The target of this diploma thesis with the topic {\clqq}The prospects of tourism in the region of South Bohemia`` is to analyze the region with regard on tourism and its both sides - supply and demand. The basis of this analysis suggests products of tourism that would increase the attraction of the region and draw attention of more tourists to this place.

The thema of this diploma work is {\clqq}A policy market of the travel movementservices at the regional level``. The selected region, which I chaose, is region "Lipensko" - the part of Šumava. The work is separate to five main chapters. The first theretical part explains primary questions of tourism. In next chapter I direct to first inform with this region. Follows a part, in which I describe this region from tourism point of view. I deal with prezent requirements for tourism in this region. I analyse the duality and reach of tourism services, mainly accommodation services, commissaryman services, transport services and additional services. I executed questionnaire inquiry for intent this chapter. There is developed analysis SWOT too. In the end of this chapter I plane solutions, which could get better situacion for tourism services and so hold standard on relatively high attendance this region. Marketing policy in chapter synthesis concentrate on the improvement services especially in the housing and commissaryman arrangements. Further were suggested recommendation and possibilities of the new forms tourism services. This ideological suggestions constitute expansion of services of provincial travel movement, services of religious travel movement, congressional services, sociality {--} cultural services, animation services, educational services, security services, wellnes and communal services.

This diploma thesis deals with the evaluation of the competitiveness of selected company. I used strategic analysis to evaluate the position of the Family brewery Bernard in the market. I assessed the external environment by STEP analysis and Porter´s model and internal environment by analysis of results in functional areas. Questionannire survey is part of the analysis. SWOT analysis was used for overall assessment of the competitiveness. In the last part, there are the suggestions and recommendations for suitable strategy on the market.

The diploma thesis is dealing with a topic of hospitality, a natural part of the services sector. Under the conditions of a constant development and ever-increasing competition there is necessary for hospitality industry enterprises to impress upon their customers their unique features and quality. Customers always seek a higher quality of services provided, individualization of services, logically they always look for the highest return of their investments. One of partial aims of this diploma thesis was an analysis of preferences of guests in a context of concept and implementation of a loyalty program. Other partial aim was to analyze indoor and outdoor attributes of the hotel. Marketing and management methods of SWOT analysis, questionnaire etc. have been used to achieve these aims. The main aim of this diploma thesis was to propose an optimal structure of the loyalty program for guests. The program must respect guests{\crq} wishes and needs while remaining financially acceptable for the hotel. A questionnaire has been used to detect the preferences of guests which then formed the basis of proposed loyalty program. Setting the conditions and principles of loyalty program membership was the next step to achieve the main aim. Finally, a detailed calculation of every item and benefit used in the loyalty program was created.

The master thesis of this diploma paper deals with setting up the optimal package grants which will get better a life in chosen region and finding such recommendation for future development without grants as well. First part of diploma paper solved the analysis of usage grants in Náměšťsko´s region in point of historic method. Another part of this diploma paper was directed in the are of situation analysis. There is no doubt that the situation analysis´s effect offered both in a way very important information about profile and region´s description. Facts and results were very useful for SWOT analysis´s processing. Proposals of development for Náměšťsko´s region in point of optimal package grants were based on the results of SWOT analysis. The last part of diploma paper sorted out a propose of potential project in the area of environment. Náměšťsko´s region should prefer the grants especially in the area of infrastructure, economic power, people and environment.

My graduation thesis is focused on evaluation of present circumstances and position of AgorConsult Bohemia at the market. The first part of the thesis describes corresponding theory. The next part introduces the company and analyses of the internal environment of AgroConsult Bohemia by audit resources and the external environment by PEST analysis and basic characteristics around. There is a survey, too and its evaluation. The strategy position is describes by SWOT analysis. In the last part there are the suggestion and recommendations for the suitable strategy.

Thesis focuses on the personal management of a transport company Šindelář Spedition s.r.o. Especially the remuneration and motivation of a concrete group of workers {--} drivers of road trains is examined. The main aim of the work is a proposal of certain advancements in managing processes leading to decreasing of staff turnover and to securing the company competitivness. The first part is treating the problem of high staff turnover and describes personal activities in the company. The second part consist of the survey whose output is designed to change the system of remuneration and employee motivation. The final part contains SWOT analysis which is used for a future strategy concept and the recommendation for a whole company functioning.

This diploma thesis is aimed to analyze the competitive abilities of a chosen enterprise ? STAKOPLAST cz, spol. s r.o., which produces plastic windows and doors on the Czech market. In the course of the work on this diploma thesis, the position of the enterprise on the relevant market was assessed, based on the internal and external environment analysis and the SWOT analysis, the strengths and weaknesses were identified. The enterprise will have to keep track of its customers and competitors. The customer and competitor orientation must be kept in balance. The company has to continuously evaluate its competitive abilities, its competitors and subsequently apply those strategies and competitive advantages, which will help it to keep and confirm its market position at given branch and region. The outputs of the analyses are the key to the market success of the company. The set targets meet the outputs of the analyses. The main target is to continuously improve all of the following areas ? meeting the customers? demands, improvement of the expertise of the employees, continuous improvement of the effectiveness and efficiency of the whole management system and production management system.

The thesis deals with the design of multidimensional performance measurement system. The aim of the thesis is to propose a multidimensional performance measurement system for the company providing services in recruiting new employees. The performance measurement system is based on the Balanced Scorecard. The thesis is divided into two parts. The first one is about theoretical basis for design the multidimensional performance measurement system, the second one deals with the proposal of this system for the company PŘEDVÝBĚR.CZ s.r.o. Firstly, the enterprise is introduced from the point of view of basic information, provided services, organizational structure, target market segments, and competitors. Following this information, a SWOT analysis of the company is made. This is the basis for the company´s strategy. Then, a strategy map is created. It captures the key causal relationships in the company. After the strategy map, a performance measurement system is designed into four perspectives of the Balanced Scorecard.

This diploma thesis analyzes the current state of the company and creating a marketing strategy, which aim is to make Tisuvka restaurant and guesthouse popular and visible and increase attendance. The work includes a thorough analysis of the microenvironment, branches environment and microenvironment enterprise together with SWOT analysis. In conclusion, there are presented recommendations for all components of the marketing mix , which should lead to an improvement of the current situation , including an economic assessment of the company.