No presente estudo tem-se o objetivo de analisar a efetiva implantação de um produto de Assistência à Saúde como estratégia empresarial, em suas diversas etapas de execução. A compreensão das dificuldades e dos desafios na implantação de uma estratégia empresarial é o ponto de partida desta pesquisa. Separadas conceitualmente, estratégia e execução são, em verdade, etapas de igual importância que merecem uma visão conjunta. A execução efetiva, entretanto, de uma estratégia, carrega em si uma complexidade de tarefas e uma quantidade de fatores. Também as novas demandas criadas pelo mercado de baixa renda desafiam as organizações, propiciando o lançamento de novos produtos destinados a um novo tipo de consumidor. O desafio de tornar a organização um ofertante ful-line no mercado de saúde suplementar, agregando ao seu portfólio um produto para as classes emergentes, constituiu o cenário e as proposições estratégicas que deveriam ser implementadas como importante decisão da Unimed Porto Alegre. Em relação ao método, adotou-se a pesquisa-ação, em um conceito de pleno envolvimento do pesquisador nas ações desenvolvidas. A execução da estratégia na implantação de um produto de assistência à saúde para o mercado de baixa renda abrangeu o período de 2008 a 2011. Analisaram-se as diversas etapas na implantação do produto e foram considerados os indicadores de desempenho empresarial e mercadológicos, consolidando-se a busca dos objetivos estratégicos propostos. O conjunto de evidências apresentadas consolidou o êxito na execução e nos resultados obtidos. O estudo se justifica por analisar, na prática, o desafiador conjunto de fatores no desenvolvimento de produtos para o público de baixa renda e a dedicação necessária à execução exitosa de uma estratégia empresarial. / Understanding the difficulties and challenges in the implementation of an effective business strategy is the starting point of this research. Conceptually separate, strategy and execution are in fact equally important steps that deserve a joint vision. The effective execution from a strategy carries with it a complexity of tasks and a number of factors that can frustrate even a brilliant design. Also the new demands created by the low-income market challenge organizations providing opportunities to launch new products for a new type of consumer. The challenge of making the organization a bidder ful-line health supplement on the market, adding to its portfolio a product for emerging classes constituted the scenario and strategic propositions that should be implemented as an important decision from Unimed Porto Alegre. Thus this dissertation was developed as a method of study and action research, within the concept of full involvement of the researcher in the actions developed. Strategy execution in deploying a product of health care for low-income market studies the period from 2008 to 2011. The study analyzed the different stages in product deployment. Business performance indicators and market were considered, consolidating the pursuit of strategic objectives proposed. The body of evidence presented consolidates the successful implementation and results. The study is justified by analyzing, in practice, challenging set of factors in the development of products for the low-income public and the dedication needed to run a successful business strategy.

