Dissertations / Theses: 'Services marketing mix'

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Čejková, Romana. "Analýza marketingové strategie firmy Livingston Electronic Services, s.r.o." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15545.

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Thesis analyse the marketing activities of selected company. The company rents IT equipment. Thesis contains direction of marketing strategy based on marketing mix which company might use to increase decreasing demand on market.

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Fonseca, Vinicius Borges. "Plano de marketing para a BCS Shop." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19557.

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Mestrado em Marketing
O presente projeto tem como objetivo a elaboração de um plano de marketing para a empresa BCS Shop, que atua no sector de retalho de artigos desportivos e vestuário na Europa, nomeadamente no mercado de surf e moda praia. A empresa é jovem, possui uma gestão não profissionalizada e apresenta dificuldades na articulação dos múltiplos canais de venda e dos pontos de contacto com o cliente. O estudo realizado é de natureza exploratória. Com o objetivo de obter informação acerca da situação atual da empresa foram utilizados dados quantitativos secundários e realizada uma entrevista semiestruturada com o CEO. Já para obter informações acerca da qualidade do serviço e da integração e consistência dos pontos de contacto do cliente com a organização, foram realizadas entrevistas semiestruturadas. A estratégia adotada foi a de action research. A realização do diagnóstico da empresa foi essencial para a melhor compreensão da sua envolvente operacional e estratégica. Dos resultados obtidos foi possível propor um plano de marketing para a empresa onde foi dada especial atenção à optimização dos canais de venda e integração dos pontos de contacto com o cliente tanto na loja física quanto na virtual. Os resultados encontrados auxiliaram o desenvolvimento de estratégias e táticas em um plano de marketing coerente e consistente com os objetivos da empresa.
This project aims to develop a marketing plan for BCS Shop, which operates in the sporting goods and clothing retail sector in Europe, especially in the surf and beachwear market. The company is young, and has a non-professionalized management, therefore difficulties in articulating sales channels and touch points with customers. The study is exploratory in nature. In order to obtain information about the current situation of the company, secondary quantitative data were used and a semi-structured interview with the CEO was conducted. To evaluate and obtain information about the quality of service and the integration and consistency of customer contact points with the organization, semi-structured interviews were conducted. The strategy adopted was action research. Conducting the company's diagnosis was essential for a better understanding of its operational and strategic areas. From the results it was possible to build a maketing plan for the company with a special attention in optimizing sales channels and integrates customer touch points in both the physical store and the online store. The results found supported the development of strategies and tactics in a marketing plan consistent with the company's objectives.
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Caleiras, José Miguel Biscaia. "Plano de marketing para o clube WePadel." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14679.

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Mestrado em Marketing
O presente Trabalho Final de Mestrado consiste na elaboração de um plano de marketing para o Clube WePadel, a iniciar em janeiro de 2018. Com as oportunidades de mercado existentes, fruto da expansão da modalidade do padel a nível nacional, torna-se imperativo que o potencial de crescimento da empresa em estudo seja sustentado eficazmente por um plano de marketing. O objetivo primordial deste projeto é o de propor as ações de marketing que permitam a atração de novos clientes bem como de manter os já existentes. De modo a alcançar este objetivo, procedeu-se a um diagnóstico à situação atual da empresa, com enfoque na aferição da qualidade dos serviços prestados pela mesma, à determinação dos objetivos e estratégias de marketing e à elaboração das táticas de marketing-mix adequadas. A metodologia deste projeto seguiu uma abordagem mista e a estratégia de investigação adotada foi a action research. De modo a obter a informação necessária para a elaboração do estudo procedeu-se à observação participante, à recolha de dados primários e secundários, à realização de entrevistas semiestruturadas e de um inquérito por questionário, com base no instrumento QUESC, proposto por Kim e Kim (1995). Os resultados obtidos através do questionário aplicado podem traduzir-se em níveis médios de qualidade dos serviços, prestados pela empresa WePadel. Por fim, com o intuito de alcançar os objetivos propostos e tendo por base o diagnóstico efetuado à situação atual da empresa em estudo, foram definidas as táticas de marketing-mix para o período de janeiro a dezembro de 2018.
This project consists in developing a marketing plan for a company named WePadel for the year 2018. Considering the existing marketing opportunities, due to the national expansion of padel, it becomes relevant that the company's growth potential be effectively supported by a marketing plan. Thus, the main goal of this project is to propose the marketing actions that could lead to a larger attraction of customers as well as to maintain the existing ones. To achieve this main goal, a diagnosis of the company's business, focusing on measuring the services quality provided by the same was carried on, as well as setting the generic marketing strategies and goals and developing the appropriated marketing-mix tactics for the company. The methodology adopted in this project consisted on a mixed-method approach and action research was the adopted research strategy. In order to obtain the required information, participant observation, semi-structured interviews and an online questionnaire, based on the QUESC instrument proposed by Kim e Kim (1995) were carried on. The results of the questionnaire showed medium levels of services quality, provided by the company. Finally, in a way of achieving the purposed goals and based on the company's business diagnosis, marketing tactics were set for the period of January to December of the year of 2018.
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Hrozková, Alice. "Návrh komunikačního mixu vybraného podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-241393.

