This diploma thesis analyzes the current state of the company and creating a marketing strategy, which aim is to make Tisuvka restaurant and guesthouse popular and visible and increase attendance. The work includes a thorough analysis of the microenvironment, branches environment and microenvironment enterprise together with SWOT analysis. In conclusion, there are presented recommendations for all components of the marketing mix , which should lead to an improvement of the current situation , including an economic assessment of the company.

Title: Strategic management in Czech full-contact union Objectives: The aim of this thesis is to assess the use of strategic activities and to analyze the environment of the selected organization in order to design specific strategic plan and propose recomendations for implementation of this plan as well as implementation of strategic management. Methods: The methods used in this thesis are methods of both qualitative and quantitative research and specifically the methods used are: Observation, Survey, document analysis, SWOT analysis and other partial analysis. Results: The outcome of this thesis is strategic situational analysis of Czech full-contact union and proposed is specific strategic plan for the period 2017 - 2020. Keywords: strategic plan, strategy, kickboxing, SWOT analysis

The aim of this Master thesis is to analyse the communication strategy of Budweiser Budvar Brewery in connection with its brand Budweiser Budvar on the domestic beer market. In the theoretical part of the thesis I describe marketing theory, which is focusing on communication mix and brand research. In the practical part I first introduce Budweiser Budvar Brewery, its history, portfolio of products and I evaluate the position of the company on the Czech market as well as on foreign markets. In the following part I analyse the internal and external environment and also the current use of the individual communication tools. I focus mainly on the current advertising campaign. Based on the information I obtained, a SWOT analysis is carried out. I also conduct my own research, which deals with the perception of Budweiser Budvar brand on the Czech beer market. At the end of my thesis I propose recommendations for improvement of the communication strategy and future development of the brand.

This diploma thesis deals with the strategic analysis of L'Oréal, the company active on the market of fast moving consumer goods in the field of cosmetics. Based on strategic analysis, the main aim of thesis is to create a revenue growth strategy, identify competitive benefits, and identify threats. The theoretical part explains the basic concepts of strategic analysis. External environment of company is described by using PEST analysis and explaining new trends in the field of fast moving market. Internal environment of company is described by using analysis of competition, evaluation of the company's resources and Porter's five forces analysis. The methods and analysis described in theoretical part are used for LOréal and its surroundings in practical part of thesis. The company's portfolio is evaluated by using BCG matrix. Based on the results summarized in the SWOT analysis author come up with suggestions and recommendations for the future of the company.

The goal of this Master´s thesis is the implementation of strategic analysis for ZDAR, a.s. The Master´s thesis is divided into two key parts, the theoretical-methodological part and the practical part. In the first part, basic concepts related to strategic analysis, strategic management and furthermore there will be described the individual analytical apparatuses that will be used in my Master´s thesis. In the practical part of my diploma thesis will be presented the analyzed company, analyzes will be gradually performed internal and external environment of the company and will be analyzed the strengths and weaknesses, evaluate the opportunities and threats. Part of the practical part includes strategic recommendations that will be derived from the results of the strategic analysis.

This thesis deals with the Slovak town Banská Štiavnica in comparison with the Czech town Český Krumlov. The main objective of this thesis is to find deficiencies of Banská Štiavnica within tourist industry and to propound opportunities for increasing revenue and potential benefits based on the comparison of both towns. The thesis in its first part emphasizes the importance of UNESCO in both analyzed towns, through which the outstanding, universal and cultural-historical value is determined. The second part of this thesis deals with comparison methods and through SWOT analysis the opportunities are defined. On the basis of the defined opportunities there is elaborated project of guided night sightseeing tour in Banská Štiavnica.

The subject of this thesis is a Business plan. This business plan describes the idea of establishing a new travel agency which would offer school trips to London. The theoretical part of the thesis describes basic terms at first. Then it summarises the theoretical knowledge of creating a business plan. The practical part of the thesis includes the research and producing of the busi-ness plan for an imaginary travel agency, EnHol, s. r. o. In the end the whole thesis and business plan are evaluated.

The goal of the master thesis is to suggest a marketing strategy for company Uni-corn a.s. based on marketing situation analysis. The thesis consists of theoretical and practical parts. In the theoretical part, the concept of marketing and marke-ting management are discussed and the perception of marketing mix is described. It presents further methodology for the practical part. The practical part contains situation analysis in which the study of outer and inner enterprise environment is presented. The result is a basis for SWOT analysis a furthermore composition of EFE and IFE matrix. Next, the suggestions for tactical targets are determined through the marketing mix. In conclusion a proposition of marketing strategy is presented which is founded not only on situation analysis but also on review study of contemporary company marketing tools.

This thesis deals with the financial and strategic analysis of company operating in the glass industry - MOSER, a.s. The result of the first part is to determine the strengths and weaknesses of the company and the result of the second part is forecast of relevant market, market share and sales of analyzed company.

The aim of the dissertation is to create the clear directions for setting up of the business plan of an existing company. In the meantime to create also the easy version of the business plan for internal use with the purpose to give notice of current or possible future risk and suggest the precautions to improve the company processes.