Made available in DSpace on 2016-03-15T19:32:48Z (GMT). No. of bitstreams: 1 Gladis Borelli.pdf: 1200697 bytes, checksum: 926ec84c85bca5ef6c47bbf3dfb92332 (MD5) Previous issue date: 2014-02-20 / Business competitiveness intensifies day by day and aspects related to new technologies, information systems , processes and business models change at intervals ever smaller , requiring frequent repositioning of companies in relation to new skills and attitudes . The implementation of ERP systems will aim to increase competitiveness by the possibility of data integration , facilitating decision making . This study focuses on the implementation of such systems and has the general objective is to analyze the critical success factors in the implementation of the system cost in the industry Beta auto parts , considering behavioral variables and related deployment techniques . It was adopted as a methodological procedure the method of case study , having used document analysis and interviews for data collection . Module costs in a company plant in Argentina Beta - representatives of strategic, tactical and operational levels who were involved with the implementation of the ERP system were interviewed . Results indicate that strategic positioning in search of competitiveness was crucial to the implementation of system. However, the deployment was considered a failure by top management of the company by several factors , namely: there was a technically appropriate team for deployment, considering both the company and employees of the consulting firm that was supporting the deployment , had problems of cultural nature with a view to not adapting deployment actions to local aspects . Although the present study restrictions for being a single case study , brings practical contribution to the development of an action plan for the implementation of the system in other cornerstones of the company , thereby avoiding the failure factors pointed in the deployment analyzed . For future studies it is suggested to follow these new deployments to be made based on the plan of action proposed here , seeking enhancement of the same . / A competitividade das empresas se acirra dia-a-dia e aspectos relacionados a novas tecnologias, sistemas de informação, processos e modelos de gestão se alteram em intervalos de tempo cada vez menores, demandando um constante reposicionamento das empresas em relação a novas competências e posturas. A implantação de sistemas do tipo ERP (Enterprise Resource Planning) visa aumentar a competitividade pela possibilidade de integração de dados, facilitando a tomada de decisão. Este estudo foca a implantação de sistemas dessa natureza e tem como objetivo geral: analisar os fatores críticos de sucesso na implantação do sistema de custos na Indústria Beta de autopeças, considerando-se variáveis comportamentais e técnicas relacionadas à implantação. Adotou-se como procedimento metodológico o método do estudo de caso, em que se utilizaram a análise de documentos e as entrevistas para coleta de dados. Foram dez entrevistados representantes dos níveis estratégico, tático e operacional que estavam envolvidos com a implantação do sistema ERP módulo de custos em uma fábrica da empresa Beta na Argentina. Os resultados indicam que o posicionamento estratégico em busca de competitividade foi determinante para a implantação do sistema. Todavia, a implantação foi considerada um insucesso pela alta direção da empresa por diversos fatores, destacando-se: não havia uma equipe tecnicamente apropriada para a implantação, considerando-se tanto os funcionários da empresa quanto os da consultoria que estava suportando a implantação, havia problemas de natureza cultural, tendo em vista a não adaptação das ações de implantação aos aspectos locais. Embora o estudo apresente restrições por ser um estudo de caso único, traz como contribuição prática o desenvolvimento de um plano de ação para a implantação do sistema em outras bases da empresa, evitando-se, assim, os fatores de insucesso apontados na implantação analisada. Para estudos futuros, sugere-se o acompanhamento dessas novas implantações a serem feitas com base no plano de ação ora proposto, em busca de seu aprimoramento.

This thesis is dealing with the problematic of relationship between information technology and business, IT and business alignment and the role of CIO in these processes. The further topic I describe in my thesis is the evaluating of the investing projects into information technologies. In connection with this I analyze various financial methods for evaluating of investments in information technologies. The mail goals of this work are: analyze and create a detailed description of modern trends in information technology management and in business and IT alignment, another goal is make comparison of the financial methods and frameworks that help to measure the efficiency of investments in IT and show how these methods can be applied. The further goal is analyze in details the real potential of improvement method and create new set of tools (spreadsheets) for the complex support of this method and show how it can be applied in practice. In the theoretical part of my thesis I focused on the analysis of the role of information technology and CIO in modern organizations and on ways of effective communication of added value to top management of the organization. Analysis is based on the literature review and aimed on searching of skills and knowledge that the modern and successful CIO must have. In this relation were made the analysis of popular financial methods, their comparison and examples how to apply it. Practical part of this work was aimed on the detailed analysis of the real potential of improvement method and how to use it in practice. In this chapter I described the basic principles of this method and created a set of MS Excel tools for better efficiency while using the method of the real potential of improvement. After creation of the tools the practical application of it was shown as an example of improvement of one business process in organization.

