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The aim of this thesis is to summarize and develop a theoretical framework for brand management, which could be usable in the business practice, and apply this framework on a reality of a chosen brand in the Czech foodstuffs - wine market. In the analytical part the aim is to analyze the current status of the chosen wine brand including its current way of brand management and further develop a new system of brand management of the chosen brand using the framework developed in the theoretical part of the thesis. The Czech foodstuffs market has been chosen, because there are no works currently dealing with foodstuffs in relation to brands and the foodstuffs market is strongly affected by the present economic development, when the consumers' purchase power is going down. Very important is the market dominace of the international retail companies together with the growing significance of the private brands. The Czech wine market is even more specific -- it still has rather generic character -- consumers do not decide upon brands, the crucial decisive factor remains the price. A Chilean brand TARAPACA is used for the application part of the thesis -- imported brands account for 50 % of the Czech wine market and TARAPACA is one of the imported brands with the biggest market share in the Czech wine market. The first part of the thesis is devoted to the theoretical fundamentals, its main aim is to develop a definition of a brand, brand identity, positioning and other brand related notions, so that it is possible to work with them in the application part of the thesis. The second part brings an overview of the most important approaches currently used for the brand value assessment -- these are evaluated and criticised in this part of the thesis -- the outcome is a new set of criteria, which can be used for brand value assessment (brand equity). In the third part of the thesis an attention is paid to the problem of brand management as a process, a part of this chapter is also an analysis of the present phenomenon in brand management -- which are private brands. The fourth and fifth chapters of the thesis are based on the application of the theoretical fundamentals on a case of the chosen Chilean wine brand in the Czech wine market. In the fourth chapter an analysis of the current situation of the chosen wine brand is performed including the brand audit according to the scheme of Scott M. Davis. A special attention is paid to the analysis of sales support promotion activities -- as regards their sales and communication impacts (impact on the brand awareness). In the fifth chapter a new complex system of brand management of the chosen Chilean wine brand for the Czech market is developed according to the scheme of Scott M. Davis.

This bachelor thesis introduces in the beginning the basic theory of marketing.The second part presents theoretical framework of the Church.The final part consists of defining if the Russian Orthodox Church can be called a business company, the possibility of use marketing strategies by religious organizations, creating marketing mix for the church and the survey.

Social marketing had been mainly connected with non-profit organisations. However, as the market develops the companies require higher level of sustainability and differentiation. Therefore, social marketing is now also applicable to other businesses. In order to prove the benefits of social marketing for company and society this thesis provides basic theories of classical marketing and their comparison with social marketing. These theories were applied to analyse a specific example of Vinea and their 2016 campaign Bring life back to vineyards. The campaign proves Vinea approach to connect their heritage with modern advertising. While connecting people over the most important element of brand, the grape. Vinea created several events to teach participants of campaign about the wine growing in Slovakia to connect the brand with its core ingredient. The goal of the thesis is to find out attitudes of consumer towards Bring life back to vineyards campaign and give a recommendation for the follow-up of campaign. The questionnaire with Lickert questions, multiple choice and open questions was used to research the attitudes of consumers. The sample contained 109 respondents out of which 64 were women and 45 men. The average age was 32,54. The research showed the overall perception was positive and the female respondents reached higher level of agreement in almost all questions. Although the awareness of campaign was very low (7,3%). The recommendation was to continue in this way of promoting wine production but extended it to various wine regions in Slovakia and Czech Republic while focusing on the ecological wine growing and upgrading interaction via social media with passive audience to be more in touch with the campaign.

The comparison of PepsiCos marketing strategy in the United States of America to the one applied in the Czech Republic is being analyzed in order to provide an answer to the following question: is PepsiCo as strong in the Czech Republic as in the United States of America? In a first part, critical terms related to marketing and brand will be explained, to provide the readers with a deeper understanding related to these terms. The second part provides an analysis of PepsiCos position in the US market as well as the Czech one. To improve PepsiCos market position and marketing strategy, recommendations are provided in a final part.

