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Čechová, M. Barriers to Entry in the Pharmaceutical Industry. Diploma Thesis. Brno, 2013. This Diploma thesis aims to identify the Barriers to entry for those who have decided for entrepreneurial activity in the market for Drugs. The main aim of this work is to decide whether it is appropriate to Enter the market or not. In the Theoretical part of the work thoroughly describes the different business strategies, especially PEST analysis, analysis of the industry environment and analysis of competitive forces in the industry according to Porter. In the practical part of the thesis analyzes applied to the pharmaceutical industry and identifies the barriers to entry for new businesses that market. The thesis also includes the formation of the new pharmacy and all requirements related to it. In the final part of the thesis formulated recommendations which should serve prospective operators to decide whether to enter the industry or not.

Recently the role of marketing strategy for a company has significantly increased. Marketing strategy -- as a main plan which not only includes product, promotion, distribution, and pricing approach, but also determines the choice of market segment, positioning, and allocation of resources -- has become vital for a company. The main goal of the thesis will be to analyze and assess presently used marketing strategy of Philips Lighting in the Czech Republic in business to business market. Therefore, analyses that should be conducted before formulating a marketing strategy will be clarified. Since a wide variety of approaches to the categorization of marketing strategy exists, it will not be the goal of the author to deliver a complete enumeration of marketing strategies. With regards to the subject, classification reflecting company's position in the market, product life cycle period and market situation will be explained. Consequently, having acquired knowledge of marketing strategy categorization, and based mainly on the SWOT and Porter's industry analysis, recommendations and correcting measurements of Philips Lighting marketing strategy will be suggested.

The thesis aims to achieve competitive business by handling marketing strategy. The proposed marketing strategy process based on evaluation of the current situation and opportunities for implementation.

This thesis aims to develop the basis of market analysis and marketing strategy recommendations for the company MK.LD which provides services to clients in the area of Supply chain management. This strategy should also help to get more clients and retain existing ones and increase the company's competitive advantage in the market.