| dc.contributor.advisor |
Kozák, Vratislav
|
|
| dc.contributor.author |
Michálková, Lucia
|
|
| dc.date.accessioned |
2021-07-26T10:57:49Z |
|
| dc.date.available |
2021-07-26T10:57:49Z |
|
| dc.date.issued |
2020-01-06 |
|
| dc.identifier |
Elektronický archiv Knihovny UTB |
|
| dc.identifier.uri |
http://hdl.handle.net/10563/48891
|
|
| dc.description.abstract |
Táto bakalárska práca je zameraná na analýzu marketingového riadenia pivovaru Wywar a pozostáva z dvoch častí. Teoretická časť je zameraná na poznatky získané z literárnych zdrojov o marketingu, marketingovom riadení, marketingových stratégiách, fázach marketingu a marketingových analýzach, medzi ktoré patrí SWOT analýza, PESTLE analýza a Porterov model piatich konkurenčných síl. Praktická časť sa skladá z predstavenia pivovaru Wywar, jeho cieľov, organizačnej štruktúry a získaných ocenení. Analytická časť obsahuje analýzu marketingového mixu, analýzu marketingovej komunikácie, SWOT analýzu, PESTLE analýzu a analýzu prostredníctvom dotazníkového šetrenia. Na základe jednotlivých analýz sa zistili všetky nedostatky pivovaru, ku ktorým boli následne navrhnuté odporúčania na zlepšenie marketingového riadenia. Tieto navrhnuté odporúčania boli v závere podrobené nákladovej, časovej a rizikovej analýze. |
|
| dc.format |
82 s. (17 592 znakov) |
|
| dc.language.iso |
cs |
|
| dc.publisher |
Univerzita Tomáše Bati ve Zlíně |
|
| dc.rights |
Bez omezení |
|
| dc.subject |
marketingová komunikácia
|
cs |
| dc.subject |
marketingové riadenie
|
cs |
| dc.subject |
minipivovar
|
cs |
| dc.subject |
SWOT analýza
|
cs |
| dc.subject |
PESTLE analýza
|
cs |
| dc.subject |
marketingový mix
|
cs |
| dc.subject |
marketingová analýza
|
cs |
| dc.subject |
marketing communication
|
en |
| dc.subject |
marketing management
|
en |
| dc.subject |
mini-brewery
|
en |
| dc.subject |
SWOT analysis
|
en |
| dc.subject |
PESTLE analysis
|
en |
| dc.subject |
marketing mix
|
en |
| dc.subject |
marketing analysis
|
en |
| dc.title |
Analýza marketingového řízení v pivovaru Wywar |
|
| dc.title.alternative |
Analysis of Marketing Management in the Brewery Wywar |
|
| dc.type |
bakalářská práce |
cs |
| dc.contributor.referee |
Fafílek, Michael |
|
| dc.date.accepted |
2020-07-13 |
|
| dc.description.abstract-translated |
This bachelor thesis is focused on the analysis of marketing management of Wywar brewery and consists of two parts. The theoretical part focuses on the knowledge gained from literature sources on marketing, marketing management, marketing strategies, marketing phases and marketing analyzes, including SWOT analysis, PESTLE analysis and Porter's model of five competitive forces. The practical part consists of a presentation of the Wywar brewery, its goals, organizational structure and awards. The analytical part contains the analysis of the marketing mix, the analysis of marketing communication, SWOT analysis, PESTLE analysis and analysis through a questionnaire survey. On the basis of individual analyzes, all shortcomings of the brewery were identified, for which recommendations were subsequently proposed to improve marketing management. These proposed recommendations were finally subjected to a cost, time and risk analysis. |
|
| dc.description.department |
Ústav managementu a marketingu |
|
| dc.thesis.degree-discipline |
Management a ekonomika |
cs |
| dc.thesis.degree-discipline |
Management and economics |
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 |
Bc. |
|
| dc.thesis.degree-program |
Ekonomika a management |
cs |
| dc.thesis.degree-program |
Economics and Management |
en |
| dc.identifier.stag |
55700
|
|
| utb.result.grade |
B |
|
| dc.date.submitted |
2020-05-30 |
|
