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Diplomová práce se zabývá aktivitami Public Relations ve vybrané organizaci. Teoretická část představuje stručný úvod do problematiky PR. Praktická část se zabývá definováním cílové skupiny a následně přípravou tiskové konference. V práci je také proveden výzkum, který přináší informace o možné budoucí strategii společnosti. Závěrečná kapitola je věnována zhodnocení projektu Public Relations a návrhům na zlepšení pro vybranou společnost.

The diploma thesis deals with communication strategy of the product Frisco. It evaluates the strategy and proposes a new concept of communications. Evaluations data has been provided by Atmosphere and MML TGI companies for the period of 2010 and partially 2011, further use of the data is not allowed without the approval of the providers. Following software has been used for the analyses and for the creation of the new concept of communication: Yetti, Data Analyzer, Mamut, Golem, Medplan and custom internal tools made by media agency Carat Czech Republic, s.r.o.

Diploma thesis is focused on assessment of Kaktus the T-Mobile Czech Republic brand marketing communication. The company provides telecommunication services and the brand is targeted at specific group. The thesis is divided into theoretical and practical parts. In the theoretical part, there is described theoretical basis emerging from study of literature, as there are determined basic terms like marketing mix, marketing of services, marketing communication, marketing communication toolkit, social media communication, psychological impacts of advertising and marketing research. The practical part presents T-Mobile Czech Republic a.s., describes its marketing mix, its most important competition and the degree of risk they stand for. The core part involves delineation and evaluation of currently applied methods of marketing communication that were developed after interview with brand marketing communication specialist and providing with internal data. The following part contains evaluation of questionnaire research that was realized among members of the target group in order to find out the way they perceive the brand marketing communication. It also contains evaluation of analysis of existing and potential impacts on the brand that was developed on the basis of internal data. These results are basis for the suggestion of marketing communication extensions heading to expansit of brand awareness and number of customers without being inconsistent with the brand ideology.

This thesis investigates the production and economic characteristics of forest stands in transformation process from even-aged forest stands to irregular forest stands. In the research area of Forest District Klokočná originally pure pine (Pinus sylvestris L.) and spruce (Picea abies L.) stands are being transformed to stands with complex forest structure characterized by selection harvest with the purpose of production and struc-tural equilibrium. Data was collected from eighteen 0.25 ha study plots; nine of them on forest develop-ment type (FDP) A -- acidic forest sites (predominantly 3K - Querceto-Fagetum aci-dophilum) and nine on FDP B -- waterlogged forest sites (predominantly 4P - Querce-to-Abietum variohumidum acidophilum). Within each study plot all woody stems of diameter more than 10 cm were measured. For each stem, the diameter in mm at 1.3 m above ground (dbh), the total height and the crown height (hypsometer Vertex, accuracy 0.1 m) were measured. For selected trees in particular diameter classes increment cores were sampled. For each FDP and stand structural segment a set of trees was sampled before and after the harvest and local assortment tables were crated for spruce and pine. Based on sampled data, financial value of standing timber, annual value incre-ment and target diameter for spruce and pine were calculated. Based on research results it is shown that lower homogeneity of forest stands has led to higher diameter increment of individual trees. On the contrary, negative effect of higher structural complexity of forest stands is lower quality of spruce timber in the range of 3 -- 4% per 1 m3. Generally better quality of pine and spruce timber, and thus also higher value, was confirmed for the FDP A. In this FDP target diameters for both investigated tree species are 8 -- 13 cm higher than for FDP B. It is concluded that forest transformation has strong impact on the production and eco-nomic characteristics of forest stands in the Forest District Klokočná, nevertheless studied forest stands still cannot be considered as stands with ideal selection structure in production and economic optimum. For future transformation efforts model charac-teristics differentiated according to site and structural characteristics are needed.

A dissertation deals with small single-placed car body design (so-called microcar cathegory). The new design is based on the undercart and the engine of serial Mitsuoka Kit Car. Therefore the aim belongs to re-design tasks. Analytical part of the dissertation deals with two basic questions influencing the final draft. The Corporate identity at first and a problematic of the target group level of aesthetical perception linked to preferred design. On grounds of analysis the core values for new design have been set down. The particular values have been presented with the help of existing reference objects from the field of automotive design. This part also includes a questionnairy, which had been focused on prefered design conception. Due to low microcars topic awareness in Czech Republic, the questionnairy had informational character and the final design conception has been chosen on the base of functional aspects analysis. The final design development, shown on sketches and basic software renderings, is based on gradual steps that lead to the core values expression with regards to input parameters and basic design rules as well. The final design is introduced together with description of its technical solution and detailed design. The solution respects the mentioned target group and the institution Corporate Identity.

