Cílem diplomové práce je analyzovat potenciál vstupu české společnosti Kofola na turecký trh.
První část práce se zabývá teoretickým zázemím tématu. V této kapitole jsou představeny základní pojmy: mezinárodní marketing, marketingová strategie, produktové úpravy, marketingová komunikace a mixy. Ve druhé, analytické, části se věnuje pozornost jak kvalitativnímu, tak kvantitativnímu výzkumu. Cílem kvantitativního výzkumu je obecné vnímání složek společnosti Kofola mezi tureckými spotřebiteli podle jejich sociodemografických klasifikací. Kromě toho jsou také předloženy výsledky kvalitativního výzkumu slepé chuti.
Třetí, zároveň poslední, část se zabývá projektem představujícím zahajovací kampaň společnosti Kofola pro turecký trh. Na základě výsledků výzkumu jsou v kampani navrženy vhodné nástroje marketingové komunikace.
Anotace v angličtině
The aim of this diploma thesis is analyze the potential of the Czech soft-drink company Kofola to enter the Turkish market.
The first part of the thesis deals with the theoretical background of the topic. In this chapter international marketing, marketing entry strategies, product adaptations, marketing communication and mixes are introduced. In the second, analytical part, attention is paid to both qualitative and quantitative research. The quantitative research's focus is on general perception of Kofola's ingredients among Turkish consumers according to their socio-demographic classifications. Moreover, the results of the qualitative blind taste research are shown too.
Finally, the third part deals with the project presenting a launching campaign of Kofola for the Turkish market. Based on the research results, appropriate marketing communication tools are suggested to be used in the campaign
Cílem diplomové práce je analyzovat potenciál vstupu české společnosti Kofola na turecký trh.
První část práce se zabývá teoretickým zázemím tématu. V této kapitole jsou představeny základní pojmy: mezinárodní marketing, marketingová strategie, produktové úpravy, marketingová komunikace a mixy. Ve druhé, analytické, části se věnuje pozornost jak kvalitativnímu, tak kvantitativnímu výzkumu. Cílem kvantitativního výzkumu je obecné vnímání složek společnosti Kofola mezi tureckými spotřebiteli podle jejich sociodemografických klasifikací. Kromě toho jsou také předloženy výsledky kvalitativního výzkumu slepé chuti.
Třetí, zároveň poslední, část se zabývá projektem představujícím zahajovací kampaň společnosti Kofola pro turecký trh. Na základě výsledků výzkumu jsou v kampani navrženy vhodné nástroje marketingové komunikace.
Anotace v angličtině
The aim of this diploma thesis is analyze the potential of the Czech soft-drink company Kofola to enter the Turkish market.
The first part of the thesis deals with the theoretical background of the topic. In this chapter international marketing, marketing entry strategies, product adaptations, marketing communication and mixes are introduced. In the second, analytical part, attention is paid to both qualitative and quantitative research. The quantitative research's focus is on general perception of Kofola's ingredients among Turkish consumers according to their socio-demographic classifications. Moreover, the results of the qualitative blind taste research are shown too.
Finally, the third part deals with the project presenting a launching campaign of Kofola for the Turkish market. Based on the research results, appropriate marketing communication tools are suggested to be used in the campaign
1. Study the theoretical background of branding, marketing mix with focus on promotional campaigns of newly introduced products.
2. State the main goal, sub-goals, research questions and methodology of the thesis.
3. Analyze the opportunities the Turkish market offers to launch kofola. Find out whether there would be a need for this kind of beverage.
4. Based on the research results suggest a project proposing an effective promotional campaign of launching kofola on the Turkish market.
5. Make adequate recommendations to optimize the campaign and mention its advantages and limits.
Zásady pro vypracování
1. Study the theoretical background of branding, marketing mix with focus on promotional campaigns of newly introduced products.
2. State the main goal, sub-goals, research questions and methodology of the thesis.
3. Analyze the opportunities the Turkish market offers to launch kofola. Find out whether there would be a need for this kind of beverage.
4. Based on the research results suggest a project proposing an effective promotional campaign of launching kofola on the Turkish market.
5. Make adequate recommendations to optimize the campaign and mention its advantages and limits.
The chairman of the commission welcomed the student on the State Final Examination.
The student presented his diploma thesis to the examination committee according to the prescribed structure.
The report from the superviser and the report from the opponent of the thesis were read. Student had the opportunity to comment and answer the questions below:
The following question was put in the supervisor report:
1. How realistic is it to launch Kofola, so popular in the Czech Republic and Slovakia, on the Turkish market? What is your opinion?
The student expressed his opinion and answer the question.
The following questions were put in the opponent's report:
1. Identify the main barriers and problems that Kofola should overcome in Turkish market entry.
The student identified the problems and answered the question.
2. Briefly describe previous market entry strategies that Kofola used in Slovakia, Poland, Slovenia and in Russia and Hungary as well.
Student described strategies and answered the question.
3. Discuss whether standardisation is possible or desirable in Turkish market when speaking about marketing communication strategy.
Student discussed the topic about standardisation in Turkish market and answered the question.