The aim of presented Master's degree work is to analyze already established marketing mix of new business and to optimize it or suggest the new one. This master's thesis is divided into two parts, theoretical and practical. In theoretical part we have elaborated theoretical knowledge about marketing mix and its creating and summarized the basic analyses and theoretical resources, necessary to define particular parts of marketing mix. Second, practical part of this thesis includes a description of new established business Coffee Beer Wine bar u Kemov, characterization of the actual structure of its marketing mix and the scheme of suggested optimized new one.

Decision of vehicle purchase consists of several aspects. One of them is also tax area. By comparison of purchase from own resources and from third parties is possible to reach tax optimal solution. Preferences about the way of purchase will differe according to who is the buyer. The next chapter compare tax incidence in different countries.

In this thesis, a portfolio optimization with integer variables which influence optimal assets allocation in domestic as well as in international environment, is studied. At the beginning with basic terms, assets and portfolio background, incentives of portfolio creation, fields of portfolio application and portfolio management is dealt. Following the characteristics of assets and portfolios (expected return, risk, liquidity), which are used by investors to value their properties, are introduced. Next the mean-risk models are derived for the measures of risk - variance, Value at Risk, Conditional Value at Risk and prepared for a practical application. Heuristics implemented in Matlab and standard algorithms of software GAMS are used for solving problems of the portfolio optimization. At the end optimization methods are applied on real financial data and an outputs are compared.

This diploma thesis deals with the transport packages in Škoda Auto Inc. and generally with questions of package and waste management. The aim of this work is to analyze the transport packages in corporation Škoda Auto and on the basis of this analysis specify, if the optimization of package management is possible and at the same time suggest recommendation to realization of this optimization. The first part of thesis is focused on basic term, legislation and definition of possibilities of firms in environmental protection. Second part is the case study in Škoda Auto Inc., which deals with the relations between corporation and environment, analysis of the transport packages and their optimization. Recommendations for internal changes in corporation are formulated in this part too. In conclusion you can find the resolution, if the optimization is possible and how could be achieved.

The objective of this thesis is to place trust fund into the system of tax law and the analyse of this position from different angles. The main objective is to describe, how are trust funds and the persons connected with them, taxed. One of the aims of this thesis is to show trust funds within a broader context and therefore it describes the tax aspects of English common law trust as well. Common law trust can be considered as a role model for institute like the Czech trust fund. The thesis therefore consists of two parts - trust and trust fund. The first chapter describes historical development of trusts and illustrate how was this development influenced by then tax legislature. Also, this chapter explains some aspects of English law, with focus on difference between common law and equity. The grasp of the difference between these parallel systems is essential for the understanding of trust. The second chapter deals mainly with substantive aspects of trust. It strives to answer the question, what is trust and how can we definite it. It also shows, how the tax legislature defines trust and connected person for tax purposes. It is also briefly mentioned the duty of trust to register into newly established trust register. The third chapter deals with taxation of trust itself. Different types of trusts and...

Decision making is an inherent part of human life. Every day we decide on little things, but also some more complex problems may appear. In such cases, we need to choose a more complex process leading to the final decision. To do so, many multiple-criteria decision-making methods can be used. These methods will be explored in this thesis. They will be used to select accident insurance according to the preferences and requirements of several respondents. Accident insurance protects the insured person against the impairment of their life caused by the consequences of their injury. Accident insurance is a commitment for many years, so its choice needs close attention. The choice of the insurance can be assessed based on of several criteria. Designing a model of multi-criteria decision-making strategy was the main goal of this diploma thesis. The thesis is divided into two parts - the theoretical and practical part. Theoretical part defines the concepts of decision making, multi-criteria decision making and its methods using specialized literature. It also defines the concept of insurance and its specifics relating to accident insurance. The practical part focuses on the specific solution of the given problem. The first step was a survey of offers of insurance companies operating on the Czech market that have separate accident insurance in their product portfolio. Based on these offers, decision variants have been created. The second step was to determine the five criteria on whose basis the variants were evaluated. After the general procedure has been established, the model has been applied. The proposed procedure was tried on a group of respondents to select the best offer for them. The target group, for which the procedure was designed, was set for people between the ages of 40 and 50 who do not have a risky job and do not engage in any hazardous leisure activities. Their preferences were determined by a questionnaire, based on which the decision matrices and weightings of the individual criteria were compiled. The optimal option was recommended to respondents.

Praktická implementace simplexové metody, metody větvení a mezí a především algoritmů spojitého vícekriteriálního rozhodování v jazyce Pascal

Segmentace uživatelů vyhledávačů. Charakteristika trhu, základní druhy internetové reklamy, teoretický podklad pro segmentaci trhu, dotazníkové šetření, vymezení segmentů pomocí shlukové analýzy. Popis segmentů a marketingová doporučení.

We address the issue of market incompleteness in the time dimension. Specifically, we focus on interest rate markets and the yield curve extraction. The lack of information about interest rates manifest itself in a non-invertible linear system. The usual approach to circumvent this problem is by applying various curve fitting methods - both parametric and non-parametric. We argue in favor of a novel method relying on information theory, which reformulates the ill-posed linear algebra problem into a well-posed optimization problem, where the linear pricing equations are used as constraints. Local cross entropy is used to determine the optimal solution among the admissible solutions, while all the input prices reflected in constraints are perfectly matched. Large-scale optimization package called AMPL is used extensively throughout this work to obtain the optimal solution as well as to demonstrate the implementation details.

The subject of this diploma thesis is the communications mix of The Coca-Cola Company and it is focusing on the brand Coca-Cola on the Czech market. The aim is to analyze current communication mix of brand Coca-Cola, reveal fundamental aspects that influence the communication mix and propose specific changes to the mix. Introductory part acquaints readers with the various communication tools, their advantages and disadvantages, the optimal structure of the communication mix and other theoretical information. This theoretical framework forms the basis for the understanding of marketing communications and this knowledge is connected with the brand Coca-Cola on the following pages. The main part is devoted to soft drinks market, trends and analysis. There are captured key factors influencing the structure of the communication mix. This information forms the basis for changes in the communications mix of brand Coca-Cola.