The theoretical part of the thesis is focused on explaining the concepts related to the issue of competitiveness and marketing. Analytical part is using the selected methods to analyze internal and external business environment. There are formulated recommendations based on analysis in the final part of thesis. The company could used them after to increase competitiveness.

The theme of this thesis is an analysis of Alcon Pharmaceuticals Ltd. Czech Republic, engaged in the sale and manufacture products for eye care on the basis of the marketing mix. My goal is to help improve the care of existing customers and find the best combination of funds that will lead to entirely new customer acquisition. In my work I focus mainly on the division of CLC (Contact Lenses Care).

The aim of this master’s thesis is the suggestion of marketing strategy for Wellness Kuřim. The theoretical part contains an explanation of basic concepts of marketing and marketing strategy. The practical part is concerned with analysis of the current situation of the company which serves as a basis for suggesting marketing strategies. The result is a summary of measures and proposals, including their benefits for the company.

This diploma thesis was created for a four-star-hotel located in South Moravia. The thesis explores and evaluates the current situation at the hospitality market and the hotel services. A part of the theis is a marketing research focused on customer satisfaction. The aim of the work is to set a marketing strategy and proposals that would lead to higher occupancy and earnings.

This diploma's thesis deals with a proposal of a business plan focused on the creating of a construction company, whose core business will be crafting and assembling of the wooden rafters. The first part is focused on a theory and structure of a business plan, the second part is focused on an analysis of a current situation. An output of these parts is the proposal of a business plan.

The aim of the thesis is a compilation of a marketing plan in Technodat Develop Company s.r.o. (Ltd). The theoretical part deals with individual steps of marketing plan compiling discussed in the specialist literature. The company it self is characterised in the following part of the thesis. The practical part also contains compiled analyses as well as the marketing plan proposal for the company based on the gained theoretical knowledge.

This thesis deals with using of benchmarking for the selected wine company Baloun. In the fist part there is given theoretical framework of this topic. The practical part contains analysis of the current situation of the Baloun winery and its closest competitior – there are included financial analysis, analysis of marketing mix and SWOT analysis. Based on the analysis there are proposing measures, which will contribute to improving business performance.

The subject of this diploma thesis is to analyse the Dolkam Šuja Company, a.s. Through the selected methods, described in the first part, the company’s current situation is evaluated and on its basis the measures for improving the current state of the company are proposed.

Master’s thesis deals with design communication strategy for the company TVT EURO-okna Ltd. This thesis is focused on analysis of current marketing communication and proposal of a new communication strategy for this company.

This diploma work deals with the information system assessment and proposal for its modification. The theoretical part describes the basic concepts and issues related to information systems. The analytical part of assessing information system according to the methods for determining the current state. The design part is based on the analytical part and the main goal of this section is to design changes to improve the current situation with the subsequent economic evaluation.