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The topic of my Diploma Thesis is Digital communication of banks with a selected customer segment. The target group is created by people aged 18 to 30. The goal of the thesis is to find out the preferences of young people how their banks should communicate with them through digital technologies. To find out the preferences, I will use published studies and my own survey. In response to the findings, I will try to recommend the right digital communication with young generation. The theoretical part of this thesis is devoted to topics such as communication and customer. This part will concentrate on on-line communication and social networks. The practical part will focus on current digital communicaton of banks, it will present the results of my survey and recommendation for the banks for the future.

The main objective of this diploma thesis was to find out about the position of the brand Bata among consumers of generations X, Y and Z. Thesis is divided in two parts. While the theoretical part examines brand as such, research on the position of the brand Bata is the core of the practical part. The theoretical part takes a closer look at brand's definition, its components, identity, image and personality. Brand's meaning and functions as well as brand equity are also subject to the part of this thesis dedicated to brand. Separate chapters cover Bata as a brand and introduction of generations X, Y, Z. These are main ingredients to the research. The outcome of the research is analyzed in the practical part. Questionnaires were the mean to find out more about the brand awareness and associations with the brand. Furthermore, the questionnaires focused on the characteristics of the respondents as of customers and potential targets for marketing communication. Analysis of the research's results provided an intergenerational comparison of the position of the brand Bata as well as a base for recommendations regarding the targetting of the marketing communication towards generations X, Y, and Z.

Bachelor's thesis is concerned with the current marketing strategy of football club SK Slavia Prague. Its main aim is to evaluate the strategy. The thesis is divided into four chapters. The first chapter is theoretical with an introduction to marketing communication and sport marketing. The second chapter is focused on football club SK Slavia Prague. There is a description of its current situation with a focus on its current marketing strategy. In the third chapter the results of conducted marketing research, which measures the awareness of marketing activities of SK Slavia Prague, can be found. In the last chapter of this bachelor's thesis is stated interpretation of results of the marketing research and subsequently evaluation of current marketing strategy of football club SK Slavia Prague.

The bachelor thesis is focused on the marketing communication of the Green Ways company. The aim of the thesis is to assess the current marketing communication and based on questionnaire research appraise, whether it is executed efficiently. The research shows that the company´s marketing communication is relatively effective, imperfections are rather seen at salespeople of the Green Ways company. The thesis might be contribution to the aforementioned salespeople, who have the opportunity to increase the efficiency of their work, based on the results of the research.

This bachelor thesis deals with the description of the AspectWorks, s.r.o. company and with the development of the Code of Ethics. The purpose of the thesis is to draw up the Code of Ethics so that the company could implement it into their corporate strategy and use it for their internal and external use. The bachelor thesis is divided into two parts, the theoretical one and practical one. The theoretical part focuses on the terms such as ethics, morale, corporate ethics and describes how the Code of Ethics should look like. The practical part starts with the description of the history of AspectWorks, s.r.o. Furthermore, this chapter describes the services which are provided by AspectWorks, s.r.o. and stakeholders of this company. The conclusion of the thesis is the newly created Code of Ethics and the confrontation of the content of the Code of Ethics with the real behaviour of employees of the company.

This master's thesis deals with Trends in Fashion Marketing and their influence to consumer buying decision. The aim of the thesis is to analyse consumer's attitude to fashion marketing and it's current trends: Fast Fashion, online shopping, co-branding and influence of social sites. The thesis is devided into a theoretical and a practical part. The theoretical part deals with consumer behavior, specification of current situation on the fashion market, locating of production and supply chain process in fashion business. In this part trends in fashion marketing: Fast Fashion, online shopping, co-branding and social sites are introduced. The practical part deals with a questionnaire survey. The main aim is interpreted on the basis of the result from the questionnaire survey.

