This master´s thesis analyses a current situation of a trade firm. It suggests development plan to remove weaknesses, eliminate threats and make economic activity more effective.

The aim of the diploma thesis is to create competitive strategy of a middle-size company working in mechanical industry. The thesis analysis the current state and the internal factors of the analyzed firm with respect to the external factors. The competitive strategy and its implementation are suggested on the base of defined firm´s target and competitive advantages.

This thesis deals with the development strategy of a small family business. The work is an attempt to propose such changes to be taken to eliminate weaknesses in the company, eliminate threats and streamline the management of the company. To do this, the work uses theoretical knowledge from the individual analysis and uses it to evaluate the current state of the company. The proposed changes are then based on these analysis. The work includes projects in the field of marketing, finance and human resources.

Content of this thesis is to evaluate the financial situation of the company during the period from 2010 to 2014, using available methods, strategic and financial analysis. Subsequently on the basis of these results are suggested measures to improve the deficiencies in the assets, liabilities, liquidity, profitability and overall financial situation of the company.

This thesis deals with the influence of TV series and their strong heroines on female audience. The aim of this work is to find out whether selected female characters influence the general view of the femine beauty ideal, whether the viewers were in any way inspired by strong female characters and whether these series have opened up some social issues. These goals were formulated into three research questions, which will be answered in the conclusion. The work is divided into three main parts - theoretical, methodological and practical. The theoretical part aims to acquaint the reader with the theoretic basis needed to understand the researched issues. The methodological part presents research methods with all its advantages and disadvantages. The last practical part is focused on research and interpretation of the obtained data. A qualitative method is used to achieve the results, specifically the grounded theory, which is used for the analysis and subsequent interpretation of data obtained from interviews.

The thesis presents Charles Taylor's conception of liberalism where the negative concept of liberty is rooted in a positive moral ideal of authenticity. First of all, both the main motivations which led liberals to defend the pure negative concept of liberty and Taylor's claim that these motivations all depend on the atomistic ontology is examined. Later, this atomistic basis is refuted and Taylor's holistic approach is offered which relies mainly on concepts of the personal identity and of the so called strong evaluation. Following this, concept of authenticity is presented as the implicit ideal of modern identity. Authenticity is interpreted as a pluralistic moral ideal appreciating uniqueness although containing some general moral demands. The thesis also shows that such a concept of authenticity presupposes negative liberty. Finally, some political consequences of such a liberal theory are provided.

This thesis focuses on the competition analysis of Zeelandia on the Czech market. In the literature review are indicated problems related to situational analysis, competition, competition analysis, SWOT analysis, SW analysis and Porter's five forces model. The practical part is composed of a list of competitors, compare financial indicators, determination of market shares, SW analysis with valuation, identification of key strengths and weaknesses and the subsequent overall evaluation.

This thesis focuses on the development opportunities based on the analysis of OfficeCare the Czech market. The literature review was described problems related to situation analysis, competition, competitive analysis, SWOT analysis and Porter's five competitive forces model. In the practical part, a list of competitors, software analysis with scoring, identification of key strengths and weaknesses and the subsequent overall evaluation.

Práca sa zaoberá vývojom ďalekej infračervenej spektroskopie v silnom magnetickom poli. Kombinácia ďalekej infračervenej spektroskopie a silného magnetického poľa je veľmi dôležitým nástrojom pri charakterizácii materiálov, ako sú jedno-molekulové magnety. Predstavuje tiež ideálnu experimentálnu techniku, ktorá dokáže skúmať a objasniť vlastnosti nových 2D materiálov. Ďaleká infračervená spektroskopia v magnetickom poli taktiež umožňuje študovať elektrónovú paramagnetickú rezonanciu (EPR) jedno-molekulových magnetov s veľmi veľkým delením pri nulovom poli, hlavne na báze komplexov prechodných kovov alebo lantanoidov, v ktorých bežne používané EPR systémy neposkytujú experimentálny prístup k magnetickým rezonančným prechodom. V práci sú podrobne popísané dve zostavy ďaleko infračervených spektrometrov pripojené k supravodivým magnetom. Prvá opísaná zostava, ktoré sa nachádza na univerzite v Stuttgarte, je už zmontovaná a jej výkon je diskutovaný. Magneto-optické merania jedno-molekulových magnetov vykonané na tejto zostave sú predstavené. Druhá magneto-optická zostava čerpá zo skúseností získaných pri prvej zostave a je určená pre CEITEC.

This Master’s thesis analyses the current status of the small selling company, which sells sport articles. The thesis investigates impact extenrnal environment on the firm and also analyse internal environment. It defines strategic targets, contains propsal of competitive strategy of the company and its time implementation.