Banco do Brasil S.A. maior banco estatal brasileiro optou por incrementar, via aquisição, suas posições no mercado bancário argentino, em 2009. A partir desta constatação, este trabalho tem como objetivo principal compreender quais foram os fatores determinantes para que o Banco do Brasil tomasse a decisão estratégica de incrementar, via aquisição de um banco, sua posição na Argentina, em detrimento de mercados de maior porte e potencial econômico. Adicionalmente o trabalho analisa as influências do ambiente institucional Argentino no processo de internacionalização do banco para aquele país. O referencial teórico se baseia nas teorias clássicas de internacionalização de empresas e suas aplicações à internacionalização de bancos, com estudos feitos principalmente em economias desenvolvidas e com bancos privados. Através de um estudo de caso único, este trabalho levanta especificidades e idiossincrasias presentes na internacionalização de um banco estatal de grande porte, a partir de um país emergente para outro país emergente. A aquisição de um banco na Argentina foi a primeira investida deste tipo para o Banco do Brasil que, desde 1941 vinha praticando uma internacionalização baseada na abertura de escritórios, agências e estabelecimento de subsidiárias no exterior. Esta pesquisa demonstra quais foram os fatores determinantes para esta mudança no comportamento estratégico de internacionalização: A vontade do governo à época como acionista controlador, a crise financeira internacional, os movimentos dos concorrentes e consequente necessidade de proteção da base de clientes e as limitações impostas pelo modelo de crescimento orgânico. Após a tomada de decisão de alteração no modo de entrada, o banco optou por analisar possíveis mercados na América do Sul. Foram fatores determinantes para este recorte geográfico: O gigantismo do BB na região, a pretensão do acionista controlador e a menor distância psíquica percebida em relação a outras regiões geográficas. Já a opção pela Argentina, para implementação da estratégia de aquisição, teve como fatores determinantes: a menor distância psíquica percebida, a presença de empresas brasileiras, a necessidade de proteção da base de clientes, o fluxo comercial, o potencial do agronegócio no país, fatores geopolíticos, o retorno sobre o investimento e a experiência prévia no mercado Argentino. Após analisadas as influências do ambiente institucional argentino no processo de internacionalização do Banco para aquele país, encontrou-se que o BB, sendo uma empresa proveniente de um país emergente, acredita que sabe lidar com ambientes instáveis. Adicionalmente, os executivos da instituição acreditam no fortalecimento das instituições Argentinas no longo prazo.

Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2018-04-17T15:47:26Z No. of bitstreams: 1 JORGE FERREIRA DOS SANTOS FILHO Final Version 3.pdf: 1584989 bytes, checksum: bcf5b7c2fdad839754ad5f106fb4b75a (MD5) / Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-04-17T15:48:55Z (GMT) No. of bitstreams: 1 JORGE FERREIRA DOS SANTOS FILHO Final Version 3.pdf: 1584989 bytes, checksum: bcf5b7c2fdad839754ad5f106fb4b75a (MD5) / Approved for entry into archive by Debora Cristina Bonfim Aquarone (deborabonfim@espm.br) on 2018-05-29T19:00:22Z (GMT) No. of bitstreams: 1 JORGE FERREIRA DOS SANTOS FILHO Final Version 3.pdf: 1584989 bytes, checksum: bcf5b7c2fdad839754ad5f106fb4b75a (MD5) / Made available in DSpace on 2018-05-29T19:02:24Z (GMT). No. of bitstreams: 1 JORGE FERREIRA DOS SANTOS FILHO Final Version 3.pdf: 1584989 bytes, checksum: bcf5b7c2fdad839754ad5f106fb4b75a (MD5) Previous issue date: 2017-03-22 / Esta dissertação de Mestrado estuda o processo de internacionalização do Banco do Brasil, do Banco da China e do WestLB como SOBs comerciais, considerando a proposição de que os bancos estatais possuem ativos intangíveis específicos que beneficiam seu processo de internacionalização.O arcabouço teórico baseia-se nas teorias clássicas da internacionalização de empresas e suas aplicações para a internacionalização dos bancos, literatura específica relacionada à propriedade estatal, abordagem institucional e ativos intangíveis. Através de um estudo de caso múltiplo das empresas acima mencionadas, este projeto explora as características únicas e as idiossincrasias presentes na internacionalização de grandes bancos estatais. O resultado da pesquisa emprírica apóia a principal proposição deste estudo de que os bancos estatais têm ativos intangíveis específicos que influenciam em seu processo de internacionalização, bem como a evidência empírica de que esses intangíveis estão relacionados a vantagens de propriedade específicas decorrentes da propriedade estatal altamente correlacionadas. a reputação da empresa de conhecimento específico e a reputação do país. / This Master’s Dissertation studies the process of internationalization of Banco do Brasil, Bank of China and WestLB as commercial SOBs considering proposition that state-owned banks have specific intangible assets that benefits their process of internationalization.The theoretical framework is based on the classical theories regarding internationalization of enterprises and their applications to the internationalization of banks, specific literature related to state ownership, institutional approach and intangible assets. Through a multiple-case study of the above-mentioned companies, this project explores the unique characteristics and the idiosyncrasies present in the internationalization of large state-owned banks. The result of emprirical research support the main proposition of this study that state-owned banks banks have specific intangible assets that influence in their process of internationalization as well as the empirical evidence that these intangibles are related to specific ownership advantages deriving from state ownership highly correlated to specific knowledge company’s reputation and country’s reputation.

Tato diplomová práce je zaměřena na vývoj marketingové strategie pro zavedení produktů na vysoce konkurečním trhu zdravotnických prostředků. Konkrétně se zaměřuje na zavedení ablačního katetru a mapovacího zařízení pro léčbu srdečních chorob, které vyrábí americká společnost St. Jude Medical. Práce popisuje zavedení na trh, aby bylo možné najít kritické body a optimalizovat celý tento proces.