This master’s thesis is focused on issue of marketing strategy. The goal of this thesis is the proposal of marketing strategy for selected company with focus on industrial marketing based on acquired theoretical knowledge. The output of this thesis are the specific proposals and provision leading up to achieve of marketing and sales goals and improve overall financial situation of the company.

This diploma thesis focuses on regional brand PRÁCHEŇSKO regional product communication and its assessment. The aim of this thesis is to make suggestions to increase the efficiency of communication of the brand PRÁCHEŇSKO regional product through an analysis of this regional brand and a realization of marketing research. The theoretical part deals with the brand and its direction as well as with marketing communication. There is also a definition of terms region and regional brand included. The other part deals with an analysis of regional brand programmes, that are available on the Czech market as well as PRÁCHEŇSKO regional product. The region Prácheňsko and the system of granting a brand and the certification of products through this brand are presented. Finally, a critical analysis of the brand and its marketing communication as well as marketing research that focuses on discovering of the knowledge PRÁCHEŇSKO regional product are given. In the closing part of this thesis, suggestions that should not only lead to increase the efficiency of the brand and its marketing communication but also to increase the consumer awareness are given.

This Diploma thesis covers the topic of marketing strategy of the Czech company GRANO Skuteč spol. s r.o. for entering the Austrian market. The thesis is divided into two parts, theoretical and practical. Theoretical part is focused on the process of planning a marketing strategy a of a building construction company. The practical part deals with the particular case of planning the marketing strategy for the company GRANO Skuteč spol. s r.o. Analyzes of the macro and micro environment are used to find the best solution, which recommended at the end of the thesis.

This diploma thesis deals with a subject of taking advantage of visualization during the process of product presentation. Its main aim is to find out, if visual presentation (design) of the product cover affects consumer's behaviour during the decision process of buying a particular product. If this influence is proven, a second goal is set up, namely detection of effects of chosen factors of visual presentation on consumer's decision process. Diploma thesis is divided into 6 chapters. The first introduces the topic to the reader and familiarize him with the goals and structure. Second chapter theoretically describes fundamental terms of communication, especially visual communication. The third chapter covers issues concerning the product itself and its advertisement. This chapter brings to the end theoretical part, which gathers information partly from professional literature and partly from authors' knowledge and experiences. Practical part forms the main element of the thesis. Fourth part consists of various methods for analyzing previously questioned problems in detail. Sample questionnaire examining consumer's preference is drawn up as well as graphical proposals of product design. Chapter ends up with a summary of results found out during the query survey. Results are interpreted in details in the fifth chapter, together with an attempt to draw general conclusion. Last chapter summarizes gathered information and evidence. Contribution of this work is not only to emphasize the significance of product cover and its effect on sale. Corporations or more precisely their marketing departments should realize this fact while creating marketing plan and especially advertisement plan. They should pay more attention on appearance of the product cover. Benefit further consists in processing the whole topic, with neither theoretical nor practical literature is concerned, although proven that opposite should count. Thesis tries to show the direction of further investigation, possibly followed by more complex and extensive surveys, which should bring valuable results and could be used not only by firms but also by consumers themselves.

The final thesis compares the changes of the marketing communication among the specific hotels during the global recession. The analysis results in the dominanat usage of the electronical media and the internet, rather than changes of the marketing communication instruments,becasue of their advantage of the measurable effects.

Diploma thesis aims to show the possibilities of using the method of colour-word associations in marketing. For this purpose, the first chapter deals with the psychology of consumer. The second chapter is following by an overview of marketing tools. The third chapter focuses on standard methods of marketing research, supplemented by field of neuromarketing. The colour-word association method is characterized in detail in the forth chapter, where the general directions of its possible using are defined. Examples of using the method of colour-word associations in marketing research are presented in the fifth chapter. The practically usable outputs for the needs of marketers are introduced by some real researches undertaken by Zamestnanci.com Ltd.

The diploma thesis deals with the assessment of the effectiveness of on-line communication with the application for DOX Centre for Contemporary Art in Prague. It focuses on clarifying the theoretical framework of principles of social networks, mapping new trends and approaches in on-line communication and marketing. Part of the work is given to the identification of the percentage of the visitors of DOX who only search for information about exhibitions and other related program via the Internet. The emphasis is on research of the share of real customer of DOX to fan base on the Facebook social network. To make on-line communication more effective the priorities are set for various on-line channels with the tool for monitoring of mentions on the internet related to DOX. According to the fact that Facebook is an important interactive channel for DOX, there is created detailed analysis of the publications of contributions and the resulting recommendations for implementation. In conclusion, DOX expresses the contribution of the diploma thesis.

This diploma thesis is focused on improvement of marketing company strategy on new well-established service - rental relaxing area with 8 summer houses. In the first part of diploma thesis are chosen theoretical knowledges which are afterwards used in practical part, and it is particularly focused on creation and assessment of questionnaire and improvement of marketing mix for selected company KALA TRANS, s.r.o.

In my thesis is elaborated marketing strategy of newly established company dealing with wine trade. The objective is successful establisment of company VÍNO SLOVÁCKO on the market. A secondary objective will be to extend the product portfolio, the stabilization of market position and increase turnover. The first part will deal with the analysis of external and internal environment and identifying customers and their requirements. On the basis of of this survey is followed by detailed marketing strategy. I primarily focused in the marketing strategy on product marketing namely new product line of Moravian wines.

This diploma thesis deals with communication plan processing of selected primary school. Part of the plan is analysis of the present situation including evaluation of weaknesses and strengths of the organization, opportunities and threats. On the basis of this analysis is determined target group and projected communication plan, its timing and budget.