This diploma thesis focuses on the area of customer care in the company LEGO Group Czech republic, especially concentrates on the recruitment of the customers and also on the increase of the frequency of customers. The theoretical part focuses on definition of the marketing mix, customer and their shopping behaviour, furthermore the thesis introduces the description and trends concerning the competition on the market. First sections of analytical part are devoted to introduction of the company LEGO, evaluation of the brand, economic overview, description of the customer, overview of portfolio and analysis of the competition. The main part is based on the data received from the own research, which results in description of current situation and especially in proposals for improvement on how to get closer to the customer.

Nadefinování pojmu zákazník, klíčový zákazník, firemní procesy a marketingový mix. Aplikace marketingové činnosti v podmínkách střední firmy. Reenginering procesů mající bezprostřední vliv na zákazníka.

Práce popisuje možné metody monitorování spokojenosti zákazníků a vhodnost jejich použití. Zabývá se způsoby zjišťování spokojenosti a loajality zákazníků ve vybraném podniku a navrhuje nový systém měření. Ve zvolené společnosti je realizován dotazníkový průzkum, který směřuje k navržení vhodných doporučení ke zlepšení činnosti podniku a jeho vztahu se zákazníky.

Práce se zabývá orientací na zákazníka v souvislosti s mezinárodními normami ISO. Obsahuje rozbor ČSN EN ISO 9001:2002, podpůrných norem řady ISO 10000 a ČSN ISO 20252:2007. Hledá vazbu mezi orientací na zákazníka a výsledky podniku podle ČSN ISO 10014:2007. V další části se zaměřuje na praktické využití tohoto souboru norem v oblasti marketingu.

The thesis is divided into four main parts. The first part starts with the business`s macro environment analysis, which describes the economic factors, political factors, technological factors of the transport market. Further, an analysis company, which includes financial analysis, staffing analysis, analysis of business microenvironment and SWOT analysis. Another section is the strategy of the company, including marketing strategy, market segmentation and human resource management. The last part is about the vision for the future, this part is a draft plan of the reorganization.

Master's Thesis deals with firm's IT support used in the engineer's office. Implementation of CRM system enables to monitor and lead customer relationship in more effective way. This support leads to optimization of firm's processes.

The main object of this thesis is to summarize legal regulation about package tour in czech legal order, define and describe subject of this contractual relationship, define contracting parties and individual rights and duties that are being established at the beginning or during this contractual relationship. Basic concepts linked to the package tour contract as well as the role of travel agency in the whole process are being analysed in this thesis. I also focused on the most important changes connected with passing of the New Civil Code when individual provisions are examined and their significance is explained. Similarly as a legal ground of this contractual type the directive 90/314 EEC is also being examined. Finally, this thesis evaluates whether implementation of this directive to czech legal order has been done correctly and whether czech laws comply with the basic rules this directive is based on. The thesis is composed of nine chapters, each of them dedicated to individual issue. In the introduction I define basic objective of this thesis. The following chapter focuses on the basic definiton, purpose, basic concepts and character of this contractual relationship. In the third most comprehensive chapter I analyse concrete requirements of package tour contract, individual rights and duties...

A retail market in the Czech Republic has registred in last twenty years an unusual growth. A lot of retail companies were established here in our country and very significantly changed current sales network and a Czech shopping behaviour. This thesis is divided into three parts. First part describes elementary concept regarding to trade and retail marketing. Furthermore there is a description of historical evolution of retail in the Czech Republic and discount stores development in foreign countries. Second part is devoted to a Czech retail market and to an analysis in chosen retail chain stores, their marketing activities and key economic indicators. Third part includes a questionnaire research and a survey of in-store communication in a pastry area of retail units in Pribram. The thesis is ended up by a conclusion, results and observation.

The main goal of this master's thesis is the evaluation of the marketing communication of a selected company based on the firm's marketing strategy. The thesis is divided into two parts. The first part is theoretical and the second is practical. In the theoretical part, basic marketing methods are described and explained. The practical part contains a description of the actual marketing communication of the selected company and improvements are suggested. Concrete company data from the period of 2009-2013 was used ss input information as well as internal information from the management of the company which was gathered through interviews. At the end of the thesis, all of the results are summarized and an optimization to improve the marketing situation of the firm is inferred from the summary.

The dissertation, that is called The buying preference of customers in large retail facilities (hypermarket, discount store, supermarket, etc.) compared to buying in small retail stores is dealing with consumers and customers preferences in retail stores. The dissertation is divided into two parts. The first part is a theoretical part and the second one is practical part. The theoretical part is based on knowledge gained from non-fiction literature and other relevant sources of information. It provides an overview of the retail and its subcomponents as known as retail activity, types of the retail stores, customers and consumers. The practical part clarifies particular customers and consumers preferences of buying in retail stores. Findings about the preferences were gained by a survey that was executed. They are expressed by words and by graphs for better understanding. On the basis of the findings are statistically evaluated hypothesis concerning to purchase behavior of Czech customers and consumers. In the very end of the dissertation are suggested recommendations that should lead retail stores to gain more and more new customers.