Marketing projects on example of Ahold CZ
| Thesis title: | Marketingové projekty na příkladě společnosti Ahold CZ |
|---|---|
| Author: | Yakuba, Alexey |
| Thesis type: | Diplomová práce |
| Supervisor: | Chylíková, Hana |
| Opponents: | Jakešová, Patricia |
| Thesis language: | Česky |
| Abstract: | Diplomová práce se zabývá důležitým nástrojem podpory prodeje v maloobchodě - marketingovou komunikaci a marketingovými projekty se zaměřením především na sales promotions aplikované v síti malobchodních prodejen Albert. V práci jsou charakterizována specifika retail marketingu a nákupní chování českých zákazníků. Hlavní část práce se týká analýzy úspěšnosti vybraných marketingových projektů implementováných v prodejnách Albert - analýza jejich rentability, výnosů a nákladů na jejich provozování. V práci jsou dále analyzovány vybrané metody in-store komunikace v prodejnách Albert, proveden výzkum efektů a účinnosti nejobvyklejších sales promotions v místě prodeje a stanovena doporučení pro jejich správnou exekuci. |
| Keywords: | Albert, AHOLD Czech Republic, a.s.; maloobchod, maloobchodní jednotka; Marketingová komunikace, marketingové projekty |
| Thesis title: | Marketing projects on example of Ahold CZ |
|---|---|
| Author: | Yakuba, Alexey |
| Thesis type: | Diploma thesis |
| Supervisor: | Chylíková, Hana |
| Opponents: | Jakešová, Patricia |
| Thesis language: | Česky |
| Abstract: | This diploma thesis deals with an important tool to promote sales in retail - marketing communications and marketing projects with main focus on sales promotions applied in retail units of Albert. In this work the reader can find description of specific retail marketing and purchasing behaviour of the Czech customers. The main part is devoted to the analysis of effectiveness of selected marketing projects implemented in Albert including the analysis of their profitability, revenues and expenses for their operation. The paper also analyses the selected methods of in-store communication in Albert, provides the review on the research of the most common tools and their effectiveness of sales promotions in the retail unit and provides recommendations on their proper execution. |
| Keywords: | Marketing communications, marketing projects; retail, retail unit; Albert, Ahold Czech Republic, Inc. |
Information about study
| Study programme: | Mezinárodní ekonomické vztahy/Mezinárodní obchod |
|---|---|
| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of International Relations |
| Department: | Department of Retailing and Commercial Communications |
Information on submission and defense
| Date of assignment: | 11. 10. 2012 |
|---|---|
| Date of submission: | 31. 5. 2014 |
| Date of defense: | 27. 5. 2014 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/39726/podrobnosti |
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