The subject of the thesis is to create a business plan for establishment an advertising agency. The theoretical part follows the analytical part, which contains important information and analysis. In the practical part is created a timetable, a business plan and evaluated the risks.

Innovationen führen zu volkswirtschaftlichem Wachstum. In dieser Diplomarbeit geht es um einen neuen, innovativen Holzwerkstoff: Faserverstärkte Holzrohrprofile. Diese wurden von Professor Peer Haller an der technischen Universität entwickelt. Die Arbeit untersucht das Marktpotential des neuen Baustoffes in 5 Branchen: Bauingenieurwesen und Architektur, Leichtbau, Windkraft, Masten und Rohrleitungen. Die Forschung findet anhand einer Literatursynthese und Experteninterviews statt. Die Marktanalyse wird mit dem 5 Kräfte Modell von Porter und den 5 Rahmenbedingungen von Baum, Coenenberg und Günther durchgeführt. Dabei handelt es sich bei den 5 Kräften um Lieferanten, Abnehmer, Substitute, Konkurrenz und Wettbewerber. Die untersuchten Rahmenbedingungen sind ökonomische, ökologische, gesellschaftliche, technologische und rechtliche. Sie ermitteln die Chancen und Risiken des neuen Produktes auf den verschiedenen Märkten. Zudem werden die aktuellen Marktsituationen dargestellt. Durch die Hinweise der Experten und die Ergebnisse der Literatur werden Vorschläge für die weitere Forschung in ökonomischer und technologischer Richtung abgeleitet. Empfehlungen für das weitere Vorgehen bei der Markteinführung in die 5 Brachen sind die Ergebnisse der Arbeit. / Innovations lead to economic growth. This diploma thesis deals with a new, innovative wood product: Fibre-reinforced Tiber Profiles. These where invented by Professor Peer Haller at the Technical University Dresden. The paper investigates the market potential of this new product in 5 industries: building and architecture, lightweight construction, wind power, towers and pipes. This is achieved trough literature synthesis and expert interviews. The market analysis is determined with the 5 Forces Model of Porter and the 5 framework conditions by Baum, Coenenberg and Günther. Thereby the forces suppliers, buyers, substitutes, new entrants and competition the markets with influence on the product are identified. As well as the economic, ecological, social, technological and legal frameworks which make out the opportunities and threats for the product on the different markets. Additionally the current situations of the different markets are presented. Further economic and technical research needs appear through the suggestions of the experts and the findings in the literature. Recommendations for further approach and handling of the product in the markets are the outcomes of this writing.

Sortiment är hos många företag väldigt stort vilket leder till att företag inte kan hantera sina produkter rätt. Problematiken är att kunderna får för mycket valmöjligheter när det erbjuds ett helt produktsortiment. Varje företag behöver ifrågasätta sig hur de ska hantera sitt sortiment när kunderna har för mycket att välja mellan. I denna situation hjälper sortimentsreducering att öka effektiviteten och lönsamheten i förtaget. Ett välplanerat sortiment är en viktig faktor för kundens köpbeslut eftersom för många produktval i sortimentet kan leda till överbelastning. Studien är en fallstudie med syfte att ta fram faktorer och processer som bör beaktas vid en sortimentsreducering hos ett producerande företag. Studien kommer att avgränsas mot att studera sortimentsreducering hos ett svenskt företag som tillverkar kontorsmöbler. För att besvara syftet och frågeställningarna utfördes fyra semistrukturerade intervjuer och ett studiebesök med anställda som hade relevant kunskap inom området. I metoden har abduktion antagits som vetenskapligt angreppsätt. Den teoretiska referensram togs fram genom litteratursökningar via databaser och böcker som sedan diskuterades i en jämförelse mot den sammanställda empirin som analyserades och diskuterades. Studiens slutsats visade vilka faktorer och processer som företag bör beakta vid en sortimentsreducering. De framtagna faktorerna var sortimentets djup och bredd, företagsimage, flexibilitet, kategoristyrning samt implementering av modulära och standardiserade produkter. Genom att integrera dessa faktorer kan företag göra en reducering effektivt. Studien visade tre processer med hjälp av modeller vid hänsyn till sortimentsreducering som skulle kunna implementeras på företag. Dessa modeller är ABC-analysen, Porters femkraftsmodell och sortimentsplaneringsmodellen. Genom att integrera de olika faktorer och processer för sortimentsreducering kan företaget göra en lönsam reducering i sortimentet. / Many companies have a large assortment, where most are incapable of correctly handling their products. Result of such assortment usually is overload of customers with an abundance of options. Every company needs to question themselves how to handle their assortment when customers has to many choices to pick. In this situation assortment reduction helps to increase efficiency and profitability of organizations. A well-planned assortment is an important factor for the customers purchase decision as too many choices in the assortment can lead to overload.   This study is a thesis written with the purpose of developing factors and processes to take into account for a products assortment reduction at a producing company. This study is limited to studying product assortment reduction at a Swedish company that manufactures office furniture. The purpose and questions are answered through four semi-structured interviews and a study visit accompanied by employees with relevant knowledge to thesis. In the method, abduction has been adopted as a scientific approach. A theoretical frame of reference was developed through literature searches through databases and books, which were the discussed in a comparison with the compiled empirical data that were analyzed and discussed.  The study´s conclusion showed which factors and processes companies should take into account in an assortment reduction. The factors developed were assortment depth and breadth, corporate image, flexibility, category management, implementing modular and standard products. By integrating these factors, companies can make a reduction effective. The study showed three processes using models with regard to product assortment reduction that could be implemented in companies. These models are the ABC-analysis, Porters five forces and the assortment planning model. By integrating the various factors and processes for product assortment reduction, the company can make a profitable reduction in the assortment.

