The goal of the diploma thesis is to compare marketing of medical technology producing company in the European and Chinese market. After the theoretical part that is describing tools used to analyze micro and macro environment, the practical part of this thesis focuses on the introduction of the analysed company and the introduction of the Chinese and Hong Kong medical equipment markets as two distinct markets. The main emphasis of this work is to evaluate the strengths and weaknesses of the company, opportunities and threats of all the three markets and their subsequent joint evaluation. The resulting strategies on the respective markets are commented in this thesis and compared with reality. In the final chapter, the thesis presents recommendations to change the marketing strategy in the Chinese and Hong Kong market.

Main objective of this thesis is to analyze international marketing of Mondeléz International company with a focus on international environment and its impact on the company, analysis of marketing mix of specific international products and survey examining the extent of awareness of the former Kraft Foods and current Mondeléz company. Results of this work should give a reader an overview about development of Mondeléz company and international activities of the company applied in environment of Czech Republic.

The aim of the Diploma thesis is to evaluate the financial situation of the health facility Regional Hospital Jicin a.s., using selected methods of financial analysis. The work is divided into two parts: theoretical and practical. The theoretical part summarizes the principles and methodology of financial analysis. This part is also describing the specification in health field. The practical part is describing the analyzed healthcare-technical equipment. It is followed by practical implementation of financial analysis which analyses the management of Hospital Jicin, a. s. A partial aim of this Diploma thesis is to analyze the possibilities of medical equipment revenue, which is presented by the PEST analysis. In conclusion, based on evidence described in the analytical part of the thesis are proceeding some proposals and recommendations that could lead to more effective management of medical equipment

The topic of the master thesis Entry of Czech companies to foreign markets in cooperation with the agency CzechTrade is the company expansion to foreign markets and possible benefits from the cooperation with the state export-promoting agency CzechTrade. The main objective is the evaluation of conditions on the Mexican market for the entry of Czech companies. The secondary objective is to evaluate the possibilities of cooperation between the Czech firms which are seeking overseas expansion, and CzechTrade. This thesis will focus on the expansion to one specific market (Mexico) and on the activity of one particular Czech company (Kovobel), for the purpose of narrowing the topic and also to better illustrate it on one particular case. The thesis will produce findings and recommendations that would ultimately allow Czech companies to access the overall process before entering the Mexican market.

The master's thesis is focused on analysing a marketing strategy of a specific wellness facility. The analysis itself and recommendations based on it are both aims of the thesis. The theoretical part consists of three main segments - health and wellness tourism, marketing and the location description. The practical part is introduced by characterizing the facility and its business environment, by using PEST analysis, among others. Marketing mix is then used for the description of the product. Above gained findings are summarized in SWOT analysis. The innovation of the product which took place during writing the thesis is mentioned in one subchapter as well. In the conclusion recommendation for the upcoming period and overall summary are presented. Comparative and analytic methods are used in the master's thesis.

The aim of this thesis is to do strategic analysis of Plzeňský Prazdroj, a. s. and to provide some recommendations for the further development of company. To achieve this goal, it is necessary to conduct external and internal analysis, which will provide a comprehensive view of the environment, in which the company operates. The work is divided into theoretical and practical part. The theoretical part defines the basic methods and techniques that are then applied to an analyzed company.

The thesis deals with the elements of strategy of market entrance to Vienna. The aim was to determine whether a Czech company pietro filipi has a chance to succeed in such a saturated market and if yes, under what circumstances. The work is divided into five chapters, where the general theory is included concerning the access to foreign markets, followed by the application of theoretical knowledge directly to the practice and it is immediately applied to a concrete example. In this work we come up with two conclusions. One is that pietro filipi should not entry the market of Vienna because of the lack of financial resources and should invest in running business in countries of Eastern and Central Europe, or if it had unlimited financial resources, pietro filipi would be able to invest in opening a store in Vienna. Although we emphasize that this could be the risk anyway. pietro filipi should consider its options and make a decision if it wants to take such a risk of entering the market of Vienna or stay in a less risky environment of Eastern and Central Europe.

The aim of this diploma thesis is to analyze the marketing environment of the Danish market and to examine the external factors which affect the companies and their activities in this market. My goal is to create a realistic idea about the Danish business environment and cultural differences of the Danes. For the purpose of this analysis I focused on the most important macrofactors, such as the political, economic and social factors. On the basis of cultural specifics and identified macrofactors I also give some advice to the companies to take into account when planning their marketing strategy. As a result of this thesis Czech entrepreneurs might be better able to understand the Danish environment, detect possible opportunities and also reveal the risks associated with doing business in Denmark.

The present thesis is dedicated to the conditions and opportunities for business development in Brazil. The thesis is based both on a thorough analysis of various aspects of the Brazilian environment and on a case study resulting from the intention of a real Czech company to expand its activities to the territory of Brazil. The author considers various options for achieving this goal, as well as the feasibility and profitability of the project itself. The objective of the present thesis is to explain, through a detailed analysis of the available information, the potential of the Brazilian economy, to demonstrate, with a real example, its possible benefits not only for the Brazilian economy, but also for entrepreneurs in other countries around the world and to apply academic knowledge and practical experience of the author for possible future implementation of a real investment project. The thesis is divided into a theoretical and a practical parts. The theoretical part contains an introduction to the topic of international trade and business, after that focuses on the current state of the developing economies in the world, with an emphasis on Brazil, and then presents a detailed analysis of the specifics of the Brazilian business environment. The practical part consists of a case study of the company and of the draft for implementation of the project related to the extension of the territorial scope of the company. The research allows to test the basic hypothesis of this thesis and to demonstrate opportunities offered by the Brazilian business environment.

The subject of this diploma thesis is "Analysis of the competitive enviroment of the spa services in Luhačovice". The main aim of the thesis is comparison of spa services of different spa facilities operating in Luhačovice and choose the best provider of the services. The PEST analysis was used for reaching the main aim which included political, economic, social and technological indicators that influenced most of businesses in spa tourism. The another step was to analyse internal competitive environment of Luhačovice. It means that chosen spa subjects are analysed and then the strongest and best current provider of spa services is determined. The final part of the thesis is focused on recommendations for maintaining position and increase the competitiveness of the best provider.