This thesis is focused on development strategy of a small company. The work deals with transfer of trade to a limited liability company and its future development. On the basis of the theoretical knowledge are solved the analysis of the internal and external environment. Practical part contains implementation of the change and proposals for further development of the company. At the end, schedule of its implementation is designed.

Submitted by Juliana Trad Verissimo (juliana.trad@gmail.com) on 2012-09-24T16:20:08Z No. of bitstreams: 1 DISSERTATION_JULIANA_VERISSIMO.pdf: 6958070 bytes, checksum: b8c2ba13a57f7e7c59bcc1d2b033be9c (MD5) / Approved for entry into archive by Eliene Soares da Silva (eliene.silva@fgv.br) on 2012-09-24T16:24:14Z (GMT) No. of bitstreams: 1 DISSERTATION_JULIANA_VERISSIMO.pdf: 6958070 bytes, checksum: b8c2ba13a57f7e7c59bcc1d2b033be9c (MD5) / Made available in DSpace on 2012-09-24T16:47:56Z (GMT). No. of bitstreams: 1 DISSERTATION_JULIANA_VERISSIMO.pdf: 6958070 bytes, checksum: b8c2ba13a57f7e7c59bcc1d2b033be9c (MD5) Previous issue date: 2012-09-18 / In a dynamic and competitive global environment, many companies realize that continuous development and introduction of new products are key activities to their survival and growth. One of today’s biggest challenges to businesses involves knowing how to act in a world in which both the frame and the basis of competition are constantly changing, and where restructuring and portfolio shifting are central activities for capturing a fair share of global growth. Both the fast pace of technological innovation and the rising affluence of developing economies present businesses with risks and opportunities, and it is not only important that companies pay attention to the launch of top-notch products in developed markets, but also mandatory that they know how to launch old news to new markets. Using the Brazilian market as an example, this dissertation sought to study how multinational companies have been using advertising in the launch of new product categories and subcategories that are already sold elsewhere to new geographies. After reviewing the literature available, developing propositions, and evaluating those with the help of three case studies, it was possible to verify some linearity between the cases and the literature studied. These included the search for category legitimation preceding that of brand legitimation; the usage of expert sources to legitimate new categories; the usage of argument based appeals; and the advertising of more than one product feature per ad. Nevertheless, given some discrepancies noticeable between what was observed in Brazil and the literature consulted, it was also possible to verify that the way advertising cues are conducted in new geographies likewise depends on the competitive scenario faced, as well as on country specific economic and cultural variants. / Em um ambiente global dinâmico e competitivo, muitas empresas notam que constante desenvolvimento e lançamento de novos produtos são atividades-chave para seu crescimento e sobrevivência. Hoje, um dos maiores desafios enfrentados por tais empresas envolve saber como agir em um mundo em que tanto o escopo como a estrutura do ambiente competitivo estão em constante mudança, e em que reestruturações e mudanças de portfólio são centrais para as companhias que visam capitalizar com o crescimento global. Tanto o rápido ritmo de inovação tecnológica quando a crescente afluência de economias emergentes apresentam riscos e oportunidades para as empresas, o que torna importante não apenas que estas estejam atentas ao lançamento de produtos de última geração para mercados desenvolvidos: faz-se também necessário que saibam como lançar produtos antigos para novos mercados. Usando o mercado brasileiro como um exemplo, esta dissertação procurou estudar como multinacionais têm utilizado anúncios publicitários no lançamento, para novos mercados, de categorias e subcategorias de produtos já vendidas em outros países. Após uma revisão da literatura disponível, do desenvolvimento de proposições, e da avaliação destas através de três estudos de caso, foi possível verificar a existência de alguma linearidade entre os casos e a literatura estudada, incluindo: uma busca pela legitimação da categoria que precede àquela pela da marca; o uso de 'especialistas' para a legitimação da categoria; o uso de apelos baseados em argumentos; e a divulgação de mais de uma característica de produto por anúncio. No entanto, dadas algumas discrepâncias entre o que foi observado nos casos e aquilo descrito na literatura consultada, também foi possível verificar que a maneira como os anúncios são feitos em diferentes lugares depende igualmente do cenário competitivo enfrentado pela empresa, bem como de variantes econômicas e culturais específicas da localidade em questão.

