| dc.contributor.advisor |
Kozák, Vratislav
|
|
| dc.contributor.author |
Dočkálková, Hana
|
|
| dc.date.accessioned |
2010-07-17T01:33:15Z |
|
| dc.date.issued |
2008-05-05 |
|
| dc.identifier |
Elektronický archiv Knihovny UTB |
cs |
| dc.identifier.uri |
http://hdl.handle.net/10563/7191
|
|
| dc.description.abstract |
Cílem této diplomové práce nazvané "Projekt reklamní kampaně výrobkové řady UNO VINO firmy TESCOMA s.r.o." je sestavení komunikačního plánu k nové produktové řadě společnosti, která zastává jednu s vedoucích pozic na českém trhu s kuchyňským nářadím. Práce je rozdělena na dvě části, teoretickou a praktickou. V první části jsou zpracovány poznatky z dostupných literárních zdrojů o reklamním plánu. Z teoretické části vychází část praktická, kde je charakterizována společnost Tescoma a následuje situační analýza složená z STEP analýzy, analýzy mikroprostředí a SWOT analýzy. Dále je uvedeno srovnání produktu s předchozími, spolu se SWOT analýzou nového produktu. Na základě analýz je určena komunikace, časový harmonogram a nákladová a riziková analýza. |
cs |
| dc.format |
91 s., 9 s. příloh. |
cs |
| dc.format.extent |
2072520 bytes |
cs |
| dc.format.mimetype |
application/pdf |
cs |
| dc.language.iso |
cs |
|
| dc.publisher |
Univerzita Tomáše Bati ve Zlíně |
|
| dc.rights |
Práce bude přístupná pouze v rámci univerzity od 05.05.2038 |
|
| dc.subject |
Reklamní plán
|
cs |
| dc.subject |
komunikace
|
cs |
| dc.subject |
cíle komunikace
|
cs |
| dc.subject |
reklamní sdělení STEP analýza
|
cs |
| dc.subject |
SWOT analýza
|
cs |
| dc.subject |
Name of the thesis "A project of advertisement campaign of the UNO VINO product line of the Tescoma company". The goal of this thesis is to produce a communication plan for a new product line for the company which is the leader on the market of kitchenware. The work consists of a theoretical and practical part. In the first part there is a background regarding advertisement plans which have been taken from literature. The theoretical part is followed by the practical part where a description of the Tescoma company can be found together with a situational analysis
|
en |
| dc.subject |
consisting of STEP analyses
|
en |
| dc.subject |
microenvironment and SWOT analyses. Moreover
|
en |
| dc.subject |
there is a comparison with the former products also connected with the mentioned SWOT analysis of the new product. Eventually
|
en |
| dc.subject |
a communication plan
|
en |
| dc.subject |
time frame and budget requirements and risks assessments are set based on the above mentioned analyses
|
en |
| dc.title |
Projekt reklamní kampaně výrobkové řady UNO VINO firmy TESCOMA s.r.o. |
cs |
| dc.title.alternative |
Project proposal of a promotional campaign for the TESCOMA company regarding the new product line UNO VINO |
en |
| dc.type |
diplomová práce |
cs |
| dc.contributor.referee |
Ambrož, Jiří |
|
| dc.date.accepted |
2008-05-26 |
|
| dc.date.vskp-available |
2038-05-05 |
|
| dc.description.abstract-translated |
Name of the thesis "A project of advertisement campaign of the UNO VINO product line of the Tescoma company". The goal of this thesis is to produce a communication plan for a new product line for the company which is the leader on the market of kitchenware. The work consists of a theoretical and practical part. In the first part there is a background regarding advertisement plans which have been taken from literature. The theoretical part is followed by the practical part where a description of the Tescoma company can be found together with a situational analysis (consisting of STEP analyses), microenvironment and SWOT analyses. Moreover, there is a comparison with the former products also connected with the mentioned SWOT analysis of the new product. Eventually, a communication plan, time frame and budget requirements and risks assessments are set based on the above mentioned analyses. |
en |
| dc.description.department |
Ústav managementu |
cs |
| dc.description.result |
obhájeno |
cs |
| dc.parent.uri |
http://hdl.handle.net/10563/174
|
cs |
| dc.parent.uri |
http://hdl.handle.net/10563/220
|
cs |
| dc.rights.auth |
IP |
cs |
| dc.thesis.degree-discipline |
Management a marketing |
cs |
| dc.thesis.degree-discipline |
Management and Marketing |
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. |
cs |
| dc.thesis.degree-program |
Ekonomika a management |
cs |
| dc.thesis.degree-program |
Economics and management |
en |
| dc.identifier.stag |
8198
|
|
| dc.date.assigned |
2008-03-14 |
|
| utb.result.grade |
A |
|