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Master’s thesis deals with analysis of the current communication mix of the selected company and with proposals of its improving. Theoretical part brings on fundamental for the analytical part in which the selected company is introduced. In this part there are also made analyses of marketing surrounding and current communication mix is introduced. The last part of the thesis focuses on proposals with the aim to improve the existing communication mix.

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Pelikánová, Adéla. "Návrh komunikačního mixu cateringové společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2013. http://www.nusl.cz/ntk/nusl-223999.

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Master’s thesis deals with the proposal of communication mix for start-up company. This proposals is based on theoretical knowledge of marketing, marketing communications as well as the analysis from the study of external and internal factors of the company. The aim of this thesis is to create a communication mix for a new start-up company and proposal of appropriate communication tools for the entry of start-up company to the market.

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van, der Deijl Wesley. "Swedbank versus Rabobank : A Comparison of The Services Marketing Mix." Thesis, University of Gävle, Department of Business Administration and Economics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-692.

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Aim: This thesis has been conducted after approval of Swedbank, for comparing their services with those of Rabobank. The study aimed finding differences between Swedbank’s and Rabobank’s services. Within the subject services, the study has aimed towards finding the differences –and similarities between the services marketing mix of Swedbank and Rabobank. The study also focused on the activities held in order to support the services marketing mix.

Method: The empirical findings were gathered by use of both written –and telephone interviews. Keywords were written down during the telephone interview and later constructed into full sentences. Data taken from the written interviews was viewed and re-written into complete sentences. The data has been analyzed with use of the literature review.

Result & Conclusions: Both Swedbank and Rabobank seem to have a highly similar services marketing mix. Small differences were found in marketing research, products, marketing communication, Human Resources Management and servicescape. In all these aspects it showed that Swedbank uses a more personal approach than Rabobank.

Suggestions for future research: The thesis’ focus has been on the services marketing mix of Swedbank and Rabobank in general. This allowed the research to go more in-depth than other subjects in the services marketing mix. To get a more clear view on the supporting methods both Swedbank and Rabobank use to support its services marketing mix, future research could be focused on the historical development of both banks which has developed the bank’s ways of doing business, the price development methods in detail, the segmentation process, the marketing communication campaigns of both Swedbank’s –and Rabobank’s internet banking, service development process and corporate identity strategy. It would also be interesting to compare these banks with their competitors in order to discover why Swedbank and Rabobank stand out more than their competitors.

Contribution of the thesis: This thesis compared two of the largest banks in both home countries and shows the implications of successful services marketing mixes. This thesis is useful for financial banks and other related financial service institutions.

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Kombenjamas, Warangkana, and Nuchanart Lertrattananon. "Services Marketing Mix of Foreign Coffee Franchiser in Bangkok." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12836.

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Abstract Title: Services Marketing Mix of Foreign Coffee Franchiser in Bangkok Program: International Marketing Authors: Miss Warangkana Kombenjamas (19801029) Miss Nuchanart Lertrattananon (19870818) Supervisor: Jean-Charles Languilaire Examiner: Ole Liljefors Final Seminar: 30/5/2011 Research Question: How services marketing mix of Foreign Coffee Franchisers in Bangkok and demographic factors affect consumer behaviors? Purpose: To explore the components of services marketing mix and demographic factors that has an impact on consumer behaviors. Method: This study is mainly grounded on quantitative method using questionnaire The data collection was come from primary data (questionnaire) and secondary data (books, journals, and internet website). SPSS software and Microsoft Office Excel is used as analysis tools. Conclusion: We can conclude that both demographic factors and components of services marketing mix affect consumer behaviors. Demographic factors; age gender and income affect consumer behaviors for example income level affects the frequency of visit coffee shop that people who have higher level of income tend to visit coffee shop more frequent than those who have lower level of income. All components of services marketing mix; product, price, place, promotion, physical evidence, people and process affect some of the consumer behavior pattern. The taste criterion of product and the standardize taste criterion of process are concerned most importance by consumers who visit a coffee shop more frequent while the promotion has the least impact on the frequency of visiting a coffee shop. Keywords: Service marketing mix, consumer behavior, demographic

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Pastorková, Jana. "Marketingová komunikace TŠ Astra Praha." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9833.

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The subject of my diploma thesis is the marketing communication of Astra Praha dancing school. The main purpose was to create the right communication mix in order to stabilize current situation and enable further development of the company. The main subject consists of various parts which are: mapping of theoretic basis focused on marketing of services, marketing analysis of Prague dancing schools' market, analysis of Astra Praha dancing school as well as analysis of elements of marketing mix being used by the company. The thesis is based as well on my personal experience as a tutor in Astra Praha dancing school (more then ten years). This was fundamental when proceeding detail analysis of customer behavior and process analysis in the school. I have also the opportunity to research in praxis of Astra Praha dancing school as well as other dancing schools across Czech Republic the theoretic basis. This contributed to even better understanding of strengths and weaknesses of Astra Praha dancing school and its position on the market. Astra Praha dancing school was not using any kind of electronic database at the time. Therefore it was necessary to gather all relevant data and build a new customer care / marketing database. Some other suggestions and ideas stated in my thesis were also discussed and implemented before the finalization of this work. I chose the marketing communication for a topic of this thesis because I think it is the weakest point of the company's strategy. Therefore it represents serious thread to its next development and success and I hope this work could provide some strategic recommendation. Nevertheless, the most important benefit of this work seems to be the instant change of Astra Praha director's perception of the marketing management and its link to the overall company's management.

