Name: Radegast Index Marketing Strategy Objectives: This diploma thesis deals with the research of the Radegast Index project, which is for the fifth- year official statistics of the highest Czech ice hockey competition. The work was complemented by expert studies on the subject. The task of the work was to find out the awareness of the Radegast Index project and its connection to hockey. Consequently, design a marketing strategy that resulted from the results of questionnaires, interviews and SWOT analysis. Methods: Research of the Radegast Index project was conducted through electronic questionnaire. Other research methods were a semi-structured interview with a Radegast brewery specialist and a SWOT analysis of the project. Results: The result of this diploma thesis is a proposal of a marketing strategy, which is designed to raise awareness of the connection of the brand Radegast with extraleague hockey and the Radegast Index project. This strategy, which contains two different financially demanding directions, is designed to match the results of marketing research. in which we have found a strong knowledge of the project among hockey fans, but outside of this community, project awareness is very low. Both draft strategies are therefore designed to address the target segment outside the ice...

Les vagues de surface générées par le vent, généralement appelées houle ou mer de vent, sont omniprésents à la surface de I'océan. Ils sont et ont des périodes variant entre 2 et 25 secondes et de longueur d'onde variant de quelques mètres à plusieurs centaines de mètres. Il existe aussi des ondes plus longues et, à plus basse fréquence appelés ondes infragravitaires (IG), qui sont associés aux vagues courtes, générées par le vent. Ces ondes ont des périodes dominantes comprise entre 30 secondes et 10 minutes et, quand ils se propagent librement, avec des longueurs d'ondes pouvant atteindre plusieurs dizaines de kilomètres. En dehors de la zone de surf, I'amplitude verticale de ces ondes infragravitaires est de I'ordre de 1 à 10 cm, tandis que I'amplitude des vagues courtes est de I'ordre de 1-10 m.Malgré leurs petites échelles d'amplitude, ces ondes infragravitaires peuvent avoir une importance non-négligeable dans certaines situations. Elles peuvent par exemple exciter des phénomènes de seiches dans les ports et mettre en résonance des structures en mer et des lames de glaces dansI'Arctique ou I'Antarctique. Le champ d'ondes infragravitaires constituera probablement aussi une fraction significative du signal mesuré par la future mission du satellite Surface Water Ocean Topography (SWOT). Ce champ d'onde infragravitaire devra être caractérisé pour atteindre la précision attendue sur les mesures de hauteur de mer dynamiques. Il est probable que la précision visée ci-dessus ne soit pas possible pour les forts états de mer avec de longues houles. L'un des objectifs de cette thèse était de fournir une première quantification de ces incertitudes associées.Au-delà de la mission SWOT, la quantification du champ d'ondes IG est un problème clé pour la compréhension de plusieurs autres phénomènes géophysiques tels que la compréhension des microséismes. / Wind-generated surface gravity waves are ubiquitous at the ocean surface. Their period varies between 2 and 25 seconds, with wavelength varying between a few meters to several hundreds of meters. Longer and, lower frequency surface gravity waves, called infragravity (IG) waves, are associated to these short, high frequency wind-generated waves. These infragravity waves have dominant periods comprised between 30 seconds and 10 minutes, and, when they propagate freely, with horizontal wavelengths of up to tens of kilometres, as given by the linear surface gravity wave dispersion relation. Outside of surf zones, the vertical amplitude of these infragravity waves is of the order of 1-10 cm, while the amplitude of wind-generated waves is of the order of 1-10 m.Given the length scales of the infragravity wavelengths, and despite the fact that the infragravity wave field exhibits much smaller vertical amplitudes than the high frequency wind-driven waves, the infragravity wave field will be a significant fraction the signal measured by the future Surface Water Ocean Topography satellite (SWOT) mission. This infragravity wave field will have to be characterized in order to achieve the expected precision on dynamic height measurements. It appears likely that the above mentioned precision will not be feasible for high sea states and long and steep swells. One of the aims of this thesis was to provide a first quantification of these associated uncertainties. Beyond the SWOT mission, the quantification of the IG wave field is a key problem for the understanding of several geophysical phenomena, such as the understanding of microseisms and ice shelves break up.

Main goal of my thesis is evaluation of strategical management at examined enterprise and suggest a strategy for its future activity on a market with barreled water based on acquired findings. Theoretical part is dedicated to basic terms and selected analyses from area of strategical management. Practical part contains STEP analysis, Porter's model, analysis of results in particular functional areas, SWOT analysis applied to the chosen enterprise. Closing part of my thesis is dedicated to evaluation of present state of the enterprise and recommendation which steps should the enterprise take to gain a better competitive position on the market.

