The topic of this thesis is to increase the competitive position of the firm Plastika a.s. with the help of creation a new marketing strategy for the next period of time. The analysis of the present marketing strategy is the base for it. The first part of this work is based on the theory. The second part introduces the company Plastika a.s.. There is carried out the analysis of the current situation which focuses on its present marketing strategy. The third suggestion part formulates the suggestion of the new marketing strategy for the next period of time which will lead to the improvement of the competitive position of the firm Plastika on the market.

Tato diplomová práce z oblasti marketingu zkoumá možnost využití alternativního reklamního média zvaného GreenGraffiti jako dalšího komunikačního nástroje. Protože je pro Českou republiku a tím i české klienty tento typ reklamního média nový, je důležité vysvětlit, co přesně GreenGraffiti je, odkud pochází a jak se objevilo v České republice. Tato diplomová práce bude také zkoumat, zda je GreenGraffiti vhodným reklamním médiem pro český trh ,a které problémy je třeba vyřešit před tím, než bude zařazen do komunikačního mixu společnosti. Tato práce je napsána na základě znalostí získaných během stáže ve Studio Tomato s.r.o., které vlastnilo licenci na GreenGraffiti pro Českou republiku a také na základě informací získaných od Jima Bowese, zakladatele GreenGraffiti Holding BV.

The master’s thesis is focused on development of the business plan, particularly the proposal for extending production in the small engineering company Unicode M&D Ltd. The first part deals with the theoretical resources needed for drafting. The second part contains analysis of neighbourhood. The last part presents the specific proposal for extanding production in this company.

Master´s thesis evaluates financial situation of AGOS stavebni a.s. between years 2004/2005 and 2010/2011 while using selected financial indicators. The main goal of the thesis is to review the financial situation of the company while proposing possibilities for improvement.

This thesis deals with an optimal strategy choice of a company. The issues of products and services, marketing and mainly strategic management with emphasis on optimal strategy choice of a company are described in theoretical part. There are introduced fundamental methods of internal and external strategic analysis. With use of mentioned facts a program for support of strategic management is proposed. This program is aiming to make well structured and quantifiable methods of strategic analysis easier and more clear, based on which it is possible to define and choose an optimal strategy of a company.

The object of this diploma thesis is the analysis of the business entity Turck, s.r.o., which operates in the field of industrial automation. Selected analytical methods evaluate the external and internal environment of the company and its financial stability. The last part of this diploma thesis provides suggestions for improvements.

The master's thesis focuses on the assessment of the financial and business performance of the company Direct Parcel Distrubution CZ s. r. o. by using the methods of benchmarking. The first part of work provides a theoretical background for the issue, with an emphasis on benchmarking. The second part of the thesis contains introduction of the company and situational analysis of the company. The following is the main part of the thesis, the acutal benchmarking of the company with selected competitors. The thesis concludes proposals to improve the financial and business performance of Direct Parcel Distribution CZ s.r.o.

聚醯亞胺薄膜用於軟性電路板市場從2006年起，由於競爭者眾多，整個產業環境變得十分嚴苛，事業屬性從獨佔性變成競爭十分激烈的寡佔性市場。此篇論文通過產業的總體環境分析及產業分析來對軟板市場進行區隔，並針對不同目標市場擬定行銷策略，將產品重新定位來滿足不同目標市場的需求，以期達到杜邦公司聚醯亞胺薄膜產品在軟性電路板市場的永續成長。 從含有產品價格因素在內的問卷調查中找到產業鏈中最有議價能力廠商的最重要需求及預估用量，進而做為公司開發下一世代聚醯亞胺薄膜產品的依據。 / Start from 2006, Polyimide films industry has become very competitive in flexible printed circuits applications. The polyimide film industry has transformed from monopoly to oligopoly, major players in flexible printed circuits market are DuPont, Kaneka, SKC-Kolon and Taimide companies. After analyzing the political, economics, social, technical and industrial trends, The FPC industry has been re-segmented into two segments – Basic market and Niche market. With different strategies been developed for different markets, we re-position our different type of Kapton® polyimide films for different markets and developed an executable marketing plan which will be test in selected customers. Through price included questionarries, we also found the key industrial decision makers’ unmet needs, price expectation and potential volume. Base on the findings, we are able to develop the next generation polyimide films to satisfy customers.

