Důležité faktory ovlivňující vnímání vybraného malého podniku zahraničními zákazníky
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Date
Authors
Lešická, Martina
ORCID
Advisor
Referee
Mark
D
Journal Title
Journal ISSN
Volume Title
Publisher
Vysoké učení technické v Brně. Fakulta podnikatelská
Abstract
Diplomová práca je zameraná na detailný výskum pri ktorom budeme zisťovať ako medzinárodný zákazníci vnímajú lokálnu remeselnú pekáreň, prečo sa rozhodli navštíviť práve tento podnik a ktoré faktory ovplyvňujú ich správanie najviac. Práca je rozdelená do piatich častí. Prvá a druhá časť obsahuje jasné stanovenie cieľov a metodiky práce s ktorým nám pomôžu teoretické východiská, definície a analýzy z oblasti marketingu, CRM a gastronómie. V tretej časti je predstavená vybraná spoločnosť, na ktorú sa aplikujú výskumy. Na záver vo štvrtej a piatej časti sú stanovené návrhy nových marketingových aktivít a ich prevoditeľnosť do reálneho fungovania firmy.
The diploma thesis is focused on detailed research in which we will find out how international customers perceive a local craft bakery, why they decided to visit this particular business, and which factors influence their behavior the most. The work is divided into five parts. The first and second parts contain a clear determination of the goals and methodology of the work, with which we will be helped by theoretical starting points, definitions, and analyses in the field of marketing, CRM, and gastronomy. In the third part, the selected company is presented, to which the research is applied. In the end, in the fourth and fifth parts, proposals for new marketing activities and their transferability to the real functioning of the company are determined.
The diploma thesis is focused on detailed research in which we will find out how international customers perceive a local craft bakery, why they decided to visit this particular business, and which factors influence their behavior the most. The work is divided into five parts. The first and second parts contain a clear determination of the goals and methodology of the work, with which we will be helped by theoretical starting points, definitions, and analyses in the field of marketing, CRM, and gastronomy. In the third part, the selected company is presented, to which the research is applied. In the end, in the fourth and fifth parts, proposals for new marketing activities and their transferability to the real functioning of the company are determined.
Description
Citation
LEŠICKÁ, M. Důležité faktory ovlivňující vnímání vybraného malého podniku zahraničními zákazníky [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2023.
Document type
Document version
Date of access to the full text
Language of document
en
Study field
bez specializace
Comittee
doc. Ing. Robert Zich, Ph.D. (předseda)
doc. Ing. Michal Karas, Ph.D. (místopředseda)
Ing. Karel Doubravský, Ph.D. (člen)
Ing. František Milichovský, Ph.D., MBA, DiS. (člen)
Ing. et Ing. Pavel Juřica, Ph.D. (člen)
Date of acceptance
2023-06-09
Defence
Reviewer´s question - answered.
doc. Ing. Michal Karas, Ph.D. - Regarding small business perception. How do your customers perceive your business as a small business? Is it advantage for this type of business or not? Answered.
How do you plan finance? Answered.
Ing. František Milichovský, Ph.D., MBA - Explain how could you do the first research if the company was established in 2022? Answered.
Can you explain the description of respondents? Answered.
doc. Ing. Robert Zich, Ph.D. - Why do you have the czech assignment in your thesis? Answered.
What is specific conclusion of your analysis? Answered.
What is the risk when you offer international desserts? Answered.
Result of defence
práce byla úspěšně obhájena
Document licence
Standardní licenční smlouva - přístup k plnému textu bez omezení