This thesis is based on the basic informations of the company,the marketing situational analysis is broken down in the internal and external analysis using PEST analysis, analysis of product portfolio - the Boston Matrix, Porter's five forces model and SWOT analysis. There is a description of the current business developments and current status. This thesis describes the opportunities, skills and resources of the company. Further I have specified the basic mission and objectives, market segmentation,targeting and positioning. The conclusion contains the marketing strategies according to the product strategies in pricing, distribution strategy, promotion strategy and the strategy according to market trends.

diploma thesis at hand is titled "The Use of Marketing in Strategic Management and Planning in Small and Medium-sized Companies". The objective of the thesis is to create a meaningful, causal, systematic, and practically usable analysis of the given topic; and, subsequently, apply such academic knowledge in drafting a marketing strategy for the purposes of the company named SkiServis Kunžak (SPORT2000 Smejkal). The company in question is a retail outlet selling ski, snowboard, and cross-country ski equipment. Alongside with this, it provides servicing and rentals of the goods mentioned above. The needs of the company are determined by the need to respond constantly to evolving society and, in correlation, to increasingly dynamic and more demanding variability of the environment. At the current time, the most outstanding role is especially played by the social economic crisis. Creating a strategic marketing plan was selected as a key strategic weapon for SkiServis Kunžak. The principal means of achieving the objectives then include a selection of specific marketing communication strategy. SkiServis Kunžak (SPORT2000 Smejkal), a small company, had not elaborated their marketing strategy before this thesis was produced. Marketing and its issues had been tackled intuitively and randomly. To the largest extent, SkiServis Kunžak used to rely on word-of-mouth promotion in which satisfied customers would spread awareness of the company's existence and its scope of business. Given the varying conditions of existing markets, changes in values in society instigated by changes in values in individuals, and with regard to new demands, dynamics of competitors, etc., the management at SkiServis Kunžak (SPORT2000 Smejkal) decided to pay proper attention to the marketing strategy. The diploma thesis is divided into four major sections. The introductory section defines the root cause and motivation behind the selection of the topic for this thesis. Key questions are asked concerning the process of creating company's marketing strategy, and these are gradually answered during the process of tackling the subject matter. The second section observes the theoretical and methodological framework as a support for the following practical (applied) section. Theoretical grounds for the diploma thesis have been mostly compiled from professional literature. Thus, the theoretical module is prevailingly of compilation nature. Theoretical and methodological section is further divided into two subchapters. The first subchapter defines, in the given context, currently frequently used terms related to successful existence of small and medium-sized businesses in competitive market environment. Attention is paid to the following terms: "strategy", "innovation", "twenty-first-century marketing", "specifics of small and medium-sized companies", "strategic alliances". The second subchapter of the theoretical module specifies the strategic marketing plan. The text is structured and delivered in a more or less bullet point format because essential descriptions and contextual references are explained in preceding chapters. The text defines the following terms: "company's visions and targets", "marketing research", "critical success factors", "strategic situation analysis", "SWOT analysis", etc. The chapter also defines partial corporate strategy, i.e. marketing strategy. It specifies marketing targets that stem from company's targets and from a completed situational analysis. Out of all marketing strategies, the "marketing communication strategy" is considered best for the purposes of the applied section. The practical (applied) section, and the third module, takes into account former and existing facts relating to SkiServis Kunžak (SPORT2000 Smejkal) with a view of future orientation. Subsequently, the thesis introduces an applied situational analysis made through SWOT analysis followed by the draft of the marketing strategy itself through communication mix. The emphasis is, among others, put on the effort to "survive" the current economic crisis and preserve existing customers, increase company's market share, increase awareness of SkiServis Kunžak, etc. The final section synthetically summarizes fundamental results of individual analytic chapters. Also, the reader can find here an outline of the issues to be explored in the future.

<p>Aim: Vätternrundan is one of three cycling rides organised yearly in Motala,Sweden. It is one of the world’s largest cycling events in number of participants, but staying at the top requires constant reinvention and reconfiguration. The purpose of this study is to formulate a strategic marketing plan for the business unit Vätternrunda answering the following questions for effectiv marketing management.</p><p>- How can competitive advantage be achieved?</p><p>- What is the holistic current situation of the business?</p><p>- What marketing strategy can and should be used?</p><p>Method: The work of formulating a plan is a creative process involving analysis of internal data, supplemented by market research. Empirical data has been collected from secondary sources such as existing documents and earlier studies complemented by the researchers observations, experiences and interviews with key actors.</p><p>Result & Conclusions: The results show a growing potential market, provided that it is properly targeted. The strategies possible are brand strengthening, product development and differentiation. Of great importance is also internal marketing and partner relationship development. The key to effective implementation is the organizational capabilities and core competence.</p><p>Suggestions for future research: How to amplify the efficiency of an organization where social and profit-making objectives meet.</p><p>Contribution of the thesis: The study brings strategic guidance to the company being studied but also additional knowledge of the market for other similar events as well as being a case study of possible interest to fellow academics.</p>