Cílem Bakalářské práce je definovat komerční komunikaci společnosti Red Bull GmbH na českém trhu. Teoretická část práce pomůže pochopit druhou, praktickou část. V práci bude čtenáři krok po kroku představena značka Red Bull a její skrytá identita ale také obraz v očích konzumenta. Umožněné to bude analýzou postavení společnosti na českém trhu, spolu s jejich jedinečným a originálním způsobem komunikace. Dále realizace případové studie Red Bullu se uskuteční skrz primárního výzkumu, který sloužil jako hlavní zdroj informací.

The diploma thesis deals with six retail trends that influence significantly food retail chains located in the Czech market. It includes (1) trend in structure of stores in terms of sales area surface, (2) trend in investment in store remodeling, (3) trend in grocery offer supporting Czech regional products, (4) trend in offering healthy grocery, (5) trend in innovation technologies in stores and (5) integration of e-shops and stores. The diploma thesis analyses these trends relating to consumer behaviour via questionnaire survey. Practical contribution of the thesis is to complement existing researches with additional knowledge and possible recommendations that can be used from retailers side.

The aim of this thesis is to map internal processes of the organisation, which shall be used as a basis for deciding about potential changes in the company structure. The first part describes the difference between small and medium size company and forms of organisational structure. The thesis also describes process management, approaches to process management and process mapping. The second part describes current state of the company. The processes of each department of the company are mapped and evaluated. A new organizational structure is suggested to contribute to more efficient organizational management.

Hodul, Marco: Brand Management of Tchibo. [Bachelor Thesis]. University of Economics. Faculty of International Relations. International business. Supervisor: Ing. Přemysl Průša, Ph.D. Level of Professional Qualification: Bachelor. City: Prague: VŠE FMV, 2017. Number of Pages (55 pages). The aim of the bachelor thesis was to take apart and analyze Brand Management process. Subsequently, it was reflected to the Brand Management of Tchibo. The thesis is divided into five chapters. First three chapters are the theoretical part of the thesis. Chapter four and five belongs into practical part. Thesis includes twenty eight figures and five tables. The first chapter is devoted to introduction into Brand Management and explanation of basic terms. The second chapter is devoted to Brand Management Strategy and analysis of steps, regarding strategical brand planning. The third chapter is devoted to Brand Equity, explaining key terms in this matter. In fourth chapter, Brand Management terms are applied to case of Tchibo Brand Management - the marketing analysis of Tchibo brand management is applied. This chapter also includes breakdown of Tchibo Brand Management Strategy, Business Model and Identity, subsequently compared with main competitors. The last chapter is devoted to Image of Tchibo, among particular consumer segment. This chapter consists of survey with aim to analyze Tchibo image and associations, tied with younger consumer segment. In addition to outcome of survey, a few recommendations are provided on given issues.

Master´s thesis named Brand Analysis of Slevomat deals with the perception of this Czech brand by the end costumers. Perceived image is determined based on my own research. This diploma thesis consists of one theoretical and three practically oriented chapters. The first chapter serves as a theoretical basis for understanding the whole thesis. The second part focuses on selected company. This part is focused on introduction of the company, SWOT analysis, competition analysis and existing brand strategy. The third chapter describes how the research was conducted and provides its evaluation. The final chapter outlines possible recommendations for the future.

The aim of this bachelor thesis is to identify the attitudes of Czech consumers towards online grocery shopping. In case the consumer has a personal experience with buying groceries online, then the aim is to find out what his experience is. In order to identify the attitudes and experiences a questionnaire survey executed by the author is used. Based on the findings of the survey recommendations for the sellers are created, which contain advice on what to focus more on. The theoretical part focuses on the theory of consumer behavior and e-commerce and presents statistics on this topic. The thesis includes consumer segmentation based on consumer behavior and also segmentation of online consumers. One whole chapter is dedicated to the Czech online grocery market, deals with the differences between sellers and compares their services.

The objective of the thesis is evalution marketing and communication strategy of Lidl in the Czech republic, identify key factors of success of this company and propose improvement of marketing strategy. In the first part, I explain the theory of marketing, marketing strategy and communication strategy. In the second part, I focused on current situation in the retail market and especifically on the marketing strategy of Lidl company. Based on facts, I propose the possibilities of improving the marketing strategy.

