Global ETD Search

1	Postavení společnosti Heineken na trhu / Heineken's positition in the market Peřinková, Daniela January 2015 (has links) The main objective is to evaluate the position of Heineken in the market in relation to rival brewers. In this thesis will be used statistical data from the brewing industry and the subsequent assessment of the usability of the market with the possibility to increase sales effectiveness.
2	Finanční analýza / Financial analysis Myslíková, Helena January 2011 (has links) This paper analyzes the financial performance of Heineken Czech Republic, as company. The introduction presents a methodology of financial analysis. Followed by presentation of the brewing industry and the practical part, where are applied the methods of financial analysis. The reader has the opportunity to evaluate the company based on vertical and horizontal analysis of balance sheet and income statement, balance rules and analysis of financial ratios. Followed by an analysis of net working capital and evaluation of the situation on the basis of credible and bankruptcy models
3	Strategická analýza vybrané firmy / Strategic analysis of chosen company Smrčková, Lucie January 2011 (has links) The aim of this thesis is to do strategic analysis for the company Heineken Česká republika, a.s. with marketing communication analysis and research on brand awareness. Marketing communication is focused on advertising. The research on brand awareness is done through a questionnaire survey. The first part focuses on theoretical basis, which contains strategic analysis, marketing communication and research. The second part describes company Heineken Česká republika, a.s. Strategic analysis contains macroeconomic and microeconomic analysis, analysis of internal resources and ability of the company, financial analysis and SWOT analysis. Analysis of marketing communication is devoted to marketing and communication mix of the company with focus on advertising. In conclusion of this thesis is analysis of research on brand awareness.
4	Adolescent Interest in Alcohol Responsibility Messages: The Message Matters John, Kevin Kimball 12 November 2009 (has links) (PDF) Adolescents are especially vulnerable to image-based messages, which place them directly in line with the lifestyle messages presented in numerous alcohol advertisements. Research has shown that teenagers encounter alcohol advertisements from a variety of sources, prompting concern over the consequences of exposure and the risks associated with teen drinking. Warning messages contained within these alcohol advertisements are often vague in their wording and targeted to promote responsible drinking among adults, making them wholly inadequate for teen deterrence. This thesis explores the problems with current alcohol responsibility messages when dealing with teens, and proposes the development of new, modified messages, that are more direct and consequence-based. The Elaboration Likelihood Model of persuasion was used to describe teen processing of alcohol warning messages, and eye-tracking technology was used to determine how this processing can be examined visually. The purpose of this research was to aid in the development of new messages that have been modified by type size, type contrast, and message content (a 2x2x2 factorial design). Results indicated that modifying message content to include direct language and a consequence enhances visibility and attention to alcohol responsibility messages. Larger type and higher contrast can be applied to the message to further enhance visibility, but the change in attention for these factors was shown to be minimal and nonsignificant. Overall, the greatest power lies in changing the message itself, irrespective of all other variables. eye-tracking eye tracking eye tracking masked recall aided recall elaboration likelihood model elm persuasion alcohol responsibility message warning message message drink responsibly teen teens adolescent advertising advertisements anova factorial design 2x2x2 2 x 2 x 2 corona becks amstel heineken Communication

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