Vietnamese are the third largest minority in the Czech Republic. Most of the inhabitants meet with its members on a daily basis. Awareness of their culture is, however, very low. The opportunity to learn more about foreign cultures is a variety of cultural researches, including the Cultural Dimension of Geert Hofstede. They were, however, created predominantly in the 1980s and 1990s. That is why this Diploma thesis aims to verify their validity and on the example of Vietnamese culture. In addition, two groups of respondents are compared - Vietnamese living in Vietnam and Vietnamese living in the Czech Republic. The aim is to verify whether a long-term stay in a foreign environment influences the culture.

This bachelor thesis deals with the alternative dispute resolution for consumer disputes in the Czech Republic and Great Britain. The aim of this thesis is to analyze and to compare this system in chosen countries. It identifies differences in alternative dispute resolution for consumer disputes, even though both countries are member of EU and implemented the directive of EU on the alrternative dispute resolution for consumer disputes. The thesis is divided into 3 chapters. The first one is dealed with the consumer protection and advantages and disadvantages of the alternative dispute resolution. The second chapter is focused on alternative dispute resolution in the Czech Republic in the point of view of legislation, rules of resolving disputes, forms of resolution and authorized organizations. The third chapter is concerned also with alternative dispute resolution, but from the view of Great Britain.

This bachelor thesis deals with marketing strategy of a selected company. The objective of the thesis is to describe marketing of selected company and suggest the improvements of the marketing strategy. The thesis is composed of three main parts. The first chapter is theoretical and summarizes theoretical knowledge generally. The second part describes the company itself. The second part focuses on business environment and SWOT analysis. The practical part firstly describes marketing strategy of the company and after that deals with suggestion of marketing strategy and how to improve the current strategy which is mentioned.

The thesis consists of a theoretical and a practical part. The subject of the theoretical part is a definition of unfair commercial practices with its related topics. The first chapter concerns the relationship of consumer protection and unfair commercial practices. The second chapter is a theoretical interpretation of the issue of unfair commercial practices. The aim of the practical part is through a survey find out how a consumer sees the issue of unfair commercial practices, how its perception differs from the definition in the law and whether he feels in this area sufficiently protected. The investigation also has the purpose of determining whether consumers know their rights in this area and whether they know who to contact in case of doubt.

This Master thesis looks into the usage of the social network LinkedIn in the labour market by university students and graduates. In the theory, there is aim at explanation of the relationship between human and work, and also how the recruitment process looks like. In the practical part, there is explained how LinkedIn works and then analyzed the process of using it by university students and graduates when searching for a job. At the end, based on the analysis, there is a suggestion how to use LinkedIn more.

The aim of this bachelor thesis is to describe the utilization possibilities of selected social networks as tools of marketing strategy and subsequently to assess the options of their potential use within the marketing strategy of Stoklasa textilní galanterie s. r. o. The theoretical part is dedicated to the inclusion of social networks into the context of marketing tools, the characteristics of social networks and then specific social networks with the possibilities of their use in marketing. The purpose of the empirical part is to evaluate current way and success of company's comumunication on social networks and to recommend future use of social networks.

Diploma thesis on strategy of a specific business project discusses a formation of the common European hockey league and its penetration into the European market. Based on an analysis of the newly created project strategy, survey with fans of the Czech hockey team and information obtained from the stakeholders, biggest challenges for the competition were set and recommendations for improvement were proposed.

This diploma thesis deals with the gender differences that arise when perceiving advertising, specifically advertising with sexual content. First, I take a look at the history of this type of advertising in the USA and in the Czech Republic. I also describe current studies that focus on the effectiveness of advertising with sexual content, as well as the scale of those types of advertisements and the experience levels of the advertising agencies involved. I then present several visual examples to illustrate the significance of specific advertisements. I also comment on several principles of gender marketing and stereotypes in society. Lastly, I discuss a number of laws that pertain to advertisements with sexual content in both the Czech Republic and the European Union. Also presented are the results of my own research, a questionnaire-driven investigation of the influence of sexually suggestive advertising on students in the Czech Republic.

