This thesis addresses the implementation of marketing audit in selected companies. For the analysis of the selected engineering company ENGEL Strojirenska ltd. based in the South Bohemian Kaplice. The thesis is divided into an introduction and objectives, literature review, characteristics, implementing marketing audit itself, solution design changes, conclusion and list of references. The literature review is characterized by marketing, micro and macro environments, PEST analysis, Porter's five forces model, competitor analysis and marketing audit. The next part is a characteristic of the chosen company and the bulk of the work is devoted to the implementation of the marketing audit itself. There is an audit of the marketing environment, marketing audit strategies, audit marketing organization, marketing systems audit, audit marketing audit productivity and marketing activities.The necessary information is collected through structured interviews with company management. Based on the findings that emerged from the marketing audit is given a proposal for changes to improve the current situation in the company.

This thesis describes the design of a marketing strategy for the Brno fitness center. The work includes a detailed analysis of the current state, analysis of macroenvironment and microenvironment, including SWOT analysis. The work also includes the satisfaction survey of current customers. Finally, the work presents suggestions to improve the current situation, attract new customers and increase sales.

The Diploma thesis deals with the current status of French as a language of diplomacy and with the role and the position of French in the Czech Republic. The goal of the theoretical part is to define the term diplomacy, to summarize significant periods of French language in the history of diplomacy, to deal with the factors which influence language status and to observe competitors of French. It focuses on six selected languages: English, Spanish, Russian, German, Arabic and Chinese. It is trying to show the particularities of French as a diplomatic language. In the practical part, its goal is firstly to outline diplomatic organizations in our country and to describe their function. On the basis of the latest statistics and other collected data by means of interviews, the thesis illustrates the changes which can be traced in the language recently. Concerning the Czech Republic, it shows the changes caused by the accession to the EU and by the introduction of the CEFRL. In the end, it suggests three possible hypotheses of subsequent development of the French language in the world. KEYWORDS French language, status, diplomacy, global language, evolution, competitors, diplomatic organizations, language education

My diploma thesis proposes a marketing strategy which helps firm PANDOS keep its place on the market and prevent from loosing its customers at the time of economic depression. This thesis contains external and internal analyse, including marketing mix analyse. The analytical part issues threats and opportunities. The proposal part consists of several steps against threats and ways of reaching opportunities.

My diploma thesis proposes a marketing strategy which helps Dosedel Inteiror company reach good position on the market and attract new customers. This thesis contains external and internal analyse. The outcome of this work is the proposal which is a reaction on facts found in the analytical part.

This thesis analyzes the micro-region Moravskokrumlovsko in the tourism sector and proposes solutions to increase its tourist attractions. The theoretical part of this thesis is focused on marketing research, tourism marketing and related concepts. The practical part is focused on analysis of attractiveness, analysis of visitors, analysis of marketing mix, analysis of competitors, secondary research focusing on visitors of the micro-region, primary research focusing on promotion of the micro-region, and suggestions for improving the tourist attractions of micro-region.

My work is focused on web site’s optimization for search engines, optimization tricks and consequent sale strategy, including marketing and manager’s knowledge of economic branch such as competition, propagation and market’s presentation.

Title of the thesis: Current concepts of double poling by classic technique in cross-country skiing Object of the thesis: The spatial-temporal analysis of node points and kinetic phases of the kick double poling and double poling of selected competitors at the FIS Nordic World Ski Championships in Liberec 2009. Method: A case study in which we used the kinematographic method for the analysis of the kick double poling and double poling of selected competitors. We analyzed the video of the 15-km classic in the FIS Nordic World Ski Championships in Liberec 2009. For the analysis we used the software APAS. Results: We performed spatial-temporal description of node points and kinetic phases of the kick double poling and double poling of selected competitors. We characterized current concepts of kick double poling technique, because selected competitors were relatively homogeneous set. By double poling we found out flexion-extension pattern in elbow, hip joints of slipping lower limb and partly in knee and ankle joints of slipping lower limb which results in generation of great propulsive force. Double poling becomes more significant driving element than push-off. Keywords: cross-country skiing, kick double poling, double poling, kinematic analysis, top competitors

