Master-Arbeit Univ. St. Gallen, 2008.

The aim of the diploma thesis is a comprehensive analysis of the coffee market in the Czech Republic and Slovakia based on retail audit data. The analysis provides an overview of the development of this dynamic category. It also compares the similarities and differences in both countries. I proceed from the historical development of the market to the current situation in terms of its size, market trends and structure. I also focus on the promotion importance of the coffee category and the seasonality of its sales. I compare the Czech and Slovak markets in terms of the share of top manufacturers and brands, the popularity of private brands in the coffee category and the importance of the sales channels. I also focus on the regional structure of coffee sales, segments and price trends over time. The conclusion of the thesis is a comprehensive view on the structure and development of coffee markets in both countries and the expression of their common features and differences.

Abstract Contemporary organizations must often improve their business situations through drastic innovation; Skoda currently faces the question of how to improve its market position. A merger with Volkswagen during 1991 -- 2000 helped and has improved Skoda's situation significantly. However, this was just the first step towards further achievement. Volkswagen has not given approval for Skoda to create luxury, potentially faster, more innovative cars; furthermore, Skoda is forbidden from entering Northern American countries. Hence, Skoda has to create a new strategy regarding how to expand business through alternative ways. The intent of this thesis is to explore three already existing markets where Skoda does business as well as its business practices in each, including its methods of producing and distributing, and then to analyze a possible alternative solution for business expansion. Thus, this work investigates and analyzes Skoda's situation in: European Union, Russia and India. Thereafter it describes a new potential market of Burma. Several tools and frameworks are used to conduct this process, i.e. SWOT analysis and PEST analysis and 4PS analysis; the author also examines Skoda's modes of entry as well as their marketing practices. Using these same tools also helps to reflect the possibilities for Skoda in a new potential market. A description of these markets helps to draw a parallel for taking appropriate marketing decisions in a new market. The final part of the thesis provides conclusions and suggestions about possible market entry.

The Master thesis "Expansion of Czech Companies to Brazil on the Example of mmcité a.s." describes positive and negative aspects of entering Brazilian market on an example of a concrete Czech company. The first chapter presents activities and products of mmcité a.s. Chapter 2 contains detailed PESTL analysis complemented by a part about business etiquette, Brazilian market with street furniture is described in the third chapter. On the basis of these three chapters, there follows a decision on an optimal form of mmcité's entry to the biggest Latin-American market and, in the fifth chapter, the author proposes an attitude to the single parts of its marketing mix. The sixth chapter is written as a guide for Czech companies which consider expansion to Brazil. Except from a system for deciding on the form of entry, it also presents an approximate figure of costs of each form. The author drew inspiration from professional books, guides for export to Brazil, Internet and, also, own experience gained during studies in Sao Paulo.

This thesis deals with the topic of rent. The level of rent in Karviná and the factors which influence it are investigated. Mainly apartment layout, type of building, ownership, whether a balcony or loggia belongs to the flat, or if there is a lift in the house. The diploma thesis also deals with the so-called mining flats, which are specific to the town of Karviná.

Cieľom diplomovej práce je predstaviť návrh podnikateľského zámeru na založenie súkromnej materskej školy Montessori. Diplomová práca je rozdelená do troch častí. Prvá časť sumarizuje teoretické poznatky. Druhá časť sa zaoberá analýzou trhu. Posledná časť práce obsahuje popis štruktúrovaného podnikateľského plánu vrátane organizačnej časti a finančného plánu, ktoré sú založené na výsledkoch predchádzajúcich častí práce.

The aim of the thesis is to build a car wash at a petrol station by using medium-term investment credit for four years. The work includes the theoretical and the practical parts. The business plan is based on real data and is focused on precise modelling of given situation, with considering market practices. It details market survey and market analysis, identifies the main competitors and explores financial components of whole project.

The Master’s thesis deals with creating of business plan for starting and running a barber shop. The thesis starts with theoretical knowledge, which I use for following analysis of the market and creating a business plan. Business plan contains information about company, strategies and financial plan.

This thesis analyzes the potential for producers in Virginia to successfully participate in the market for berry crops, which include strawberries, blueberries, raspberries, blackberries, and other novelty berries. A survey of current berry crop producers in Virginia is used to gain insight into the supply-side of the market, and a series of personal interviews with direct market berry crop producers and buyers from retail, wholesale, and processor outlets are conducted to assess the demand-side of the market. The results show that berry crop producers in the state are diverse along many dimensions, with certain groups better positioned to serve the unsaturated demand that exists through direct outlets and others better aligned to serve the increasing demand that exists among indirect buyers. Diversification into berry crop production involves high levels of risk, but the potential returns are likewise high. / Master of Science

Stock market event studies are often used to estimate the impact of an unanticipated event on stock returns of a company. Traditionally, these analyses focus on developing estimates of abnormal returns attributed to the event or some measure of post-event loss in shareholder value. In 1989 Mark Mitchell used an event study to estimate the impact of the 1982 Tylenol poisonings on Johnson & Johnson's share returns. Mark Mitchell was able to demonstrate that (1) Johnson & Johnson share returns were significantly impacted by the poisonings, and (2) such an impact translated, at least in part, to a depreciation of brand name capital. This study sets forth the basic framework of Mark Mitchell's 1989 analysis and wherever appropriate, provides possible alternatives to his methodologies. Using several alternative approaches including, but not necessarily limited to, consideration of the incremental values associated with the Tylenol brand name, cost to develop the brand, alternative market factors, and changes in income streams I compare changes in brand value to brand name capital depreciation estimated by Mitchell. In some instances the aforementioned approaches are used in conjunction with aspects of Mitchell's methodology. The results tend to provide more accurate estimates of the loss in brand value possibly associated with the 1982 poisonings. / Master of Arts