The thesis deals with the marketing strategy of the company Vinné Sklepy Kutná Hora, s.r.o. The aim of the thesis is to introduce and evaluate current marketing activities of the chosen company and subsequently propose convenient recommendations. Initially, the thesis defines the key marketing terms with a focus on the online marketing. The thesis also analyses the wine market situation namely at the world wine market as well as at the wine market of the Czech Republic. Theoretical findings and the analysis of the wine market serve as a solution for the evaluation of current marketing activities of the chosen company. Subsequently, convenient recommendations have been proposed which could help the company extend the range of its customers and increase its sales.

The aim of this thesis is to use my own research, both theoretical and practial, to find out how much is the current Czech consumer wiling to fight for his own rights in case he disagrees with the suppliers. Since the consumer protection represents a broad field we will focus on a specific segmet and that is shoe business. Furthermore, we will try to use a survey to map the willingness of the shoe sellers to abide by the consumer protection law.

This diploma thesis deals with the marketing strategy of the football club FC Baník Ostrava. The aim of the thesis is to analyse the marketing strategy of the company and afterwards suggest possible improvements. The theoretical part focuses on marketing, marketing strategies, new trends in marketing, marketing in sport and on situation analysis. The practical part contains introduction and characteristics of the company, its marketing mix and situation analysis of the club. For better identifying of the awareness of the club supporters about marketing activities were used questionnaire and its evaluation. In conclusion there are some suggestions for the improvement of marketing strategy.

This masters thesis deals with a creation of a new strategy of the company designing and producing wedding dresses. The aim of the thesis is to propose a new company strategy, which should lead to improvement of the overal situation of the company and the expansion on the Austrian and German markets. This requires a detailed analysis of the German and Austrian wedding dress market with an emphasis on B2B sector and the analysis of the Czech market with an emphasis on the final consumer. The first chapter presents the theoretical part which includes definitions, concepts and opinions of various authors on the company strategy and the possibilities of its creation. The second chapter deals with the analysis of wedding dresses market in individual markets. Its goal is to produce clear outputs that will then suggest a new strategy for the company. Recommendations and changes in the company's strategy will be elaborated in the last chapter, which aims to create a company strategy that can be implemented by the company's management, while at the same time bringing a significant improvement in both the financial situation and the whole operation of the company.

The aim of this diploma thesis is to analyze the current situation on the labor market and to evaluate whether what is offered to the young generation Y by the employer today is in compliance or in contrary to what this generation is expecting and requiring from a potential employer. The second objective is to compare the results of research conducted by renowned companies with the results of my own questionnaire.

This thesis is dealing with the influence of Czech and Slovakian YouTubers on the young generation up to 26 years of age. The aim of this thesis is to find out whether young people watch videos of YouTubers and whether they feel influenced by the advertisement in their videos. This thesis is divided into two parts. The first part describes consumer behaviour, factors that influence it and specifics of young generation. The second part is aimed at YouTube: it describes YouTube advertising, explains terms linked to the topic of this thesis and looks into the research, carried out as an internet-based survey.

The main aim of this bachelor thesis is to conduct a financial analysis of a retail chain Penny Market s. r. o. The thesis is divided in two parts, theoretical and practical. In the first part methods and indicators of a financial analysis are explained, which are applied in the second part on publicly accessible data from financial statements. To these methods and indicators belong absolute indicators, various financial ratios and bankruptcy prediction models. The financial analysis is conducted in the period of 2011 to 2015 and some of the figures are compared with those of the industry. At the end of the thesis a SWOT analysis is conducted.

The aim of this bachelor thesis is to characterize new trends and development of modern technologies in retailing, and then specify modern technologies that are most frequently used in the Czech Republic and in the world. The thesis is divided into three chapters. The first chapter deals with the characteristics of trade and includes introduction of the retail sector. The second chapter deals with specific retail technologies used both on the Czech and world market. The final third chapter is dedicated to consumers and includes own marketing research that was performed in the form of a questionnaire.

