The main objective of this work was to characterize the benefits of functional foods on human health and formulate effective procedure for the implementation of the regional market for food use marketing mix. The thesis was carried out a survey, whose task was to analyze consumers' awareness of functional foods and their preferences in terms of individual marketing mix. Based on this information, was subsequently formulated recommendations to manufacturers that these foods are introduced to the market as new products.

Title: adidas and Nike Brand Stores Quality Comparison through the Eyes of Customers Objectives: Mystery Shopping is the instrument used to inspect the quality of adidas and Nike branded stores through the eyes of customers. Subsequently, the selected stores are compared and potential enhancements are proposed. Methods: Mystery Shopping - questionnaire focused on retail. Results: In terms of exterior, as well as interior, the Nike stores are ahead of the ones of adidas as the American brand has always been well-known for trying to initiate positive visual perception. On the contrary, adidas has provided better service quality demonstrated by modesty and higher selling effort from sales assistants towards customers. Also, adidas sellers have been more settled and disciplined. Additionally, adidas stores have worked more properly in terms of overall functioning. When comparing the stores of both brands with those in other world cities (Amsterdam, Berlin, Glasgow, London, New York, Tokyo), Prague stays behind. It has to fill the gap in the assortment and in the stores equipment, as well as in the service provided by sellers. Keywords: Marketing mix, retail, Mystery Shopping, adidas, Nike.

The goal of my essay was to create and describe an effective method of introducing innovated products to regional food market using tools of marketing mix. The suggestion of new marketing mix tools application was processed in more versions. Product of the company Alimpek, Ltd. was chosen in a survey Pastry 2012. The current marketing mix of the product was analyzed. A new version of marketing mix corresponding to the possibilities of the company and a version of ideal marketing mix for a particular product.

O comércio eletrônico tem expandido sua área de aplicação em indústrias como a de serviços bancários e, especialmente, tem gerado novas oportunidades de negócios e possibilitado a presença das empresas em novos mercados. Esse fenômeno motivou a necessidade do desenvolvimento e adaptação de ferramentas para analisar essa nova realidade. Com o propósito de fazer uma análise crítica do composto mercadológico para Web (Modelo 4S), realizou-se um estudo de caso exploratório em uma instituição financeira brasileira que possui um site de comércio eletrônico e para proporcionar a aplicação desse modelo foi desenvolvido um instrumento de pesquisa para analisar esse comércio eletrônico sob a ótica do Modelo 4S. O estudo de caso revelou que a instituição financeira refletiu sobre os principais aspectos estratégicos e operacionais do marketing na Internet (escopo, site, sinergia e sistema). Como principais resultados deste estudo pode-se destacar que escopo desse comércio eletrônico, ou seja, a estratégia e objetivos, é voltado para o estabelecimento da presença internacional da instituição financeira. O site ou interface com o cliente enfoca o oferecimento de serviços on-line como remessas de valores e abertura de contas na Internet. A sinergia foi conquistada por meio da integração dos processos físicos da organização e com a criação de parceiros. Quanto ao sistema, isto é, tecnologia, requisitos técnicos e administração do site, a principal decisão foi a de não terceirizar. / The electronic commerce has expanded its area of application in industries as banking services and it has especially generated new business opportunities and made possible the presence of companies in new markets. This phenomenon motivated the necessity of development and adaptation of tools to analyze this new reality. With the intention to make a critical analysis of the Web Marketing Mix (Model 4S), an exploratory case study was fulfilled in a Brazilian financial institution which has an electronic commerce site. And to provide the application of this mode it was developed a research instrument. The case study has disclosed that the financial institution reflected on the main strategical and operational aspects of Internet marketing (scope, site, synergy and system). As main results of this study can be detached that the scope of this electronic commerce, is come back toward the establishment of the international presence of the financial institution; the site or interface with the customer focuses on-line banking services; the synergy was acquired by the integration of the physical process of the organization and with the creation of partners; and about system, or either, technology, technical requirements and site administration, the main decision was to make, not buy.