Aim: Vätternrundan is one of three cycling rides organised yearly in Motala,Sweden. It is one of the world’s largest cycling events in number of participants, but staying at the top requires constant reinvention and reconfiguration. The purpose of this study is to formulate a strategic marketing plan for the business unit Vätternrunda answering the following questions for effectiv marketing management. - How can competitive advantage be achieved? - What is the holistic current situation of the business? - What marketing strategy can and should be used? Method: The work of formulating a plan is a creative process involving analysis of internal data, supplemented by market research. Empirical data has been collected from secondary sources such as existing documents and earlier studies complemented by the researchers observations, experiences and interviews with key actors. Result &amp; Conclusions: The results show a growing potential market, provided that it is properly targeted. The strategies possible are brand strengthening, product development and differentiation. Of great importance is also internal marketing and partner relationship development. The key to effective implementation is the organizational capabilities and core competence. Suggestions for future research: How to amplify the efficiency of an organization where social and profit-making objectives meet. Contribution of the thesis: The study brings strategic guidance to the company being studied but also additional knowledge of the market for other similar events as well as being a case study of possible interest to fellow academics.

The master thesis of this diploma paper deals with setting up the optimal package grants which will get better a life in chosen region and finding such recommendation for future development without grants as well. First part of diploma paper solved the analysis of usage grants in Náměšťsko´s region in point of historic method. Another part of this diploma paper was directed in the are of situation analysis. There is no doubt that the situation analysis´s effect offered both in a way very important information about profile and region´s description. Facts and results were very useful for SWOT analysis´s processing. Proposals of development for Náměšťsko´s region in point of optimal package grants were based on the results of SWOT analysis. The last part of diploma paper sorted out a propose of potential project in the area of environment. Náměšťsko´s region should prefer the grants especially in the area of infrastructure, economic power, people and environment.

Esta tese trata da análise das condições existentes nos cursos de licenciatura em Geografia com a mediação do território brasileiro. A existência destes cursos tem relação com os processos históricos, sociais, políticos e espaciais. Os eventos, sobretudo os relativos à educação superior, são fundamentais para o entendimento de algumas de suas principais características. Nesta pesquisa, constatou-se que algumas das problemáticas destes cursos, embora em novas condições políticas, educacionais e espaciais, permanecem ainda hoje, tais como: a relação dos perfis dos cursos de licenciatura e bacharelado, a dicotomia entre Geografia Física e Humana, bem como a falta de professores, entre outras. Para operacionalizar esta pesquisa, privilegiou-se a análise dos cursos no período pós 1996, devido à influência das políticas estabelecidas pela Lei de Diretrizes e Bases da Educação Nacional (1996), pela legislação própria das licenciaturas (2002), pelas Diretrizes Curriculares Nacionais para os cursos de Geografia (2002), pelo sistema de avaliação de cursos e pelo Plano de Expansão das IES Federais (2007). Os dados qualitativos e quantitativos nesta tese são, principalmente, provenientes de depoimentos de docentes, coordenadores e discentes das licenciaturas em Geografia no Brasil; do Instituto Nacional de Estudos e Pesquisas Educacionais Anísio Teixeira (Inep); do questionário socioeconômico dos estudantes de Geografia, que fizeram o Exame Nacional de Desempenho dos Estudantes (Enade), nas dimensões docente, discente e de elementos curriculares dos cursos, a partir dos quais foram produzidos gráficos, tabelas e mapas. Após uma apresentação geral dos cursos, realizou-se uma análise pormenorizada da situação das licenciaturas em Geografia na Amazônia, Maranhão, Piauí, Pernambuco e dos cursos de Geografia oferecidos a Distância, que se interiorizaram no território brasileiro. Decorre como resultado da pesquisa que o processo de interiorização criou algumas singularidades nas licenciaturas pesquisadas, que têm relação com a formação e dinâmica territorial do Brasil, com o tipo de IES no qual o curso está inserido e com a modalidade na qual a licenciatura em Geografia é oferecida. / This thesis analyses the existing conditions of the Geography Teaching Courses with the mediation of the Brazilian territories. These courses have a strict relation with the historical, social, political and spatial processes. The events, especially those related to Higher Education, are centrally for understanding some of their main characteristics. Although within new political, educational and spatial conditions, some problematic aspects of these courses - that remain even these days - were detected in this research, such as the relation of the profile of undergraduate Geography Teaching Courses and Bachelors Degree Courses, the dichotomy between Physical and Human Geography, as well as the lack of teachers, among others. For carrying this research out, courses created after 1996 were focused on in the analysis, especially due to the influence of the policies established by the Law of Guidelines and Bases of National Education (1996); by the specific legislation of Teaching Courses (2002); by the National Curricular Guidelines for the Geography Courses (2002); by the evaluation system of courses and by the Expansion Plan of Federal Institutions (2007). The qualitative and quantitative data of this thesis were, mainly, gathered from the testimony of teachers, coordinators and students of undergraduate Geography Teaching Courses in Brazil; from The Anísio Teixeira National Institute of Studies and Educational Research (Inep); from the social economical questionnaire answered by Geography students, who did the National Exam of Students Performance (Enade), on the dimensions related to teachers, students and curricular elements of the courses. With these data, graphics, tables and maps were produced. After a general overview of the courses, a detailed analysis of the current situation of the Geography Teaching Courses offered in Amazônia, Maranhão, Piauí, Pernambuco all regions/ cities in the North and Northeast of Brazil - was provided. Geography courses offered in the Distance Modality, which were implemented in an inner Brazilian territory, were also analysed. The research results highlighted that the implementation of courses in the inner territory of Brazil has created some singularities in the researched courses. These singularities are related to the formation and the territorial dynamics of Brazil and also to the kind of institution in which the course is offered, as well to the type of modality of the course.

