The master’s thesis concerns with a theme of increasing competitiveness of a foreign exchange company. The theoretical part of the work includes knowledge about competitiveness of the company and service specifications. In the practical part knowledge are applied to a specific company. Based on the analysis of the company and her environment are created proposals for increasing competitiveness of the company.

The master´s thesis deals with processing of business plan for dog training. Based on the analysis of competition, internal and external surroundings provides necessary requisites of the business selected. The aim of this thesis is according to marketing and business financial plan assess whether the business plan is realistic and applicable in practice or not.

台灣合成皮工業，可追溯至1950年代中期石化工業創建，所生產之PVC塑膠皮，直至1969年永豐化工自日本引進之PU合成皮製造技術，廣泛將PU合成皮產品運用於衣、住、行、娛樂等民生消費用品上，PU合成皮產業於台灣發展已有三十年以上的歷史。 PU合成皮產業，屬石化工業的一環，產品仍然是工業產品階段，需交由下游產業加工後，才得以供消費者使用。台灣的合成皮產業與下游製鞋業緊密結合，曾於1990年代，創下世界最大產量的記錄，台灣遂有「製鞋王國」、「合成皮王國」等美譽。 傳統PU合成皮產業，進入障礙低，產品替代性高，競爭在所難免；中國大陸及東南亞合成皮業者引進台灣技術，挾其大量生產低成本優勢，經過10多年來發展，已經成功搶佔一般PU產品的市場，台灣PU合成皮產業面對外來的強力競爭環境，隨時會有被淘汰的危機，在傳統PU製品上，研發創新、提昇品質、降低成本，並不能阻止新產品於發表後即遭仿冒的結果。因應PU合成皮產業少量多樣的趨勢，業者應如何致力於製程的創新，以縮短作業流程，以提昇競爭力。 台灣PU合成皮產業成長停滯，有愈來愈多的企業，被迫面對外移關廠或者轉型到其它具附加價值的產品線，本研究以個案公司為例，探討其轉型策略，其建構自有品牌及行銷通路，與消費者直接接觸，自有品牌可否成為PU合成皮業的轉型契機，以及工業品牌轉型至消費性產品品牌所面臨問題的探討。 關鍵字：合成皮、競爭策略、品牌、普大皮革 / The industry of synthetic leather in Taiwan could trace back to the middle of 1950s which initiated from the PVC production at Taiwan’s new established petrochemistry industry until the Yoong Feng Chemistry Inc has introduced from Japan the technic of PU production in 1969 which has more extensively utilized the PU leather to the usage at garment, household, transportation, and entertainment, etc. In fact, the development of PU leather industry in Taiwan has been undertaking for more than 30 years. PU leather industry is highly related to the petrochemistry industry, its product is so called the material for the downstream to carry out for the consumer’s usage. It is also inseparable between the industry of synthetic leather and shoe manufacturing. Moreover, during the 1990s, Taiwan has achieved the industry of synthetic leather world’s No. 1 in terms of production volume. Therefore, from the time, Taiwan has wined the name as “Kingdom of Shoes” or “Kingdom of Synthetic Leather”. The low entry level of PU leather industry with its high product substitution has inevitably caused high competition in current market. Moreover, in the past 10 years, the mainland China and Southeast Asia with its technic transplanted from Taiwan has also became the major provider in the world of PU product with more competitive cost. As a result, the next move for PU industry in Taiwan has came into an agenda which focus on the innovation of manufacturing and product itself in order to enhance the competitive strength from the market selection. In Taiwan, due to the recession of PU industry, more and more manufacturers have been enforced to remove overseas for cost down or backward for more value addition. Therefore, the purpose of this thesis is trying to probe into the research by case study (as at PONY Leather Corp) of Taiwan’s PU industry. From the past, it studies the possible future through the strategies of brand-name, marketing passage, and consumer approach, etc. Key Words: Synthetic Leather, Competition Strategy, Brand, Pony Leather.

This master thesis is focused on analysis of competitive environment of the company Intelsol s.r.o. The goal was to compare companys competition and determining companys competetive advantage. The theoretical part deals with the basic terminology such as competetive environment, SWOT analysis, and Porters five forces framework. The rest of the chapters in theoretical part are dedicated to market segmentation, marketing communication, customer acquisition and customer service. The practical part is describes the company and its major competitors on domestic market. It is internal and external analysis. Further there is introduction of main competetiors and their comparison using the SWOT analysis and Porters five forces framwork. The last part deals with customer service and competetive advantage. It also contains recommendations regarding managing and improving the company, which Intelsol may find useful in its further corporate life.

This master´s thesis deals with a problematic of situation on the czech market with consumer´s goods. Especially position of the czech retail chain called Konzum Ústí nad Orlicí, which belong to Association of czech and moravian retail chains. In the thesis I analyse present situation on the czech market with the goods and occupy with future trends. Its consider on the business policy of Konzum, their success and effect. I concentrate myself on the results, which are realized by research made by copany Incoma, to improve the situation and position of the Konzum and Association of czech and moravian retail chains in the keen competition on the czech market because of the foreign retail chains.

The thesis deals with the analysis of the company marketing strategy. In order to meet its objectives, it is necessary to evaluate all information on general conditions, the market and competition. Based on prerequisites of the further grow of professional environment, it proposes possible modes of use of different marketing strategies and their means of communication. The economic impact presumption of a proposal with respect to past experience is also calculated in this work.

Strategic management is one of the foundation stones of every successful company. This thesis occupies with a proposal of competitive strategy for a strategic business unit of a company that operates on the information technologies and relative services market. The key part of this thesis is strategic analysis of above mentioned strategic business unit. The analysis is aimed on the external as well as on the internal environment of given strategic business unit. The aim of the work is to secure a competitive advantage through the suitable competitive strategy.

The main goal of this thesis is to define factors, based on external and internal analysis, which affect potential success of actual manufacturing concern and design strategical recommendations, which offer evaluation and possibilities of future development to the company management. This thesis is divided into three parts – theoretical part, analytical part and project part. Basic terms, used methods and analyses of external and internal influences are described in the theoretical part. These methods are applied on the actual manufacturing concern in the analytical part. Suggested alternative solutions are described in the project part. The most suitable alternative is defined in the closure.

In this Diploma Thesis I am trying to formulate the competitive strategy which was missing in the company up to now and which could help to compete more effectively and so strengthen its market position.

The aim of this master’s thesis is the suggestion of marketing strategy for Wellness Kuřim. The theoretical part contains an explanation of basic concepts of marketing and marketing strategy. The practical part is concerned with analysis of the current situation of the company which serves as a basis for suggesting marketing strategies. The result is a summary of measures and proposals, including their benefits for the company.