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Monteiro, Paula Filipa Gilsanz Sacramento. "Plano de marketing - Vitália saúde Consulting." Master's thesis, Instituto Superior de Economia e Gestão, 2014. http://hdl.handle.net/10400.5/8735.

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Mestrado em Marketing
Este trabalho de projecto tem como objectivo o desenvolvimento de um plano de marketing que permita alavancar a empresa Vitália Saúde Consulting, consultora de gestão de negócios especializada no sector da Saúde, localizada na zona Centro do país. A empresa foi criada em 2009, no entanto, manteve-se inactiva até 2014 devido à falta de investimento e de recurso humanos que permitissem a angariação de clientes. Para o efeito, recorreu-se a uma revisão de literatura e a um estudo sobre a situação actual do contexto da empresa, que incluiu uma análise empírica a um dos segmentos de mercado mais importantes da empresa para conhecer a sua realidade e adaptar o programa de acção às necessidades do mercado. Aplicou-se um questionário a clínicas gerais e especializadas do tecido microempresarial, de forma a aferir a sua orientação para o mercado e daí compreender a necessidade de recurso aos serviços da empresa Vitália Saúde Consulting.
This research project aims to develop a marketing plan that will allow the leverage of a management consultant company specialized in the healthcare business sector, located in the center region of Portugal, Vitália Saúde Consulting. The company was established in 2009, however, remained inactive until 2014 due to lack of investment and human resources, therefore, not allowing customer acquisition. To do this, a literature review was conducted and the current status of the current situation in the context of the company, which included an empirical analysis to one of the most important market segment of the company, in order to understand its reality and adapt the marketing program to its market needs. As such, a questionnaire was applied to generic and specialized clinics in this area regarding their market orientation, to understand the need of Vitália Saúde Consulting services.

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Dvořáková, Kateřina. "Návrh změn v marketingovém mixu konkrétní společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2019. http://www.nusl.cz/ntk/nusl-399332.

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This master thesis deals with the proposal of changes in the marketing mix of a particular company. These suggestions could lead in the future to get new customers and strenghten loyalty to existing customers. The master thesis is divided into three essential units. The first one will introduce theories needed to carry out the following part, which is the analysis of this company and the necessary analyzes. For the processing of the last design part, these analyzes are necessary.

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Pinto, João Chanças Miranda da Silva. "Plano de marketing Clube Recreativo e Cultural Quinta dos Lombos – Secção de Corfebol." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/20129.

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Mestrado em Marketing
Este Trabalho Final de Mestrado, trabalho de projeto, tem como principal objetivo definir as estratégias de marketing e plano de ação para a seção de Corfebol do Clube Recreativo e Cultural Quinta dos Lombos, para a época 2020 - 2021. O Clube encontra se situado em Carcavelos, no concelho de Cascais, no distrito de Lisboa. A metodologia utilizada para a realização deste projeto foi a action research, sendo o horizonte temporal cross-sectional. Tendo sido realizados inquéritos por questionário, utilizando o instrumento de aferição de qualidade de serviços desportivos QUESC, a todos os atletas seniores praticantes da modalidade do Corfebol. Foram também realizadas entrevistas informais aos atletas seniores, e entrevistas semiestruturadas a três especialistas nesta modalidade e a dois membros da Direção do Clube. Os resultados alcançados através do inquérito são traduzidos em bons níveis de qualidade do serviço prestado pelo CRCQL. Foi realizado também um orçamento e um calendário para as ações necessárias para se implementar este Plano de Marketing, de modo a atingir os objetivos delineados (ex: a angariação de novos atletas).
This Master's Final Project work, has as its main objective to define the marketing strategies and action plan for the Korfball section of Quinta dos Lombos Cultural and Recreational Club, for the season 2020 - 2021. The Club is located in Carcavelos, in the municipality of Cascais, in the district of Lisbon. The methodology used to carry out this project was action research, with the cross-sectional time horizon. Questionnaires were conducted using the QUESC quality of service measurement tool for all senior athletes practicing Korfball. Informal interviews were also conducted with senior athletes and semi-structured interviews with three specialists of this sport and two board members of the Club. The results achieved through the survey translate into good levels of quality of the service provided by CRCQL. A budget and calendar were also made for the actions required to implement this Marketing Plan in order to achieve the objectives outlined (eg, the recruitment of new athletes).
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Klimová, Monika. "Uplatnění marketingu v sektoru služeb." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224357.

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The subject of the thesis "Application of marketing in the service sector" is focused on on the analysis of internal and external marketing environment and marketing research customer satisfaction. The first part focuses on theoretical summary of basic marketing concepts, the practical part focuses on the marketing analysis and evaluation of marketing research and the last part introduces own proposals for optimization of customer satisfaction and field marketing activities.

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Štumpa, Zdeněk. "Marketingový plán pro společnost AIKON, s.r.o." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224321.

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The theme of this thesis is to develop a marketing plan template for the company AIKON Ltd. The analytical part is based on theoretical knowledge and shows the status of the current marketing plan. Subsequently, on the basis of the analysis there is a set of recommendations developed, which will enable the company to achieve a better market position and increase an overall efficiency of the economic activity.

