Title: Marketing Plan of a Newly Emerging Fitness Center Objectives: The main goal of the diploma thesis is to create a marketing plan of a newly emerging fitness center in the Karlovy Vary region. The marketing plan will help the fitness center make long term profit and become popular with the public. Methods: The thesis will combine both qualitative and quantitative research methods. The pivotal method of the qualitative research will be observation which I will attempt to combine with informal interviews with the rival fitness centers' employees. The quantitative research will be represented by questionnaires. Based on the discoveries, I will construct Porter's five forces model, competitive analysis and SWOT analysis. Results: The marketing research has been simulated under the same conditions for two years. The comparative method was used which only confirmed that the competitive environment of the Carlsbad region is not intensive. The customer values the quality of equipment, comprehensive and modern service offering the most, that unfortunately it is not widely available, and therefore the satisfaction with competitive edge declines. According to research results and Poter's model Five Forces, it can be said that there is a gap in the market for establishing a new fitness centre. Keywords:...

The goal of thesis is to make external and internal analysis of Kores Praha, spol. s r.o., then evaluate its results and suggest recommendations for the creation of strategy.

本研究以日本康貝公司(Combi)為研究對象，來探討嬰童用品產業的關鍵成功因素(Key Successful Factors,KSF)及嬰童用品品牌的國際化策略。 透過Porter的產業五力分析架構，本研究認為要克服嬰童用品產業的競爭劣勢：產業內競爭激烈、買方議價力較弱、潛在進入者的威脅較高，企業須具備五個構面的十二項關鍵成功因素使能經營成功，包含：品牌與宣傳構面的品牌形象與知名度等因素；市場行銷構面的行銷通路的掌握等因素；產品構面的產品質量與安全性等因素；生產構面的生產的垂直整合能力；顧客服務構面的優質的顧客服務等因素。 本研究經過Combi的國際化策略分析，則有如下的結論： 一、 嬰童用品業者的國際市場選擇需考量國家的經濟發展程度與消費者育嬰觀念成熟度。 二、 嬰童用品業者通常會先以直接出口(Direct Import)的方式作為國際化的進入策略。 三、 嬰童用品業者的國際化動機若為成本考量，會採取高度控制的進入策略，如獨資(Wholly-owned Subsidiary)；若是為了掌握市場，則採取低度控制的方式，如合資(Joint Venture)。 四、 嬰童用品業者的國際市場經營需特別重視在地市場需求的回應(Local Response)，故市場經營策略與組織、控制上需有較高的自主性。 / This study uses Combi Corporation as the research object to explore the key successful factors, and the internationalization strategy of the infant products industry. Through Porter's Five Forces Analysis, this study suggests that infant products industry to overcome the competitive disadvantage: intense competition within the industry, buyer bargaining power is weak, the higher threat of potential entrants, companies must seize five dimensions, 12 key successful factors to run business successfully which includes brand image and visibility, good control of marketing channels, product quality and safety, vertical integration of production, customer service standard. This study comes out the following conclusions on internationalization strategy of the infant products industry: 1. The infant products companies should take the economic development level, and the consumer’s maturity of feeding concept into consideration. 2. The infant products companies usually use direct exports as their entry mode in the early stage. 3. If infant products companies are cost concerned, they take a highly controlled strategy, such as wholly-owned subsidiary. If the infant products companies are the market concerned, they take a lowly controlled method, such as joint venture. 4. The infant products companies require highly local response, so they should have flexible business strategy.

This thesis focuses on the competition analysis of Zeelandia on the Czech market. In the literature review are indicated problems related to situational analysis, competition, competition analysis, SWOT analysis, SW analysis and Porter's five forces model. The practical part is composed of a list of competitors, compare financial indicators, determination of market shares, SW analysis with valuation, identification of key strengths and weaknesses and the subsequent overall evaluation.

The aim of the thesis is to find opportunities and threats for a selected company considering its weaknesses, strengths and possible solutions.

This thesis focuses on the development opportunities based on the analysis of OfficeCare the Czech market. The literature review was described problems related to situation analysis, competition, competitive analysis, SWOT analysis and Porter's five competitive forces model. In the practical part, a list of competitors, software analysis with scoring, identification of key strengths and weaknesses and the subsequent overall evaluation.

The aim of this thesis is to assess the current state of the company, analysis of its major competitors and the competitive advantage the company. Based on the findings will be proposed measures aimed at maintaining and improving current status of the company in the market.

The aim of this thesis was to prepare an analysis of the business environment and companie tranding in goods and products for dental hygiene. The operational objective was to assess the development of business opportunities in this field, focusing on short-term and long-term prosperity of the business and possibly adjust the current business strategy. In preparing the analyzes, it was found that the company hadn´t developed a strategy, but it only works with the visions, both in the market, property, economy and human resources. The proposed new strategy is a combination of market-oriented strategy and customer oriented strategy.

The main goal was to evaluate current market position of a selected Czech business unit within its industry. A selected joint-stock company is involved in an industry of fresh-water fishery. Main part of this thesis is focused on an analysis of fish market as a main foundation for analysing a market position of a future development in this industry.Other analysis processed for selected countries.

The aim of the thesis is to analyze the prospects of development of international trade for the Czech wine producers, to specify the trade in selected products and make recommendations for the development of the studied field. A partial view of this diploma paper is to provide suggestions for improving the position of Czech wine producers in foreign markets. Create new proposals for how could the Czech winemakers be more competitive in international standard.To determine the situation of the wine culture in the Czech rep. I chose the survey by questionnaires. I asked 321 winemakers. After that I analyzed the situation of wine producers in the Czech rep. and in the world. In the end I searched situation analysis of chosen winery. Parts of this analysis are STEP analysis, Porter?s five forces model, financial analysis, portfolio description. The output of these analyses is SWOT analysis.