Návrh krizové komunikace na trhu se zbožím pro děti

Abstract

The Crisis Communication Design for Market with Children´s Goods.

The diploma thesis deal with crisis communication in market of children´s goods. The issue of crisis communication is explored from two perspectives, by manufacturers and by consumers. The aim of market research in business market was to find out views and positions of manufactures and retailers to deal with any crisis, if they realize the importance crisis plans, if they prepare them and act on them in negative situations. The opinions of representatives of companies are supplemented by research Donath Business & Meida, which investigated the perception of risk and crisis situations of top management of Czech greatest companies. The results of the business market has shown that crisis communications firms is perceived as very important facility to maintain positive relationships with customers, but creating a crisis plan is not corresponding this opinion. They already solve the crisis situation during its course of time. The consumer market research dealt with the way of orientation of consumer on the market of children's goods, their shopping behavior, as well as experiences in crisis communications and information resources, which they use in consumer decisions. It was found that the consumer are focused on product quality, when they buy products for children, but they are not interested in brands too much. They have shown willingness to negotiate in the crisis communication, but they are expecting an honest and serious approach by retailers and manufacturers.