| dc.contributor.advisor |
Homolka, Lubor
|
|
| dc.contributor.author |
Molnárová, Zuzana
|
|
| dc.date.accessioned |
2023-12-20T14:17:20Z |
|
| dc.date.available |
2023-12-20T14:17:20Z |
|
| dc.date.issued |
2023-06-30 |
|
| dc.identifier |
Elektronický archiv Knihovny UTB |
|
| dc.identifier.uri |
http://hdl.handle.net/10563/54584
|
|
| dc.description.abstract |
Diplomová práca je zameraná na zvýšenie predaja produktov firmy Svět plodů. Cieľom práce je spracovať poznatky z literárnych zdrojov, popísať a analyzovať pozíciu a situáciu firmy a produktu a na základe toho navrhnúť projekt zvýšenia predaja daného produktu, ktorý sa navyše podrobí časovej a rizikovej analýze. Na vyhodnotenie možných príčin som využila hlavne bow-tie, kvalitatívnu a kvantitatívnu analýzu, ktorá prebehla ako na zamestnancoch, tak zákazníkoch. Okrem toho sa projekt na produkt pozerá z rôznych uhlov pohľadu vďaka BCG matici či SWOT analýze. Pre vyhodnotenie boli použité štatistické analýzy, ako napríklad chi-square test. Sumarizované odporúčania, ako zmena cieľovej skupiny, segmentácia, zmena obalu, marketingovej stratégie či personalizovaného odkazu, by firme mohli pomôcť s podporou predaja daného produktu. |
|
| dc.format |
99 s. (143 811 znakov) |
|
| dc.language.iso |
cs |
|
| dc.publisher |
Univerzita Tomáše Bati ve Zlíně |
|
| dc.rights |
Bez omezení |
|
| dc.subject |
analýza
|
cs |
| dc.subject |
marketing
|
cs |
| dc.subject |
riadenie rizík
|
cs |
| dc.subject |
riadenie vzťahov so zákazníkmi
|
cs |
| dc.subject |
podpora predaja
|
cs |
| dc.subject |
analysis
|
en |
| dc.subject |
marketing
|
en |
| dc.subject |
risk management
|
en |
| dc.subject |
customer relationship management
|
en |
| dc.subject |
sales promotion
|
en |
| dc.title |
Projekt zvýšení prodejnosti vybraných produktů společnosti Svět plodů |
|
| dc.title.alternative |
Project of Increasing Sales of Selected Products of the Company Svět plodů |
|
| dc.type |
diplomová práce |
cs |
| dc.contributor.referee |
Chovancová, Miloslava |
|
| dc.date.accepted |
2023-09-05 |
|
| dc.description.abstract-translated |
The diploma thesis is focused on increasing the sales of products of the company Svět plodů. The goal of the work is to process knowledge from literary sources, describe and analyze the position and situation of the company and the product, and based on this, propose a project to increase the sales of the given product, which will also be subjected to a time and risk analysis. To evaluate possible causes, I mainly used bow-tie, qualitative and quantitative analysis, which took place on both employees and customers. In addition, the project looks at the product from different points of view thanks to the BCG matrix or SWOT analysis. Statistical analysis, such as the chi-square test, was used for the evaluation. Summarized recommendations, such as changing the target group, segmentation, changing the packaging, marketing strategy or personalized link, could help the company to support the sale of the given product. |
|
| dc.description.department |
Ústav managementu a marketingu |
|
| dc.thesis.degree-discipline |
Marketing management |
cs |
| dc.thesis.degree-discipline |
Marketing Management |
en |
| dc.thesis.degree-grantor |
Univerzita Tomáše Bati ve Zlíně. Fakulta managementu a ekonomiky |
cs |
| dc.thesis.degree-grantor |
Tomas Bata University in Zlín. Faculty of Management and Economics |
en |
| dc.thesis.degree-name |
Ing. |
|
| dc.thesis.degree-program |
Management a marketing |
cs |
| dc.thesis.degree-program |
Management and Marketing |
en |
| dc.identifier.stag |
66003
|
|
| dc.date.submitted |
2023-08-04 |
|
