Budování značky výrobního podniku
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Tématem této bakalářské práce je provedení analýzy vývoje značky a marketingové strategie vybraného výrobního podniku a návrh na vylepšení další marketingové strategie se zacílením na posílení značky. Konkrétně je analýza a návrh na vylepšení uplatněno na české sklářské společnosti Lasvit. V první části práce, té teoretické, je vymezen pojem značka a stím spojená hodnota značky a její prvky, dále komunikační mix značky a okrajově zmíněn také marketing s marketingovým mixem. Ve druhé části, té praktické, je důraz kladen na samotnou společnost Lasvit. Společnost je představena a jsou popsány produkty firmy. Dále jsou vymezeny prvky značky, hodnota značky a její znalost mezi lidmi. Je vypracován Marketingový mix spolu s komunikačním mixem. Poslední částí jsou návrhy pro vylepšení marketingu za účelem posílení postavení značky Lasvit.
The topic of this bachelor's thesis is to analyze the development of the brand and marketing strategy of the selected manufacturing company and a proposal to improve another marketing strategy with a focus on strengthening the brand. Specifically, the analysis and the proposal for improvement are applied to the Czech glass company Lasvit. The first part of the thesis, the theoretical part, defines mainly the concept of the brand and the associated value of the brand and its elements, then the communication mix of the brand and marginally mentioned marketing with the marketing mix. In the second part, the practical part, the emphasis is on Lasvit itself. The company is introduced and the company's products are described. Furthermore, the elements of the brand, the value of the brand and its knowledge among people are defined. The marketing mix is also developed together with the communication mix. The last part is the proposals for improving other marketing activities in order to strengthen the Lasvit brand.
The topic of this bachelor's thesis is to analyze the development of the brand and marketing strategy of the selected manufacturing company and a proposal to improve another marketing strategy with a focus on strengthening the brand. Specifically, the analysis and the proposal for improvement are applied to the Czech glass company Lasvit. The first part of the thesis, the theoretical part, defines mainly the concept of the brand and the associated value of the brand and its elements, then the communication mix of the brand and marginally mentioned marketing with the marketing mix. In the second part, the practical part, the emphasis is on Lasvit itself. The company is introduced and the company's products are described. Furthermore, the elements of the brand, the value of the brand and its knowledge among people are defined. The marketing mix is also developed together with the communication mix. The last part is the proposals for improving other marketing activities in order to strengthen the Lasvit brand.
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Marketing, Marketingová strategie, Značka, Budování značky, Lasvit, Marketing, Marketing Strategy, Brand, Brand Building, Lasvit