Fighter pilots operate in environments where an erroneous decision may have fatal consequences. A tactical decision support system (TDSS) could aid the pilots to analyze the situation and make correct decisions. The TDSS can, for instance, highlight important information and suggest suitable actions. The aim of this thesis is to provide a situation analysis model of combat survival that can be utilized in a TDSS. The first part of this thesis describes an analysis of what the model needs to describe and how it can be used. It is concluded that the model should evaluate the outcome of different actions with respect to combat survival. This evaluation can guide the pilot’s decision making, so that actions leading to dangerous situations are avoided. The analysis also highlights the need of handling uncertainties, both measurement precision uncertainty regarding the locations and capabilities of the threats (enemies) and inference uncertainties regarding the prediction of how the threats will act. Finally, arguments for focusing the rest of the work on a single fighter aircraft and threats located on the ground are presented. The second part of the thesis suggests a model, which describes the survivability, i.e., the probability that the aircraft can fly a route without being hit by fire from ground-based threats. Thus, the model represents the inference uncertainty, since it describes the probability of survival. The model’s characteristics are discussed, e.g., that the model is implementable and can be adapted to describe different kinds of ground-based threats. Uncertainty in terms of measurement precision influences the estimate of the survivability. Two different ways of representing this is discussed: calculating the worst case scenario or describing the input as random variables and the resulting survivability as a random variable with a probability distribution. Monte Carlo simulations are used for estimating the distribution for survivability in a few illustrative scenarios, where the input is represented as random variables. The simulations show that when the uncertainty in input is large, the survivability distribution may be both multimodal and mixed. Two uncertainty measures are investigated that condense the information in the distributions into a single value: standard deviation and entropy. The simulations show that both of these measures reflect the uncertainty. Furthermore, the simulations indicate that the uncertainty measures can be used for sensor management, since they point out which information that is the most valuable to gather in order to decrease the uncertainty in the survivability. Finally, directions for future work are suggested. A number of TDSS functions that can be developed based on the model are discussed e.g., warnings, countermeasure management, route-planning and sensor management. The design of these functions could require extending the threat model to incorporate airborne threats and the effects of countermeasures. Further investigations regarding the uncertainty in the model are also suggested.

Although Child and Youth Care research and pedagogy is committed to diversity, as yet this field has produced very little research that specifically focuses on supporting children and youth who do not identify with cis/heteronormative standards of gender. Further, despite that recent media attention to trans issues and gender diversity has sparked questions concerning how issues of gender are approached in practice, there continues to be a distinct lack of consensus on how best to talk about these issues, how to define gender, and how to approach these issues in practice. Through combining Situational Analysis (Clarke, 2005) with aspects of Relativity Theory this thesis makes a contribution towards filling the existing gap in the research. This study provides a descriptive exploration into the many ways language is being utilized by young people to shape, evoke, and construct the diverse understandings of what gender means in their lives by analyzing data gathered through the social media platform, Tumblr. This inquiry shows that these young people create unique terminology to describe, discuss, define and share their engagement with gender categories and identities. The findings of this study suggest that a creative, nuanced, and flexible understanding of the ways in which the language and terminology shape and influences how gender is lived and then discussed within specific contexts both on- and offline, will greatly assist practitioners to support youth with this highly complex topic. / Graduate

The goal of the master thesis is to suggest a marketing strategy for company Uni-corn a.s. based on marketing situation analysis. The thesis consists of theoretical and practical parts. In the theoretical part, the concept of marketing and marke-ting management are discussed and the perception of marketing mix is described. It presents further methodology for the practical part. The practical part contains situation analysis in which the study of outer and inner enterprise environment is presented. The result is a basis for SWOT analysis a furthermore composition of EFE and IFE matrix. Next, the suggestions for tactical targets are determined through the marketing mix. In conclusion a proposition of marketing strategy is presented which is founded not only on situation analysis but also on review study of contemporary company marketing tools.

The brand VOIVO is introduced after theoretical introduction to the problem. There are introduced its characteristics, mission and vision. In third chapter, there is composed situation analysis, which summarizes makro-surround, mikro-surround and internal environment. All these factors are integrated in SWOT analysis. Next chapter arises from the situation analysis. This chapter deals with prescription of marketing targets for brand VOIVO, from which is proposed marketing strategy arises. This strategy is divided according to tools of marketing mix. Whole essay is concluded by summary and recommendation pro marketing strategy of the brand.