This diploma thesis called "Influencers in Social media and their Use in Marketing" deals with the new current trend in which, instead of well-known celebrities, star just ordinary people. Despite of this, they managed to conquer the masses through social networks thanks to their unique personality and authenticity. The first chapter focuses on online marketing and explains the basic concept of it, its tools and communication mix, along with data on the structure of the Czech Internet population. The second chapter is devoted to the social media and it also explains Word-of-mouth marketing, as it is one of the ways in which awareness of influences is spread. The third chapter aims to familiarize the reader with the YouTube portal and it also includes statistics about the Czech YouTube. The last chaptermedia. The aim of this master thesis is to give a comprehensive overview of the phenomenon of influencers, with particular regard to YouTubers who represent the influencers of the present. The practical part of this thesis is the to identify target group of influencers (YouTubers) and the subsequent characteristic of this target group.

The thesis analyses the position of women in society according to their culture background. This thesis deals with culture difference with respect to women roles focusing on their position in business. In the theoretical part will be analyzed roles of females from the historical perspective and nowadays situation. Further, there is compared attitude to women in two different cultures: focusing on Tatars and Russians. The practical part tests the theoretical knowledge on the culture differences. With the help of qualitative research and its following analysis, it is possible to examine if ethnic diversity influences population.

The diploma thesis deals with the online marketing strategy and online activities of the company AQT.sk. The aim of the thesis is to analyze this strategy, individual tools and activities that the company uses and to propose further steps to improve the performance and efficiency of online marketing as a component of the communication mix. Theoretical part briefly describes the development of online marketing and at the same time presents in detail individual online marketing tools and their possibilities. In the practical part of the thesis is processed situation analysis, which is focused on the market, competition and customers of AQT.sk. The main part of the thesis is the analysis and evaluation of its current online marketing activities, followed by proposal of a new online marketing strategy based on the See-Think-Do-Care framework with specific recommendations for individual online channels.

The primary aim of this bachelor thesis is to critically evaluate the current marketing strategy of the company Tradične s.r.o. and its shop Dobré potraviny. The secondary aim is making suggestions for improving of the marketing strategy for its new shop. The thesis is divided into theoretical and practical part. In the theoretical part of this thesis, there are explained basic marketing terms for better understanding of the practical part. Within the practical part are briefly introduced the company and its shop, explained the issue of moving the shop into the new area and the situation analysis together with the analysis of the marketing mix are conducted. The secondary data are amended by primary data achieved by marketing research in the form of a questionnaire survey. All findings are summarized in the SWOT analysis and proposed for the new marketing strategy.

The thesis analyses the possible utilizations of social networks by the companies in connection with periodic supply of new technology that faciliates communication between marketters and the target groups as well as communication between the users alone. The theoretical section summarizes actual trends of social networks world-wide. The thesis also focuses on the trends and innovational elements of the world's most popular networks. The practical part concentrates on the company Coca Cola where the case study of the selected successful marketing campaign is stated within social networks. The campaign is further explored through applied research that analyses besides social network activities of commpanies and users mainly its influence on consumer awareness within the networks.

The master thesis deals with shopping centres, which have become a modern phenomenon in todays retail world. It is concerned with its historical development, consumer shopping behaviour and describes trends in shopping generally and shopping center development. Current trends include the return of shopping centers to city centers. As an example of this tendency is the construction of a model shopping center in southeastern Moravia. Based on a research, the aim of the thesis is to evaluate the impact of the construction of this center on the consumer behaviour of the local population. The thesis also describes the impacts of construction in terms of economic, spatial, social and ecological. An equally important output of the thesis is the proposal of a marketing strategy including recommendations for improving the operation of the chosen shopping center.

The objective of this bachelor´s thesis is creating a proposal to improve the marketing stratégy of travel agency FIRO-tour a.s. The first part of this thesis is focused on a summary of theoretical knowledge about marketing, market segmentation and marketing mix. In the next practical part of the thesis is processed analysis of the market, analysis of marketing mix, SWOT analysis and survey on the perception of the travel agency FIRO-tour a.s the target group. On the basis of the evaluation results is created a proposal to improve to the future.

