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1 Abstract Title: Marketing communication of Hervis Sports company Objectives: The main aim of the Diploma Thesis is to analyse marketing communication of Hervis Sports company and is suggestions for improvement based on informations of Hervis Sports employee, the results of research and analysis of documents. Methods: The main metods of collectiong datas used in this Diploma Thesis were in - depth interview with one of the head employee of Hervis Sports company and marketing research focused on knowing Hervis Sports and its communications methods. For the description of marketing communications was used analyse of documents. Results: From results of in - depth interview and marketing research has been found that in current time marketing communication is more focused on customers shopping in stores. The most money Hervis Sports spend for marketing communication with customer through leaflets. Based on marketing research has been found that 71 % of respondents recieved leaflets at least once. Hervis Sports hardly work on improving of online communication and started to invest more money to this section. Results of marketing research show that people connect Hervis Sports with sport's goods and clothes. Keywords: marketing, communication, customer, strategy, e-shop

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Becoming an entrepreneur is an important decision in human life, greatly affect his future. By becoming an entrepreneur but his work is just beginning. Writing the business plan should be granted only as an entrepreneur finds what you need to know everything and starts his own for practice. Also, external companies use a business plan as a basis for possible cooperation. Determining customer needs should be one of the priorities of entrepreneurs. Meet the needs of not only his, but also forms the basis of customers' success of any business. Regular surveys of current needs, frequent communication with customers is the only way to get closer to their actual needs. The entrepreneur can be successful, but today, changes that are too often can not predict, it is important to have a written policy options that can be used if necessary. Individual variants constantly innovate in order to keep actual.

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This dissertation focuses on identification of key aspects small and medium sized enterprises in Germany should pay attention to in order to survive on the free market. The dissertation comes up with critically analysed and researched success factors that support entrepreneurs in their decision making and steering of their enterprise. The most important factor for success regarding the respondents of the survey and interviews is the power of endurance closely followed by the aspect of flexible structures. Additionally it seems to be important to have support and backing from the family in order to own/manage/found a successful small and medium sized enterprise in Germany and survive on the free, self regulating market. Furthermore innovation in processes and products show significance towards being relevant for a successful SME. Another aspect that seems to be important for these German SMEs are competent employees. There are certain aspects that show significance towards a successful small and medium sized enterprise that are related to the owner and family. The owner seems to be one key aspect for a successful SME, as power of endurance, the personality of the owner/manager, "gut-feeling" decisions of the owner and a visionary leadership all relate to the personality of the individual owner or family. These four aspects relating to the personality of the owner are all ranked under the first eleven success factors of the survey. Researched SMEs tend to be steered and managed with a long-term perspective with the strategy of differentiation and rather consider success as creating values for the future not simply monetary profit.