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Guidelines to Doing Business: a Case Study of a Czech Firm to Highlight the Most Important Business Issues

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Guidelines to Doing Business: a Case Study of a Czech Firm to Highlight the Most Important Business Issues Západočeská univerzita v Plzni Fakulta filozofická Bakalářská práce Guidelines to doing business: A case study of a Czech firm to highlight the most important business issues Tereza Slabá Plzeň 2014 Západočeská univerzita v Plzni Fakulta filozofická Katedra anglického jazyka a literatury Studijní program Filologie Studijní obor Cizí jazyky pro komerční praxi Kombinace angličtina – francouzština Bakalářská práce Guidelines to doing business: A case study of a Czech firm to highlight the most important business issues Tereza Slabá Vedoucí práce: Kumar Alok, M.A., M.B.A Katedra anglického jazyka a literatury Fakulta filozofická Západočeské univerzity v Plzni Plzeň 2014 Čestné prohlášení Prohlašuji, že jsem práci zpracovala samostatně pod odborným dohledem vedoucího bakalářské práce a použila jen uvedených pramenů a literatury. Plzeň, duben 2014 ………………………. podpis autora Poděkování Na tomto místě bych ráda poděkovala společnosti MOSER, a.s., sídlem v Karlových Varech, za spolupráci a poskytnuté informace, díky kterým jsem mohla bakalářskou práci zpracovat. Děkuji také panu Aloku Kumarovi, M.A., M.B.A. za vedení bakalářské práce a cenné rady při jejím psaní. TABLE OF CONTENTS 1 INTRODUCTION ....................................................................................... 1 2 MOSER, A.S. ............................................................................................ 3 2.1 The Glass Factory Moser ......................................................................................................... 3 2.2 Moser throughout the Years .................................................................................................... 4 3 BUSINESS ................................................................................................ 6 3.1 What Is Business ....................................................................................................................... 6 3.2 Legal Form ................................................................................................................................ 7 4 PRODUCT ................................................................................................. 8 4.1 Product Determination and Development .............................................................................. 8 4.1.1 What Is a Product ....................................................................................................... 8 4.1.2 Choosing a Product and Creating a Product Mix ................................................ 10 4.1.3 Line Extensions ........................................................................................................ 11 4.1.4 Market Extensions .................................................................................................... 12 4.1.5 Brand Stretching ....................................................................................................... 12 4.2 Materials Procurement ........................................................................................................... 14 4.2.1 Location and Storage of the Procured Materials ................................................. 14 4.2.2 Choosing the Right Suppliers ................................................................................. 14 4.2.3 Procurement of Essential Materials ....................................................................... 15 4.2.4 Procurement of Precious Metals ............................................................................ 15 4.2.5 Procurement of Other Materials ............................................................................. 16 4.2.6 Packaging .................................................................................................................. 18 5 PROCESS ............................................................................................... 19 5.1 Manufacturing ........................................................................................................................ 19 5.1.1 Manufacturing Management Strategy ................................................................... 19 5.1.2 Production Equipment and Process ...................................................................... 21 5.1.3 Design for the Fabrication ....................................................................................... 23 5.2 Marketing ................................................................................................................................ 24 5.2.1 Marketing Management .......................................................................................... 24 5.2.2 Marketing Strategy ................................................................................................... 24 5.2.3 Advertisement Materials .......................................................................................... 25 5.2.4 Packaging Regulations ............................................................................................ 26 5.2.5 E-shop ........................................................................................................................ 27 6 PEOPLE .................................................................................................. 28 6.1 Customer Acquisition ............................................................................................................. 28 6.1.1 Familiarity with the Target Group ........................................................................... 28 6.1.2 Internet Advertisement ............................................................................................ 28 6.1.3 Website ....................................................................................................................... 28 6.1.4 Social Networking ...................................................................................................... 30 6.1.5 Multimedia ................................................................................................................. 31 6.1.6 Special Events .......................................................................................................... 32 6.1.7 Business Partners ........................................................................................................ 33 6.1.8 Refferals ...................................................................................................................... 34 6.2 Customer Retention ................................................................................................................ 35 6.2.1 Beneficial Program ................................................................................................... 35 6.2.2 Diplomatic Discounts ............................................................................................... 35 6.3 Sales and Support ................................................................................................................... 36 6.3.1 Market Sphere .......................................................................................................... 36 6.3.2 Methods of Payment ................................................................................................ 38 6.3.3 Methods of Transport .............................................................................................. 42 7 INTERVIEW – GLASS FACTORY MOSER ............................................ 46 8 CONCLUSION......................................................................................... 50 9 BIBLIOGRAPHY ..................................................................................... 52 9.1 Printed Sources ....................................................................................................................... 52 9.2 Internet Sources ...................................................................................................................... 53 9.3 E-book Sources ........................................................................................................................ 54 10 ABSTRACT ............................................................................................. 55 11 RESUME ................................................................................................. 56 12 APENDICES ............................................................................................ 57 12.1 Figures ....................................................................................................................... 57 12.2 Pictures ...................................................................................................................... 57 1 1 INTRODUCTION Business has been omnipresent in society for centuries. It has been always undergoing various changes in order to find the most effective way to achieve as much profit as possible. This bachelor thesis discusses matters which form the most important core when doing business. It is focused on a Czech company Moser which has been on the market since 1857. The main objective is to describe the approach of Moser when dealing with the business issues that occur while carrying on an international business field. The thesis is composed of the practical part and the theoretical one which are reciprocally interconnected. The theoretical part provides information concerning the necessary background knowledge in order to comprehend the practical part which in turn uses the example of the glass factory Moser to implement the theoretical inputs. The thesis is divided into six chapters. The first chapter
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