The purpose of this master's thesis is to evaluate the current CSR practice in the Czech Republic. The means to achieve this will be the analysis of a specific CSR project of a selected company. The reason is the character of socially responsible activities, which become of importance only after their realization. Google Inc., specifically Google's local branch Google Czech Republic, was chosen to serve as an example. In general, Google Czech Republic is highly active in the field of CSR and Digital Garage has been one of its most distinctive projects so far. It is a free online learning program that offers the opportunity to gain knowledge in online marketing The thesis is divided into three chapters. The first chapter deals with definition and history of CSR, the second describes the main nonbusiness subjects supporting this concept and the third focuses on the evaluation of the current CSR practice in the form of the Digital Garage project.

The purpose of this study was to analyze, how different factors have an influence on consumer behavior and their decision making. In the theoretical part, advertising as a part of commercial communication is discussed, along with consumer behavior and the decision making process, namely factors that influence it, such as social, personal and psychological. Further, the psychology of advertisement is described in terms of brand, its equity and measures affecting the brand preference, and how does a brand create artificial needs. The empirical part is based on the analysis of a brand Apple. Closer look is taken at its identity and marketing strategy, as well as some examples of advertising. The empirical part includes own research based on data collected from self administered survey, concerning the smartphone brand preference among consumers. It is focusing specifically on Apple and its biggest rival, Samsung. The findings showed, that a brand with higher brand equity in the form of brand awareness and identity will be preferential in the purchase decision making process, especially among Millennials, which in this case turned out to be Apple.

This bachelor thesis is meant to design the business plan of a company in the Czech Republic, which will be selling products to an end costumer in China. The goal of this thesis is to create a credible business plan, which can be used in real life as needed by the entrepreneur, for his or her internal use. Theoretical part of the document contains methodology of business model and data collection. Practical part describes specific business plan, which contains analysis of market, customer, competition and suppliers. Chapters related to marketing, human resources, implementation schedule, financial plan and SWOT analysis are also included.

The aim of this thesis is to develop the marketing strategy for Company X to use for launching a new product (plantain snack) in the Czech market. The thesis will be divided into two parts: theoretical and practical (analytical). The theoretical part will cover the basic information relevant to the theory product launch, marketing strategy, and market analysis. The practical section will focus on establishing the most appropriate marketing strategy for a product launch to be used by the Company X. This thesis will be based on primary and secondary information sources (research based on professional literature) about the current market situation, customers, and competitors, (marketing research), the state of the market as well as an analysis of competitors. The practical part of the thesis will consist of the SWOT analysis of the new product/ company, internal documents of the Company X and promotional materials of both Company X and competitors, as well as an own marketing research material, in the form of focus groups.

The objective of this Masters`s Thesis is an analysis of marketing and communication strategy of Spotify, the music streaming service, and subsequent presentation of proposals and recommendation with the aim to improve existing strategy. The thesis consists of theoretical and practical part. In the theoretical part, basic terms such as marketing, marketing mix, marketing and communication strategy, are defined. In the practical part, streaming service Spotify, its marketing and communication mix and competitors analysis, are described. A substantial part of this thesis is own market research in a form of a survey. Findings and results derived from primary and secondary sources help the author to draw conclusions and provide recommendation for improvement of existing marketing and communication strategy of Spotify in the Czech Republic.

The aim of this Diploma thesis is to conduct a marketing analysis and a survey for a four-stars hotel in Krkonoše Mountains. According to the results new marketing strategy is suggested, that will help increase a number of new customers. The marketing analysis consists of PEST analysis competitors analysis and analysis SWOT. The survey is aimed at company clients, who are key clients in low touristic season. The suggested marketing activities take place mainly on the Internet as Internet represents an effective and relatively cheap communication channel.

This Bachelor Thesis is focused on the Czech cultural standards from the perspectives of both Vietnamese workers and students living in the Czech Republic. The Theoretical Part begins with defining culture, the cultural dimensions according to the two authors Geert Hofstede and Fons Trompenaars, and the cultural standards of Alexander Thomas. Then it describes possible problems and conflicts that may occur when different cultures clash. Lastly, information about both Vietnam and the Czech Republic was provided. This information consists of geography, economy, political system, history, customs, beliefs, and the people of each respective country. In the Practical Part, 24 respondents from work and study environments were selected to participate in qualitative interviews, where they provide answers to questions based on the previously mentioned cultural dimensions. The results from the interviews were analyzed to define the Czech cultural standards as observed by the Vietnamese workers and students. In the end 10 recommendations were listed to help Vietnamese people improve their interaction with their Czech peers.

