The market access approach refers to a way of interpretation of the notion of restriction to free movement advanced by the Court of Justice of the European Union. The rationale behind the concept, as it emerged from the landmark judgment in Commission v. Italy (Trailers), is that any measure that hinders access to the market is prima facie considered as a restriction to free movement and is therefore held incompatible with EU law unless the Court finds it justified and proportionate. Applying the market access approach the Court seems to have departed from its previous case law as it does not require a measure to be discriminatory in any way. Instead, a measure is already found to constitute a restriction if it is liable to discourage economic operators from accessing the market of a Member State or making such access less attractive or more difficult. On one hand, this interpretation allows the Court to strengthen integration and contribute to establishing the internal market free from any obstacles. On the other hand, it considerably extends the scope of the notion of restriction to free movement and therefore the scope of EU law in general. Particularly, the market access approach allows the Court to strike down an immense amount of national measures and thus intrude into national regulatory...

The diploma thesis analyzes the range of consumers credit in the Czech banking and non-banking market. In the first part, there are basic concepts related to the consumers loans introduced to the reader. Subsequently there are individual companies described according to the offered consumers loan. These knowledge is summarized in tables for better illustration The main goal is to choose the optimal consumers loan for the specific client.. In conclusion to meet the aim of the work the two model examples were used to compare the certain offers on the market.

This thesis describes the selected organisation. There is presented a SWOT analysis of the company in this thesis. Describes the terms of expansion of selected organisation into international market, specifically for entry into the German market. The result is a proposal for the application of the chosen company to market a full description of the situation on the market.

My thesis focused on the launch of new brand into commodity markets. Analysing the case study "Nestlé Coffee-mate launch into Czech and Slovak Republics" the thesis created the strategy of entering the market commonly valid for branded goods fighting the increasing power of the private labels. The main goal of the thesis was (not) to recommend Nestlé Česko, s.r.o. to enter Czech and Slovak markets. I made up particular marketing mix studying the commodity market of powdered coffee creamer category in connection with the consumer. Consequently I proposed communication strategy and communication mix. To verify the launch itself I used market test called minimarkets. Minimarkets actually took place at the end of 2008. The market test resulted into my recommendation not to launch Coffee-mate into Czech and Slovak Republic. Key indicators and expectations, so much important for the success of the launch iteself, have not been met during the testing. However, due to the methodologies selected within the thesis, the strategy how to enter the commodity market seems to be applicable onto different commodity categories. Therefore it may be used as a hint during a planning process for new competitive strategies of various brands defending themselves from the private labels.

The purpose of the diploma thesis is to identify main activities and responsibilities of key account managers - based on example of Imperial Tobacco CR, s.r.o. company. The theoretical part describes the development of the Czech Retail market from 1989 till 2007. It is focused on international retail chains and it's entrance in the Czech market. Also main trends and possible future development are identified. The practical part provide with detailed characteristics of the Czech tobacco market as well as Imperial Tobacco CR, s.r.o. company - a representative of suppliers. Crucial part is the analysys of activities and responsibilities of Imperial Tobacco's key account managers. The authenticity is guaranteed by real business examples, situations and relationships.

Thesis focuses on principes of multilevel marketing in the example of entering the russian market. On the example of one chosen company shows the ways and methods of foreign expansion. Thesis also focuses on description of russian market and its business principles. Thesis shows the oportunities of doing business through structural company, in the meaning of multilevel marketing and its benefits.

The goal of this thesis is to define the current public space of a city and to introduce its main elements and characteristics, also the planning principles of public space and types of public activities of a citizen in a city. The thesis is mainly focusing on the ideas and principles of a Danish architect and urbanist Jan Gehl, after who I am describing types of cities and as well as the analysis of main principles in city planning according to the book Cities for People. It describes the relationship between the citizen and the city and it follows the main questions of creating an ideal public space for its residents and visitors. After the conducted detailed research of a specific place, the thesis establishes positive and negative aspects of the given space and creates a methodology for designing the public space. Thanks to qualitative questionnaires, I evaluated the views of citizens on key questions about the quality of given public space.

Tato diplomová práce se zabývá kritickou analýzou možnosti importu a následné marketingové strategie importu Bulharského produktu Kiselo Mlyako danou společností na trh České Republiky. Cílem práce je zjistit, jestli je tento produkt vhodný pro daný trh a jestli je tento strategický tah úspěšný. V práci jsou popsány informace důležité k provedení praktické části práce, která obsahuje analýzu trhu i společnosti, která by daný strategický návrh provedla. Práce dále obsahuje souhrn informací, které byly z jednotlivých analýz zjištěny a doporučení, které by společnost měla podstoupit. V poslední řadě je vytvořený stručný finanční plán.

Tato diplomová práce je zaměřena na vývoj marketingové strategie pro zavedení produktů na vysoce konkurečním trhu zdravotnických prostředků. Konkrétně se zaměřuje na zavedení ablačního katetru a mapovacího zařízení pro léčbu srdečních chorob, které vyrábí americká společnost St. Jude Medical. Práce popisuje zavedení na trh, aby bylo možné najít kritické body a optimalizovat celý tento proces.

Diploma thesis deals with analysis of investment opportunities in the capital markets. The aim of this thesis is to devise an appropriate investment strategy and financial investment of the company in the capital markets given to the current economic situation. This thesis takes into account the concrete requirements defined by investor.