This work is focused on marketing planning in feasibility study. The aim of this work is to describe the connection between marketing planning and feasibility study. Based on theoretical knowledge, the marketing plan will be included in feasibility study and applied on model of investment intention.

This marketing thesis focuses on the elaboration of a business plan for market penetration of a new product. This novel product will be a newly designed mobility aid addressed for people with limitated ability of movement of their legs. It would lift their legs from the vertical to the horizontal position and back without any effort being exerted by the user. Such a device is currently not available on the Czech market. This project contains both a theoretical background which is instrumental for better orientation in this area and also an analysis of the inner and the outer backgrounds behind a business plan for the market penetration of this new product. This thesis also contains a review of today’s products in the general area, measures taken before the commencement of potential sale, a distribution plan, promotion strategy, economical evaluation and a plan for the lead-in of the produkt onto the market.

This diploma thesis focuses on the application of the concept of social responsibility in business practise of the companies Sanofi-aventis, s.r.o., MSD IT Global Innovation Center s.r.o. Heineken Česká republika, a.s. This application is based on mentioned theoretical foundations and qualiative research. The thesis also analyzes and evaluates the implementation of CSR strategy of internal marketing in chosen companies. The aim is to suggest activities to effective application of internal marketing strategy for these companies.

This master thesis focuses on improving communication mix of selected businessman, Mr. Marek Argan, who operates in the sale of Thai products and provides services as Thai yoga and Thai massage. This work is is divided into three main parts. The first part describes theoretical knowledge, which is then used as a base for the next parts. The second part describes the activities of the selected company and analysis of the current marketing and communication mix. In the last part is the proposal of communication mix, which will be applied in the company .

This diploma thesis deals with marketing strategy of small hotel. Theoretical bases of work create theoretical background for next part of diploma thesis, which introduces hotel and used marketing mix. The improvements in tools of marketing mix are recommended based on performed analyzes and questionnaire survey and help to create suggestions to increase awereness of existence a company by potential customers and increase amount of reservations in the hotel.

The master’s thesis deals with the importance of marketing a construction company in participating in public procurement. The master’s thesis analyses the construction company Imos Brno, a.s. The work is aimed at following and describing the instruments of marketing communication tools in particular construction company. Then it deals with the assesment of their current state and with a plan of its optimization in the context of public procurement.

創業已成為今日台灣的潮流顯學。無論規模大小，品牌就像一個當代的時髦名詞，是創業者的流行穿搭，顯現出對於人生態度的品味。品牌經營理論眾聲喧嘩，哪一盞才是照耀夜行中錦衣的明燈？溫馨小品或是夢幻逸品，恰如其分的定位，就能與擁護者對味。 本研究透過大苑子與綠藤生機兩家個案，來探討品牌經營的方式。在巨人們的肩膀上，將品牌經營整理成：「品牌願景、品牌定位、品牌傳播、品牌粉絲」四大方向來建立品牌的內涵，傳遞給消費者。再用策略行銷4C架構分析，以客觀的角度來審視品牌經營之強勢與弱勢之處，並給予行銷建議作為參考。希冀「先以品牌經營方程式建立品牌，再到策略行銷4C分析謀略縝密度」是一把讓未來有志創業者，或是期待打造出偉大抱負的品牌者，可以經營品牌不求人的關鍵之鑰。 經過個案的探討，發現兩家品牌都著墨許多在與顧客信任感的耕耘，如同Peter F. Drucker所說的：「企業的目的與使命只有一個重心、一個出發點，那就是顧客。」品牌經營如何獲得更多的品牌粉絲支持，是經營者與企業內部需同心協力達成的共同目標。 / Nowadays, entrepreneurship is the mainstream in Taiwan. In spite of the size of a company, the brand represents its image. A company’s brand is like the outfit of the entrepreneur, and it represents his/her attitude towards life. There are many theories on brand management, but which is the one that can help brands target the right customers? Through applying the right positioning strategies for different products, brands can attract target customers successfully. This research aims to analyze brand management through the case studies of “Dayungs” and “Greenvines.” Brand management includes brand vision, brand positioning, brand communication, and brand communities. These four items help establish the content and image of a company’s brand, and pass them on to the customers. Based on the 4C marketing framework, this research examines the strengths and the weaknesses of brand management, and provides a marketing proposal for future reference. The process of building branding with brand management, and then analyzing the strategies with the 4C marketing framework, is a key for future entrepreneurs that hope to establish a successful brand. Through the analysis of these case studies, the research found that both brands put emphasis on the customer trust. As Peter F. Drucker said, “The purpose of business is to create and keep a customer.” How to gain the loyalty of more customers is the goal that managers and employees need to achieve with cooperation.

The subject of this diploma thesis is the design development of marketing communication to enhance brand competitiveness in company focused on fast moving consumer goods. Concretely the Knorr, food brand of Unilever company. The first part provides a theoreti-cal basis for the processing of the issue. In the practical part I have assessed the current marketing communication by using inter alia SWOT, PEST and Porter's analysis. Based on analysis of the current situation, I propose to improve marketing communications, including analysis of time, costs and risk.

This diploma work characterizes and analyzes the business company. It contains method of solving problems, consequent on the analysis, solving implementation problems and it is project tools for improve future position of company on market by means of electronic market. For further, it is describe economics analysis of design e-shop and it is implementation in chosen company.

The work deals with internet commerce. It includes analysis and design their own e-shop. The aim was to bring the marketing plan for market entry, assess the achievements and propose a procedure to other years. It can be familiar with basic knowledge about internet marketing, internet business analysis in comparison with the stone business. These general theoretical and practical knowledge is given to about half the work. In the second half is giving its own Internet business, the introduction of the marketing and promotion.