The aim of this thesis was to analyze the competitiveness of selected company by methods of strategic management, especially the analysis of micro and macro environment. This thesis consists of a theoretical and a practical part. The theoretical part deals with the definitions of the terms like competitiveness or strategy management and in this part are also enumerated all kinds of analysis. The practical part refers to the informations from the teoretical part. The practical part contains results of strategic analysis of a selected company. The ending part of this thesis is SWOT analysis and proposals of promotion in selected company.

The theme of the thesis is Analysis of the competitiveness of the selected entity focusing on strategic management. The aim of my thesis was to analyze the competitiveness of the company Propagační podnik, s. r. o. and to focus especially on strategic management. The internal and external environment of the company was analyzed by using methods of strategic management and questionnaire survey. Also its market position was evaluated. The company should work its strengths and eliminate its weaknesses. The company should try to use all the opportunities from the individual segments and to monitor threats from the external environment too. The main task was to determine an appropriate strategy to increase the competitiveness. All set on the basis of the analysis. For clarity in the work are used clear tables and graphs that help to better describe the observed data from the survey.

The thesis is focused on the analysis of transport services within the railway passenger transport in the Czech Republic. Based on the analytical methods of questionnaire survey, SERVQUAL method and each of the resulting strategies SWOT analysis, the following conclusions: Price is the most important factor in the choice of railway transport; 58 % of respondents are dissatisfied with the situation in the railway sector;RegioJet provides the highest quality services on the market.

This Thesis focuses on the Strategic Management of selected municipality. For the municipality it is very important to select the proper strategy and its management. The attention is especially paid to the selected analysis and evaluation such as the STEP analysis, the stakeholder analysis and the SWOT analysis. The main goal of this Thesis is to work out and evaluate the Strategic Management of selected municipality as well as to propose any necessary changes to its positive development.

The thema of this diploma work is {\clqq}A policy market of the travel movementservices at the regional level``. The selected region, which I chaose, is region "Lipensko" - the part of Šumava. The work is separate to five main chapters. The first theretical part explains primary questions of tourism. In next chapter I direct to first inform with this region. Follows a part, in which I describe this region from tourism point of view. I deal with prezent requirements for tourism in this region. I analyse the duality and reach of tourism services, mainly accommodation services, commissaryman services, transport services and additional services. I executed questionnaire inquiry for intent this chapter. There is developed analysis SWOT too. In the end of this chapter I plane solutions, which could get better situacion for tourism services and so hold standard on relatively high attendance this region. Marketing policy in chapter synthesis concentrate on the improvement services especially in the housing and commissaryman arrangements. Further were suggested recommendation and possibilities of the new forms tourism services. This ideological suggestions constitute expansion of services of provincial travel movement, services of religious travel movement, congressional services, sociality {--} cultural services, animation services, educational services, security services, wellnes and communal services.

This diploma thesis deals with the evaluation of the competitiveness of selected company. I used strategic analysis to evaluate the position of the Family brewery Bernard in the market. I assessed the external environment by STEP analysis and Porter´s model and internal environment by analysis of results in functional areas. Questionannire survey is part of the analysis. SWOT analysis was used for overall assessment of the competitiveness. In the last part, there are the suggestions and recommendations for suitable strategy on the market.

The diploma thesis is dealing with a topic of hospitality, a natural part of the services sector. Under the conditions of a constant development and ever-increasing competition there is necessary for hospitality industry enterprises to impress upon their customers their unique features and quality. Customers always seek a higher quality of services provided, individualization of services, logically they always look for the highest return of their investments. One of partial aims of this diploma thesis was an analysis of preferences of guests in a context of concept and implementation of a loyalty program. Other partial aim was to analyze indoor and outdoor attributes of the hotel. Marketing and management methods of SWOT analysis, questionnaire etc. have been used to achieve these aims. The main aim of this diploma thesis was to propose an optimal structure of the loyalty program for guests. The program must respect guests{\crq} wishes and needs while remaining financially acceptable for the hotel. A questionnaire has been used to detect the preferences of guests which then formed the basis of proposed loyalty program. Setting the conditions and principles of loyalty program membership was the next step to achieve the main aim. Finally, a detailed calculation of every item and benefit used in the loyalty program was created.