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Pluháček, Stanislav. "Uplatnění marketingu v sektoru služeb." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2012. http://www.nusl.cz/ntk/nusl-223645.

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This thesis deals with marketing of hotel services for the Hotel Celnice, located in the town of Breclav in the heart of the Lednice-Valtice area. It discusses the marketing mix of hotel and try to find weaknesses in this area and suggest improvements that would lead to better communication and economic outcomes.

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Veličková, Daniela. "Marketingový mix sportovního centra." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-241172.

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The main topic of the diploma thesis “Marketing mix of a sports facility” is a detailed analysis related to a marketing strategy of the company that offers services in the area of sports and physical training. The theoretical part is devoted to the general basis that is essential for further elaboration of following practical sections. The analytical part deals with analysis of the current situation within the sport facility. On the basis of the conclusions from analytical part, the specific recommendations are presented to be implemented in the analysed company in order to significantly strengthen its overall marketing strategy.

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Vargová, Štěpánka. "Analýza komunikačního mixu vybrané firmy." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-9408.

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The dissertation is concerned with the analysis of the communication mix of the educational agency and publisher AMOS. The objective is to review present application of communication instruments and propose some modifications and utilisation of other instruments respecting the communication aims of the firm.

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Mičíková, Petra. "Návrh změn marketingové komunikace konkrétního ateliéru." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-377421.

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The Master´s thesis deals with the proposal of change of marketing communication for a particular atelier that should lead to raising public awareness of the atelier and also subsequently increase its potencial customers. Master´s thesis contains of theoretical knowledge related to the topic, analysis of current state and own proposal of changes. The proposal of changes are based on theoretical knowledge and results obtained by analyzing the current state of atelier.

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Matyášová, Lenka. "Komunikační mix fitcentra." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224406.

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This dissertation deals with marketing issues in sport, focused mainly on the fitness center. There are investigated the current communication mix of small fitness center including its services. After finding out the current state of the communication mix, followed by a proposal for its improvement, which is focused mainly on advertising and sales promotion. This proposal will leads to obtaining a higher number of clients, to increase public awareness in the city and its surroundings and all of this will lead to higher competitiveness.

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Andruškaitė, Indrė. "Marketingo komplekso modelis pramogų paslaugų įmonėse." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2010. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2010~D_20100903_124527-44129.

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Magistro darbe yra iškelta pramogų paslaugų marketingo komplekso atitikimo vartotojų poreikiams problema. Darbe išanalizuota ir susisteminta įvairių lietuvių ir užsienio autorių literatūra, publikuoti tyrimai bei apklausų rezultatai, susiję su paslaugų marketingu, marketingo kompleksu, vartotojų elgsena. Išanalizuota paslaugų specifika, klasifikavimas. Plačiau nagrinėtas paslaugų marketingo komplekso išskirtinumas, atlikta įvairių autorių pateikiamų marketingo komplekso modelių analizė. Tyrimo metu iš dalies patvirtinta hipotezė, kad pramogų paslaugų įmonių marketingo kompleksas neatitinka vartotojų lūkesčių. Nustatyta, kad vartotojų lūkesčiai ir pramogų paslaugų teikėjų marketingo kompleksai nėra tarpusavyje suderinti. Pasiūlytas į vartotoją orientuotas pramogų paslaugų marketingo komplekso modelis.
This Master's thesis analyzes the problem of accordance between marketing mix settings and consumer demands. The paper analyzes and structures various Lithuanian and foreign authors, published studies and surveys, related to services marketing, marketing mix and consumer behaviour. The particularities of services and their classification are discussed. The exclusivity of marketing mix of services was disputed wider in this paper together with the models of marketing mixes proposed by different authors. The investigation made by the author partially confirmed the hypothesis that the marketing mixes applied in local companies of leisure services does not meet consumer expectations. It was found out that marketing mixes of entertainment service providers’ are not concerted with consumer expectation. The author proposes the consumer-oriented entertainment services marketing mix model in this Master’s thesis.

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Luňáčková, Michaela. "Návrh marketingových aktivit konkrétní společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-319441.

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The topic of this diploma thesis is to create a proposal for marketing activities of café and bar Limbo situated in Brno. The proposal should lead to improvement of the company’s communication skills, consequently to raise public awareness and potentially to increase the number of new customers. Therefore, the most extensive part of proposals is focused on marketing communication. The proposal is based on theoretical knowledge in the introductory part and, above all, on suitable analysis of current situation in second part of diploma thesis.

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Engström, Maria. "Fujitsu Services AB Should they change their product mix : MBA-thesis in marketing." Thesis, University of Gävle, Department of Business Administration and Economics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-677.

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Aim: The aim of the study is to analyze what product mix Fujitsu Services AB should focus on in the future. That is if they should focus on service and consulting, or hardware products, or a mix of them both? The following sub-questions have been used to answer the research question.What is the optimal mix between consulting and services, and hardware and where does Fujitsu create the most value? Where is the potential for the future? Where can Fujitsu Services AB generate the most growth? How superior is the current foundation, that the company is building its strategies on and what do they need to add? What are their capabilities and how can they best be explored?