本論文從IBM在軟體的策略，尤其是軟體的產業解決方案作為研究的核心。2008年的金融海嘯造成全球經濟大衰退，IBM適時提出了智慧的地球的計劃與願景，並積極推動從客戶實際需求與價值思考出發的產業解決方案(Industrial Solution)，結果IBM驗證了其營運與業績不但沒有受到影響並且在營收與獲利上繼續穩健成長。本論文首先依時間軸對IBM自1993年葛士納總裁接任後針對服務與創新的轉型；到2003年帕米沙諾接班後的併購計劃與智慧的地球創新策略；乃至於2012年羅美蒂繼任後推動之商業分析，軟體產業解決方案以及最重要的2015年成長計劃等各項重要改革與執行策略做一詳細的整理與分析，個案研究針對IBM公司所面臨的挑戰與企業經營策略及轉型架構進行分析與探討並延伸至軟體產業解決方案，以Michael Porter的五力分析架構對IBM公司在軟體產業與產業解決方案的產業競爭態勢予以深入探討分析，並針對IBM與其主要競爭對手的軟體產業解決方案以SWOT做一完整的分析，此外也從IBM的軟體事業群的成長與轉型策略，來驗證IBM對軟體的產業解決方案的重視與策略意涵，並針對軟體之產業架構(Industry Framework)的發展與導入的「客戶導向與客製化產業解決方案開發策略(client focused & tailored execution strategy)」與成功要素予以分析並歸納。 最後結論中對國內軟體產業以Michael Porter的鑽石模型做一分析，並對未來台灣軟體產業可能的發展方向提出建議以提供產業與政策制定者參考，如何面對與開發國際市場以及如何從人才面發展並建立台灣的軟體產業競爭優勢將是值得我們仔細深入思考的方向，希望未來台灣的軟體產業也能創造出典範移轉，發展出如同IC設計與製造產業的規模與競爭優勢。 / The development of this paper is focused on IBM`s software strategy，especially on the strategy of IBM`s software industrial solution as the research focuses。When the financial tsunami caused the serious economic recession around the world during 2008 year end，IBM raised the「smarter planet 」initiative and vision to drive the execution of series of industrial solution centric projects according to the client real requirements and values。IBM proved that its operation and business performance were not affected by this crisis，moreover IBM continued to grow steadily in the areas of both income and margin。In the context of this paper，I will first analyze the IBM`s transformation history in the three key stages under three CEOs，including Lou Gerstner`s service & innovation transformation since 1993；Sam Palmisano`s Merge & Acquisition plan & smarter Planet initiative；and Ginni Rometty`s 2015 roadmap plan to shoot for at least US$ 20 EPS by year 2015。 In the case study we will analyze the challenges which IBM was facing from corporate operation and transformation standpoints. For IBM`s software & software industrial solution strategy，Michael Porter’s five forces framework will be used to do an analysis to have a clear view on IBM`s competitiveness in the software & software industrial solution industry. SWOT analysis will also be applied to gain an in-depth view on IBM and its major software industrial solution competitors。From IBM software group’s growth and transformation strategy，we can also verify the strategic imperatives on IBM`s focuses on industrial solutions。Finally we use the example of how IBM successfully developed the various Industry Frameworks through client focused & tailored execution strategy to illustrate IBM`s asset-based solution development concept。From the recent organizational transformation of IBM software group in 2012，we can also prove that the transformation direction is toward solution centric。 In the summary of this paper I will analyze Taiwan`s software industry using Michael Porter’s Diamond model to come out several suggestions for the reference of software development vendors and government policy makers in Taiwan。How to develop the international market and build the talent resources to increase Taiwan`s competitiveness advantage will be the key focuses which we need to think deeply。Hopefully the software industry in Taiwan will have a paradigm shift and grow to the scale of the IC design and manufacturing industry with competitiveness。