Enterprise Architecture is so far the highest development step in IT's architectural description of enterprises. At the beginning, just technological architecture existed. However, with the quickly growing complexity of IT other domains occurred, that had to be described. Information or application architectures can serve as examples. IT then realized, that it needed to add to its IT architectures a business view and consequently the discipline Enterprise Architecture came into being. Strategic management is crucial for the development of each enterprise. The thesis focuses on the strategic management of business and the strategic management of IT. The strategic management of business consists of a business strategy and an operating model. To the strategic management of IT then belongs an information strategy and IT governance. Business-IT alignment further explores and ensures the accord between the strategic management of business and the strategic management of IT. The aim of the thesis is to describe the relationship of Enterprise Architecture and the different forms of strategic management and to express to which rate Enterprise Architecture supports them. The explored relationships are: - The relationship of Enterprise Architecture and business strategy - The relationship of Enterprise Architecture and operating models - The relationship of Enterprise Architecture and information strategy - The relationship of Enterprise Architecture and IT governance - The relationship of Enterprise Architecture and business-IT alignment The goals of the thesis are reached via theoretical research and subsequent deduction. The author's personal asset consists of creating a hierarchical model of Enterprise Architecture, of defining Enterprise Architecture's reaction to business strategies, of modifying the methodology MMDIS in respect of information strategy, of depicting, how Enterprise Architecture can be used in IT governance, of illustrating, where Enterprise Architecture contributes to business-IT alignment and of assessing, to which rate Enterprise Architecture supports the different forms of strategic management.

This master thesis concentrates especially on practical aspects of entrance of a specific Czech company to the German market through e-commerce. Therefore the thesis affects the whole process from the primary situation analysis prior to entering the market, through entrance strategy making process, partial marketing and financial strategies assembly, logistic and financial partners selection, concluded by launching the e-shop itself and processes of the strategic success factors evaluation. The first objective of this thesis is to create a strategy plan of entrance to the German market through e-shop. The second objective is to map the key aspects of the international expansion of the Czech company via e-shop concerning the environment in Germany.

The thesis analyses and describes TailorMySuit start-up in order to asses its potential success. In the introduction the goals of thesis are stated and the structure is explained. The thesis is divided into two main parts -- a theoretical part and a practical part. The theoretical part includes models for business evaluations, basic introduction to online business, its terms; and it also introduces reader into particular start-up industry and international management realities. The practical part contains business analysis based on real data from the company and the market. Analysis is drawn up based on the theoretical aspects.The thesis ends with conclusions and gives the most possible scenarios of business development.

The aim of this Master's Thesis is to set up an initial business plan of the ice cream shop in the busy touristic area of the capital city of Prague. The thesis is divided into two parts: theoretical and practical. The theoretical part deals with the analysis of the small and medium enterprise segment in the Czech Republic and the local entrepreneurial environment in comparison with other European countries according to regularly compiled international reports. Additionally, an analyses of specific consumer behaviour will be carried out. The end of the theoretical part introduces the generally recommended structure of a business plan describing closer its respective parts. The practical part applies this structure into practise based on the example of the initial business plan in the traditional ice cream branch. The plan presents a new concept of selling the ice cream including the supplement products. It strives to reflect the up-to-date market needs which were revealed through the conveyed market research. The output of this thesis presents the conclusion regarding the feasibility and attractiveness of this contemplated project that can subsequently serve as a material for the internal management.

