Práce se zabývá marketingovou strategií firmy SG Snowboards. Popisuje teoritický přístup k plánovaní marketingové strategie a následně na to využívá teoretické poznatky k stanovení optimální strategie pro zavádění nové značky na trh.

Diplomová práce se zabývá zhodnocením marketingové strategie cestovní agentury specializující se na příjezdový cestovní ruch ze zemí Severní a Latinské Ameriky. Součástí práce je i návrh marketingové strategie na následující období s ohledem na výsledky analýz vnitřního a vnějšího prostředí společnosti. Práce je rozdělena do dvou celků, teoretické a praktické části. Teoretická část zahrnuje obecné předpoklady tvorby marketingové strategie, praktická pak aplikuje na tyto předpoklady činnost konkrétního podnikatelského subjektu.

This diploma thesis analyzes current book market, its specific features, history, threats and opportunities. The practical part deals with research and analysis of customer behaviour and their shopping habits. The research is then used for market segmentation.

The main task of this diploma thesis is a possibility of using revenue yield management (RYM) techniques in small and medium-sized accommodation establishments (SMAE). This thesis includes an analysis of current situation in tourism and current using RYM techniques in Czech Republic. Next the data from the particular guest house are analyzed and its guest perception is found out. The particular guest house situation is used for demonstrating of application RYM techniques and for proposing a new trade policy. After that recommendations and generalization for all SMAE are given.

Diploma thesis deals with radio broadcasting, especially the behavior of listeners on the radio market and the perception of radio advertising. To determine the behavior of listeners while listening to the radio and their preferences the author used to questionnaire survey (n = 502). Based on the resulting data was perfomed the applicable segmentation of the audience on the Czech market radio stations. For more detailed understanding of the behavior and attitudes of listeners in-depth interviews were realized (n = 20). Part of this work was to evaluate the perceptions of advertising radio ads. Promotional block of 10 spots was tested on students of FBE MENDELU (n = 215). The results of this thesis were formulated into proposals and recommendations for providers of radio broadcasting as well as radio advertisers.

The main aim of my diploma thesis is the analysis of present state of tourism in the area of Lipno and a suggestion of an effective and complex strategy for the tourism development through the identification of number one problems in given territory.A short characteristics of the certain area is to be found there which is followed by the analysis of the current tourism condition. In the second section I have evaluated the offer and demand in the summer and winter season. In the thesis the tourism development is also handled, where the developments of the offer and demand and the troubled sections of this sector. In conclusion there are some proposals for the region development, which priorities are divided into particular activities.

The main objective of my thesis was to carry out a automotive market segmentation.I have chosen the company ´Autocentrum Šmucler´, Ltd., as the object of my thesis. This firm deals with sale of new cars and also second-hand vehicles.I have devided my writing into a theoretical and practical part. In the theoretical part the meaning of the word ´marketing´, ´market´ and ´car market´ is explained, then everything concerning market segmentation in the concrete {--} its process, its procedure, its reason, its type, its effective criterions, market targeting and searching of a position in the market.In the practical part the automotive market segmentation is carry out. I have made a marketing research, in this case by the questionary survey. I have got all informations needed for each segment characteristics by the research.

The thesis focuses on segmentation of images with leaves of woody species. The aim was to investigate existing image segmentation methods, choose suitable method for given data and implement it. The chosen method should segment existing datasets, photographs from cameras as well as photographs from lower-quality mobile phones. Inputs are scanned leaves and photographs of various quality. The thesis summarizes the general methods of image segmentation and describes own algorithm that gives us the best results. Based on the histogram, the algorithm decides whether the input is of sufficient quality and can be segmented by Otsu algorithm or is not and should be segmented using GrowCut algorithm. Next, the image is improved by morphological closing and holes filling. Finally, only the largest object is left. Results are illustrated using generated output images. Powered by TCPDF (www.tcpdf.org)

This thesis discusses the possibilities of using cluster analysis methods for customer segmentation. The theoretical part is focused on description of selected methods of cluster analysis and explanation of other concepts related to this topic, such as CRM, segmentation and targeted communication. In the practical part are applied cluster analysis methods to real data unnamed company with the aim of creating a default substrates useful for planning and implementation of targeted communication. For the main calculations is used program R, for data and output editing is used MS Excel. At the end of the work are evaluated applied methods and summarized lessons learned from the cluster analysis. For a company were created and characterized databases which could be useful for marketing decisions.

The main object of this paper work is to analyze liquers market in Czech republic by primary and also secondary data and to group the consumers into few segments. In consequence according to predetermined priorities to choose the most attractive segment and to create the marketing strategy designated for chosen segment.