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The aim of this work was to characterize the contribution of functional foods for human health and to formulate effective procedures for the implementation of functional foods on the regional food market in the use of marketing mix. He was a pilot market survey questionnaire form. Finally, it was recommended that future functional food manufacturers to determine for how many are able to produce these foods and compare the price that people are willing to pay for this product. When promoting a product would be good to focus on women aged 31-50 years and in leaflets. Important to raise interest in buying a functional food is to give consumers more information about this type of food. Inform them all about their impact on health as scientific evidence.

Diploma thesis deals with optimal capital structure of enterprise operating in food industry. Optimal capital structure is suggested in relation with long term planned investments. Thesis provides evaluation of financial situation of the enterprise. Than strategical analysis is done, in which investment project is evaluate. The output of strategical analysis is prognosis of revenues. On basis of it is complied long term financial plan of the enterprise followed by proposal optimal financial structure.

The Masters Thesis follows up with the development of the retail store of farm food in South Bohemia by using marketing tools. The theoretical part of the thesis defines market, basic marketing tools and customer. It further analyses a situation of farmers market and farm food in Czech Republic. The application part focuses on the development of the retail store in Tábor in South Bohemia. It analyses each marketing tool the owner of the store uses to keep a relationship with his customers. At the same time to make connection towards to new customers. The conclusion provides data evaluation from certain marketing tools and activities.

The aim of my diploma thesis is to find out if there are any differences in perception of quality of food between the consumers from Czech Republic and Germany. There are described the areas that may affect consumer's perception of quality of food in the Czech Republic and Germany. The theoretical part of my diploma thesis includes the evaluation and comparison of the legal system of consumer protection and food labeling in both countries. Furthermore, there are described various influences that can affect the perception of quality and consumer behavior. Another section is devoted to the issue of quality in the media with a concrete example. The last part of the diploma thesis concerns the results of the research which was carried out between consumers from the Czech Republic and Germany.

This thesis deals with brand perception by children, specifically in children's food segment. The aim is to analyse this brand perception by children and confirm or disprove the hypothesis regarding this issue. This thesis is divided into two parts, the first of which deals with the theory and the second verifies this knowledge in practice. The first chapter of the theoretical part is devoted to brand and its role in marketing, the second one deals with strategic brand management and types of particular strategies. In the third chapter marketing segmentation is discussed and the fourth one describes children as a specific market segment, also in relation to brands. The last chapter deals with brand research and its techniques. The practical part includes the research, of which results provide the qualitative knowledge about brand perception by children in this specific category.

The final thesis Analysis of a marketing approach of selected e-shops providing food on the Czech market aims to examine and evaluate the quality of customer service provided by selected food e-shops. The quality is assessed and measured by specific mystery market research methods. After execution of the e-mail communication with each customer center, the purchase of certain goods on these e-shops was realized. Finally, the thesis evaluates the results of the research, gives the providers advice on acquiring new customers and suggests options for elimination of potential deficiencies.