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Návrh Komunikační Kampaně Firmy Vstupující Na Zahraniční Trh

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Návrh Komunikační Kampaně Firmy Vstupující Na Zahraniční Trh Návrh komunikační kampaně firmy vstupující na zahraniční trh. Bakalářská práce Studijní program: B6208 Ekonomika a management Studijní obor: Ekonomika a management mezinárodního obchodu Autor práce: Lenka Bělohlávková Vedoucí práce: Ing. Otakar Ungerman, Ph.D. Katedra marketingu a obchodu Liberec 2021 Zadání bakalářské práce Návrh komunikační kampaně firmy vstupující na zahraniční trh. Jméno a příjmení: Lenka Bělohlávková Osobní číslo: E18000091 Studijní program: B6208 Ekonomika a management Studijní obor: Ekonomika a management mezinárodního obchodu Zadávající katedra: Katedra marketingu a obchodu Akademický rok: 2020/2021 Zásady pro vypracování: 1. Stanovení cílů bakalářské práce. 2. Charakteristika současného stavu vybraného podniku. 3. Teoretická východiska marketingové komunikace. 4. Analýza makroprostředí v cílové zemi. 5. Návrh komunikační kampaně pro vybranou firmu vstupující na zahraniční trh. Rozsah grafických prací: Rozsah pracovní zprávy: 30 normostran Forma zpracování práce: tištěná/elektronická Jazyk práce: Čeština Seznam odborné literatury: • PŘIKRYLOVÁ, Jana. 2019. Moderní marketingová komunikace. 2. vyd. Praha: GRADA Publishing. ISBN 978-80-271-2648-4. • MACHKOVÁ, Hana. 2015. Mezinárodní marketing. 4. vyd. Praha: GRADA Publishing. ISBN 978-80-247-5366-9. • JAKUBÍKOVÁ, Dagmar. 2013. Strategický marketing: strategie a trendy. 2. vyd. Praha: GRADA Publishing. ISBN 978-80-247-4670-8. • KARLÍČEK, Miroslav. 2013. Základy marketingu. Praha: GRADA Publishing. ISBN 978-80-247-4208-3. • DAHLÉN, Micael, Fredrik LANGE a Terry SMITH. 2010. Marketing Communications: A Brand Narrative Approach. Hoboken: Wiley. ISBN 978-0-470-31992-5. • PROQUEST. 2020. Databáze článků ProQuest [online]. Ann Arbor, Ml, USA: ProQuest. [cit. 2019-09-21]. Dostupné z: http/ /knihovna.tul.cz/. Konzultant: Ing. Roman Zaňák, obchodní zástupce firmy Perník s. r. o. Vedoucí práce: Ing. Otakar Ungerman, Ph.D. Katedra marketingu a obchodu Datum zadání práce: 1. listopadu 2020 Předpokládaný termín odevzdání: 31. srpna 2022 L.S. Ing. Aleš Kocourek, Ph.D. doc. JUDr. Ing. Bohumil Poláček, Ph.D., děkan MBA, LLM vedoucí katedry V Liberci dne 1. listopadu 2020 Prohlášení Prohlašuji, že svou bakalářskou práci jsem vypracovala samostatně jako původní dílo s použitím uvedené literatury a na základě konzultací s ve- doucím mé bakalářské práce a konzultantem. Jsem si vědoma toho, že na mou bakalářskou práci se plně vztahuje zákon č. 121/2000 Sb., o právu autorském, zejména § 60 – školní dílo. Beru na vědomí, že Technická univerzita v Liberci nezasahuje do mých au- torských práv užitím mé bakalářské práce pro vnitřní potřebu Technické univerzity v Liberci. Užiji-li bakalářskou práci nebo poskytnu-li licenci k jejímu využití, jsem si vědoma povinnosti informovat o této skutečnosti Technickou univerzi- tu v Liberci; v tomto případě má Technická univerzita v Liberci právo ode mne požadovat úhradu nákladů, které vynaložila na vytvoření díla, až do jejich skutečné výše. Současně čestně prohlašuji, že text elektronické podoby práce vložený do IS/STAG se shoduje s textem tištěné podoby práce. Beru na vědomí, že má bakalářská práce bude zveřejněna Technickou uni- verzitou v Liberci v souladu s § 47b zákona č. 111/1998 Sb., o vysokých školách a o změně a doplnění dalších zákonů (zákon o vysokých školách), ve znění pozdějších předpisů. Jsem si vědoma následků, které podle zákona o vysokých školách mohou vyplývat z porušení tohoto prohlášení. 18. března 2021 Lenka Bělohlávková Anotace Tématem bakalářské práce je návrh komunikační kampaně pro firmu vstupující na zahraniční trh. Firmou, která byla ochotna s autorkou spolupracovat, se nazývá Perník s. r. o. a cílovou zemí bylo zvoleno Španělsko. Bakalářská práce se skládá ze dvou částí, a to teoretické a praktické. Teoretická část, jež je zpracovaná na základě literární rešerše, se zabývá marketingovou komunikací a sestavení návrhu mezinárodní komunikační kampaně podle Patricka de Pelsmackera, a také možnostmi vstupu na mezinárodní trh. Praktická část poté představuje podnik Perník s. r. o. a dle teoretické části je zpracovaná situační analýza podniku i externí analýza týkající se španělského prostředí. Ve stěžejní části práce jsou vypracovány návrhy marketingové komunikace pro švédský trh, je určen rozpočet a také možné měření efektivity. Klíčová slova Perník s. r. o., marketingová komunikace, návrh, Španělsko Annotation The topic of the bachelor thesis is The proposal of a communication campaign for a company entering a foreign market. The company that was willing to cooperate with the author is called Pernik Ltd. and the target country was Spain. The bachelor thesis consists of two parts, theoretical and practical. The theoretical