<p>Global financial crisis, triggered by the U.S. sub-prime mortgage crisis, is now the hot issue all over the world. The crisis has already slowed down the world economy and brought great shocks to almost every industry. For B2C companies all over the world, the crisis is more of an opportunity than a threat and therefore these companies should use marketing techniques to further boost their revenue and profit.</p><p>In view of this situation, this thesis is dedicated to discuss the price and promotion strategies used by B2C companies during the crisis. Through case studies of four B2C companies, that is, TaoBao.com, DangDang.com, EBay.com and Amazon.com, we conclude that discount, pricing leadership and penetration pricing are the universal price strategies used, while they also use nearly similar promotion strategies: advertising, public relation and sales promotion. Considering the current crisis, we also think that current price and promotion strategies are insufficient in face of global financial crisis in that they are not flexible enough to adapt themselves to the changing consumer behaviors and economic surroundings. Consequently, to seek to address these problems, we here bring forward three suggestions: strengthened segment-based pricing Strategy, innovative promotion strategy and flexible marketing mix.</p>

Global financial crisis, triggered by the U.S. sub-prime mortgage crisis, is now the hot issue all over the world. The crisis has already slowed down the world economy and brought great shocks to almost every industry. For B2C companies all over the world, the crisis is more of an opportunity than a threat and therefore these companies should use marketing techniques to further boost their revenue and profit. In view of this situation, this thesis is dedicated to discuss the price and promotion strategies used by B2C companies during the crisis. Through case studies of four B2C companies, that is, TaoBao.com, DangDang.com, EBay.com and Amazon.com, we conclude that discount, pricing leadership and penetration pricing are the universal price strategies used, while they also use nearly similar promotion strategies: advertising, public relation and sales promotion. Considering the current crisis, we also think that current price and promotion strategies are insufficient in face of global financial crisis in that they are not flexible enough to adapt themselves to the changing consumer behaviors and economic surroundings. Consequently, to seek to address these problems, we here bring forward three suggestions: strengthened segment-based pricing Strategy, innovative promotion strategy and flexible marketing mix.

Tourism trade as well as hotel industry plays an important role in the services sector of the national economy of many countries, including the Czech Republic. The success of the whole branch is significantly influenced by demand fluctuations which usually occur in seasonal terms. Nowadays, however, when the world economy is afflicted by economical crisis, the demand downturns are apparent even in the times of high season. That is why the companies search for methods which would help to soften the impact of the crisis. Yield management appeared in hotel industry more than 20 years ago and is now used in many hotel chains and even small independent hotels. Its goal is to eliminate the demand fluctuation through an effective use of the hotel capacity. In practice it means to ensure that the right rooms are sold to the right customer for the right price. The aim of this thesis is a presentation of an application of Yield management theory in practice, in case of Hilton Prague hotel and to find out the opportunities of the Yield management to reduce the impact of economical crisis. First, we will need to define the base and principals of Yield management. Then we will apply them in practice to the Hilton Prague hotel. Finally, for the use of this hotel, we will examine the methods of smoothing the stroke of the crises.

The research has investigated the traditional bakery¡¦s marketing strategy. In recent years, traditional bakery store has impacted by the introduce of western diet culture and people being used to having western bakery food. Using the case of Wu Chi Bakery, as a well-known bakery store in local, it has faced the difficulty. The framework of the research is according to the developing procedure of marketing strategy. To understand the marketing environment of the bakery industry and the marketing strategy of the Wu Chi Bakery. The conclusions as below: 1. Product strategy: Characteristics of the product is the most important factor when consumer have to decide whether to purchase. 2. Promotion strategy: Service and introduction is the most efficiency way to promote the product. 3. Channel strategy: Using selective distribution strategy to expand channels. 4. Price strategy: To unify the price, using single-price strategy ,except for bulk purchase. According to the conclusions, suggestions are as below: 1. Taking advantage of being specialty. 2. Enlarging channels. 3. Varying the product line. 4. Combined with related industries.

The main goal of this diploma´s thesis is to compare current prices of tennis hall with prices assembled by marketing theory. The theoretical part of the thesis is based on knowledge of marketing in services and then summarises price strategy and the theory of prices. The practical part uses the procedure for determining the price on the example of tennis hall. Recommended price is primarily based on three main factors. These factors are demand for the product, identified costs and close competitors. Questioning, SWOT analysis and other methods are used. New price, which corresponds with research and used methods, is established at the end of the practical part of the master´s thesis. The author of the thesis proposes further suggestions and recommendations for pricing in upcoming winter tennis season in addition to the basic price in afternoon time zone.

