The objective of the diploma thesis is a proposition of inbound marketing strategy of Egerfish - a limited liability company. Egerfish is a manufacturing and wholesale company conducting business on the fishing tackle market. Egerfish´s products are sold under two brands - Sema and Suretti. Egerfish is trading exclusively with retailers within B2B relationship. The proposal of inbound marketing strategy is based on the company analysis and analysis of the fishing tackle market in the Czech Republic. The methods used for the inbound marketing strategy proposition were: consultation with specialists within fishing tackle market and within online marketing, survey and personal observation within Internet search. The proposition of inbound marketing strategy put forward the most effective mediums (or channels) that are mainly newly created website Sema-suretti.cz, Facebook page Sema Suretti and YouTube. Egerfish should focus on communication with its final consumers (fishermen) my means of these proposed mediums. The main contribution of this thesis is the proposition of a complex marketing strategy that was enriched by the definitions of brands and consumer "persons", which had not been created by the company yet.

This study is aim to evaluate the effect of five factors on the amount of tourists arrivals to China in those countries who have most visitors. To apply empirical estimation, a balanced panel data based gravity equation is established, with 22 countries and 15 years period (1998 - 2002). Our main estimates conclude that GDP per capita has a positive impact on the amount of tourists, as well as population, whereas exchange rate and distance will deter the amounts of tourists. Unfortunately PPP conversion factor also has a positive impact but not as expected. The findings of this study will fill the gap of relative literatures for China and provide another evidence of gravity model.

The aim is to analyze role of 3PL in inbound logistics. Solution, which developed DHL Exel for Jaguar-Land Rover plants is practical part of the thesis.

Inbound tour operators play a key role in sustainable tourism development, as they are centrally positioned in the distribution chain and provide the link between the supply and demand of tourism products and services. Embedded in this position, inbound tour operators can put pressure on their suppliers to operate more sustainably, while educating their customers on sustainable tourism practices, and influencing consumers’ decision-making before the purchasing of tourism products and services. Inbound tour operators can further implement sustainable tourism practices as part of their business operations. To date, little research has focussed on inbound tour operators’ contribution to sustainable tourism development, especially in a developing country context. Sustainable inbound tour operators can also become certified by a sustainable tourism certification programme to showcase their commitment to sustainability. Various studies have highlighted the history, benefits and issues related to certification programmes, but few studies have investigated the perspective that inbound tour operators have towards sustainable tourism certification programmes. Making use of a qualitative research approach, in-depth interviews were conducted with 22 South African inbound tour operators to investigate and identify the sustainable tourism practices currently being adopted within their organisations. Content analysis was used to analyse the data. The findings produced a list of sustainable tourism practices currently being adopted by inbound tour operators in South Africa. This study proposes that sustainable tourism organisations should become certified by a national or global sustainable tourism certification programme, to prove that they are truly operating sustainably, thus decreasing the effects of greenwashing. In addition, the certification of tourism organisations can assist inbound tour operators in identifying truly sustainable suppliers, fostering the development of a sustainable supply chain management strategy. / Dissertation (MCom)--University of Pretoria, 2020. / Tourism Management / MCom / Unrestricted

La investigación se centra en el uso del inbound marketing en el sector turístico, específicamente en los alojamientos turísticos, con el objetivo de mejorar su visibilidad orgánica. El trabajo se estructura en varios capítulos que abordan temas como la importancia del turismo en la economía española, el comportamiento del consumidor online, las nuevas tecnologías de la comunicación y su impacto en el turismo, y el desarrollo de estrategias de marketing digital como el SEO y el inbound marketing. La tesis también incluye un análisis comparativo sobre el impacto del SEO en grandes cadenas hoteleras y un estudio de caso aplicado a Monte Holiday Ecoturismo. La investigación destaca la relevancia del contenido generado por los usuarios y la necesidad de adaptar las estrategias de marketing a las nuevas dinámicas sociales y tecnológicas para atraer y retener a los consumidores. Se subraya la importancia de conocer al cliente a través del concepto de "buyer persona" y de utilizar este conocimiento para diseñar contenidos y experiencias personalizadas que mejoren la satisfacción y fidelización del cliente.

Big data analysis and inbound marketing are interlinked and can play a significant role in the identification of target audience and in the production of communication content as per the needs of target audience for strategic communication campaigns. By introducing and bringing the marketing concepts of big data analysis and inbound marketing into the field of strategic communication this quantitative study attempts to fill the gap in the limited body of knowledge of strategic communication research and practice. This study has used marketing campaigns as case studies to introduce a new strategic communication model by introducing the big data analysis and inbound marketing strategy into the three staged model of strategic communication presented by Gulbrandsen, I. T., & Just, S. N. in 2016. Big data driven campaigns are used to explain the procedure of target audience selection, key concepts of big data analysis, future opportunities, practical applications of big data for strategic communication practitioners and researchers by identifying the need for more academic research and practical use of big data analysis and inbound marketing in the strategic communication area. The study shows that big data analysis has potential to contribute in the field of strategic and target oriented communication. Inbound marketing and big data analysis has been used and considered as marketing strategy but this study is an attempt to shift the attention towards its role in strategic communication so there is a need to study big data analysis and inbound marketing with an open mind without confining it with some particular fields.