part, based on a literature search, deals with marketing communication and the proposal of an international communication campaign according to Patrick de Pelsmacker, as well as the possibilities of entering the international market. The practical part then presents the company Pernik Ltd. and according to the theoretical part, a situational analysis of the company and an external analysis of the Spanish environment. In the main part of the work, there are developed proposals for marketing communication for the Spanish market. The budget is determined and also the possible measurement of effectiveness. Keywords Perník Ltd., marketing communication, proposal, Spain Poděkování Poděkování patří panu Ing. Otakarovi Ungermanovi, Phd. za odborné vedení a cenné rady při psaní bakalářské práce. Děkuji také společnosti Perník s. r. o. za zpřístupnění informací a materiálů, a obzvláště pak Ing. Romanu Zaňákovi za dlouhodobou spolupráci a ochotu. Obsah Seznam ilustrací ................................................................................................................. 11 Seznam tabulek .................................................................................................................. 12 Seznam použitých zkratek ................................................................................................ 13 Úvod .................................................................................................................................... 14 1 Marketingová komunikace ............................................................................................ 15 1.1 Online marketingová komunikace ............................................................................. 18 1.1.1 Online reklama ................................................................................................... 19 1.1.2 Online Public relations ....................................................................................... 21 1.1.3 Online přímý marketing ..................................................................................... 22 1.1.4 Online osobní prodej .......................................................................................... 23 1.1.5 Online podpora prodeje ...................................................................................... 24 1.2 Offline komunikace ................................................................................................... 25 1.2.1 Offline reklama ................................................................................................... 25 1.2.2 Offline podpora prodeje ..................................................................................... 27 1.2.3 Offline public relations ....................................................................................... 28 1.2.4 Offline výstavy a veletrhy .................................................................................. 28 1.2.5 Offline přímý marketing ..................................................................................... 29 1.2.6 Offline osobní prodej .......................................................................................... 30 1.2.7 Sponzoring .......................................................................................................... 30 1.3 Business to business trhy ........................................................................................... 31 2 Mezinárodní komunikační kampaň .............................................................................. 32 2.1 Marketingová situační analýza .................................................................................. 32 2.1.1 Marketingový výzkum trhu ................................................................................ 32 2.1.2 PEST analýza ...................................................................................................... 33 2.1.3 Porterův model pěti sil ........................................................................................ 33 8 2.1.4 SWOT analýza .................................................................................................... 34 2.2 Určení cílové skupiny ................................................................................................ 35 2.3 Určení cílů podniku ................................................................................................... 36 2.4 Výběr nástrojů, kanálů a médií .................................................................................. 37 2.5 Stanovení rozpočtu .................................................................................................... 37 2.6 Měření efektivnosti kampaně .................................................................................... 38 2.7 Mezinárodní prostředí ..............................................................................................
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