Method: This study is a qualitative study with focus on Fujitsu Services AB where data has been collected through interviews with the leadership and management of the company with focus on how the company should carry on its business practices in the future.

Result and conclusions: The result from the study is that Fujitsu Services AB should keep a mix between the services, consulting and hardware. I have also come to the conclusion that they can improve in other areas such as its internal communication.

Suggestion for future research: Study of the change that the acquisition of Mandator will mean for Fujitsu Services AB

Contribution of the thesis: Give an inside look at a high-technology company that is going through changes and is trying to establish its brand and grow in a local and international market

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Pastor, Jiří. "Marketingová strategie internetové společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2011. http://www.nusl.cz/ntk/nusl-222856.

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Purpose of this Master's thesis is to develop the way how to create marketing strategy for the new company's Internet portal, which provides booking services. Work contains current situation analysis for external and internal surroundings of booking systems. Based on made analysis are developed new ways and recommendations for further process to Internet portal promotion and gain new users.

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Knopová, Martina. "Aplikace marketingu ve společnosti ČSAD Praha holding, a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76728.

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This thesis analyses the marketing activities in the company ČSAD Praha holding a.s. with a focus on the management of the central bus station Praha Florenc. The main objective of the thesis is an examination of current marketing activities in the company and then proposal of recommendations for changes and improvements in this area. The theoretical part describes the basic theoretical background on the situation analysis, marketing of services and marketing mix. The practical part describes the transport sector, the company ČSAD and the bus station Praha Florenc. This part also includes applicated situation analysis of the company and the evaluation of its marketing mix. In this section is also included an evaluation survey which examined the views of students of VSE on the bus station. All results are summarized in the conclusion and the proposals for improving services and communication of this central bus station are made on the basis of these results.

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Zemanová, Petra. "Návrh na zlepšení marketingového mixu společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2019. http://www.nusl.cz/ntk/nusl-400190.

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The diploma thesis focuses on the design of improving the marketing mix of Ivánek – Zeman v.o.s. The theoretical part contains definitions and concepts related to marketing and marketing mix. The analytical part includes analyzes of the external and internal environment, describes the current state of the company´s marketing mix and the discovered information is summarized in the SWOT analysis. The last part of the thesis deals with own suggestions, which are based on the established facts in the analytical part.

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Blišťan, Adam. "Marketingové aktivity ZŠ Česká Ves." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193392.

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This master's thesis is focused on connecting marketing and primary schools. Using the primary school in Česká Ves, I demonstrate it is important for school to take marketing activities in mind even on the most basic level of education. Thesis is divided into three parts. In theoretical one I describe marketing mix, basic principles of marketing research and analysis of the environment. Practical part is focused on the Česká Ves primary school and using both primary and secondary marketing research I analyse current marketing activities and marketing mix. In the last part I suggest improvements that school can make to improve components of marketing mix.

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Zámečníková, Klára. "Marketingový mix TK Orel Telnice." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-224888.

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The main aim of the thesis was to expand the portfolio of services offered TK Orel Telnice and these proposed services to create the marketing mix. Thesis includes analysis of the external and internal environment and resulting proposals for new services. The proposed services are composed of two parts and each is treated the marketing mix, which includes defining services, pricing, promotion and distribution. This thesis also includes calculation of the costs and income connected with the implementation of new services.

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Prokopová, Monika. "Návrh úprav mezinárodní marketingové strategie vybrané společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-414487.

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The diploma thesis focuses on amendments of marketing strategy of Airport Brno, a.s. so that it is consistent with both the short-term objectives and the long-term objectives. The theoretical part of the thesis deals with understanding marketing and describes air transport and airports activities. In the practical part is an analysis of the current situation and based on the findings were created own proposals and recommendations.

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Votavová, Alena. "Marketingová strategie vybrané společnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-112928.

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This thesis deals with the marketing strategy of a company F AIR spol. s r. o.,which is the first flying school in the Czech Republic and has its main domicile at the Benešov airport. The objective of the thesis is to analyse the marketing strategy and the marketing environment of the company, and to propose feasible changes of the contemporary strategy. In order to achieve this objective, I have applied several subanalyses and my own marketing research. The accumulated figures are evaluated in the final SWOT analysis. I introduce several changes based on these figures, which could be conductive to the increase of the company's turnover and to the improvment of its customer's satisfaction. I also present a communication campaign to one of the marketing objectvies.

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Gatialová, Martina. "Návrh na zlepšení komunikačního mixu vybrané společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-443117.

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The diploma thesis deals with the proposal for the improvement of the communication mix in a selected company. The thesis is divided into three parts. The first part focuses on theoretical knowledge about marketing and definitions of selected analyzes. The second part consists of analysis of environment of the selected company and marketing research concerning the satisfaction of the company's existing foreign customers. The final part contains the proposals for improving the communication mix, which were created based on the analysis.

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Šenková, Michaela. "Návrh změn marketingového mixu v mezinárodní poradenské společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-443118.

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This diploma thesis is focused on the current state of the marketing mix of a chosen company focused on project management consulting. Solutions to improve the marketing mix of this company are proposed based on the results of marketing analyses of the external and internal environment of the company.

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Burdová, Martina. "Návrhy na zlepšení služeb hotelu Slunce." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2011. http://www.nusl.cz/ntk/nusl-223315.