The diploma thesis focuses on the optimization of the empty packaging flow in automotive. The aim of the thesis is to optimize empty packaging flow in warehouse area and to analyze the possibility of implementation a scanning system and an electronic document for communication with suppliers. The first part explains the theoretical background, presents the automotive industry and current market trends. Then follows a brief introduction of TPCA, where the work was created. The theoretical part presents the concept of lean management, its main tools and components, illustrated on concrete examples of TPCA. The theoretical knowledge follows the practical part. The diploma thesis project focuses on the optimization of empty packaging flow and the implementation of a scanning system for loading. Firstly, application part presents the inbound logistics paths and the entire flow of material, after there is deeper analyze and optimization of the empty packaging and loading process itself. The final section compares the baseline and current states.

Syftet med denna studie är att få en ökad förståelse för inbound marketing i ett business-to-business kontext och beskriva vilken roll strategin har i att få lojala kunder. Studien utgår från en kvalitativ metod, fallstudieansats där tre företag studerats och intervjuats. Resultatet från studien visar att inbound marketing kan ge lojala kunder om det görs på rätt sätt. Verktygen som strategin tillhandahåller kan skapa värde i företagets kundrelationer samt att de faktorer som gör en kund lojal uppfylls om verktygen i strategin tillämpas på rätt sätt. Denna studie har examinerats av Thomas Helgesson. / The aim with this study is to increase the understanding of inbound marketing in a business-to-business context and to describe the role the strategy has to provide loyal customers. This study was constructed by a qualitative method where three companies were studied and interviewed. The result of the study shows that companies that use inbound marketing increase their chances of retaining more loyal customers. The tools provided by the strategy can create valuable customer relationships. Further the tools in inbound marketing give the opportunity to fulfill the factors that makes a customer loyal, if the strategy is applied in the right way. This study has been examined by Thomas Helgesson.

The Master's Thesis is focused on optimization of inbound logistics of Toyota Peugeot Citroën Automobile. The aim of the Master's Thesis is analysis of current status of logistics in TPCA and detailed observation and research of logistic processes and routes with emphasis on the planning system. Factors affecting the decision making during logistics planning and process of information searching were identified with special attention for milk-routes. First chapter describes development of logistics a specifics of logistics in automotive industry. Following chapter analyse current status of logistics, types of logistic routes a system of the planning. Third chapter propose options for logistics planning optimization with help of improved information source obtaining, study the suitability of used logistics routes and test possibilities of utilization of commercial software. Last chapter of thesis is comparing logistics of TPCA and Škoda Auto.

The digital sector is often described as rapidly evolving, hence organisations within it need to remain innovative in order to cope with the changes. However, the traditionally closed approach towards innovation has been increasingly criticized. Inbound innovation is an alternative approach described as the purposive pursuit of gaining external knowledge for product enhancement and new product development. This knowledge can be gained by using tools such as innovation contests and creating innovation communities. Through a multiple case study focusing on three companies within the digital sector, this thesis explores a potential connection between how these companies use inbound innovation in regard to the different phases in the organizational life cycle. The data was collected using both qualitative and quantitative data collection techniques, and analysed using a cross-case analysis method. This thesis found that the examined organisations, each specified in different phases of the organisational life cycle, uses inbound innovation differently. Furthermore, as the examined organizations progress through the organisational life cycle a shift, from using inbound innovation to optimize execution towards using it to find new growth options, was found. / Den digitala sektorn beskrivs ofta som snabbt föränderlig och organisationer i den behöver förbli innovativa för att klara av förändringarna. Samtidigt har traditionella innovationsstrategier, som beskrivits som slutna, blivit allt mer kritiserade. ”Inbound” innovation är ett alternativ till tidigare innovationsstrategier. Strategin beskrivs som ändamålsenlig strävan efter att ta in extern kunskap för produktförbättring och gynna utvecklingen av nya produkter. Denna kunskap kan fångas upp genom användandet av verktyg som innovationstävlingar och innovationssamhällen. Genom en multipel fallstudie med fokus på tre organisationer inom den digitala sektorn utforskar denna avhandling det möjliga sambandet mellan hur dessa företag använder sig av ”inbound” innovation genom organisationens utveckling i organisations-livscykeln. Information kring ämnet har samlats in med hjälp av kvalitativa och kvantitativa datainsamlingstekniker och analyserats med hjälp av en tväranalys. Avhandling fann att de studerade företagen befinner sig i olika faser inom organisationslivscykeln och använder ”inbound” innovation på olika sätt. Dessutom påträffades ett samband, nämligen, när de studerade organisationerna fortskrider genom organisationslivscykeln ändrar de sitt användande av ”inbound” innovation från att optimera organisationens genomförande till att använda strategin för att hitta nya tillväxtmöjligheter.