The main subject of the thesis is a marketing communication strategy in the automotive industry. First part of the thesis defines theory of marketing communication strategy and instruments of the communication mix. The practical part describes Mercedes-Benz Czech republic Inc. and propose marketing communications based on marketing situational analysis and analysis of an external and internal environment.

The goal of this Master's thesis is to conduct a strategic analysis of the company ELIT CZ, to find its strengths and weaknesses, to identify opportunities and threats which could be expected in the external environment, and based on the information gathered to define strategic recommendations. Thesis consists of two essential parts. In the first one, named as a theoretically-methodological part, the procedures are explained and the theory of strategic analysis is described. Besides the basic definitions and explanation of related terms the most common tools of the strategic analysis are outlined and used in the second, analytical part. Gradually, the analysis of internal and external environment, internal resources and capabilities of the company and SWOT analysis are carried out. The analytical part is closed by the strategic recommendations based on the results of the strategic analysis.

The diploma thesis deals with creating the optimal strategy for selected enterprise. The work is divided into 2 parts. The theoretical part should explain the terms and processes in formulating appropriate strategies and describe the various analyses, leading to a final choice. The practical part is focused on the application of analysis to specific business and subsequent recommendations, which direction should the company issue in the following period. The aim is to make a complex strategic analysis of the selected company and on the basis of this analysis to determine current position on the market and then propose a strategy for the next period.

The Diploma thesis deals with the appraisal of the company’s financial situation for the 2010 - 2014 period. The first part of the thesis documents the theoretical solutions which are then applied in the practical part of the thesis. The second part includes the introduction of the analysed company, calculations of the financial indicators, their interpretation and comparison with the recommended values. The last part of the thesis focused on steps of the proposals. These steps should help the company to get better financial situation.

In the United States, over 50% of restaurants fail within the first 5 years of operations resulting in approximately $2.1 billion annually in lost national sales revenue. The purpose of this multiple case study was to explore the strategies used by owners of nonfranchise, casual dining restaurants to ensure sustainability longer than 5 years. The study was grounded in Porter's 5 forces framework as a lens for identifying effective strategies that promote restaurant sustainability. The data collection process comprised gathering data and information via semistructured interviews with 3 owners of nonfranchise, casual dining restaurants in the mid-Atlantic region who sustained their restaurants for longer than 5 years. Also, a review of archival records, including restaurant websites, newspaper advertisements, social media, and promotional documentation ensued. Member checking ensured the accuracy of participant responses in the data analysis process, and methodological triangulation was used to increase understanding and validity of data. Three themes emerged from data analysis: offering quality food and exceptional service, respecting and encouraging employees, and participating in day-to-day operations. The findings of this study promote positive social change by supporting local farmers, providing nutritious food to consumers, developing positive community relationships, and providing a safe place to socialize and meet friends.

<p>Nowadays, China bus industry has stepped into a relative fast development stage. Domestic manufacturers have turned their attention to the international market. Yu-tong Bus Company, as one of the first-class and representative manufacturers in the industry, has made indubitable achievements in the international market, especially in middle and low-end market. However, for the process of internationalization, Yu-tong still needs to confront some barriers and obstacles. Particularly, for high-end market, more gaps exist which lead to the limitation of its competitive forces. In the thesis, we made the SWOT analysis about the export condition of Yu-tong according to the materials and data that we collected, combining with the relevant theories, conducting various analysis and investigations, we considered “Reverse FDI”(Reverse Foreign Direct Investment) as more appropriate and effective way for the internationalization, and revolving around the theory, we mainly concentrated on the extending of high-end market, tabled some proposals about seeking the breakthrough in the internationalization of Yu-tong Bus Company.</p>

What is it that makes some events so successful, while others do not achieve the same results? According to most researchers and writers there are several factors that must be achieved in order for events to distinguish themselves from the crowd and be successful, but what are those factors then? The study was aimed to investigating the factors that create a successful sporting event. One person from each of the six largest children's and youth football tournaments, participated in this qualitative interview study. The results showed that factors such as; possessing a good knowledge of the organization, its external market environment and its stakeholders, proved significant. Similarly, to use the correct custom marketing methods, maintain and attract new stakeholders, and to have nice and caring work staff, were factors contributing to the success of wealth.

Nowadays, China bus industry has stepped into a relative fast development stage. Domestic manufacturers have turned their attention to the international market. Yu-tong Bus Company, as one of the first-class and representative manufacturers in the industry, has made indubitable achievements in the international market, especially in middle and low-end market. However, for the process of internationalization, Yu-tong still needs to confront some barriers and obstacles. Particularly, for high-end market, more gaps exist which lead to the limitation of its competitive forces. In the thesis, we made the SWOT analysis about the export condition of Yu-tong according to the materials and data that we collected, combining with the relevant theories, conducting various analysis and investigations, we considered “Reverse FDI”(Reverse Foreign Direct Investment) as more appropriate and effective way for the internationalization, and revolving around the theory, we mainly concentrated on the extending of high-end market, tabled some proposals about seeking the breakthrough in the internationalization of Yu-tong Bus Company.

