The aim of the thesis is to analyse the product range manufactured by the company TON, which is a traditional Czech producer of bent wood furniture and especially chairs. The company TON has managed to maintain its position in the market for long 150 years, mainly thanks to the sensitive perception of changes in customer needs and adapting its product portfolio meeting them. In the theoretical part of the thesis are defined the basic concept of the marketing mix, product mix and described the methods and analysis as SLEPT analysis, Porter analysis, Portfolio analysis and Pareto analysis, which are then used in the practical part of the thesis. Based on the analysis there are formulated the conclusions which give recommendations on optimizing the product range and on effective use of certain elements of marketing mix for placing the product portfolio on target markets.

Aim of this thesis is the innovation of marketing and communication strategy of Datura, s.r.o. In the theoretical part of the work the main market analysis were described. This part continued with the description of marketing and communication mix. In the analytical part of the work the main market analysis were performed, including the analysis of marketing and communication mix of the company. At the end of the work the information were synthesized and evaluated. On the basis of these synthesized information the final innovation of marketing and communication strategy was suggested.

The goal of graduation thesis is to describe current state of marketing mix in the chateau in Slavkov u Brna and to propose a new possibilities. The thesis is divided into two main parts. The first theoretical chapter has free parts: The genaral marketing strategy, The destination of tourism and The specification in tourism. The main goal of the first chapter is to describe differences in tourism. The second chapter (The aplication of theory to the concrete destination) is concentrated on chateau in Slavkov u Brna and South Moravian. The main topics are Characteristics of specific area, The situation analysis, The formulation of vision and goals in destination marketing, The selection of strategy and Marketing mix.

This thesis is focused on processing business plan new company called 3energy.cz. The theoretical part includes basic concepts relating to business, its legal form, then there is the business plan described in terms of structure, form and content. The practical section contains a description and analysis of specific enterprise with a particular focus on the competition, neighborhood of company and marketing. The following part is the financial plan of 3energy.cz based on the initial investment, the anticipated revenues and expenses of the company. Based on these data, the forecast financial statements is prepared on a time horizon of five years. This part ends with an analysis of risks that may arise during real business.

This master's thesis is focused on evaluation of product innovation of Johnson & Johnson company. Main objective of this thesis is to analyse new product launch campaign of COMPEED brand. Furthermore, based on outputs from own marketing research and analyses of data provided, evaluate suitability of chosen marketing strategy, find reasons why innovation was not successful and propose recommendations to achieve set goals.

This thesis analyses the marketing activities in the company ČSAD Praha holding a.s. with a focus on the management of the central bus station Praha Florenc. The main objective of the thesis is an examination of current marketing activities in the company and then proposal of recommendations for changes and improvements in this area. The theoretical part describes the basic theoretical background on the situation analysis, marketing of services and marketing mix. The practical part describes the transport sector, the company ČSAD and the bus station Praha Florenc. This part also includes applicated situation analysis of the company and the evaluation of its marketing mix. In this section is also included an evaluation survey which examined the views of students of VSE on the bus station. All results are summarized in the conclusion and the proposals for improving services and communication of this central bus station are made on the basis of these results.

El marketing mix de servicios se ha convertido en un rol importante en los restaurantes de comida saludable, debido a que les permite poder diferenciarse de la competencia. Es por ello por lo que el propósito de la investigación es determinar la relación del marketing mix de servicios con la satisfacción del cliente en jóvenes de 25 a 35. Las variables elegidas son: precio, producto, promoción, plaza, evidencia física, procesos y personas. Para ello, se realizó una investigación mixta. En el estudio cualitativo a través de un focus group de siete personas jóvenes entre 25 y 35 años, entrevistas a profundidad, las cuales fueron realizadas a un experto en marketing de servicios y dos dueñas de restaurantes de comida saludable; y, un estudio cuantitativo aplicando 130 encuestas al público objetivo. Asimismo, se llevó a cabo el análisis correlacional entre satisfacción y las diversas variables del marketing mix de servicios, por lo que se obtuvo como resultados que existe una relación entre la satisfacción del cliente con la variable ‘personas’ y ‘evidencia física’; por lo contrario, la variable ‘precios’ no presentó una relación entre la satisfacción. Finalmente, cabe destacar que la originalidad de la presente investigación se debe a que se estudia por primera vez el marketing mix de servicios en restaurantes de comida saludable dirigido a un público joven de nivel socioeconómico B de Lima Metropolitana. / The marketing mix of services has become an important role in healthy food restaurants since it allows them to differentiate themselves from their competitors. The purpose of the research is to find the relationship between the facilities mix of marking and customer satisfaction in young people from 25 to 35 years old. The chosen variables were price, product, promotion, place, physical evidence, processes, and people. The study used mixed research. A focus group was conducted to a group of seven young people between 25 and 35 years old. Moreover, in-depth interviews were carried out to a service marketing expert and two owners of healthy food restaurants. Finally, a questionnaire was answered by 130 people from the target audience. Likewise, the correlational analysis between satisfaction and the various variables of the marketing mix of services was carried out, so that there was obtained as a result that there is a relation between the satisfaction of the client with the variable 'persons' and 'physical evidence'; On the other hand, the variable 'prices' did not show a relationship between satisfaction. It is worth mentioning that for the first time, the marketing mix of services was studied in healthy food restaurants at a young audience of socioeconomic level B from Lima Metropolitan. / Trabajo de investigación