Bakgrund och problem: Konsumenter värderar individualism vilket leder till hög efterfrågan av unika produkter. Massproducerade produkter anses inte längre vara lika värdefulla vilket har utvecklat drop till en vanligt förekommande affärsstrategi. Modeföretag kan tillämpa drop i syfte att signalera unikhet genom att begränsa dess tillgänglighet. Marknadsföringen inom drop handlar om att framhäva produktens knapphet och på så sätt förstärka dess unika attribut. Modeföretag väljer att använda sig av sociala medier som marknadsföringsplattform för att stärka varumärkets community och skapa en hype kring lanseringen. I samband med att produkter behöver ha en förmåga att särskilja sig samtidigt som de kan tillfredsställa konsumenternas behov av att vara unika, behövs effektiva marknadsföringsstrategier som betonar produkternas knapphet, framkallar efterfrågan och skapar en känsla av gemenskap för konsumenten. Syfte: Studiens syfte är att undersöka och kartlägga vad affärsstrategin drop innebär och hur det utvalda modeföretaget anpassar strategin i sin verksamhet, samt undersöka i vilken utsträckning knapphet, sociala medier som marknadsföringsplattform och unikhet kan utnyttjas i samband med drop. Avsikten med studien är att öka förståelsen för drop som strategi samt bidra med att berika forskningsområdet genom nya effektiva analyser och slutsatser kring vilka effekter limiterade produkter inom drop har på efterfrågan. Metod: Studien bygger på en kvalitativ forskningsmetod där tre semistrukturerade intervjuer samt en observation har genomförts. Datainsamlingen har utgått ifrån fyra teman och frågeställningar som har förankring till studiens teoretiska referensramen. Resultat och slutsats: Resultatet i denna studie indikerar på att drop generellt ökar produktens exklusivitet och efterfrågan genom att skapa en illusion av knapphet. Vidare visar resultatet på att företag med hjälp av knapphet kan upprätthålla konsumenters uppmärksamhet och därmed öka lönsamheten. Studien indikerar på att det är väsentligt att begränsa antalet drop samt att det är viktigt att ständigt uppdatera produkterna så de upprätthåller sina unika attribut. Marknadsföring via sociala medieplattformar har en förmåga att höja värdet av varumärket och skapa en hype bland konsumenterna innan ett drop. Sociala medier är dessutom lönsamt att tillämpa då det inte kräver stora investeringar samtidigt som det möjliggör att nå ut till en bredare räckvidd konsumenter. / Background: Consumer value individualism which leads to a higher demand for unique products. Mass produced products are no longer considered as valuable which has developed drop into a common occurring business strategy. Fashion companies can apply drop in order to indicate uniqueness by limiting it’s availability. Marketing within drop is about emphasising the products scarcity and thus enhancing its unique attribute. Fashion companies choose to use social media as a marketing platform in order to strengthen the brand community and create a hype around the launch. As well as products need to be able to differentiate and at the same time satisfy the consumers need for uniqueness, it requires effective marketing strategies that emphasizes the products scarcity, provokes demand and creates a feeling of a community for the consumer. Aim: The aim of this study is to examine and map what the business strategy drop means and how the chosen fashion company adopts the strategy into their business, also examine to what extent scarcity, social media as a marketing platform and uniqueness can be utilized within drop. The intention of this study is to increase the understanding about drop as a business strategy as well as contribute to the research area through new effective analyses and conclusions about the effects limited products within drop have on the demand. Methodology: This study is based on a qualitative research method where three semi-structured interviews and one observation have been done. The data collection derives from four themes and the questions which are anchored from the theoretical framework. Findings and conclusion: The result of this study indicated that drop generally enhances the products exclusivity and demand by creating an illusion of scarcity. Furthermore the results show that companies can by scarcity gain the ability to maintain consumers attention and thereby increase the profitability. The study indicates that it is significant to limit the amount of drops as well as it is important to constantly develop the products in order to maintain their unique attributes. Marketing through social media platforms have the ability to increase the value of the brand and create a hype among the consumers before a drop. Social media is also profitable to apply because it doesn't need large investments even though it is possible to reach a wider range of consumers.

This master's thesis deals with a implementation of IT/IS tools to support the implementation of the company's business strategy, which sells and provides after sales servicematerial handling equipment. The thesis examines key internal and external factors related to the implementation of business strategy of the company, evaluates them and proposes concrete implementation of IT/IS tools to support achievement of strategic goals.

The content of this diploma thesis is to propose a business strategy for the newly established company, which will operate on the Czech market. The subject of the business is the operation of a special gastronomic facility created by combining two concepts of café and tea room with a focus on differentiation. The business strategy focuses on establishing a new company that defines its competitive behavior within the three-year horizon. Suggestions are focused on building a successful business and doing business to bring it a competitive advantage. On the basis of the analyzes conducted, they have computed competing enterprises, customers or internal business factors and will propose an appropriate company development strategy that will ensure its profitable prosperity. My goal is to create a unique, competitive and profitable business that meets all the requirements of its customers.