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Abstract The diploma thesis was elaborated for the company Hotel & Restaurant Slunce, s.r.o., which operates the fourstar hotel Slunce. It analyses and evaluates hotel services and areas associated with their provision. It contains proposals for a staffing servise, technical support and improve the supply of services leading to an increase of hotel and restaurant occupancy.

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Vančurová, Denisa. "Návrh marketingové strategie." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2012. http://www.nusl.cz/ntk/nusl-223336.

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The thesis deals with the CRM system implementation into the company management. It contains an analysis of the current situation, comparison of several selected CRM systems and proposes the best product for the company. The goal of this proposal is to improve marketing management in company and to strengthen relationships with present customers as well as to find new ones within expanding market segments.

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Koutníková, Martina. "Marketingové aktivity společnosti Uber." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359755.

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This Master´s Thesis focuses on the sharing economy and more importantly, on one of the main pioneers of this phenomenon, which is Uber. Uber is presented as a typical example when describing possibilities and problems connected with the sharing economy. The thesis is divided into two main parts - the theoretical part and the practical part. The theoretical part deals with theoretical terms that are essential for a better understanding of the second, practical, part. It involves a complex description of the term sharing economy and its main driving force - Millennials (Generation Y). Furthermore, there are described terms such as marketing environmental analysis and marketing mix analysis, which are put into practice and presented on Uber in the latter part of this thesis. This thesis focuses on marketing activities of Uber in the Czech Republic and that also includes a questionnaire survey. The main goal of this thesis is to describe current marketing activities of Uber in the Czech Republic, to present findings about brand awareness of Uber in the Czech Republic and its customer satisfaction and consequently, to make recommendations on possible marketing activities, that could help Uber in the Czech Republic to meet its objectives and/or unfold its potential. The partial objective of this thesis is to put together a complex set of characteristics of the sharing economy.

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Zugarová, Veronika. "Návrh marketingového mixu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-416835.

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The theme of this master’s thesis is the proposal of a marketing mix for Petyovský & Partners s.r.o. The theoretical part of the thesis contains analyzes of the external and internal environment, together with the analysis of the current marketing mix of the company and the output is the SWOT analysis. Based on the data and facts, the last part of the thesis presents specific proposals for improving the company’s marketing mix.

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Hrdličková, Magdalena. "Marketingová komunikace realitní kanceláře." Master's thesis, Vysoké učení technické v Brně. Ústav soudního inženýrství, 2014. http://www.nusl.cz/ntk/nusl-233033.

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This thesis is devoted to a detailed treatment functioning realtor, it´s marketing mix, with special focus on service and especially the marketing communication of selected estate agents. This work is not only for learning purposes, but also as a potential aid in communication for the real estate agency.

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Winterová, Klára. "Marketingová komunikace." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-416823.

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The diploma thesis deals with the marketing communication of a selected mountain hotel and proposes own recommendations in the marketing communication of the hotel. The presented recommendations serve to increase awareness of the hotel and to strengthen relationships with its clients. The own proposals are based on the performed analyzes of the marketing environment of the hotel and the evaluated own research. The research is conducted via questionnaire survey. The paper also outlines the theoretical background of the used methods, marketing communications of business in services and the specifics of tourism services.

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Gonçalves, Felipe do Nascimento. "Plano de marketing para a venda de sistemas de gestão por assinatura." Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/20651.

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Mestrado em Marketing
Empresas de todos os setores estão passando por um momento de grande transição, gerada pelas novas tecnologias digitais e o impacto delas nas estruturas organizacionais e na forma de interagir com seus clientes. No mercado B2B, é fundamental entender a complexidade de cada empresa para fornecer exatamente o que precisam por um preço que possam pagar. A TOTVS, uma empresa focada em tornar as atividades dos empresários mais produtivas, desenvolvendo softwares que os auxiliam a gerenciar seus negócios, irá alterar o seu modelo de negócio, passando a comercializar esses softwares por assinatura, de modo que o cliente paga um valor mensal e utiliza todos os produtos e serviços disponíveis na empresa. Nesse sentido, o plano de marketing a ser desenvolvido tem como objetivo a migração de clientes do modelo tradicional de contratação de software de gestão para o modelo Intera, assim como conseguir novos clientes, para isso, a de ser definido a estratégia de posicionamento, o marketing-mix e o plano de ação a ser executado. O projeto trata-se de um estudo exploratório e a estratégia de investigação adotada é o action research, do qual o método de investigação misto será utilizado para o desenho de pesquisa. Desta forma, serão realizadas entrevistas em profundidade semiestruturadas de caráter informal, além de aplicação de inquéritos por questionários.
Companies from all sectors are undergoing a major transition, generated by new digital technologies and their impact on organiational structures and how to interact with their customers. In the B2B market, it is critical to understand the complexity of each company to provide exactly what they need for a price they can afford. TOTVS, is a company focused on making the activities of entrepreneurs more productive developing software that helps them manage their business, we will change their business model, starting to commercialize this software by subscription, so the customer pays a monthly amount and uses all the products and services available in the company. The marketing plan to be developed has the objective of migrating customers from the traditional model of hiring management software to the Intera model, as well as getting new customers, for that, to be defined the positioning strategy, the marketing mix and the action plan to be executed. This Project is an exploratory study and action research adopted is the action research, which the mixed research method will be used to design the investigation. In this way, semi-structured informal interviews will be carried out, besides the application of questionnaire surveys.
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Bachurek, Ondřej. "Návrh marketingového mixu pro komplexní zábavní služby." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-225033.