Companies spend trillions of dollars on mergers and acquisitions (M&A) every year, and tens of thousands of new M&A deals are announced every year. However, despite the huge costs, only 10% to 30% of the M&As announced, get finalized (Christensen et al., 2011).There is extensive research conducted on why M&As fail, and their implications for the companies involved in the transaction. However, these large deals do not only impact the firms directly involved in the deal.  Microsoft, one of the world’s most influential companies, made on the 18th of January 2022 an acquisition announcement regarding its intent to acquire Activation Blizzard, one of the world’s largest game studios. The announcement made headlines all over the world and resulted in protests from competitors of the two companies. One of these competitors, Sony, experienced a 13% drop in stock price due to the acquisition announcement.  This thesis investigates the effect of acquisition announcements on the stock return of competitors to the target company. The study is examining the competitors stock return during the month leading up to the announcement, as well as the stock return during the month following the announcement. The authors have taken inspiration from a previous study “Acquisitions: A curse or blessing for direct competitors? The impact of target ownership structure” conducted by Mataigne et al. (2021).  By reviewing over 700 market reactions to acquisition announcements over a 10-year period, the authors were able to statistically test the differences in mean stock return. The authors were able to conclude that acquisition announcements have a negative impact on the stock return of competitors, and thereby answer the proposed research question: “What is the effect of acquisitions announcements on the stock returns of target company’s competitors in Sweden?”. Competitors to the target firm of an acquisition will experience the most significant change in their stock returns in the time period close to the announcement, after which the reaction will stabilize. The empirical findings of the study contribute to the field of knowledge using Behavioral Finance, the Efficient Market Hypothesis, the Capital Asset Pricing Model, the Stakeholder Theory, the Mitchell Model, and various market valuation methods.  Evidently, theories as part of the Behavioral Finance scope, such as the Efficient Market Hypothesis, provide support to the findings following the acquisition announcement. Theories such as the Stakeholder Theory and the Mitchell Model have helped identify competitors' stakeholder role to show how various events and organizations affect them as stakeholders in the market.  This study, which utilizes over 60.000 datapoints from daily price data for its analysis, takes a deductive approach within the positivist paradigm framework. The data is statistically tested using paired t-tests.

Börsintroduktioner är ett ämne som undersökts i många tidigare studier, men där fokuset oftast legat på vilka effekterna det har på det börsnoterade företaget i stället för dess konkurrenter. Tidigare forskning har undersökt hur en börsintroduktion påverkar konkurrenternas aktiekurser och funnit att det resulterar i både negativa och positiva effekter. Syftet med studien är att undersöka om det förekommer temporära effekter på konkurrenters aktiekurser vid börsintroduktioner på Euronext-marknaden. För att genomföra detta utformas en eventstudie som består av 25 dagar kring börsnoteringsdagen. Utifrån detta så beräknas den kumulativa avvikelseavkastningen under eventfönstret som använts för att genomföra en multivarit regressionsanalys som syftar att isolera effekterna i de olika variabler. Effekterna som ämnas att isoleras är konkurrenseffekten, positiva kontagiösa effekter samt negativa och positiva utbudschocker vars alla påvisats finnas i tidigare studier. Resultaten från studien indikerar att det uppstår både negativa och positiva effekter på konkurrenternas aktiekurser vid en börsintroduktion, men att de negativa effekterna är starkare. Studien visar därmed på att det förekommer negativa temporära avvikelseavkastningar på konkurrenternas aktiekurser vid börsintroduktioner på Euronext-marknaden. / Initial public offerings (IPOs) have been the subject of many previous studies, but the focus has mainly been on the effects they have on the listed company rather than its competitors. Previous research has examined how an IPO affects competitor's stock prices and found that it results in both negative and positive effects. The purpose of this study is to investigate whether there are temporary effects on competitor's stock prices around IPOs on the Euronext market. To accomplish this, an event study is designed, consisting of a 25-day window around the IPO date. Based on this, the cumulative abnormal returns during the event window are calculated and used to conduct a multivariate regression analysis aimed at isolating the effects in the various variables. The effects to be isolated include competitive effects, positive contagion effects, and negative and positive supply shocks, all of which have been shown to exist in previous studies. The results of the study indicate that there are both negative and positive effects on competitor's stock prices during an IPO, but that the negative effects are stronger. Thus, the study shows that it exists a negative temporary abnormal return on competitor's stock prices around IPOs on the Euronext market.