Abstract Prepainted steel is a new material developed after the year of 1960. It owns mainly advantages accompanied with corrosion resistance, long-life using, beautiful color and shape, easy utilization, and also keep the original strength of the steel. All these characteristics make it appropriate to be used on the wall, roof, and decoration of gym or any big construction and buildings. It can also be seen in the field of vehicles, many electrical appliances, computer shells, etc. Prepainted steel is the downstream product of steel enterprises. It comes manly from Galvanized steel coils, and a little portion of it from cold-rolled steel coils. There are now seven production companies in Taiwan at the annual production of 1.17 million tons. According to statistics, the local consumption of last year is 310,000 tons. It is fortunate that Mainland China has a mass need for it during these years. In 2002, Mainland china imported 1.02 million tons, and in 2003, 1.54 million tons. We need huge export to digest our production. My study case is an medium enterprise with the annual production 300,000 tons of prepainted steel, and without the production line of Galvanized steel with which prepainted steel can be done. This study mainly discusses how an enterprise construct its own competitive advantage and strategy through the outside environment analysis and management ability, then make the best choice of stragtegy which is appropriate to its business model before evaluating the strategy efficiency by theory. The first chapter is about its background and motive of the study, and contents and limits of the study are also included. The second chapter, from the theory basis of documents, try to understand the definition and relative meaning of following issues: vertical integration, strategic alliance, resources leveling and value chains¡Ketc. The third chapter of this study is about the marketing supply and demand situation of prepainted steel local and abroad, and it talks about on what kind of location that prepainted steel enterprise stands. This chapter also goes further introducing these important enterprises in Taiwan which earns prepainted steel, and make an analysis on enterprise environment and five forces analysis. The fourth chapter has an introduction of this study case and its cooperators and opponents. Moreover, a SWOT analysis of this study case is offered. Futher, there has a discussion on its strategy on competitive advantage ¡V strategic alliance, resources leveling,, value chains, vertical integration, business field¡Ketc. And a proof on the basic of the strategy and an evaluation on these strategic efficiency are made. At last, there will be a deep thinking on fast-changing environment and future strategies. We hope the ending can be used for the reference of this enterprise.

Because of the growth in income per capita as a consequent to the growth of global economy, skin care and cosmetic products have changed from luxury items to daily essentials. Together with the human nature of pursuing attractive appearance, factors such as decrease in the level of average age of cosmetic consumers, the increase of frequency of using cosmetic products, strong demand for high end skin care products with medical effects, and government support in developing cosmetic manufacturing as a key industry, suggest that the cosmetic market still has a significant growth potential. In addition, the recent popularity of ¡§cosmo-ceutical products¡¨ is pushing a number of major local corporations to enter the cosmetic market with biotech innovations. Because of the ease of transforming from chemical-related product manufacturing to cosmetic manufacturing, the local cosmetic industry is now saturated by small to medium-sized manufacturers. However, the local manufacturers are faced with the challenges of lack of GMP related legislation system for the cosmetics industry, shortage of financial resources, insignificant company size, and local R&D still awaits effective improvement. Therefore, it impossible for local companies to compete with the international cosmetics corporate giants. This paper will discuss the example of Taiwan Salt¡¦s successful transformation to a cosmetics manufacturer with collagen products. The example will be followed by analysis on the cosmetics industry in Taiwan and the competitiveness of global cosmetics companies such as P&G, L¡¦Oreal, Estee Lauder, and Shiseido. Selected companies will be analyzed for comparing their operational strategies. The findings will be further elaborated into the discussion of the current condition and demands in the local market of skin care product with whitening effect. The research suggested that the companies under study attempt to increase their competitiveness through product diversification and a focused operational strategy. Taiwan Salt for example started with specialized salt-related skin care products, and later on diversified the product lines to include collagen-related products. On the other hand, S-company capitalized on the unique demand for whitening products in the Asian market by orienting the product innovations with whitening and freckle-control effects. The company is faced with major threats of potential leak of production knowledge and counterfeit products. Due to the significant reduction of tariff, imported cosmetics from Europe and North America are increasing popular in the local market. Under the joint impact of decreased effectiveness of the traditional distribution channels, and change in consumer preference, brand diversification and distribution through multiple channels will be the future trends for survival. To succeed in the cosmetics industry, local companies must be dedicated to establishing new brands and promoting the brand recognition, and innovating new formula (i.e. skin care products with Chinese herbal medicine and natural herbal essences). In turn, to constitute a constructive persuasion for profitability in this industry, government would have to establish a GMP legislation system specialized for cosmetics manufacturing to improve the competitiveness of the local companies.