03385ntm a22005297i 4500 000723990 CZ-PrVSE 20250608110309.0 m d cr n|||||||||| 250608s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Knorr, David ISIS:146385 dis Strategie růstu společnosti Rohlik.cz v oblasti e-commerce zaměřená na generaci Z eng Gen Z Growth Strategy for Rohlik.cz in E-Commerce / David Knorr 2025 ?? stran : digital, PDF soubor Vedoucí práce: Václav Stříteský Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2025 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2025 This thesis aims to formulate an actionable and research-based growth strategy for Rohlik.cz to better attract and retain Gen Z consumers. The theoretical part establishes a framework connecting e-commerce, e-grocery, and Gen Z consumer behavior, addressing a gap in both academic and industry knowledge. The research follows a case study design, combining a literature-based analysis with qualitative methods. The practical part is based on 30 semi-structured interviews with Gen Z consumers and 3 expert interviews to enrich the strategic perspective. Findings reveal that while Rohlik.cz is perceived as offering high-quality products and services, many Gen Z respondents are not fully aware of the extent of this value. Promotion, persuasion, and personalization emerged as key strategic levers to bridge this perception gap. The resulting strategy is structured using the 7Ps framework and includes influencer collaborations, referral program, and AI-powered personalization features. A phased implementation plan (2025–2030) and a financial model support the strategy’s feasibility, with a realistic annual net contribution of 480 million CZK. Beyond its business relevance, the thesis contributes to the underexplored intersection of Gen Z and online grocery, offering insights applicable to broader e-commerce strategies. Způsob přístupu: Internet international management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas e-commerce e-grocery Rohlik.cz growth strategy Gen Z Stříteský, Václav utb2016897848 ths Bobrytskyy, Serhiy ISIS:115163 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/91286/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/91286 Hlavní práce https://insis.vse.cz/zp/91286/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/91286/posudek/oponent/86991 Oponentura https://insis.vse.cz/zp/91286/priloha/31733 Přiloha k práci https://insis.vse.cz/zp/91286/podrobnosti dc:identifier NEPOSILAT VSKP vse91286 250607 91286