The aim of this diploma thesis is to describe complexly the marketing plan and strategy of launch Windows 7 in Czech republic, to describe the phase of execution of the campaign, to evaluate the effectiveness and productivity of marketing activities on the basis of the analysis of marketing and communication targets fulfillment and then to evaluate the effectiveness of PR as one of the tool of communications mix.

The diploma thesis focuses on creation of marketing plan for specific project, which offers the services of extreme yachting. The main idea of the project called Evelyna Expeditions is to offer the possibility to participate on the expedition of yacht Evelyna on her journey around the world. Yachting is getting more popular among Czech tourists, but some of them desire even bigger adventure and want to exploit the potential of boat to explore places on the earth which are accessible only from the sea. The project is designed especially for these people. Theoretical part of the thesis explains the different stages of marketing plan (situation analysis, marketing objectives, marketing strategy, budget, action plan) and gives recommendations how to work with them. The practical part of the thesis brings more specific characterization of the project Evelyna Expeditions, for which is subsequently developed the specific marketing plan based on the recommendations outlined in the theoretical part.

The aim of this work is to develop such a business plan which would serve as a suitable basis for further negotiations with banks, suppliers, etc., and also as a springboard to launch own business. Another aim of this work is an evaluation of whether such a project has a chance to survive in the competitive environment. The work includes theoretical background of the company establishment and development of a business plan. The following is a description of the company, situational analysis and analysis of competitors and customers. The next part deals with marketing and production plan. The last part contains financial plan with prediction of future development, risk analysis and final assessment.

The popularity of beach volleyball is rising especially thanks to the Olympic Games 2012 in London. Czech professionals Markéta Sluková with her partner Kristýna Sluková got there unbelievable 5th place. The first part of this thesis would like to summarize theoretical knowledge of sport marketing and marketing plan of sport product. The second part would like to analyze marketing mix of beach volleyball arenas in the Czech Republic. According to the knowledge gained by this analysis will be created Marketing Plan of Beach Volleyball Arena in Benešov u Prahy. Finally this thesis would like to be an inspiration for existing and potential arenas which would like to exploit this market opportunity to provide beach services.

Internet marketing is currently one of the most important components of marketing. However, Internet marketing as a whole is much more important than mere webdesign, mere search engine optimization (SEO) or a simple PPC advertising. Most companies have recently made it throught with a website and that was all their presentation on the Internet. However, the internet is one of the fastest growing technology today and the number of its users is growing every year. Constantly there are new technologies that allow us to have a better user experience and also bring us new ways of presentation and promotion. Most of the companies make a mistake early on and underestimate the preparation, don't know their goals, customers or competitors. Internet marketing is the process and the contents of this process is the recognition, analysis, design, implementation, and ultimately verify that you achieve the goals of the organization. In the theoretical part it is defined internet marketing and its advantages over offline marketing. Briefly sum up the history and major milestones of Internet marketing that shaped its present form. Further, it's described current trends in Internet marketing and detail expands upon the selected Internet marketing tools and tools for evaluating the success of campaigns. The practical part deals with the proposal of marketing strategy in the company Imperium Finance. The main objective is to analyze the requirements of the company Imperium Finance, from analysis to draw specific conclusions and devise a marketing strategy that will support the vision and strategy of the company in the following period. All steps were carried out within the company Imperium Finance on real data from active clients and tested in action. The result is a proposal of a marketing strategy that will drive Imperium Finance, and a marketing plan for the company. The biggest benefit of this work is so real use theoretical knowledge in practice.

The aim of this Master's Thesis is the application of principles of strategic marketing planning for specific business plan. Marketing planning is described in the first part of this thesis based on literature sources. It is followed by a practical part, in which the principles of marketing planning are applied for a specific business plan. Result of this thesis is a comprehensive marketing plan covering all the important areas that are necessary for a start-up company. The market, which the company will enter, is characterized. Based on this information, objectives and strategic plans of the company are set. Segmentation of potential customers is determined and strategic and tactic tools are set. In the final part of this thesis an action plan and budget is drawn up. This thesis demonstrates that the business plan is feasible and the company has the potential to become a successful player in the market.

This final thesis was created with the aim to search the author's business plan, to explore its feasibility, reality and viability. Main goal of this thesis shoul bet he complex evaluation of the overall business plan. In the first part we can find a theoretical basis of thesis, there are key words and con-cepts and their thorough clarification. Complete and complex theory of business plan is not fully explained in this thesis, there are only parts, which are necessary as a relevant basis for this particular thesis are mentioned. The second part is based on the processing of the business plan itselves, it's detailed elaboration, analysis of individual parts, the processing of the results and findings of these revenues and, finally, clear and comprehensive business plan on the chosen topic. The conclusion provides an overall assessment of the project, evaluation of feasibility and reality and there is also the author's opinion on the entire project and its other options or possible opportunities.

