Ve své diplomové práci se zaměřuji na marketingovou komunikační strategii ve firmě Te-liany Valley PLC. Teoretická část popisuje marketingovou komunikaci, obecně její význam s důrazem na oblast vinařství, typy marketingových komunikací, hodnocení branding strategií pro trh s vínem, chování spotřebitelů vín a podobně.
Praktická část se skládá z analýzy firmy Teliany Valley PLC zaměřené na komunikační strategii. Poté analyzuji mezinárodní a Gruzijský trh s vínem, vytvořím SWOT analýzu firmy, marketingový mix firmy Teliani Valley PLC, projekt marketingové komunikační strategie pro další roky a časovou, nákladovou a rizikovou analýzu.
Annotation in English
In my Master thesis I focused on Marketing Communication strategy in Teliani Valley PLC. The theoretical part describes marketing communications, its importance generally and emphasized on wine as well, types of Marketing communications, evaluated branding strategies for wine market, wine consumer behaviour and so on.
The practical part consists of analysis of Teliani Valley PLC concentrated on communication strategy. Then I have evaluated analysis of international and Georgian wine market, SWOT analysis of the company, marketing mix of Teliani Valley PLC, Project of Marketing communication strategy for the next years, time, cost and risk analysis.
Ve své diplomové práci se zaměřuji na marketingovou komunikační strategii ve firmě Te-liany Valley PLC. Teoretická část popisuje marketingovou komunikaci, obecně její význam s důrazem na oblast vinařství, typy marketingových komunikací, hodnocení branding strategií pro trh s vínem, chování spotřebitelů vín a podobně.
Praktická část se skládá z analýzy firmy Teliany Valley PLC zaměřené na komunikační strategii. Poté analyzuji mezinárodní a Gruzijský trh s vínem, vytvořím SWOT analýzu firmy, marketingový mix firmy Teliani Valley PLC, projekt marketingové komunikační strategie pro další roky a časovou, nákladovou a rizikovou analýzu.
Annotation in English
In my Master thesis I focused on Marketing Communication strategy in Teliani Valley PLC. The theoretical part describes marketing communications, its importance generally and emphasized on wine as well, types of Marketing communications, evaluated branding strategies for wine market, wine consumer behaviour and so on.
The practical part consists of analysis of Teliani Valley PLC concentrated on communication strategy. Then I have evaluated analysis of international and Georgian wine market, SWOT analysis of the company, marketing mix of Teliani Valley PLC, Project of Marketing communication strategy for the next years, time, cost and risk analysis.
Explore the theoretical backround on marketing communication strategy and wine market.
II. Practical Application
Complete the analysis of current wine market situation in the international environment and the marketing communication strategy of the company of Teliani Valley.
Develop the project of the marketing communication strategy of Teliani Valley company into international market.
Submit the project to risk and cost analysis.
Conclusion
Research Plan
Introduction
I. Theoretical Background
Explore the theoretical backround on marketing communication strategy and wine market.
II. Practical Application
Complete the analysis of current wine market situation in the international environment and the marketing communication strategy of the company of Teliani Valley.
Develop the project of the marketing communication strategy of Teliani Valley company into international market.
Submit the project to risk and cost analysis.
Conclusion
Recommended resources
[1] CATEORA, P.; GRAHAM, J. International marketing. 13th ed. New York: McGrew-Hill Companies, Inc., 2007. 702 p. ISBN 978-0-07-110594-1.
[2] HALL, C. M.; MITCHELL, R. Wine Marketing, 1st ed. Oxford: Linacre House, Jordan Hill, Elseviel Limited, 2008. 376 p. ISBN 978-0-7506-5420-3.
[3] KOTLER, P.; ARMSTRONG, J. Principles of Marketing. 11th ed. New Jersey: Pearson Education, Inc., 2006. 651 p. ISBN 0-13-146918-5.
[4] KUMAR, V. International Marketing Research. 1st ed. New Jersey: Prentice-Hall, Inc. 2000. 448 p. ISBN 0-13-045386-2.
[5] PELSMACKER, P. Marketing Communications. 3rd ed. london: Pearson Education limited, 2007. 610 p. ISBN 978-0-273-70693-9.
Recommended resources
[1] CATEORA, P.; GRAHAM, J. International marketing. 13th ed. New York: McGrew-Hill Companies, Inc., 2007. 702 p. ISBN 978-0-07-110594-1.
[2] HALL, C. M.; MITCHELL, R. Wine Marketing, 1st ed. Oxford: Linacre House, Jordan Hill, Elseviel Limited, 2008. 376 p. ISBN 978-0-7506-5420-3.
[3] KOTLER, P.; ARMSTRONG, J. Principles of Marketing. 11th ed. New Jersey: Pearson Education, Inc., 2006. 651 p. ISBN 0-13-146918-5.
[4] KUMAR, V. International Marketing Research. 1st ed. New Jersey: Prentice-Hall, Inc. 2000. 448 p. ISBN 0-13-045386-2.
[5] PELSMACKER, P. Marketing Communications. 3rd ed. london: Pearson Education limited, 2007. 610 p. ISBN 978-0-273-70693-9.
