This project will markedly contribute to the development of the town of Horní Stropnice and as well as the whole South Bohemian Region in the area of tourist trade. Tourist trade is one of the key areas of the economic developement of the region. From the findings of the particular chapters of this paper it appears, that necessary organisational, technical and financial conditions for the implementation of the given capital assets and for consequent running of the planned project facilities will be created. The implemented project and its operation will generate a trading income exceeding the costs.

This diploma thesis analyzes the current state of the company and creating a marketing strategy, which aim is to make Tisuvka restaurant and guesthouse popular and visible and increase attendance. The work includes a thorough analysis of the microenvironment, branches environment and microenvironment enterprise together with SWOT analysis. In conclusion, there are presented recommendations for all components of the marketing mix , which should lead to an improvement of the current situation , including an economic assessment of the company.

Ekonomy i psychology po celém světě vždy zajímala otázka procesu lidského rozhodování. Eko- nomové zd·razňují význam teorie úžitku během rozhodování, kdežto psychologové se zaměřují na r·zné vnitřní a vnější stimuly ovlivňující naše rozhodnutí. Oba tyto přístupy m·žeme najít v be- haviorální ekonomií, kde oba koncepty mezi sebou těsně spolupracují. Znalost r·zných ekonomic- kých i psychologických faktor·, které ovlivňují náš výběr m·že být mimo jiné přínosná například ve výzkumu spropitného. Abychom našli r·zné d·vody pro placení spropitného, vytvořili jsme experiment ohledně výše spropitného u českých zákazník·. Procentuální výše spropitného byla zkoumána v závislosti na pohlaví obsluhy, velikosti skupiny, která navštívila restauraci, velikosti účtu na jednu osobu a také byl zkoumán vliv tří na sobě nezávislých intervencí. Tyto intervence byly zaměřeny na altruistické chování, reciprocitu a dobrou náladu zp·sobenou personalizací. Výsledky experimentu jsou překvapující a neshodují se s výsledky z předchozích experiment·. Bylo zjištěno, že intervence spojené s altruismem a reciprocitou mají negativní vliv na výši spro- pitného, avšak intervence spojená s personalizací nemá žádný vliv na spropitné. Ve výsledku se také poukazuje na klíčový vliv země, ve které je experiment proveden. 1

The aim of this diploma thesis was to compose the business plan for the new company which is going to start running the restaurant and to check whether this project is real and profitable. The teoretical part considers characteristics of successful entrepreneur and circumstances which needs his attention. The practical part contains the real business plan which is usable for a potential investor.

Diploma thesis gives a comprehensive description of the business plan for establishing a restaurant. Specifies the steps prior to the commencement of the enterprise, from the reconstruction of space and choose the legal form of business, through the creation of marketing and business plan, to evaluate the project in terms of financing. Finally, we consider its implementation.

The main goal of this diploma paper is to analyze community feeding (or restaurant) market in Czech republic, to characterize its consumers, to group them into the segments and to create a marketing strategy for each of these segments.

This thesis is focused on processing of the entrepreneurial purpose with the aim to establish a new restaurant. The work has been divided into two parts. The theoretical part deals with general conditions, which an entrepreneur have to comply with before starting doing his own business. There is also a specific method that should the entrepreneur follow in order to draw up his plan correctly including all the requirements. The practical part is engaged in the implementation of the entrepreneurial plan itself where there is a detailed description of entrepreneurial activities with a few analyses. Viability of the chosen intention is assessed on the basis of these analyses.

The diploma, Business plan, is aimed on formulating a business plan to establish a restaurant in Humpolec which offers dishes from healthy nutrition area. The theoretical-methodological part describes the business plan based on literature overview. The application part is focused on elaborating the specific business plan which includes micro and macro analysis, financial analysis completed by liquidity and profitability ratios. In the end I come to the conclusion whether my business plan is realistic and profitable or non profitable.

The topic of the thesis is creating a business plan for a theme restaurant in the town of Zlín, the concept of the restaurant being a steak restaurant in North American style. The thesis consists of two parts - theoretical and practical. The theoretical part starts with addressing issues connected with the entrepreneur and entrepreneurship briefly and goes on to analyze the essence of the business plan and the principles which should be followed when drawing a plan up. Last but not least follows the suggestion of an appropriate structure for the business plan including the description of its individual parts. The practical part of the thesis presents the business plan for a theme restaurant. The business plan was written for the purpose of the founder, who is also the author of the thesis.

Diploma thesis gives a comprehensive description of the business plan for establishing a restaurant. Specifies the steps prior to the commencement of the enterprise from the choosing of legal form of business, through the strategic analysis, creation of marketing and business plan, to evaluate the project in terms of financing.