The diploma thesis deals with marketing mix of football club FC Zbrojovka Brno. Thesis contains four main chapters. The first chapter gives a definitions of basic theoretical terms in general view of marketing. The main aim of the second chapter is to analyse football club itself on the basis of gained theory knowledge and market research. The most important chapter is the third, which describes suggestions of changes and steps to improve current marketing mix of the club. The last chapter pays attention to economic evaluation of suggested changes.

This diploma thesis describes the business plan to build a rope park in the Pardubice region, specifically in Litomyšl. The content of the work is at the beginning the theoretical background. Further analysis section analyzes the company environment. The final section then describes the proposals of project of the rope park and its anticipated future prospects.

Denna studie förklarar hur differentiering kan uppnås genom att tillämpa Blue Ocean strategin och om strategin är hållbar i praktiken. Företaget som valts för denna fallstudie är Vainu. Denna studie analyserar teorin Blue Ocean Strategy skapad av Kim och Mauborgne (2005) och reflekterar kritiskt över denna teori genom Five Competitive Forces av Porter (2008). Det empiriska materialet som används i denna studie har samlats in genom intervjuer med anställda i olika positioner på det valda företaget. Efter en genomförd fallstudie har vi kommit fram till att Vainu använt Blue Ocean Strategy för att skapa ett obestritt marknadsutrymme, men har applicerat flera Porterianska strategier under de senare åren på grund av den ökade konkurrensen. Den resulterande kombinationen av olika strategier förklaras av Mintzberg (1987) teori om framväxande strategier över en längre tid. / This study aims to explain how differentiation can be achieved by applying the Blue Ocean Strategy and if the strategy is sustainable in practice. The company chosen for this case study is called Vainu. This study reflects on Blue Ocean Strategy created by Kim och Mauborgne (2005) and critically reflects on this theory through the Five Competitive Forces by Porter (2008). The empirical material used in this study is gathered through interviews of employees in varying positions at the chosen company. After conducting this case study, we have concluded that Vainu used Blue Ocean Strategy to create an uncontested market space but have incorporated more Porterish strategies in the later years due to the increase in competition. The resulting combination of different strategies is explained by Mintzberg (1987) theory of emergent strategies over time.

本研究以筆記型電腦產業為例，比較研究台灣與日本兩地的電腦產業結構、廠商之經營型態而合作關係。並且由五力分析、SWOT分析、價值鏈分析為分析工具。在五力分析的部分，從供應商、消費者、同業競爭者、潛在競爭者、替代品的構面，來探討台灣與日本廠商在面臨的因素，均衡狀態，配合環境的變動性發展前景等。皆下來在SWOT分析裡面找出整個筆記型電腦產業擁有的優勢、劣勢、機會而威脅，更深入瞭解台灣與日本廠商的現況，在該產業裡為了維持擁有競爭優勢，導出各產業要強化、改善的途徑。在價值鏈分析部分，引用台灣與日本之主要廠商的最近經營型態來舉例，仔細地瞭解而比較兩國廠商的經營方式。最後，並配合各分析的結果，直接進行訪問日台主要筆記型電腦廠商，經由深度訪談與深度蒐集研究的方式，套入產業結構之理論架構，會使得個案之研究更具完備性，找出未來台灣與日本筆記型電腦廠商間的合作關係。 因為筆記型電腦產業的變化非常快，五力、SWOT、價值鏈分析中的結構也隨著有變。本研究將環境之變化導入討論之中，使得產業研究更具動態的時效性，而盡量引用日本與台灣兩地的2000年第一季最新的資料，使得該研究具備動態效果。

Due to entrance of WTO and performance of cGMP, Taiwan¡¦s biotechnology and pharmaceutical industries has met with more challenge¡Bimpact and pressure that let enterprise must reflect the marketing concept rests on four pillars¡Gtarget market, customer needs, integrated marketing, and organizational objectives( profitability) that reflect completely and restructure the strategic marketing according to innovative rethinking and develop into vision and strategic target of enterprise. The high-performance of business competitive advantage is focused on delivering customer value and satisfaction. Given the importance of customer value and satisfaction, we need to discuss the concepts of a value chain and value-delivery systems. Every firm is a collection of activities that are performed to design¡Bproduce¡Bmarket¡Bdeliver¡Band support its product. The firm¡¦s task is to examine the value chain and look for ways to improve its cost and performance in each value-creating activity. The firm should estimate its competitor¡¦s cost and performance as benchmarks against which to compare its own cost and performance. To the extent that it can perform certain activities better than its competitors, it can achieve a business competitive advantage. Strong companies develop superior capabilities in managing these core competences. According to current healthy policy of Taiwan¡¦s government and promotional projects of developing biotechnology and pharmaceutical industries, enterprise need to reflect and evaluate the core competence and focus on firm¡¦s resources. Enterprise need to find out and decide the strategic positioning and then fit with government¡¦s policy. How to combine about the low cost operation of business strategy and high profit of innovative strategy that develop and restructure the new business model that achieve the business competitive advantage. This study will explore meantime that Taiwan¡¦s biotechnology and pharmaceutical firms desire for reaching competitive advantage and occupying the market quickly, the firms should think that saving resources¡Brestructuring business model¡Bmanaging risk¡Banalyzing critical success factors¡Boperating the strategy of alliance and co-marketing are necessary.