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The subject of this Master’s thesis is to define the individual instruments of the marketing mix and communication mix. The thesis also provides an analysis of the current condition of entertainment services. The result is a complex entertainment services marketing mix proposal.

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Šímová, Lucie. "Návrhy na zlepšení nabídky hotelových služeb." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2017. http://www.nusl.cz/ntk/nusl-319408.

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The diploma thesis was processed at a hotel in town Boskovice. It analyses and evaluates hotel services and areas associated with their provision. The aim of the diploma thesis is a proposal for improvement of a staffing services, technical support and extension of the supply of services leading to an increase of hotel occupancy.

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Zezula, Radek. "Návrh marketingové komunikace pro ubytovnu Služeb Blansko, s.r.o." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2009. http://www.nusl.cz/ntk/nusl-222117.

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This diploma thesis focuses on analyzing limitations of marketing communication of Služby Blansko, Ltd. It tries to establish how these shortcomings could be eliminated and in achieving these goal different tools like marketing mix analysis is used. Based on the feedbacks from the customers and discussion with the management of the company, some measures on how to properly react to each individual customer demand and increase attendance and popularity of Služby Blansko, Ltd. were suggested.

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Feňo, Tomáš. "Návrh marketingové strategie pro firmu Servis Feňo." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-234786.

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The thesis is focused on developing a marketing strategy proposal and creating a set of specific recommendations for the company Servis Feňo, which provides service in the field of electric water heating. To identification of a company current state, it has been used a marketing situational analysis, i.e. evaluation external and internal factors, which results in a summary SWOT analysis. On the basis of weak spots detected, this particular measures were proposed; to define mission, vision and targets of a company, to create a client database, to redesign and improve corporate identity, dress code, revision of the current websites and other instruments of online communication such as SEO and PPC advertisement. Realisation of these particular marketing strategy proposes should lead to acquisition of new clients, retaining of current ones and strengthening competitiveness of the company.

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Abrantes, Ana Rita da Rocha. "Plano de marketing Fly & Jump, Unipessoal Lda." Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/20902.

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Mestrado em Marketing
O presente projeto tem como objetivo definir estratégias de marketing e um plano de ação para a empresa Fly & Jump Unipessoal Lda. A empresa desenvolve a sua atividade utilizando a designação comercial BOUNCEINC Portugal, ao abrigo de uma licença de franchising. Foi pioneira, tendo sido o primeiro parque de trampolins a ser implementado em Portugal. Nos anos seguintes, foram introduzidos novos players no mercado, tendo provocado uma acentuada descida na receita e alguns despedimentos de colaboradores. Tendo como principal objetivo compreender e resolver problemas organizacionais, estando em contacto constante com a empresa em estudo, foi empregue a metodologia de action research, para esse efeito. Ao nível da envolvente, não se pode ignorar a situação atípica que se vive nos dias de hoje, impulsionada por uma crise de saúde pública, a nível Mundial, provocada pela doença Covid-19. A empresa adaptou-se às normas reguladas pelas entidades competentes e manteve-se encerrada durante 7 meses, reabrindo, apenas a 9 de outubro de 2020. O plano proposto permite definir a adaptação à realidade Covid-19, propondo uma calendarização mais organizada que facilitará a implementação e análise da introdução de táticas de marketing bem como a sua avaliação e integração de toda a equipa na concretização do plano.
This project aims to define marketing objectives and an action plan for the company Fly & Jump Unipessoal Lda. The company develops its activity using the trade name BOUNCEINC Portugal, under a franchising license. It was a pioneer, having been the first trampoline park to be implemented in Portugal. In the following years, new players were introduced to the market, causing a sharp drop in revenue and some dismissals of employees. With the main objective of understanding and solving organizational problems, constant contact with the company under study, the action research methodology was used for this purpose. At the level of the environment, one cannot ignore the atypical situation that lives today, driven by a global health crisis, caused by the Covid-19 disease. The company adapted to the rules regulated by the competent entities and remained closed for 7 months, reopening, only on October 9, 2020. The proposed plan allows to define the adaptation to the reality Covid-19, proposing a more organized schedule that will facilitate the application and analysis of the introduction of marketing tactics as well as their assessment and integration of the entire team in the implementation of the plan.
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Coutton, Didier. "Le Marketing de l'offre actionnariale dans un objectif de création de valeur économique : le cas des sociétés du CAC 40." Paris, CNAM, 2006. http://www.theses.fr/2006CNAM0530.