Ingeniero Civil Industrial / Jessica Lizama es una emprendedora que actualmente produce y vende jabones artesanales presentando problemas en la comercialización. Ella quiere expandir el negocio mediante el desarrollo de champús y cremas naturales, pero su capital de inversión es bajo y su meta en el corto plazo es consolidar una PYME. Debido a esto, el objetivo general de este trabajo es desarrollar el marketing mix para su línea de productos orientados al cuidado personal con lo que se pretende incrementar las ventas y potenciar el negocio de una forma eficiente. En este informe, se plantearon los siguientes objetivos: investigar el mercado y la industria para disminuir el riesgo del emprendimiento; desarrollar una estrategia general que servirá como guía acorde a los requerimientos de mercado; proponer una oferta competitiva que satisfaga las necesidades de los consumidores; canalizar los canales de distribución y seleccionar los efectivos; promocionar los productos seleccionando los medios adecuados y fijar el precio de la oferta. Para lograr estos objetivos se levantó información mediante información secundaria, como periódicos nacionales de buena reputación, cámara de la industria cosmética, juicio de expertos, diversos sitios webs y entrevistas a consumidores de cosméticos naturales afuera de tiendas que distribuyen este tipo de productos. Sumado a esto, se analizaron cualitativamente los canales de distribución, a través de la realización de entrevistas a peluqueros profesionales y dueños de hoteles, entre otros. Luego de la investigación se pudo concluir que los consumidores tienen la necesidad de verse, sentirse y por sobretodo mantenerse jóvenes y saludables. Ellos tienen la percepción de que los productos naturales y artesanales son de mejor calidad al tener una menor manipulación en el proceso productivo y ser confeccionados con componentes orgánicos como materia prima, lo que unido al juicio de expertos en marketing, da indicios claros de que la estrategia general es la diferenciación de acuerdo a estas exigencias del mercado. Una forma de diferenciar esta línea de productos es incorporando potentes antioxidantes a los productos de Jessica. Tal idea surge observando a grandes marcas como Esteé Lauder, la cual se posiciona en el segmento ABC1 en donde ofrece productos convencionales con esta orientación. Con respecto a los canales de distribución a utilizar se concluyó que la venta por catálogo es el más adecuado debido a que la inversión y costos de implementación requeridos son bajos y alcanzan un crecimiento gradual con el tiempo. La promoción de estos productos se llevará a cabo por medio de los mismos vendedores, el sistema de promoción AdWord y redes sociales debido a sus bajos costos variables. Los precios finales propuestos se establecieron en base a las tarifas que utiliza el competidor principal, Natura, fijándose los siguientes: $3.990 para el champú, $2.990 el jabón, $7.990 para la crema humectante de cuerpo, $5.990 para la crema de manos y $17.900 para la crema de rostro y cuello. El foco principal es entregar un producto de mayor valor que Natura a un precio similar. Se seleccionó Natura como principal competidor debido a sus elevadas ventas, por pertenecer a la categoría de cosmética natural y por poseer un modelo de negocios similar al que se pretende implementar. Para finalizar, se recomienda siempre estar a la vanguardia, investigando constantemente a los consumidores para ser aún más efectivos en el modo de promoción de los productos. Así, se sugiere, en el mediano plazo, usar un innovador sistema de puntos que permita a los clientes optar a beneficios incentivándolos a introducir sus datos y preferencias en una página web.

This diploma thesis clarifies problems of the marketing strategy in e-commerce. It is generally devote to marketing management of the electronic shop and strategic marketing planning. It describes marketing strategie, their systematization and marketing strategies that can be used by e-shop.

Brise is one of the oldest brands in air care category on the Czech market. The beginning is about this category and its progress in Czech republic and Slovakia. The main aim is to find out causes of Brise market share decreasing via analysis of marketing mix in comparison to competitive's marketing mix. Used methods are analysis and description. Recommendation which can help to Brise become the market leader are explained in conclusion.

Subject of this thesis is "Process of recognition and aquirement of a foreign market for Habla CZ, s. r. o. comapny". The aim is to criticize the feasibility of entering a slovakian market, which was preliminary chosen as prospective. The description of each step of a foreign market recognition and aquirement occupies the theoreticaly-metodological part of the thesis. Practical part adresses application of the theoretical steps in real case of Habla CZ company. The thesis includes prospective market analysis from both the macro environment and micro environment point of view. Form and strategy of entering the market is then chosen according to the results of the market analysis, appropriate usable marketing mix is composed. The feasability of supposed opportunity of entering the foreign market is qualified in the end and strategy and mothod of communication with bussines partners is suggested.

The dissertation is concerned with the analysis of the marketing mix of the czech cosmetic company Dermacol, in the concrete its products of firming care Enja Body Control Program. The objective is to review present application of marketing instruments and confront it with the opinion of consumers (design of product, comparison of czech anf foreign brands, price level, effectiveness of distribution and comunication etc.).

In the theoretical part of my thesis I am dealing with marketing planning, segmentation, targeting and positioning of a product in general. Further the marketing tools such as price, product, distribution and communication are introduced. The new chosen product cider is described together with its history, production and all famous cider brands around the world. The analytical part is introduced by the market survey, by the choice of a suitable supplier (cider making company located abroad) and by the analysis of the competitors. Finally the target group is presented together with the creation of the marketing mix for this particular product.