Keywords¡GBiotechnology, Business Competitive Advantage, Innovation Business Model, Strategic Marketing, Marketing Concept Rests on Four Pillars, Porter¡¦s Competitive Forces Model, Value-chain Model, Resources Advantage Orientation, Resources-Based Theory( view) , Core Competence, Customer Relation Management, Strategy Game Due to entrance of WTO and performance of cGMP, Taiwan¡¦s biotechnology and pharmaceutical industries has met with more challenge¡Bimpact and pressure that let enterprise must reflect the marketing concept rests on four pillars¡Gtarget market, customer needs, integrated marketing, and organizational objectives( profitability) that reflect completely and restructure the strategic marketing according to innovative rethinking and develop into vision and strategic target of enterprise. The high-performance of business competitive advantage is focused on delivering customer value and satisfaction. Given the importance of customer value and satisfaction, we need to discuss the concepts of a value chain and value-delivery systems. Every firm is a collection of activities that are performed to design¡Bproduce¡Bmarket¡Bdeliver¡Band support its product. The firm¡¦s task is to examine the value chain and look for ways to improve its cost and performance in each value-creating activity. The firm should estimate its competitor¡¦s cost and performance as benchmarks against which to compare its own cost and performance. To the extent that it can perform certain activities better than its competitors, it can achieve a business competitive advantage. Strong companies develop superior capabilities in managing these core competences. According to current healthy policy of Taiwan¡¦s government and promotional projects of developing biotechnology and pharmaceutical industries, enterprise need to reflect and evaluate the core competence and focus on firm¡¦s resources. Enterprise need to find out and decide the strategic positioning and then fit with government¡¦s policy. How to combine about the low cost operation of business strategy and high profit of innovative strategy that develop and restructure the new business model that achieve the business competitive advantage. This study will explore meantime that Taiwan¡¦s biotechnology and pharmaceutical firms desire for reaching competitive advantage and occupying the market quickly, the firms should think that saving resources¡Brestructuring business model¡Bmanaging risk¡Banalyzing critical success factors¡Boperating the strategy of alliance and co-marketing are necessary.

The goal of this paper is to explore corporate and information strategies, focus is put on new and modern business models. I accentuate alignment between corporate and information strategy. Theoretical overview of corporate and information strategies is followed by description of modern trends that were discovered by author. All new trends are analyzed from IT and business point of view. Some trends are demonstrated on real companies in the paper. The analysis consists of corporate strategy and searching for the way how IT can support business and how to be in alignment. Two types of companies are included. First type is company that built up business model based on IT/ICT strategy. The other type includes companies that are running business for longer time and new IT/ICT strategy deployment or better alignment between strategies brought improvement and better market position. The paper includes basic model representing strategic management that is presented at the end. This gives an overview to all readers how the process goes from corporate and information strategy to application portfolio. The paper is destined for professionals and nonprofessionals who are interested in modern strategies. It is also useful for IT/ICT managers when working on own strategies.

This diploma thesis deals with a comprehensive analysis of the economic performance of the beer production in the Czech Republic in years 2007 - 2011. The theoretical-methodological part summarizes methods of economic analysis and the system of the sector analyzes. The practical analytical part of the thesis defines at first the studied industries, introduces the most important representatives in the industry and applies the methods and processes explained in the theoretical-methodological part. The results of the internal and the external analysis of the industry serve to identify its strengths and weaknesses, opportunities and threats, whose relationships and weights assesses SWOT analysis. Recommendations for increasing of the potential economic performance of the production of beer in the Czech Republic are formulated based on the results of analyzes in the ending.

The diploma thesis focuses on the creation of a business plan in the field of construction of an operational building, which is used for renting free space, for storage and for setting up a locksmith and metalworking workshop. The thesis contains a theoretical description of the business plan and the necessary analyzes. The practical part focuses on the business plan itself consisting of the construction of a new building and the transfer of existing locksmiths' production into their own business premises and the extension of the offered services of metalworking. In conclusion, the business plan is assessed, considering its feasibility under realistic conditions and determining the point of reversal in the implementation of the business plan.

Master‘s thesis deals with problems connected with unsufficient usage of current state of business premises, where usage of these premises for developing company‘s services is possible. The aim of the thesis is to find suitable solution for spare premises either with expansion of providing services in present time or to find usage of these premises with providing new services.