This bachelor thesis deals with the problematics of private labels on the czech market and is primarily focused on its consumer perception. In the context of the narrower focus of the work, the research of the perception of private labels by the consumer is focused on the range of private cosmetic brands, and only the drugstore chains operating in the territory of the Czech Republic. The main objective of my work is to find out how the Czech consumer perceives the private cosmetic labels of the drug chains, whether they consider them to be of high quality or poor quality, whether they are watching a certain connection between their prices and quality and whether they are even able to recognize them among the branded goods. The theoretical part deals with the definition of key concepts and characteristics of individual private labels of each individual drugstore chain. The practical part is focused on the research itself, determining the assumptions related to the given cosmetic labels and their refutation or possible confirmation. This is followed by an evaluation of the existing steps of the chains and the recommendations of a new business strategy including cosmetic brands.

This bachelor thesis focuses on public service announcement in the Czech Republic and the Russian Federation. It examines influence on the young generation and on the course of solving of society-wide problems. The aim of the thesis is to identify, based on my own survey, how young generation sees the social advertisement and how young people are influenced by it. The thesis is divided into three chapters. The first chapter is dealing with differences and sameness between social and commercial advertising, goals and target audience and legal aspects relating to this problem. The second chapter describes the world history of social advertising and the history in the Czech Republic and the Russian Federation. The results of the conducted questionnaire are encompassed and interpreted in the third chapter.

This diploma thesis deals with preparation of marketing plan for launching a new product on market with full auto coffee machines. The aim of this thesis is to propose complete marketing plan divided into single steps including market analysis, definition of marketing objectives and marketing strategy based on marketing mix for achieving the objectives.

The main goal of the master´s thesis is to find out the attitude of Czech customers to buy food through the Internet, to evaluate awareness and consumer perception. In the theoretical part, purchasing behavior of consumers is described, and thanks to increasing use of the Internet the changes of consumer behavior in recent years. The Internet is used on a daily basis by most of the population, so the next part is focused on explaining the concept of e-commerce and explanation of the advantages and disadvantages of purchase over the Internet. Then marketing research, its recommended practice and its possible methods with a focus on questioning is described. The practical part focuses on the description of the food market in the Czech Republic and the comparison of the retail units in the Czech Republic and obtaining the information about individual online sellers of food. To accomplish the aim of my work, I used secondary research methods and primary research using my own questionnaire.

The subject of this Bachelor Thesis is an analysis of the marketing strategy of the chosen bussiness subject - Fotbalový Klub Jablonec, a. s. The primary goal of this thesis is to evaluate the marketing strategy of this club, as well as its marketing communication and to suggest possible improvements which could lead to more quality marketing communication of the Jablonec club. The next goal is related to this objective - to suggest a solution for the problem of low attendance of the Jablonec club at the home stadium. My own research and a questionnaire were used in order to analyse the marketing strategy. The research showed that there are many activities organized which correspond with the marketing strategy and they are mostly focused on the region around Jablonec nad Nisou and that also fit into the strategy of FK Jablonec of being a regional club. The questionnaire revealed that marketing communication is considered to be relatively high-quality. Results also showed, that the most important communication channels for FK Jablonec are Facebook and official website, which are the best rated and mostly followed ones. Research also showed, that fans, who visit home matches, do it regularly, so FK Jablonec should focus on winning new fans over.

The bachelor thesis applies to the sale of gluten-free foods in retail market with an emphasis on retail chains. The first chapter deals with characteristics of gluten-free foods and the increased interest in these foods in recent years. The second chapter describes the retail markets in the Czech Republic and Germany with a focus on retail chains and compares these markets. The third chapter deals with the supply of gluten-free food in these countries and compares this supply. The fourth chapter is dedicated to my own research based on a questionnaire survey among consumers.

