The aim of this Master's thesis is to conduct a strategic analysis of the multiplex CineStar Mladá Boleslav from a perspective of its management. This analysis provides information and suggestions for improvement, which this management can use during an effort to influence strategic goals of the multiplex, when these goals are primarily defined by management of the CineStar Company. The thesis is divided into three parts - theoretical, methodical and practical. The theoretical part consists of a definition of related notions and putting a strategic analysis into context. The methodical part identifies and describes applied methods and tools of a strategic analysis. The practical part consists of the strategic analysis of the multiplex CineStar Mladá Boleslav, which is divided into analysis of superordinate strategy, external analysis, analysis of stakeholders and analysis of internal sources and abilities. Outputs of these partial analyses are subsequently consolidated in a SWOT analysis and lead to formulation of strategic recommendations.

This thesis deals with an analysis of marketing communication in two selected companies operating multiplexes. It is Premiere Cinemas Czech s.r.o and Cinestar s.r.o. The thesis is devided into a theoretical and practical part. Theoretical part focuses on marketing mix of services and particularly communication mix. Practical part compares marketing mix of both companies, their differences in individual parts and it aims at the tools of communication mix, especially sales support tools. This work also includes a questionnaire survey investigating whether respondents distinguish between individual companies and if they know and use sales support tools of multiplexes. Some recommendations have been suggested based on this.