03519ntm a22005297i 4500 000225498 CZ-PrVSE 20211002195951.0 m d cr n|||||||||| 211002s2021 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Carle, Max Ralph ISIS:142724 dis An Analysis of the Modern Audit of Marketing Strategy Procedures of Coca-Cola and How it Affected the Internationally Renowned Company eng An Analysis of the Modern Audit of Marketing Strategy Procedures of Coca-Cola and How it Affected the Internationally Renowned Company / Max Ralph Carle 2021 ?? stran : digital, PDF soubor Vedoucí práce: Václav Kupec Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2021 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2021 The ‘Share a Coke’ marketing campaign started in 2011 in Australia and afterwards spread around the world. Coca-Cola personalized bottles with popular names, songs, vacation destinations and everyday heroes. The aim of this bachelor’s thesis is to carry out a marketing audit, which analyzes the ‘Share a Coke’ marketing campaign of Coca-Cola and offers practical solutions for the issues encountered along the way. Accounting data was used and analysed from the perspective of an internal auditor to measure the company’s success. Overall, the objective of the campaign was to establish a personal relationship and let the public drive the campaign through social media channels. It was the first marketing campaign to increase sales of Coca-Cola within the past 10 years. The evaluation of this marketing strategy showed that it was extremely successful, although it raised smaller issues. An example is that the public criticized it for a lack of inclusivity, since some names were left out in the personalization stage. The public was not able to select names from certain regions in the world. Coca-Cola remains the clear market leader, and the campaign truly solidified its dominance around the world in the industry of non-alcoholic beverages. Způsob přístupu: Internet business administration/corporate finance and management [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas Strategy Marketing Coca-Cola Audit Kupec, Václav ISIS:137919 ths Pernica, Karel ISIS:80917 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/76196/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/76196 Hlavní práce https://insis.vse.cz/zp/76196/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/76196/posudek/oponent/70791 Oponentura https://insis.vse.cz/zp/76196/priloha/22159 Přiloha k práci https://insis.vse.cz/zp/76196/priloha/22160 Přiloha k práci https://insis.vse.cz/zp/76196/podrobnosti dc:identifier NEPOSILAT VSKP vse76196 211001 76196