Goals of work were realized. A lot of analysis of marketing process were made. Questionnaire´s research of customer satisfaction accomplished. I evaluated present state of business multicinema Cinestar based on the results. Company Cinestar will have to put more emphasis on marketing. Fight for viewers of this company with competing multiplexes are in several places in Czech republic already. Increasing influence of others, especially multimedia recources, provide to potential customers of multicinema entertainment and leisure activities. In subsequent years we can expect further growth in these two largest competitors. Proposed measures to improve the current situation can lead to an increase attendance, according to my estimate, by 10% to 15%. Measures increase the level of services and better meet the needs and requirements of the audience. The work should primarily serve management CineStar as a source of information and suggestions to improve the current state of services primarily in the direction of the audience. It focuses on feedback requirements and needs of viewers and thus help the management of CineStar to more deeper understanding. The proposed measures are the logical result and an estimated contribution to society and enhance competitiveness, for the establishment, are not negligible. Work can serve to the public and students as study material of issues of marketing management and operation of multicinemas, and offers scope for further detailed examination of individual characteristics.

This thesis is dedicated to currently a very important and topical theme; it is an entering of foreign company into the Russian market. The work is divided into two parts. In the first, the author deals with the theoretical approach to the issue. In the second part of the work the author describes activities of CineStar on the Czech market. After that the author is explaining the choice of market entry, it was the following ways: greenfield investment, business with a partner, franchising and merger. In the last chapter the author explaining other issues - it was a marketing and management. This part should serve as a form of proposals for other companies that are thinking about doing business in the Russian market. The aim of this thesis is to describe the entry of CineStar into the Russian market with a focus on the choice of entering. The central research question was following: CineStar company is really worth to enter the Russian market. The author worked in her work with Russian and Czech resources.