This diploma thesis deals with the marketing strategy of a selected company. The selected company is a catering facility called Labyrint CBR (a restaurant, a café and a bar), which was situated at the square of Přemysl Otakar II. in České Budějovice. The theoretical part consists of two chapters. The first one deals with the term strategic marketing and the phases of the process of the design of the marketing strategy. The second chapter deals with the specific features of the services and the sector of catering and hospitality, which affect the design of the marketing strategy, and then it deals with the specifics of the marketing in this branch. The practical part deals with the analysis of the reasons of the failure of the company Labyrint CBR and the design of a suitable marketing strategy and marketing mix, which - in case of their well-timed implementation - should have saved this company.

[pt] Este trabalho investiga o modo pelo qual a ideologia burguesa opera no Campo do Design e, consequentemente, nos trabalhadores que desempenham essa atividade profissional e a forma como ela se manifesta concretamente na atuação do designer, mais especificamente do designer de moda. Partimos do pressuposto que a compreensão das dinâmicas próprias ao campo só pode ocorrer ao relacioná-las à totalidade concreta da sociedade capitalista industrial. Deste modo, entendemos que o design não se explica por ele mesmo, como uma atividade com um fim em si mesma. E sim que ela tem importante papel ideológico na sociedade capitalista, justamente por seu aspecto econômico e cultural. Examinamos as questões relativas ao design (e mais especificamente ao design de moda) com o método dialético e as categorias do materialismo histórico. Assim, utilizamos os escritos de Marx e um referencial teórico ancorado na Crítica da Economia Política marxiana de modo a demonstrar que as leis de movimento do capitalismo que esse pensador buscou descrever continuam em atuação e que elas impactam e definem a atuação profissional do designer. Boa parte da literatura empregada na formação dos designers advém dos dogmas da Economia Política e da contemporânea literatura administrativa gestorial. Assim, além do modo de produção capitalista não ser visto como uma fase transitória do processo histórico, e sim como natural e eterno, a empresa capitalista aparece como o elemento central da sociedade. Procuramos revelar o conteúdo ideológico dessa literatura através da seleção de alguns de seus extratos, demonstrando como ela não é nada inofensiva, pois interfere na atividade profissional do designer, no resultado do seu trabalho e na sua falta de consciência enquanto classe trabalhadora. Iniciamos o presente trabalho confrontando duas nomenclaturas decorrentes das teorias que buscam compreender as mudanças sociais ocorridas no século XX, capitalismo tardio e sociedade pós-industrial. Abordamos também temas ligados ao mundo do trabalho que julgamos essenciais para compreender adequadamente sua configuração no modo de produção capitalista e, por conseguinte, a atividade profissional do designer. Refletimos assim sobre a economia de serviços, as teorias do fim do trabalho e o trabalho imaterial. A seguir, refletimos sobre a divisão social do trabalho e o papel social do designer. Verificamos que, de modo geral, apesar de ser um dos elos do trabalhador coletivo e estar sujeito aos ditames do capital, esse profissional reproduz todo um aparato ideológico que visa manter e aumentar a exploração do trabalho. Finalmente, elaboramos uma crítica ao conceito de Indústria 4.0, que propõe intensa automação dos processos produtivos, e ao discurso empresarial que divulga a possibilidade de plena implementação da tecnologia correspondente a ele. Para tal, refletimos sobre métodos de controle do trabalho, sobre o contínuo aumento da produtividade industrial e a complexa equação entre trabalho vivo e trabalho morto, relacionando esse debate a dados da indústria da moda, com os quais elaboramos um panorama sobre as relações de trabalho nesse setor na contemporaneidade. / [en] This work investigates the way in which bourgeois ideology operates in the Design Field and, consequently, in the workers who perform this professional activity; as well as how it manifests concretely in the performance of the designer, more specifically the fashion designer. We start from the assumption that the understanding of the dynamics of the field can only occur when we relate them to the concrete totality of industrial capitalist society. Thus, we understand that we cannot explain design by itself, that is, as an activity with an end in itself: it has an important ideological role in capitalist society, precisely because of its economic and cultural aspects. We examine design issues (and more specifically fashion design) with the dialectical method and the categories of historical materialism. Therefore, we use Marx s writings and a theoretical framework anchored in the Marxian Critique of Political Economy in order to demonstrate that the capitalist laws of motion that this thinker described continue to operate and that they impact and define the designer professional performance. Much of the literature used in the formation of designers comes from the dogmas of Political Economy and contemporary administrative management. Thus, the capitalist mode of production is not seen as a transitory phase of the historical process, but as natural and eternal. In addition, the capitalist enterprise appears as the central element of society. We try to reveal the ideological content of this literature through the selection of some of its statements, demonstrating that it is not harmless, because it interferes in the designer professional activity, in the result of his work and in his lack of consciousness about being part of the working class. We start this work by confronting two nomenclatures that arose from theories that seek to understand the social changes that occurred in the twentieth century, late capitalism and post-industrial society. We also approach themes related to the working world that we consider essential to properly understand its configuration in the capitalist mode of production and, therefore, the designer professional activity. We thus reflect on the services economy, end-of-work theories, and immaterial labor. Next, we reflect on the social division of labor and the social role of the designer. We find that, in general, despite being one of the links of the collective worker and being subject to capital dictates, this professional reproduces an entire ideological apparatus that aims to maintain and increase the labor exploitation. Finally, we criticize the concept of Industry 4.0, which proposes intense automation of productive processes, and the entrepreneurial discourse that discloses the possibility of full implementation of the technology corresponding to it. To this end, we reflect on labor control methods, on the continuous increase in industrial productivity and on the complex equation between living and dead labor. We link this debate to data from the fashion industry, with which we elaborate a panorama of the labor relations in this sector contemporaneously.

