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The aim of this diploma thesis is the aplication of strategic management process under the conditions of small business. The opportunities, threats, strengths and weaknesses are identified by means of situation analysys of the external environment (e. g. PESTE analysys, Porter's analsys of the environment in the line of business) and the internal environment analysys (e. g. the McKinsey's 7S, the Porter's value chain analysys, the procedural attitude towards the organization and a brief financial analysys). Factors selected during the situation analysys are used by the IFE and EFE matrix to gain the total weighted score of external and internal environment of the organization. The outputs of IFE and EFE matrix are afterwards applied within the framework of Internal-External matrix, which enables us to make a choice of the general strategic position of the organization. Afterwards a SWOT analysys helps us to specify the final strategic recommendations for the selected organization.

In-flight entertainment (IFE) is facing exciting times ahead as more and more technological advancements find its way into the IFE-systems. With the increasing hardware capabilities of IFE-systems, one exciting technology which could be seen infuture IFE-systems is augmented reality (AR). AR could allow for virtual try-on (VTO) in a webshop, where passengers can view virtual representations of for instance, glasses or headpieces, augmented onto themselves through a camera on the IFE-screen. However, integrating VTO in a webshop comes with new challenges, both for the designer and the developer. This thesis has examined design guidelines for AR in a literature study, along with general principles for user experience (UX). Based on the findings from the literature study, a prototype for a webshop with integrated VTO, targeting IFE, has been build in an iterative design process. Furthermore, a small application has been built using Google’s AR-framework ARCore for Android, where users can try different virtual glasses. The literature study, along with usability testing in each design iteration, showed that there are no guidelines which can cover everything when designing for AR; however, the design guidelines presented by Google and Apple are a great place to start. Furthermore, the usability testing showed that people have certain expectations of a webshop, which indicates that VTO should be integrated seamlessly into the application without interfering with the layout. The application development showed that ARCore certainly is a potent tool when it comes to AR-development. However, ARCore is not open source,which could make it less appealing for companies in need of highly flexible solutions.