This diploma thesis deals with product launch marketing plan on B2B engineering market. The aim is to describe the marketing plan and comment it in terms of complexity and depth of this plan. The theoretical part describes the marketing plan and its parts considering the specifics of small business on B2B market. The practical part covers comments on the particular marketing plan in detail and suggests indicators which evaluate successful product launch. Finally, the conclusion evaluates marketing plan briefly and presents several suggestions to improve the plan based on specialized publications.

En la actualidad, el tiempo es un recurso apreciado, sobre todo para las personas cuyas labores de oficina abarcan en promedio 10 horas al día. Bajo esta premisa hemos creado Tramitapp: un aplicativo móvil respaldado por un sistema administrativo y logístico, para poder realizar gestiones y trámites desde el lugar donde te encuentres. Este proyecto surge para que nuestros clientes aprovechen su tiempo y no tengan que realizar colas o engorrosos trámites en diferentes empresas y organismos gubernamentales. Para la elaboración de nuestra estrategia, hemos realizado un estudio interno y externo, y así obtener información relevante y objetiva que nos permita un desarrollo apropiado. Mediante la estadística nacional y posterior toma de una muestra, validamos la cantidad de personas interesadas en el aplicativo (dato obtenido mediante un landing page enlazado un Facebook Add) el cual tuvo un resultado de 37.6% en conversiones. Adicionalmente, según los últimos datos presentados por el INEI el 70.40% de la población hace uso del internet, apresurándose de esta manera un mercado con un modelo de negocio innovador. Esto nos permite confirmar que nuestra idea de negocio (desde el punto de vista de planeamiento estratégico) es rentable. Para el plan de marketing, se utilizó una estrategia de diferenciación de producto en la que a partir de una segmentación adecuada (geográfica y demográfica) identificamos que el 63.8% del NSE A y el 58.7% del NSE B trabajan de manera dependiente, independiente o son dueños de PYMES. Así perfilamos mejor el servicio considerando que este mismo segmento tiene experiencia en e-commerce. Desde el punto de vista de operaciones, nuestro modelo será multinivel, lo que implica que el negocio atenderá los dos niveles de clientes ya sea dueños de trámites y Tramitappdores y la cobertura de nuestra operación (tramites – tramitappdores) abarcara los distritos de Lima Metropolitana. Con respecto al plan económico y al plan financiero, se resuelve que el proyecto es viable debido a que muestra un VAN de S/.15,137.98 con retorno de inversión. Por lo tanto, concluimos que nuestro proyecto de negocio resulta rentable lo que permite tener la oportunidad de poder consolidarnos en el mercado. / Currently, time is an appreciated resource, especially for people whose office tasks cover an average of 10 hours a day. Under this premise we have created Tramitapp: a mobile application backed by an administrative and logistical system, designed to carry out formalities and procedures from the place where you are. Tramitaap is born so that our customers take advantage of their time and do not have to make long queues or exhausting procedures in different companies and government agencies. For the elaboration of our strategy, we have carried out an internal and external study, in order to obtain relevant and objective information that allows us an appropriate development. Through national statistics and subsequent sampling, we validate the number of people interested in the application (data obtained through a landing page linked to a Facebook Add) which had a result of 37.6% in conversions. Additionally, and as is known, according to the latest data presented by the INEI, 70.40% of the population makes use of the internet, thus hastening a market with an innovative business model. This allows us to confirm that our business idea (from the point of view of strategic planning) is profitable. For the marketing plan, a product differentiation strategy was used in which, based on an adequate segmentation (geographical and demographic), we identified that 63.8% of NSE A and 58.7% of NSE B work in a dependent, independent or their own business. This allowed us to profile the service considering that this same segment has experience in e-commerce. From the point of view of operations, our model will be multilevel, which implies that the business will serve the two levels of clients, whether they are process owners or processors and the coverage of our operation (procedures - processors) will cover the districts of Metropolitan Lima. With respect to the economic plan and the financial plan, it is resolved that the project is viable because it shows a NPV of S/.15,137.98 with return on investment. Therefore, we conclude that our business project is profitable, which allows us to have the opportunity to consolidate ourselves in the market. / Tesis

This thesis decribes the setting up of a business plan for coffee shop, which besides quality coffee, targets customers suffering from celiac disease (gluten-free assortment). The aim of this thesis is to create a real business plan. For this purpose, the data for the creation of financial plan were based on real datas. In the end of this thesis the success of the established business plan is evaluated.