The main aim of this Master's thesis is evaluation of the current state of marketing mix in selected company. It specifies individual elements of the extended marketing mix and compares theoretical knowledge with reality. It analyses internal and external company's environment and evaluates the questionnaire survey focused on customer's satisfaction. The result of thesis is a proposal for amendments, which shoul lead to an improvement of the current marketing mix in the company.

The diploma thesis deals with an analysis of marketing mix of the wine shop, which name is Vinotéka a radniční sklep Moravský sommelier® in Lednice. The main objective is to make and recommend suggestions to improve actual marketing mix of company. Concrete suggestions are based on outputs of the current situation analysis, outputs of the SWOT analysis and outputs of the questionnaire research.

This thesis is focused on the analysis by means of appropriate analytical methods. The theoretical part defines the content of the concepts and describes selected methods for its measurement and evaluation of factors placed upon it. The practical part applies the selected method for enterprise DSB EURO ltd. In conclusion summarizes the lessons learned and proposed measures for the future development of the company.

Tato diplomová práce se zabývá strategickým rozvojem konkurenceschopnosti podniku působící v outdoorovém byznysu. Cílem práce je provést celkovou analýzu Recreational Equipment, Inc. V úvodní části bude vymezen teoretický základ strategické analýzy s využitím odborné literatury, který bude aplikován v praktické části na konkrétní podnik. Za použití metod pro analýzu vnějšího a vnitřního prostředí, PEST analýza a Porterova modelu pěti sil, budou zjištěny faktory, které mají vliv na konkurenceschopnost podniku. Tato zjištění vyústí ve SWOT analýzu, ze které vzejdou strategická doporučení pro top management podniku.

Master thesis aims to define entrepreneurship including lodging services, shows basic information about how to create entrepreneurship plan and afterwards making particular one about a concrete guest house. In the introduction you will find out the basic information about entrepreneurship and also about dividing accommodation services. Those information precede better understanding of the practical part, in which thesis aims to concrete opportunities of entrepreneurship based on a guest house in Karlovy Vary.

Thesis deals with the valuation of a trademark as an intangible property of a firm. In the theoretical part is a treatise on the difference between brand and trademark. There is also explained the importance of brand essence and brand building. It also described the area, benefiting from brand valuation. The selected company is subjected to several analysis and the value of its brand is recognized by the method license analogy.

First part of my work sumarises theory of strategic analysis, describes individual analysis such as PEST analysis, analysis 4C, SWOT analysis. Second part describes concrete company. Third part applies these analyses to described company. At the end of my work are written recommendations for company.

Thesis analyzes the possibility of conversion legal business form of a natural person to a limited liability company, stating the essential facts in terms of legal, accounting and tax. The analysis is applied in the practical part on the example of natural person Miroslav Cihelka, thesis evaluates and suggests the most appropriate solution for that company. In addition, the financial analysis assesses the current economic results of company Miroslav Cihelka.

Diploma thesis describes strategy analysis of the enterprise producing interior and facade paints. In diploma thesis are used such analysis as PEST, 4C, Porter's 5F model, internal factors and SWOT analysis. On the basis of SWOT analysis is formulated strategy for improving competitive position of the enterprise on the market.

Environmental management is one of the voluntary tools for environmental policy, which provides instructions to organizations, how they can coordinate their products, activities and services to minimize their negative environmental impacts. This work describes and compares two basic approaches for environmental management system (EMS) implementation - ISO 14001 Standard and EMAS II Regulation in terms of requirements for an organization. Attention is paid to advantages and disadvantages of EMS implementation in an organization too. In analytical part of this work, environmental management is analyzed in light of a number of certified and certifying organizations, after that follows cost-benefit analysis of EMS focused on organizations and SWOT analysis. The goal of this work is to find out on the basis of the results of these analyses, whether environmental management system implementation is a competitive advantage of an organization, or not.