No description available.

This study is based on the premise that it is important to understand how niche marketers manage the process of farm level adaptive change. A review of the relevent literature revealed the limitations of research on the strategic planning process pertaining to small business. A normative model of the strategic planning process was synthesised and used as an anyalystical framework to assess the planning behaviour of agricultural niche marketers in the study. On completion of a review of research methodologies for the social sciences, the multiple-case holistic design was selected. Data was collected and analyzed. The principal analytical method used was pattern matching. The technique of explanation building was applied in order to draw conclusions about the correspondence between the normative model and the actual planning practices of agricultural niche marketers. A revise model of the planning process is then proposed. / viii, 100, vi leaves : ill. ; 29 cm.

Due to the liberalization of the international trade, there is an increase in food imports to the Czech Republic. However, many producers are not able to face this competition and are forced to end up their business. This leads to the decrease in the production of agricultural commodities and foodstuffs which also reduces the food self-sufficiency of the Czech Republic. Therefore the Ministry of Agriculture (MA) runs activities in order to promote domestic food and the competition "Regionální potravina" is one of those activities. The related campaigns are aimed at both the producers and consumers. The aims of this thesis are to find out how producers perceive the competition Regionální potravina and activities of the MA and whether producers observe that competition and activities of MA have some positive effects. Another aim is to find out whether consumers know the competition Regionální potravina and activities of MA, whether they buy this food and whether they prefer to buy Czech food. The theoretical part concerns especially marketing and legislation related to the promotion of domestic food. The practical part is based on a survey among producers and consumers. Based on the results of this survey, the recommendations for the Ministry of Agriculture are set out.

自從90年代以來，網際網路商業化的普及，打破了時間和空間的限制，使得諸多不合理的商業制度有了新的解決方案。雖然在蝴蝶蘭產業裡，我國蝴蝶蘭的出口量為世界排名第一位，占全球60%的產量，然而在國際市場上始終只是扮演的生產者角色，最終通路一直為國外中間商所把持。因而長久以來，我國的蝴蝶蘭栽培業者，獲取的利潤非常微薄，議價能力非常有限，風險更需自行承擔。面對即將加入世界貿易組織的壓力，必須及早為產業未來發展的方向做好準備。本研究運用網際網路及資訊科技輔以流程再造的理念來改善蝴蝶蘭運銷上遭遇的瓶頸，從而增進我國蝴蝶蘭產業在全球的競爭力，進而增加花農的利潤。 / The e-commerce is popular since 1990, it breaks the limit of the time and the distance, and it let unreasonable business models get new solutions. The exportation amount of phalaenopsis in Taiwan has sixty percent in the world, however, we have been playing the role of original supplier, and overseas importers have been monopolizing the marketplace. Therefore, the phalaenopsis planters of Taiwan gained slender profits, had limited ability of price negotiations, and should take risks by themselves. To come up against the pressure of joining World Trade Organization, it is necessary to plan a future business model as soon as possible. This paper tries to use Internet, information technology and take advantage of business process reengineering (BPR) to improve the phalaenopsis business, and then to strengthen the competition and to increase profits of planters.

The aim of this thesis is the creation of a business plan in order to set up a business. The business is specialised in the breeding of goats and direct distribution of products made from goat's milk. A fundamental part of the plan is constituted by the conducted strategic analysis. The basis of the analysis compilation were data from prominent Czech organizations, an analysis of the market, and communication with competitors and experts. There were also similarities in other important parts of the plan. This is represented by a marketing, production and financial plan. The marketing plan provides information about used marketing strategies. The production plan informs about technologies and the volume of production. In order to validate the viability of the existent aim, the research was conducted on the basis of the financial plan. One of the benefits of this paper is the identification and elaboration of all important aspect influencing the initiation and subsequent functioning of a particular business, as well as the proposition of solutions for problematic areas.