The thesis is focused on evaluation of marketing strategy of a selected company focusing on NINJAGO brand on Czech market. Thesis is divided into two chapters. First chapter includes theoretical part and describes strategic planning process and product management. Theoretical part starts from situation analysis, following with outputs from situational analysis, marketing objectives, strategies towards customer and competition. Following with marketing mix, action plan, monitoring and evaluation. Second chapter covers practical part, where strategy is analysed in same steps as in the theoretical part. Obtained information and recommendations are summarized in final part of second chapter.

The goal of this work is to evaluate marketing strategy of FC Zbrojovka Brno. I used a questionnaire survey and interviews with employee of the club to reach my goal. From the survey I have discovered some shortcomings, that can be cause of the low attendance at home games of Zbrojovka. I have structured the evaluation according to marketing mix 7P. The biggest shortcomings I have discovered in the categories Product and Place and I have made a suggestion how to improve these and other imperfections. I hope this thesis will help to improve marketing strategy of FC Zbrojovka Brno and will raise the attendance.

This thesis focuses on the strategy of a real service providing company doing business in the Czech Republic. It investigates its potential on market by analysing company's internal and external environment as well as competition. Based on the results from the analysis, it provides an assessment of the marketing and financial strategy of the company and it also suggests actions that the company should implement in order to achieve its strategic goals.

The Master's thesis analyses the proces of transformation of company to free company according to cases of companies which already completed this process. The thesis analyses particular steps of the process and focus in detail on common, specific and the most problematic phases of the process. It also analyses historical development of the concept and principles free companies are based on. The thesis includes also short analysis of personnel policy of free companies and characteristic of their leaders.

The thesis evaluates opportunities of using social media in B2B marketing campaigns. In theoretical part, it introduces basic terms used in the thesis. The terms are mostly related to B2B marketing and social media. In practical part, it describes using particular social media and analyses real marketing campaigns in the Czech Republic. Based on these data the thesis evaluates whether social media can be used in B2B marketing campaigns, eventually which social media are suitable for this purpose.

This thesis is focused on perception of the brand C&A. The thesis is divided into three parts. The first part describes theory of the terms brand, brand components, brand knowledge, brand image, brand building and brand management. The second part introduces brand C&A. There are examined its individual components, its strategy on the Czech market, charity and sponsoring. The third part is dedicated to the performed questionnaire and interpretation of its results. The conclusion describes real perception of the brand C&A and brings suggestions for improvement.

The Diploma Thesis deals with the regulation of the tobacco market. The first part is dedicated to the theoretical view on regulation. It describes the historical development of the different points of view on regulation within economic schools, then it characterizes different types of market failure and within those it shows possible solutions in form of regulatory measures. The second part of the diploma thesis deals with tobacco and tobacco products market. In this chapter the current situation on the market is analyzed and some trends are derived, the chapter also deals with the largest producers of tobacco products nowadays. The last chapter deals with current tobacco control legislation. The Framework Convention on Tobacco Control and current European tobacco control legislation are looked at in detail and there is a comparison conducted of the level of tobacco market regulation in different parts of the world. The last part of the thesis delivers the evaluation of the level to which the current tobacco regulation is in line with the economic theory of regulation.

Bachelor thesis deals with the theme of customer experience and terms related to this topic. The thesis consists of three parts. The first part explains the terms generally, as the experience or customer loyalty. The second part is dedicated to medotology used for Customer Experience Management. In the third part is described application of Customer Experience Management in practice, particularly in the context Touch Point Analyses in GE Money Bank.

This Bachelor thesis is dedicated on communication strategy of company Ford MotoTrade VM and its goal is an evaluation of this strategy. In the introduction to the theoretical part I occupy with marketing, its definition and brief history. The separate sub-chapter is devoted to marketing mix as the key issue of this work. At the end of first chapter SWOT analysis is described. The practical part is then focused on the company Ford MotoTrade VM itself, mainly focused on the description of her used communication strategy. There are presented results of a survey. At the end of the chapter there are my recommendations based on theoretical knowledge, the survey results and SWOT analysis.

