Návrh využití sociální sítě pro vodohospodářskou společnost

Abstract

The thesis focuses on the analysis and the possibility of establishing social network Facebook to the portfolio of marketing activities of company operating on the water supply market in a monopoly position. The aim is to determine the preferences of information and communication tools between customers, knowledge and use of existing instruments used by the company. Individual goals include research to find the advantages and disadvantages of creating a profile on the social network Facebook for the company Ostravské vodárny a kanalizace a.s. inquiries and research methods to analyze the potential opportunities and threats of the use of social network Facebook. Theoretic resources of marketing on social networks were specified before the analysis and a unified theoretical framework of the thesis was created. Analysis of the research problem was performed using analysis of available information from earlier investigations carried out in the company and primary data collection from customers and potential customers of the company OVAK and management of water supply companies. Data were gathered through appropriate opportunity and as a tool for data collection questionnaire was used. Questioning the customers went through a personal on-line collection, e-mail was used to direct contact with management respondents querying. Both performed analyzes showed that the appropriate channel for potential activity of the company is social network Facebook. The partial analysis shows that the target group of users of this social network does not correspond to the target group of OVAK customers. Data analysis found possible risks of presentation on the social network Facebook, which may have to be eliminated and also hoisted opportunity to take advantage of modern information and communication tool for the company OVAK. Assured data were further categorized and analyzed with regard to the thesis objectives. In conclusion of the thesis, suggestions are listed for the company's management that can be implemented to a strategy regarding the use of social networks in society. The findings are consistent with theoretical resources and respect the principles of effective corporate presentation on the social network Facebook