The aim of thesis rest on an elaborating financial and strategic analysis of the Hamé ltd. in the time period from 2010 to 2015. The thesis is divided into two parts. The first methodical part contains a definition of the subject and the importance of financial and strategic analysis. In the part of financial analysis its resources and users are concretized and the methodology of the indicators of the financial analysis are described. Strategic analysis is divided to external and internal analysis. In the second practical part the methods are applied to the company Hamé and the individual results are presented and evaluated.

The diploma thesis is focused on development stratégy for family owned company. The first part of the the thesis describes the theoretical knowledge og the topic. Based on theoretical knowledge is then performed analytical part, which assesses the current state and identifies the problems that have been identified. The final part deals with the design of development solutions, namely the introduction of a new storage system.

This diploma thesis deals with the marketing strategy of ROS.BR s.r.o. The work is divided into three units. The first theoretical part describes general problems of marketing strategy development, market development characteristics, segmentation and marketing situational analysis. The second analytical part deals with the analysis of the internal factors of the company, the general and the business environment, the interpretation of the conclusion from the questionnaire survey and the analysis of the web marketing tools. In the third final part is elaborated a proposal of marketing strategy, individual goals and paths to achieve the stated goals.

The subject diploma thesis “Proposal for a bussines strategy” is the formulation of a bussines plan for a concrete small-sized company. Finally this plan will be used as model for a realization of private kindergarten. This work includes a theoretical part, problems analysis with summary of issues relating to legal, constructive conditions for building and functioning, fiscal and economical aspects. Final part of this work is dedicated to overall assessment and expansions possibilities.

創新是否能有助於企業成長與績效提升從過去以來一直是各文獻致力於探討的議題，隨著近年來服務業在各國產值比重有明顯上升的趨勢，許多學者更開始把較無型、較屬於服務業的創新從創新中獨立出來，並稱之為「服務創新」。每家企業的服務創新程度都會隨著企業內部資源與外部環境因素的不同而有所差異，因此本研究將著重在探討企業內外部有哪些因素可能會影響企業發展服務創新，以及在發展服務創新後是否真的能對企業績效表現有著正面的影響。 本研究透過質化的方法對四家台灣的銀行進行深入的訪談，從訪談結果和過去文獻中找出許多影響企業服務創新的因素，這些因素可以被歸納為資源基礎理論所稱的資源，企業透過強化這些內外部的資源將將可在市場上獲得競爭優勢，進而獲得較多的利潤。歸納結果後本研究做出以下論述：就企業內部資源而言（１）企業策略、組織資源與企業網絡、企業風險忍受程度、領導、市場導向皆對企業發展服務創有正面的幫助。（２）資訊科技整合平台應用在銀行業對於服務創新的幫助並不大。（３）就外部因素而言，政府因素、競爭對手模仿創新的能力將不利於企業發展服務創新。（４）企業發展服務創新將可提升整體企業形象與客戶忠誠度，這些都會促使企業績效成長。 　　最後，本研究根據訪談結果與次級資料發現企業內部因素中的組織資源與企業網絡是目前台灣銀行業要發展服務創新致勝的重要關鍵。此外，就企業外部因素來說，台灣目前銀行業的外部環境是不是很有利於服務創新發展，銀行應與政府主管機關多溝通協調，以改善發展環境。 / Whether innovation can affect firm’s performance is an important issue from past literature review. Since service industry become higher share in GDP in many countries, Scholars has departed service innovation from innovation. Every firms have different service innovation level because of different inner and outside resources. Therefore, this research will emphasize on discussing what kind of factors might affect firm to develop service innovation, and whether service innovation can really contribute to firm’s performance. In this research I collect many factors which might affect firms to develop service innovation from deep interviews four banks in Taiwan and past literature review. With those factors, firms can create competitive advantage and earn more profit. And I sort out few proposition as below: (1) If one firm do well at Company Strategy , Network of organizations , Leadership , Risk Tolerance , Market Orientation, then it will develop service innovation better than others firms. (2) IT Integration is not an important factor for developing service innovation in Taiwan’s bank industry. (3) Government Regulation , Competitor Imitate will make disadvantage for developing service innovation. (4) Service innovation will lead better Company Image and Customer Loyalty. Finally, according to the result from interviews and secondary data, I find that Network of organizations is the most important element for bank to get advantage in service innovation. And banks should be more emphasize on reduce disadvantage from external factors.