The thesis deals with an evaluation of supply chain management and other processes involved in customer requirements management of a selected company. The aim of the thesis is to describe and evaluate processes of all the company´s sections involved. The first part presents basic terminology, followed by theoretical part dealing with presentation of the company. Individual sections are described and set processes are evaluated. In case of deficiencies, corrective measures are proposed. The last chapter includes a SWOT analysis.

This thesis deals with the marketing strategy of Radniční pivovar in Jihlava. The aim of the thesis is to analyse the marketing strategy of the company and to suggest possible improvements. The first part of thesis focus on the situation of market with beer in Czech Republic and also situation of mini-breweries on this market. The second part focus more on chosen brewery and its current situation. Marketing strategy is evaluated by current situation analysis, SWOT and PESTEL analysis. Important part is also marketing mix a its evaluation. The final part of thesis contains suggestions for improvements of current marketing situation.

The aim of this thesis is to identify opportunities and ways of using blogs for marketing purposes, to give a basic overview of the state of the blogospere in the Czech republic and to evaluate the importance of blogs as a PR tool. The thesis is divided into 2 parts - theoretical a practical. The theoretical part deals with the topic PR, its definition, pros and cons, classification, strategical PR process, PR tools, evaluation of efectiveness and PR on the Internet. The following chapter is about blogs and - besides their definition, history or typology - describes also how they can be used in pursuance of communication of companies. Also results of the research Blogbarometer 2015 are introduced there. The practical part comprises of interviews with bloggers and companies and results of the questionnaire among blog readers. The final chapter includes a case study, the purpose of which is to demonstrate possible ways of cooperation with bloggers using an example of a particular company.

This bachelor thesis is focused on the Czech market of hobby markets from the view of consumers. The work is divided into four parts. The first chapter looks into the behaviour of consumers and the process of market segmentation. The second part is about three biggest companies on the Czech hobby market, which are Hornbach Baumarkt CS, OBI and Bauhaus. The third chapter is focused on the company Hornbach Baumarkt CS and its private labels. The last part comprehends my own research in front of one of the shops of Hornbach Baumarkt and is targeted on the typical consumer of this shop, his knowledge of the competition and services from Hornbach. The output of this work is a concept for the company Hornbach, how they should communicate with their consumers.

This diploma thesis deals with the topic of personal marketing in the area of shared services centres, mainly by its external part focusing on acquisition of university students and graduates. The main aim of the thesis is to propose improvements for personal marketing strategy of one concrete company. For this purpose, the key notions from the field of personal marketing as employer branding and employer reputation are defined as well as the terms from the area of shared services centres. After the definition of SSC, the sector of shared company services is going to be described to give reasons for the need for them to set up an effective personal marketing strategy aimed on university students and graduates. In practical part the assessment of the current approach to the personal marketing of the chosen company is to be made by analysing individual elements of its personal marketing strategy and comparing it to its competition. Then by using that and the results of the survey made amongst the target groups, the recommendation to improve current HR marketing strategy of the chosen company will be concluded.

This bachelor thesis is dealing with the position of private labels on the Czech food market. It also investigates the relationship of the consumer to this market. The main goal of this thesis is to discover preferences of the consumers on the Czech food market and to define the end segment of private label buyers. The first part of this thesis is theoretical and deals with consumers behaviour, decision making process and private labels. The second part is practical, where the final research is performed. There are final conclusions about the Czech consumers preferences deduced on the basis of the research.