This master thesis deals with the proposal of changes in the marketing mix of a particular company. These suggestions could lead in the future to get new customers and strenghten loyalty to existing customers. The master thesis is divided into three essential units. The first one will introduce theories needed to carry out the following part, which is the analysis of this company and the necessary analyzes. For the processing of the last design part, these analyzes are necessary.

This Diploma thesis deals with customer satisfaction. Specifically it analyses customer satisfaction with services provided by Internet access from network24 Ltd. Based on theoretical knowledge was at first conducted analysis of the company and then customer satisfaction survey. This thesis also includes proposals to improve customer satisfaction and to increase the number of customers.

The theme of this thesis is to develop a marketing plan template for the company AIKON Ltd. The analytical part is based on theoretical knowledge and shows the status of the current marketing plan. Subsequently, on the basis of the analysis there is a set of recommendations developed, which will enable the company to achieve a better market position and increase an overall efficiency of the economic activity.

Master thesis looks into marketing communication of restaurants U Malířů and Pálffy palác. The aim is revalation of inperfections in current instruments and suggesting news, which will ensure making more visible and competitiveness. The first part consists of basic terms in marketing and communication. The following section research current situacion in restaurants. A proposals of new and more quality instruments in marketing communication and possibilities, how it can be increase attandance and sattisfaction of customers, are introcuded in last part.

The thesis deals with analysis of marketing tools utilization in specific conditions of real estate agencies. The proposal for application of up-to-date marketing methods in selling of property will be a part of the thesis, too.

To improve the quality of services delivered to customers, hotels can benefit from the experiences of manufacturing firms and employ quality and process improvement philosophies/tools with proven track records in the manufacturing industries. This article presents a framework which integrates the tools of Root Cause Analysis (RCA), Benchmarking (BM), Reengineering (RE) and Continuous Improvement (CI) within the context of a Rapid Assessment Methodology (RAM). Application of the framework is illustrated and the potential benefits a hotel can derive from the implementation of the framework are discussed.

Historically, the construction, alteration, and mending of clothing was provided through household production activities, free of charge by the female members of the household or members of the extended family. These practices have changed in some families because of societal and cultural changes such as the increasing number of women who are employed outside of the household. Apparel construction, alteration, and mending are now available for purchase from service providers in the marketplace. Thus the overall purpose of this research was to examine the nature and foundation of the nonnative influences and attitudes of a sample of employed women toward purchasing apparel sewing services. Ajzen and Fishbein's (1980) reasoned action model which theorizes four stable relationships provided the theoretical framework for the research. The four relationships were Behavior-Intention (BI}, Attitude-Subjective Norm-Intention (ASNI), Behavioral Beliefs-Attitude (BBA), and Normative Beliefs-Subjective Norm (NBSN). Four corresponding objectives were investigated for three sewing services, clothing construction, alteration, and mending. A fifth objective for each apparel sewing service was used to explore the possible associations among a set of external variables and the employed women's estimated attitudes, estimated subjective norms, and the relative weights of the attitudinal and normative components in the ASNI relationship. Questions to measure behaviors, intentions to purchase, attitudes, behavioral beliefs, subjective norms, and normative beliefs were developed according to Ajzen and Fishbein's (1980) guidelines. Additional questions were developed to assess fourteen external variables derived from the review of literature. Two thousand ninety two questionnaires were sent through Virginia Tech's campus mail; 657 (97%) of the 679 (32%) returned were useable for the study. Kendall's Tau testing resulted in significant positive BBA relationships for all three sewing services. Multiple regression testing resulted in significant positive ASNI relationships for all sewing services. Significant positive BBA and NBSN relationships resulted from Pearson Product Moment Correlations for all three sewing services. All four null hypotheses for all three sewing services were rejected and the research hypotheses were supported. The fifth objective was investigated through three null hypothesis for each sewing service; each null hypothesis was tested with each external variable. The external variable, knowing someone who sews for pay, yielded statistically significant results for all three sewing services in the F-tests for the overall regressions, analysis of variance, and in the Tukey' s post hoc test; however this variable did not lead to significant differences in the standardized betas for services of altering and mending clothes, according to the Chow tests. No other external variables had as many significant tests for all three sewing services as knowing someone who sews for pay had, even though there were other significant tests in some of the relationships tested. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice Hall. / Ph. D.

The combined environmental effects of technological change, increasing competition, new legislation and increasingly demanding consumers have created pressure within the financial services industry for change. One outcome has been a proliferation of new products in the marketplace. This research explores new product development within one subset of this industry -- building societies. By combining the new product development, service marketing and financial services literature, a foundation has been developed for an empirical study into the development practices and the characteristics of successful and unsuccessful new products. The determinants of success and failure for new product development have been examined utilizing a comparative methodology, and subsequently a discriminant model has been developed that successfully classifies successful and unsuccessful new products. By determining how new products are actually developed, the findings support previous claims that intangibility, inseparability, heterogeneity and perishability do have an effect on the development process. Further, the level of sophistication of the development activities is lower than in previously reported research. Notable variations from the development process for tangible new products are the inclusion of system design, system testing and personnel training stages. The majority of societies have been found to lack strategic integration of the development process, to apply different measures of success and to prefer qualitative market research techniques over quantitative approaches. As well, considerable variation exists in the organizational approaches used to manage the process, although organizational related variables were found to have a strong impact upon the predictability of a successful outcome for a new product.