The objective of the thesis "Marketing strategy of a selected tour operator" is to get acquainted with the marketing strategy of MILE tour operator aiming to propose possible improvements based on carried analysis. The first part includes general theories of marketing and its specifics in tourism. The second part is the application of this theory into practice, starting with the basic characteristics of MILE tour operator, followed by analysis of its standing in the tourism market including analysis of external and internal environment, analysis of competitors and own questionnaire research. The next part contains analysis of the tour operator's current marketing strategy. The thesis results in concrete suggestions to improve market targeting, setting goals, selecting a marketing strategy and marketing mix.

The goal of this thesis is to conduct a research and thorough analysis of the suggested new market for international company. In case of positive recommendation regarding market entry, marketing strategy and marketing mix are to be developed and proposed. The central idea behind the topic is to suggest efficient marketing strategy for Starbucks Corporation, global coffeehouses chain and coffee specialties seller, entry to the Ukrainian market. The recommendation is to be based on thorough analyses and researches of market environment and company's potential position. The thesis is divided into theoretical, analytical and practical parts. The theoretical part summarizes academical knowledge that is related to the topic of the thesis and that is used in further analytical and practical parts. Analytical part presents analyses made on country and industry situation and on current company's profile and strategies. In practical part, based on the analyses performed, the final recommendation on the mode of entry and marketing strategy is made.

The aim of this thesis is to characterize the situation in the field of wellness and subsequently set the wellness hotel business plan. The emphasis is placed on finding public awareness about the importance of the field of wellness and public interest in a healthy lifestyle. The work focuses on the research of the demand, which builds actual business plan. The processing of this thesis will help in deciding whether the project of the wellness hotel is realistic.

Submitted by Nadir Basilio (nadirsb@uninove.br) on 2015-09-15T13:32:10Z No. of bitstreams: 1 Thaissa de Souza Mendes.pdf: 865677 bytes, checksum: 5806518d0b19935585fe53efbcd63458 (MD5) / Made available in DSpace on 2015-09-15T13:32:10Z (GMT). No. of bitstreams: 1 Thaissa de Souza Mendes.pdf: 865677 bytes, checksum: 5806518d0b19935585fe53efbcd63458 (MD5) Previous issue date: 2014-11-28 / Health care services are provided in an environment that is currently changing. For instance, health care providers must address changes in customer profile, technological advances and increased competition. As a consequence, health care providers must seek to enhance their organizational and operational output by adapting their organizational structure to fit current client and market demands. These organizational changes, therefore, can be seen as natural changes, which are influenced by the specific environment in which organizations operate. The hospital, which is a health care provider with an extremely complex organizational structure, also had to increase its capacity to create and implement strategies to overcome current market challenges in order to reach organizational goals and thrive in its respective sector. The increased competition and the changes in the relationship between clients and organizations have created the need to standout from the competition; that is, clients expect increasingly higher quality products and services. As a consequence, it is essential to the survival of any service organization to achieve a high level of client satisfaction by employing a marketing campaign that not only strengthens the relationship between clients and organizations but also generates a positive word of mouth communication process. Therefore, the real objective of this paper is to assess the market impact that such operational and marketing strategies have on a hospital that is currently adapting its organizational structure in order to compete in its respective sector. To clarify, this assessment analyzes the interactions between the determinants of positive word of mouth communication, client loyalty, the intention to recommend the services to others and the actual consumer recommendation behaviour proposed by Brown et al. (2005). / Os serviços de saúde estão inseridos em um ambiente que encontra-se em processo de transformação, observando-se mudanças no perfil dos clientes, com evolução tecnológica, aumento da concorrência e consequente busca pela melhoria do desempenho operacional e organizacional, tornando-se necessário a realização de alterações na estrutura das organizações a fim de tornarem-se mais adaptativas, flexíveis e voltadas aos clientes e às necessidades do mercado. Sendo assim, o processo de mudança organizacional é visto como um processo natural da existência das organizações e decorrente das ações destas à ação de forças exercidas pelo meio em que estão inseridas. O hospital, sendo um serviço de saúde com uma estrutura organizacional complexa, também necessitou aumentar a capacidade de formular e implementar estratégias para vencer os desafios de mercado e atingir seus objetivos organizacionais, a fim de garantir sua sobrevivência no segmento que operam. O aumento da competitividade e as mudanças de relacionamento entre organizações e clientes resultaram na necessidade da existência de um diferencial de mercado, onde busca-se cada vez mais qualidade nos produtos e serviços oferecidos, sendo essencial para a organização buscar o maior nível de satisfação dos clientes, utilizando-se do marketing de serviços como ferramenta para o fortalecimento desse relacionamento, resultando na satisfação das expectativas e necessidades dos clientes e gerando o aparecimento de uma comunicação boca a boca positiva, com consequente fortalecimento da imagem da instituição e aumento da vantagem competitiva. Sendo assim, o objetivo geral deste trabalho é estimar o impacto mercadológico das estratégias de operações de serviços de um hospital em processo de mudança organizacional em sua disputa pelo mercado de assistência à saúde, através da análise das interações entre os antecedentes de comunicação boca a boca com o comprometimento, a intenção de recomendação e o comportamento de recomendação boca a boca, propostos no modelo de (T. J. Brown, Barry, Dacin, & Gunst, 2005).

The Master´s thesis deals with the proposal of change of marketing communication for a particular atelier that should lead to raising public awareness of the atelier and also subsequently increase its potencial customers. Master´s thesis contains of theoretical knowledge related to the topic, analysis of current state and own proposal of changes. The proposal of changes are based on theoretical knowledge and results obtained by analyzing the current state of atelier.

The diploma thesis deals with the marketing communication of a selected mountain hotel and proposes own recommendations in the marketing communication of the hotel. The presented recommendations serve to increase awareness of the hotel and to strengthen relationships with its clients. The own proposals are based on the performed analyzes of the marketing environment of the hotel and the evaluated own research. The research is conducted via questionnaire survey. The paper also outlines the theoretical background of the used methods, marketing communications of business in services and the specifics of tourism services.

The content of the master’s thesis is the elaboration of a real business plan, which deals with the creation of a digital space for the professional self-realization of customer segments. The theoretical part describes the specification and verification of the initial idea of the plan using the Lean Canvas tool, qualitative research among the first customers and other analytical methods to define key factors from the general and market environment and internal sources. The analytical part focuses on the application and results of selected analytical-research methods, including evaluation for the subsequent selection of a suitable market entry strategy. The proposition part contains the final business and market strategy and business model, which is developed into individual parts of the business plan.

The diploma thesis focuses on the proposition, implementation and evaluation of marketing research of customer satisfaction at 'Big One Fitness'. It addresses the issue of customer satisfaction, services and a questionnaire as the method of questioning. It also analyses the starting position of the company within the competitive environment. Based on the findings of this research it suggests recommendations to enhance customer satisfaction.

The diploma thesis is focused on the development of a small plumbing company. The theoretical part deals with a business plan and its components. In the analytical part the company is examined in more detail in five areas - company analysis, human resource management, services marketing, financial analysis and plan and risk analysis. In the proposal part measures are recommended to improve internal operations of the company, strengthen its competitive advantages and enhance its financial stability.

The master thesis deals with the proposal of marketing communication for selected business activities of the company TKTD s.r.o., which are car wash, tire and car services. The thesis is divided into three main parts. The first part includes theoretical knowledge relevant to marketing and marketing communication. The second one focuses on the company situation analysis, company´s general and sector environment analysis. The last part includes concrete final proposals and procedures based on results of analyses, which should contribute and improve the company´s current situation on the local market.