Digitalization is an important aspect for future growth of all organizations, and especially in times like the past year where most of the world has been faced with covid-restrictions and lockdown. Dermarome is a leading skincare and beauty distributor and are currently in the process of launching a new B2B website and web-shop. The aim of this research is to provide an answer to the following interrelated research questions:   1. How do the management of Dermarome decide on their investments in the business- to- business IT infrastructure?    2. How will the launch of the business- to- business website affect the purchasing behaviour of the business- to- business customers?    To answer these research questions a qualitative study has been made and the top management at Dermarome has been interviewed for this purpose. 5 interviewees were selected based on their knowledge and experience. All interviews that participated in this research were anonymous.    The result of this thesis is divided up into two parts, firstly, it describes how Dermarome has used the Payback rule and SWOT in order to make a decision regarding the investment in the B2B website. Secondly, it describes how Dermarome believes the saloon and spa customers purchasing behaviour will change due to this website, as it will lead to an increase in Dermarome’s sales.

The master’s thesis is focused on evaluation of financial health of BMT Medical Technology s.r.o. by analyzing the internal and external environment and financial analysis. The financial analysis will be done through analysis of system indicators, differential indicators, status indicators and financial ratios. For problematic areas that arise from individual analyzes, will be further proposed possible solutions to improve the financial situation of the company.

台灣有超過2,000家在營業中的旅行社，營運規模由3到5個員工到數千人員工，由極輕量化的公司營運一直到大型營運的公司皆存在旅遊產業中。 本研究個案試著運用幾種企業管理常用的理論模組，讓閱讀本文的人士能夠清楚地了解，如何在適當的時機做對的決策，以擴大營運規模。 以本個案的綜合旅行社為例，年間服務出境旅客超過20萬人次，在過去七年間，員工人數成長約2.5倍，業績成長約3倍，並且上興櫃成功；除了公司內部作業平台的改善及優化之外，本個案要闡明的是，在快速變遷的環境中，如何掌握機會，做好決策，並落實執行的過程。期望能提供有效的資訊給有意將公司大型化的同業參考，並也藉由個案檢視公司成長的決策過程，由累積公司成長的經驗中建立有效、穩定的公司決策模式。讓個案中的公司與有興趣閱讀的人員可以從文中獲得知識的累積與經營事業的啟發。

This thesis handles the economic strategy of the firm HATLE-UNIKLEMP. Used methods are PESTLE analysis, Porter's five forces model, SWOT analysis, value chain analysis, and most used method is the financial analysis, in which indicators are applied to absolute indicators and financial ratios of profitability,liquidity, activity and debt. The thesis aims to find solutions to the poor economic situation of analyzed firm and to set a strategy, to ensure a positive future business development.

In my diploma thesis I have worked up a strategic analysis of the Pacovské strojírny Inc. company, during which I have used various methods of internal and external strategic analysis. Strategic analysis included Analysis of Company Resources, Portfolio Analysis and SWOT Analysis. The external strategic analysis included Porter's Five Forces Model, PEST Analysis and Competitors Analysis. On the basis of the aforementioned analyses I recommended a suitable strategy for future development of the enterprise.

The goal of the diploma thesis is to make a strategic analysis of specific company, make an external and an internal analysis and also prepare a strategy for future development of the company.

The master´s thesis deals with the assessment of the financial situation of the selected company in the period 2010–2014. The aim of the work is to gain a comprehensive overview of the financial situation of the company by using selected methods of strategic and financial analysis and based on the results of analyzes to recommend measures which should help to improve the situation and strengthen the financial stability of a company.