Analýza image firmy na trhu s elektrickou energií

Abstract

Abstract The goal of this thesis is the image analysis of a company on the electricity market. I focused on the attributes that I see to be important for an evaluation of the overall image of a company named The CEZ Group. Analyzing these attributes, I parameterized the responders awareness of the company. The first part of my thesis deals with characterizing the CEZ Group and its activities. The second part is focused on the theory about the company image and the methods for analyzing the image. Then I am describing the preparatory and implementation phase of the research and the research itself. There are several results arising from the research. The respondents find the CEZ Group as a very well known, strong and big company, but its reputation and trustworthiness is not so high. The CEZ Group sponsors many charity projects and sports, puts heavy expenses to the research and development, but the public is not aware of that.