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The bachelor thesis is focused on the creation of a marketing plan for a new social-entertainment enterprise specialized in French gastronomy and culture, which will enter the market in Humpolec. The thesis is divided into two main parts. The theoretical part is consists of literary research and methodology. Firstly, I learned literature based on marketing, food service, coffee, and wine. In this part, key concepts were defined, with which I worked further in the practical part. The methodology of the work focus on aim of the bachelor thesis, the research questions, the principle of marketing research and the methods through which the research was carried out. The practical part consist of interpretation of data obtained during marketing research, description of the location, analysis of potential customers and competitors. Then, the marketing plan for the new enterprise was created.

The thesis deals with an analysis of marketing communication in a pre-elected campaign. The objective of the thesis is to map strategies and trends in marketing communication used by the political parties and groups which are resear-ched in the spheres of advertising, marketing mix, sales support, targeting, public relations, direct marketing, online communication, event marketing and personal sales as necessary entries for finding out trends in pre-elected practi-ses. The work applies the methods of scientific research such as a questionnaire survey and analyses. The publicly available information sources are also used to get more information. All the findings result into suggestions about changes in marketing communication strategies for better results in the next pre-election campaign.

The aim of the Bachelor thesis called "Marketing Strategy of the Contributory Organizati-on" was to find a suitable marketing strategy for a chosen company using analyzes from the marketing environment and market research. The organization is located in the field of service provision and focuses on education and entertainment. The theoretical part is fo-cused on the description of the non-profit sector and its principles for creating a marketing strategy. The marketing mix, analysis of the competitive environment and marketing re-search are also defined there. The practical part describes the activities of the non-profit organization DDM Písek and deals with a situational analysis of the environment, which includes SWOT analysis and analysis of the marketing mix. The following is a questi-onnaire survey that obtained information about public awareness of DDM Písek's acti-vities. Based on the results of the analyzes and the results of marketing research, the last part of the thesis focuses on the proposal and recommendations for improving the marke-ting strategy of the organization.

The bachelor's thesis "A business strategy proposal for the Manufaktura brand with zero waste philosophy" deals with an analysis of the problem of waste material from the field of the cosmetics industry and offers one of the many possible solutions to this problem for the Czech cosmetics company Manufaktura. In the theoretical part of the thesis, the basic terms connected to the zero-waste lifestyle are explained, the Manufaktura brand is presented, as are its values and history and examples of functioning alternatives on the field of sustainable caring cosmetics are shown. The theoretical part of the thesis also explains the importance of a sales and a marketing strategy and of strategy planning overall. The practical part of the thesis brings forth a draft of a business strategy aimed at implementing a draught cosmetics programme for several caring cosmetics products. Based on the findings from the performed qualitative marketing research, it brings forth a suitable approach for implementing this type of a sales practice and also brings solutions to the arisen pitfalls connected to it.

The bachelor thesis deals with the phenomenon of social media and their use in company marketing. Specifically, it discusses the possibilities of marketing communication on the internet and the current trends in this area, which relates to the description and analysis of marketing tools in online marketing. Based on the analysis of marketing tools are analyzed the most popular social media. The research is conducted on the company Fleppi s.r.o, which deals with sales of stationery supplies in the Czech Republic. The analysis of its social media focuses on Instagram and Facebook activities. Part of the analysis is also an interview with the owner of the company. The results bring feedback, which will help the company make any necessary changes to its activities on social networks and make a better marketing strategy.

This diploma thesis investigates the marketing tactics of a selected language school while focusing on all elements of the marketing mix and their practical application. It identifies the key areas for its prosperity and future development based on selected qualitative research methods, such as analysis of the school's marketing activity and structured interview with its management and internal staff. It involves a partial comparison with the competitor educational institutions of a similar field of interest and besides its strengths and competitive advantages it also reveals its drawbacks using the SWOT analysis in terms of which it suggests recommendations for innovations. The theoretical part deals with the general issue of marketing and content of the marketing strategy while highlighting the importance of strategic planning of marketing goals as well as effective strategic marketing management. It provides a detailed view on the field of marketing tactics and its main part, i.e. basic and extended marketing mix with its particular marketing tools, in general as well as from the specific point of view of education. It investigates theoretical and practical characteristics of the individual marketing elements, and it focuses mainly on their usage in the educational field. The aim of the thesis...

The aim of this diploma thesis is to process a draft of a business plan for establishing a family business, an equestrian stable. As potential founders actively engage in horseriding, they are considering setting up a small business, located on the site of newly built stables with a higher capacity, which are already being created, to replace the original, substandard premises. The activities of the business will include, in particular, the stabling of horses, the training of young horses, the sale or brokering of the sale and purchase of horses, and additional services. The purpose of the business plan and the aim of the work is for the founders to be able to decide, on the basis of processed data and developed analyses, whether to carry out the business plan, possibly to what extent and form, or to use the stable only for housing their own horses, and to run it as a non-profit activity, funded by other sources.