Background:Fristads has noticed needs and necessity of high visibility work wear in the market, particular for the high risk working industries. In addition to it, new international standards for work wear will be introduced in year 2013 which may put higher requirements on visibility of the work wear. Fristads aims to be the first company to develop the new product and pricing is one of the major problems they encounter. After studying different relevant literatures, we have decided to approach the pricing problem using customer value based pricing as the starting-point.Purpose:To identify and analyse the pricing with focus on customer values and product launch. Methodology:My research methodology has a qualitative approach with a certain quantitative feature, and it follows the inductive reasoning. Uncontrolled studies of preferences and intentions have been used when three dealers and one end-customer were interviewed. Secondary sources have been reviewed and the critical pricing issues are identified. The primary data obtained from the interviews is made as foundation for the creation of the price strategy.Result:The interviews have shown that the customers like Fristads’ product idea and the design of the work wear with enhanced visibility. A probably accepted price on the new work wear has been defined according to the customer survey. Pricing strategies for the product launch focusing on the customer value have been recommended. The final decision on the price strategy shall however be made in concurrence with the other strategies at Fristads in order to cover all the aspects. / Program: Master Programme in Fashion Management

Title:Price Strategy for Product Launch – from the Customer Value Perspective Seminar date:29th August 2011Course:Master thesis in Fashion ManagementCredits:15 ECTSAuthor:Sandra Yin-Kwan KoTutor: Lisbeth Svengren HolmBackground:Fristads has noticed needs and necessity of high visibility work wear in the market, particular for the high risk working industries. In addition to it, new international standards for work wear will be introduced in year 2013 which may put higher requirements on visibility of the work wear. Fristads aims to be the first company to develop the new product and pricing is one of the major problems they encounter. After studying different relevant literatures, we have decided to approach the pricing problem using customer value based pricing as the starting-point.Purpose:To identify and analyse the pricing with focus on customer values and product launch. Methodology:My research methodology has a qualitative approach with a certain quantitative feature, and it follows the inductive reasoning. Uncontrolled studies of preferences and intentions have been used when three dealers and one end-customer were interviewed. Secondary sources have been reviewed and the critical pricing issues are identified. The primary data obtained from the interviews is made as foundation for the creation of the price strategy.Result:The interviews have shown that the customers like Fristads’ product idea and the design of the work wear with enhanced visibility. A probably accepted price on the new work wear has been defined according to the customer survey. Pricing strategies for the product launch focusing on the customer value have been recommended. The final decision on the price strategy shall however be made in concurrence with the other strategies at Fristads in order to cover all the aspects. / Program: Magisterutbildning i Fashion Management

The aim of the thesis is to analyze and suggest adjustments to the product and price strategy of debit cards for the ČSOB company. The first chapter is focused on a marketing strategy. There is defined the preliminary stage of this strategy, and then a product and price strategy. The second chapter deals with strategic analysis and outline external and internal analysis. The third chapter is aimed at a banking system. In the fourth chapter is analyzed debit card's external environment of the ČSOB company. The last chapter deals with product and price strategy of ČSOB debit cards. The ČSOB debit cards are devided into segments to facilitate analytical process, and then are compared with debit cards of the two biggest rivals. This process results in proposed adjustments to the product and price strategy of debit cards for the ČSOB company.

For my project I’ve chosen to create a Business Plan for a Crisis Management Consultancy company. To do this I’ve used a limited company and named it Navigator Ltd. In the preceding project I’ve explained all the essential steps needed to create a new company, as well as pointing out the importance of crisis management for various companies on the market. I’ve described the services in detail, compared the competing businesses in the field of crisis management, shown a view of the future and built a personnel infrastructure of the described company. I’ve created a realistic company strategy and planned budgets needed for a smooth start.

his work „Proposal of strategy of penetration new products of ABB on the Czech market“ considers with appropriate strategy of penetration and sales terminal blocks on the Czech market with goal to achieve 10 % market share in the short time period, the order of several years. The analytical part of work contains an analysis of current status company, market and competition. On the basis of this analysis and theoretical groundwork, recommends appropriate strategy and precautions to improve competitiveness and obtain new customers. The work also includes income trading for the year 2009 and part of 2010.