Marketing Strategic Plan for Europa Capital's New Project: 'Dome Prag' in Czech Republic
Informace o vysokoškolské kvalifikační práci
Název práce:
Marketing Strategic Plan for Europa Capital's New Project: 'Dome Prag' in Czech Republic
Autor práce:
Rozmanová, Ella
Typ práce:
Diplomová práce / info:eu-repo/semantics/masterThesis
Vedoucí práce:
Lhotáková, Markéta
Osoba oponující práci:
Orsag, Ivan
Jazyk práce:
English
Abstrakt:
The thesis provides a strategic management approach for Europa Capital's new real estate project 'Dome Prag' based on Aaker's model (2013). The first chapter is a theoretical overview of the literature upon which the practical application is based. A combination of literatures from Machková, Kral & Lhotáková (2011), Doole, Lowe & Kenyon (2016), Daidj (2015) and Sirgy (2014) were applied to create adaptations to Aaker's strategic model in order to bring forth value and new insights for the company's new project. The practical part consists of the external and internal analysis which have identified that opportunity can be found in the saturated real estate market in the Czech Republic through developing as a targeted agency for either of the two identified strategic groups: 'Russian segment' and 'Luxury' group. A small survey confirmed the proposed short-term customer base and gave insights into their preferred size, type and price of real estate. The thesis concludes with a proposal for a concrete strategy plan and a marketing mix for 'Dome Prag'.
Klíčová slova:
Strategic analysis proposal; Dome Prag; Real estate; David Aaker; Prague
Informace o studiu
Studijní program a Studijní obor:
Mezinárodní ekonomické vztahy/International Business - Central European Business Realities