This bachelors thesis is concerned with the supply of products with reduced lactose content and products with dairy substitutes in retail chains operating on the Czech and German markets. The objective is to assess the extent of the physical accessibility of this assortment of goods and its availability at different price levels in both countries. The thesis is divided into two sections. The first section is theoretical. It defines the consumers of lactose-reduced dairy products and non-dairy products with regards to their needs and requirements as to this range of products and includes an estimate of the size of this market segment. Market segmentation theory with a focus on segmentation variables, legislative regulations concerning the specified range of products and producers and brands acting on both markets are also summarised. Section two follows the first section with an overview of the field research conducted of select shops from both markets. The products and their prices are observed and shops are evaluated based on their fulfilment of the set consumption basket, the number of products available, and labeling in shops. Price analysis is concerned with the prices of select types of products from both markets. The supply of the specific assortment of goods on both markets and the position of Czech and German consumers is assessed on this basis and lastly, market opportunities for this range of products are stated.

The bachelor thesis explores perception of the brand McDonald's on the Czech market. The objective of this thesis is to test via questionnaire an assumption, which is based on belief that customers find food sold in McDonald's restaurant unhealthy and of poor quality. The thesis contains a theoretic part which presents a basic definition linked to brand building and brand image. Those definitions are further used to explain advertising strategy of McDonald's company. Concluding chapter evaluates the result of questionnaire and then sums up how the McDonald's company promotes their practices to public. From gained information about company's practices it is possible to conclude that the chain of restaurants uses high quality resources and produces food with quality techniques. Although the practices and methods are well promoted by the company, it usually faces negative approach from public. The company tries to improve bad brand image by open approach to information, communication with their customers and presenting new restaurant concepts.

The thesis concentrates on culture, its levels and characteristics, including business culture. The first part focuses on cultural diversity and management of diversity in business culture, with emphasis on the related incorrect tendencies, caused by various culturally conditioned biases. The following part considers different aspects of intercultural communication, its possible barriers and the question of intercultural training. The practical part analyses an existing multinational corporation, particularly with regards to its corporate values, practices, corporate diversity and intercultural training. Furthermore, this part is complemented with a study of the culturally conditioned difficulties within the company, the influence of existing cultural differences on employee communication and cooperation, as well as on intercultural training. The outcome of the study are recommendations, which serve as a base for potential modifications of the corresponding company processes.

The aim of this thesis is to analyze the current state of online marketing communication of LIP distribution, Ltd. and further recommendations for its improvement. The work is divided into theoretical and practical part. The theoretical part deals with a detailed overview of the possibilities that internet marketing offers - the most frequently used tools and their importance for the company. The practical part is devoted to analysis of the current state of internet marketing of the LIP distribution, Ltd. Much attention in the practical part is paid to an interview with the owner of the company, which makes the proposal to improve online marketing communications for this company viable.

The goal of this diploma thesis was to create a new marketing strategy for the chosen company. The company is seated in Prague and has been in the coffee industry business since 2003. The thesis was written to fulfill academic standards and to be a practical guide for the company itself. The first part of the thesis is the theoretical part containing theoretical principals of company strategy, situational analysis and marketing mix. In the second part we applied theory, real data, internal company workshops and our own survey to create a marketing strategy. The goal of the diploma thesis was fulfilled by creating a marketing strategy based on the company´s identity and values, carrying out a situational and market analysis and creation of a marketing mix.

This thesis deals with the consumer behavior in the Czech market with sports equipment, specifically with climbing equipment used on artificial climbing walls. The main aim of this thesis is to find out the preferences of consumers in this market and to identify the target group of consumers for the sellers of this equipment. The thesis is divided into two parts. The first chapter describes the topic of consumer behavior, including marketing research. The second chapter is focused on the situation in the Czech market with climbing equipment, also describes different kinds of this equipment and the major retailers selling these products in the Czech Republic. In the final part of this chapter will be presented my own marketing research of consumer preferences in this market, which was performed through a questionnaire survey. Based on the information gained in this survey I will recommend specific steps that can sellers take to improve relations with customers.