Bakgrund: Små- och medelstora företag (SME) är motorn inom den europeiska ekonomin och står idag för 9 av 10 företag. SME är beroende av att deras nyckelroller innehavs av kompetent personal så att företaget kan fortsätta att utvecklas. För att lyckas rekrytera personer med den behövda kompetensen krävs det att företaget använder sig av olika strategier. En interaktion mellan HR och marknadsföring kan leda till en implementering av framgångsrika strategier kring anställning av en nyckelroll till SME. Syfte: Syftet med arbetet är att undersöka hur små- och medelstora företag går tillväga kring rekrytering av nyckelroller samt om de använder några av de tidigare nämnda strategierna. Arbetets resultat kommer bli intressant för små och medelstora företag då de kan använda resultatet som riktlinjer under en rekryteringsprocess av en nyckelroll. Metod: Författarna i studien har valt att utgå från en deduktiv metod. Den empiriska undersökningen utfördes i form av en kvalitativ studie där författarna till studien intervjuade sex företag. Resultat/Slutsats: Författarna av studien fann att det egentligen var två huvudsakliga strategier kring rekrytering av nyckelroller hos de intervjuade företagen. Outsourcing var den ena medans den andra strategin var ganska otydlig. Alla plockade delar ur marknadsmixen, främst när det handlade om annonseringen men tillvägagångssättet tycktes mer ha att göra med individen som hade rollen som ansvarig för rekrytering. Vissa provade bara genom att annonsera via sociala medier och branschtidningar, etc. medans andra hade egna sociala kontaktnät som de headhuntade inom. Författarna till studien drar slutsatsen att då det handlar om små- och medelstora företag så är HR-avdelningen oftast inte så omfattande och nyrekryteringar till nyckelroller sker mer sällan / Background: Small and medium-sized enterprises (SME) are today the engine of the European economy and today account for 9 out of 10 companies. SMEs are dependent on their key roles being held by competent staff so that the company can continue to develop. In order to succeed in recruiting people with the required skills, it is required that the company uses different strategies. An interaction between HR and marketing can lead to the implementation of successful strategies for hiring a key role for SMEs. Purpose: The purpose of the work is to investigate how small and medium sized companies proceed when recruiting key roles and whether they use some of the previously mentioned strategies. The result of the work will be interesting for small and medium-sized companies as they can use the results as guidelines during a recruitment process of a key role. Method: The authors of the study have chosen to start from a deductive method. The empirical study was carried out in the form of a qualitative study in which the authors of the study interviewed six companies. Result/Conclusion: The authors of the study found that there were really two main strategies for recruiting key roles of the interviewed companies. Outsourcing was one while the other strategy was quite fuzzy. Everyone picked parts from the market mix, mainly when it came to advertising, but the approach seemed to have more to do with the individual who had the role of responsible for recruitment. Some tried only by advertising via social media and industry magazines, etc. while others had their own social contact networks which they headhunted within. The authors of the study conclude that when it comes to small and medium-sized companies, the HR department is usually not so extensive and new recruits for key roles are less frequent.

Traditional well-known czech brands that domestic consumers kept buying during the socialism period, have been successfully returning to the Czech market in the recent years. Besides reestablishing original retail brands we are now encountering co called ''retrowave'' in general, which is represented with TV retro series and programs, exhibitions and local brand support projects. The theme of this thesis has been chosen due to its actual and contemporary reasons and overall inclinations of Czech consumers to the traditional brands and values. The goal is to examine and describe this trend, its factors, circumstances and contingencies and also to support key findings with several successful real examples from the market. The thesis describes thoroughly successful return of traditional czech baking oven Remoska and its expansion to both Czech and foreign households. The practical part of this thesis processes empirical research on the Czech population sample designed by the author which is supposed to analyze the trends described above.

The main goal of the Master's Thesis is to create one year marketing plan for the Müller for year 2012, which will be in accordance with actual market position and development of the Müller company. The Master's Thesis combines theoretical and practical approach and offers a comprehensive look at the issue of marketing plan. The first part deals with the situation analysis, including internal data, research data from research agency AC Nielsen and Porter's model of competing forces. The output of the situation analysis is the evaluation of opportunities and threats, strengths and weaknesses of the company, under which the marketing goals were proposed. Regarding the marketing goals a new strategies of marketing mix were suggested. The proposal of individual activity and their timing is illustrated in the chart of the action plan. The last part summarizes the systems of measurement and controls Design of individual activities and their timing is contained in the Action Plan. At the end are summarized measurement systems and controls.