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En acceptant pour postulat que les marchés financiers ne sont pas pleinement efficients, et que le but ultime du dirigeant est de créer de la valeur èconomique, le développement et la pratique d'un marketing de l'offre actionnariale sont envisageables. Cette discipline - le marketing de l'actionnaire- est à la fois un marketing des services et un marketing relationnel. Il entend fidéliser l'actionnaire et éviter la volatilité du cours de titre par deux processus : (1) la captatation de l'investisseur fidèle par une offre actionnariale adaptée et (2) la fidélisation de l'actionnaire. Les travaux de recherche s'intéressent exclusivement au processus de captation dans une perspective managériale. Ils établissent la relation entre le marketing mix de l'offre actionnariale et la création de valeur économique
Assuming financial markets are not totally efficient and shareholder value is the ultimate objective of a listed company, designing a marketing offer dedicated to shareholders can be justified. This marketing, targeting shareholders, hence its appelation "Marketing for Shareholders", is a services and relationship marketing intended to build up a loyal shareholder base and to avoid share price volatility thanks to : (1)a marketing mix designed to attract loyal investors and (2) retention strategies implemented to keep shareholders loyal. The doctoral dissertation is devoted to the attraction process from a managerial perspective. It establishes the relation between the marketing mix variables and the shareholder value

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Šárková, Lenka. "Analýza spokojenosti zákazníků a návrhy na zvýšení její úrovně." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-377450.

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This thesis deals with the topic of customer satisfaction at a small Slovak company promovie. The aim of my thesis is to propose measures to increase the level of customer’s satisfaction. The thesis is based on the analysis of internal and external business environment and marketing research in the form of an electronic questionnaire. The acquired data are analysed, interpreted and then used to propose changes to increase the customer satisfaction in the company.

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Lejčková, Lucie. "Marketingová strategie vybrané cestovní kanceláře." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-16624.

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The objective of the thesis "Marketing strategy of a selected tour operator" is to get acquainted with the marketing strategy of MILE tour operator aiming to propose possible improvements based on carried analysis. The first part includes general theories of marketing and its specifics in tourism. The second part is the application of this theory into practice, starting with the basic characteristics of MILE tour operator, followed by analysis of its standing in the tourism market including analysis of external and internal environment, analysis of competitors and own questionnaire research. The next part contains analysis of the tour operator's current marketing strategy. The thesis results in concrete suggestions to improve market targeting, setting goals, selecting a marketing strategy and marketing mix.

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Češková, Lenka. "Vybrané problémy marketingové strategie ŠKODA AUTO a.s." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-4185.

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Škoda Auto is one of the most important companies in the Czech Republic. The company not only sells cars, but also provides services, sells Škoda Genuine Parts and Škoda Genuine Accessories. Customers know services as Škoda Service. All these aftersales activities are integral part of the brand. Master thesis put emphasis on external communication of Škoda Service. Master thesis describes external communication and proposes new communication methods.

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Neto, Luciana Tavares Mendes. "Plano de marketing para a Universidade Técnica de Angola - Utanga." Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/12625.

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Mestrado em Marketing
Este Projeto Final de Mestrado tem como objetivo identificar falhas nos serviços prestados pela Universidade Técnica de Angola - UTANGA, e propor a sua transformação através da implementação de um Plano de Marketing Operacional. Como tal, o setor em estudo enquadra-se na área do Marketing de Serviços.
This Final Master Project aims to identify flaws in the services provided by the Technical University of Angola - UTANGA, and propose its transformation through the implementation of an Operational Marketing Plan. As such, the sector under study falls within the area of Service Marketing.

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Růžová, Monika. "Marketingový mix posilovny Sport Centrum Budokan." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-15736.

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The aim of this work is to describe and analyze the marketing mix and marketing activities of the fitness SPORT CENTRUM BUDOKAN with the emphasis on increasing its attractiveness and competitiveness, to identify possible deficiencies and to give a list of recommendations for the owner of the fitness, i.e. to make a proposal of a compact marketing strategy. Based on my own marketing analysis (positional analysis, SWOT analysis, mystery shopping, polling, observation and benchmarking), I have designed my own marketing strategy, which would lead to the established aim.

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Nikitina, Oleksandra. "Marketing Strategy for Starbucks café in the Ukrainian market." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-199064.

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The goal of this thesis is to conduct a research and thorough analysis of the suggested new market for international company. In case of positive recommendation regarding market entry, marketing strategy and marketing mix are to be developed and proposed. The central idea behind the topic is to suggest efficient marketing strategy for Starbucks Corporation, global coffeehouses chain and coffee specialties seller, entry to the Ukrainian market. The recommendation is to be based on thorough analyses and researches of market environment and company's potential position. The thesis is divided into theoretical, analytical and practical parts. The theoretical part summarizes academical knowledge that is related to the topic of the thesis and that is used in further analytical and practical parts. Analytical part presents analyses made on country and industry situation and on current company's profile and strategies. In practical part, based on the analyses performed, the final recommendation on the mode of entry and marketing strategy is made.

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Matějka, Václav. "Porovnání marketingových komunikací Air Bank a ČSOB." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-206962.

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After 2010, several low-cost banks were founded in the Czech Republic. Thanks to their strategy and customer approach, these banks considerably differed from traditional banks established on the Czech market in the 1990s. Especially in large cities, the new banks quickly gained popularity and started stealing clients from the traditional banks, which have thus seen a severe loss of clients. This diploma thesis compares one new and one traditional bank - Air Bank and ČSOB. It explores the differences in their marketing communication and surveys clients to see what makes people leave ČSOB and join Air Bank. Based on the data collected, the thesis gives a set of recommendations for both banks to improve their situation in the future.

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Dissertations / Theses on the topic 'Services marketing mix'

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