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.
Anotace v angličtině
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.
Klíčová slova
Klíčová slova: business plan, udržitelnost, ekologické produkty, průmyslové konopí, alternativní vlákna, papírenský průmysl, papírenské produkty, deníky, zápisníky, e-commerce.
Klíčová slova v angličtině
Keywords: business plan, sustainability, eco-friendly products, industrial hemp, alternative fibers, stationery industry, stationery products, journals, notebooks, e-commerce.
Rozsah průvodní práce
120p.(133052),12 p. illust.app
Jazyk
AN
Anotace
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.
Anotace v angličtině
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.
Klíčová slova
Klíčová slova: business plan, udržitelnost, ekologické produkty, průmyslové konopí, alternativní vlákna, papírenský průmysl, papírenské produkty, deníky, zápisníky, e-commerce.
Klíčová slova v angličtině
Keywords: business plan, sustainability, eco-friendly products, industrial hemp, alternative fibers, stationery industry, stationery products, journals, notebooks, e-commerce.
Zásady pro vypracování
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.
Zásady pro vypracování
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.
Seznam doporučené literatury
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.
Seznam doporučené literatury
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.
Přílohy volně vložené
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Přílohy vázané v práci
ilustrace, grafy, tabulky
Převzato z knihovny
Ne
Plný text práce
Přílohy
Posudek(y) oponenta
Hodnocení vedoucího
Záznam průběhu obhajoby
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 questions were put in the opponent's report:
1. What are the relationships between entrepreneurship and marketing and between business and marketing plan?
2. Briefly describe the limitations of the e-commerce when selling the product like Nowuud.
3. What are the target markets and other potential distribution channels for the Nowuud products?
4. Does the budget of the startup (1.000 dollars) fit to the proposed marketing communication strategy? Consider the crowdfunding that might support susainable product financing.
The student expressed her opinion and answered all questions.