V této práci se zabývám problematikou procesního řízení s ohledem na možnosti implementace v prostředí malých firem. Práce obsahuje teoretickou část, která poskytuje přehled procesních metodik a část praktickou, ve které nejprve vybírám podstatné vlastnosti procesně orientovaných metodik a na základě těchto klíčových komponent vytvářím vlastní metodiku, kterou následně aplikuji na procesy firmy Memos Software. Součástí práce je také detailní plán zavádění metodiky a rozsáhlá příloha obsahující diagramy procesů s klíčovými charakteristikami, mezi nimiž nechybí ani navržené metriky a jejich cílové hodnoty.

The thesis aims to identify the weaknesses, threats and opportunities in local marketing activities of the brand Mercedes-Benz in Czech Republic and to suggest ways to upgrade the communication of the company with the current, as well as the potential target groups. The theoretical part of the thesis brings basic knowledge of brand management, consumer behaviour, market research and marketing communications. The practical part of the thesis introduces the company Daimler AG, its historical development, current activities, brand portfolio structure and competition of the brand Mercedes-Benz. This brief presentation of the parent company is followed by description of the Czech daughter company and the positioning, identity and brand image of Mercedes-Benz in the country. The main chapter of the practical part is the analysis, divided into analysis of target groups and analysis of brand communications of Mercedes-Benz Czech Republic in 2011. The following chapter contains recommendations based on the analysis results. The recommendations are related to the optimization of marketing activities of Mercedes-Benz Czech Republic with respect to target groups and planned business activities in the future.

This thesis deals with the optimization of the target thickness in the forest managed under systems involving coupes, when converting to a permanent forest (not managed under systems involving coupes) on ŠLP ML Křtiny. The optimization was focused on Scots pine, European beech, Oak sessile and Norway spruce tree species. The final optimal target thickness was established as the intersection of biometric and economic aspects for pine 45 cm (range 39-52 cm), for beech 50 cm (range 44-56 cm) and for spruce 52 cm (range 48-58 cm). In the case of oak in the natural conditions, the culmination of the thickness growth is not occurred. That could reach dimensions of trees, they need, in addition to the appropriate site conditions ensure appropriate production measures the optimal cenotic position, respectively a growth area. The average social area is for oak 26.22 m2, for pine 29.08 m2, for beech 25.26 m2 and for spruce 22.88 m2. The average available crown space is for oak 27.83 m2, for pine 26.59 m2, for beech 23.64 m2 and for spruce 19.38 m2. The average available stem space is around 74 m2 for oak, 84 m2 for pine, 71 m2 for beech and 66 m2 for spruce. Since it is an exact determination of the culmination of the thickness growth using growth ring analysis is time consuming, is better a simpler (operational) the landscaping solutions in adult stands, trip during which evaluates production potential habitats and species on the basis of the achievements of the individual dimensions of the strongest individuals in a selected population. This information is suitable ideally complement the statistical data from the operational inventory, and it must modify their best as the upper quartile breast height diameter of the wood.

The main subject of the thesis is to determine customer satisfaction with the Kia Motors Czech company cars. In the theoretical part of the thesis is explained the issues of the situational analysis, which is primary used to profit from information, needed for the correct application of the decision-making process of the company's senior management. Part of the situational analysis is market research, which includes the area of market segmentation and the definition of the concepts of targeting and positioning. The situational analysis is in the theoretical part of the work mainly focused on the analysis of the customers, where is defined loyalty and customer satisfaction, customer expectations, fidelity and designed ways of long-term care for the customers of the company. The practical part of the thesis is focused on the monitoring of customer satisfaction and customer loyalty in the selected company. Part of the work is to select the appropriate system for the measurement of results, which is applied to the selected company. By using a half structured questionnaire is collected data to identify customers, their preferences and requirements for the product, and the evaluation carried out the strengths and weaknesses of the product according to the opinion of the customers of the company. Using the comparison of internal company data and research is carried out a survey of current situation on the market. The conclusion is made a summary of the results achieved and making recommendations for the improvement of the marketing activities of the company and for the streamlining of the company's communication with the customers.