Cílem této diplomové práce je proniknout do smyslu podnikání a nadále rozvíjet myšlenku podnikatelského záměru. Teoretická část seznámí čtenáře se základy podnikání, e-commerce a strategií marketingových komunikací. Analytická část zkoumá odvětví papírnictví a jejich produkty v kombinaci s analýzou konkurence a zákazníků. Projektová část prezentuje vytvořený podnikatelský plán, dále plán marketingových komunikací a stručný ekonomický přehled.
Annotation in English
The aim of the thesis is to penetrate into the idea of the new business and to develop that business idea to a great extent. The theoretical part will introduce the basics of entrepreneurship, fundamental parts of business, e-commerce, and marketing communications strategy. The analytical consist of paper and forest products industry research, alternative fibers market research, as well as stationery market research, with a combination of competitive and customer analysis. The project section presents the actual business plan, marketing communications plan, and a brief financial overview.
Keywords
Klíčová slova: business plan, udržitelnost, ekologické produkty, průmyslové konopí, alternativní vlákna, papírenský průmysl, papírenské produkty, deníky, zápisníky, e-commerce.
Keywords in English
Keywords: business plan, sustainability, eco-friendly products, industrial hemp, alternative fibers, stationery industry, stationery products, journals, notebooks, e-commerce.
Length of the covering note
120p.(133052),12 p. illust.app
Language
AN
Annotation
Cílem této diplomové práce je proniknout do smyslu podnikání a nadále rozvíjet myšlenku podnikatelského záměru. Teoretická část seznámí čtenáře se základy podnikání, e-commerce a strategií marketingových komunikací. Analytická část zkoumá odvětví papírnictví a jejich produkty v kombinaci s analýzou konkurence a zákazníků. Projektová část prezentuje vytvořený podnikatelský plán, dále plán marketingových komunikací a stručný ekonomický přehled.
Annotation in English
The aim of the thesis is to penetrate into the idea of the new business and to develop that business idea to a great extent. The theoretical part will introduce the basics of entrepreneurship, fundamental parts of business, e-commerce, and marketing communications strategy. The analytical consist of paper and forest products industry research, alternative fibers market research, as well as stationery market research, with a combination of competitive and customer analysis. The project section presents the actual business plan, marketing communications plan, and a brief financial overview.
Keywords
Klíčová slova: business plan, udržitelnost, ekologické produkty, průmyslové konopí, alternativní vlákna, papírenský průmysl, papírenské produkty, deníky, zápisníky, e-commerce.
Keywords in English
Keywords: business plan, sustainability, eco-friendly products, industrial hemp, alternative fibers, stationery industry, stationery products, journals, notebooks, e-commerce.
Research Plan
1. Provide the theoretical background referring to the business plan, startup-related issues, and types of companies.
2. State the main goal and research questions and choose adequate research methods of the thesis.
3. Provide analysis of the market in the field of stationery products, market opportunities, and potential.
4. Provide an interpretation of the findings, answer your research questions and chose relevant results for your project part.
5. Based on the research results, develop a business plan for the start-up company and present it in the form of a project.
Research Plan
1. Provide the theoretical background referring to the business plan, startup-related issues, and types of companies.
2. State the main goal and research questions and choose adequate research methods of the thesis.
3. Provide analysis of the market in the field of stationery products, market opportunities, and potential.
4. Provide an interpretation of the findings, answer your research questions and chose relevant results for your project part.
5. Based on the research results, develop a business plan for the start-up company and present it in the form of a project.
Recommended resources
BARKER, Melissa S., Donald BARKER, Nicholas F. BORMANN, Mary Lou ROBERTS a Debra L. ZAHAY. Social media marketing: a strategic approach. Second edition. Boston: Cengage Learning, [2017]. ISBN 978-1-305-50275-8.
BARROW, Colin, Paul BARROW a Robert BROWN. The business plan workbook: the definitive guide to researching, writing up and presenting a winning plan. 6th ed. Philadelphia: Kogan Page, 2008. ISBN 978-0749452315.
BLACKWELL, Edward. How to prepare a business plan. 5th ed. Philadelphia: Kogan Page, c2011. Business success (London, England). ISBN 0749462523.
CRANE, Frederick G. Marketing for entrepreneurs: concepts and applications for new ventures. Second Edition. Thousand Oaks [California]: SAGE Publications, 2013. ISBN 978-1452230047.
RIES, Eric. The lean startup: how today's entrepreneurs use continuous innovation to create radically successful businesses. New York: Crown Business, c2011. ISBN 0307887898.
Recommended resources
BARKER, Melissa S., Donald BARKER, Nicholas F. BORMANN, Mary Lou ROBERTS a Debra L. ZAHAY. Social media marketing: a strategic approach. Second edition. Boston: Cengage Learning, [2017]. ISBN 978-1-305-50275-8.
BARROW, Colin, Paul BARROW a Robert BROWN. The business plan workbook: the definitive guide to researching, writing up and presenting a winning plan. 6th ed. Philadelphia: Kogan Page, 2008. ISBN 978-0749452315.
BLACKWELL, Edward. How to prepare a business plan. 5th ed. Philadelphia: Kogan Page, c2011. Business success (London, England). ISBN 0749462523.
CRANE, Frederick G. Marketing for entrepreneurs: concepts and applications for new ventures. Second Edition. Thousand Oaks [California]: SAGE Publications, 2013. ISBN 978-1452230047.
RIES, Eric. The lean startup: how today's entrepreneurs use continuous innovation to create radically successful businesses. New York: Crown Business, c2011. ISBN 0307887898.