The main goal of this bachelor's thesis is an analysis of the current non-traditional marketing strategy of the clothing company, Zara, one of the most significant global representatives of the "Fast fashion" model. Another goal is to present a set of recommendations for the strategy's improvement based on my own survey results and SWOT analysis. The thesis is divided into two main parts. In the theoretical part the reader will familiarize him/herself with the basic marketing terminology necessary for clearer understanding of the subsequent text, while in the practical part he/she will gain a more detailed overview of the most important concept of the multinational company Inditex - the Zara brand. Attention is focused on the marketing mix of the company, my own survey results and SWOT analysis.

Goal of my diploma thesis is evaluation of premium car brands on the Czech market in terms of market share and image among the target group. The thesis is divided into eight chapters. First chapter is focused on basic marketing terminology and strategic marketing. Second chapter describes marketing mix in detail. Third chapter defines brand, specifies differences between premium and luxury brand, summarizes brand functions for the consumer as well as for the company, describes brand valuation models and finally defines brand identity, brand image and positioning. Fourth chapter analyses market shares developent of leading premium and luxury car brands on the Czech market. Fifth chapter introduces and evaluates model portfolios of selected premium and luxury car brands. Sixth chapter describes target groups of the most successful premium car brands according to their brand identity. Seventh chapter summarizes results of my own survey and define the image of the leading premium car brands. Last chapter involves my suggestions and recommandations which lead to better position of the leading premium car brands on the Czech market.

The diploma thesis deals with a comparison of B2B marketing tools of the biggest pharmaceutical distributors on the Czech market. Alliance Healthcare is one of the leading distributors in this area and would like to increase its turnover and gain new clients. The aim of the thesis is to define marketing tools of all pharmaceutical distributors, make a questionnaire based on this topic that will be sent to customers of the biggest companies and find out how the particular tools are evaluated by the pharmacies and what the position of Alliance Healthcare in comparison to its competitors is. After the evaluation of the questionnaire recommendations that could help Alliance Healthcare to reach its goal follow.

The thesis aims to describe how communication of major organizational change affects the employees of different levels and their view on their communicative function during the change process. The qualitative research served as the research method to get insights and capture all the relevant information. The semi-structured interviews with employees of three different levels on ABB Czechia involved top-management employees, middle management and regular employees. Theoretical change communication models have been used as the core of this thesis and the qualitative outcomes have been compared to them. The outcome shows that there are both similarities and differences between how managers and employees perceive the change communication at the company and if this was successful or not. Furthermore, employees perception differed from the way the managers thought they would perceive change. This work shows in the chapter of Conclusion how complex it is to communicate both the expected and the unexpected outcomes during a change process and that the receiver does not always perceive the information as the transmitter intends it to do. Additional outcomes of the research show that theoretical models on change communication are difficult to apply to all types of changes because each of changes are unique.

This bachelor thesis is dedicated to the investigation of Czech cultural standards from Kazakh perspective in the study environment. The main aim is to identify Czech cultural standards through the view of Kazakh students. In the beginning of the thesis are presented the definition of culture, models of culture and cultural dimensions investigated by E.T.Hall, G.Hofstede, F. Trompenaars, and cultural standards by A.Thomas. In the following chapters are provided information about the Czech Republic (basic overview); also the description of the systems in society, and information about Czech-Kazakh relationships (history and future perspectives). This thesis provides with twelve Czech-Kazakh cultural standards in the study environment, which were identified based on qualitative research; then this result was compared with the theoretical background about identity and key values of Czech people. Finally, the thesis provides some recommendations for Kazakhs who are going to study with Czechs.

In this bachelor thesis we analyze the marketing strategy of the company Büroprofi. The work combines two parts. First part is theoretical and the second is the practical part. The theoretical part provides definitions of key terms and concepts associated with marketing of the company . The practical part of the thesis consist of the company introduction and numerous analyzes. These analyzes are focused on competition and also on the overall marketing strategy of the company. The last part includes SWOT analysis and price analysis within the competition. The outcome of this work is a critical evaluation of the marketing strategy of the company and also numerous recommendations for the future.

The thesis analyzes the situation of women in management in Russia. This thesis deals with the challenges of women in managerial positions. The theoretical part focuses on the on the explanation of the concepts related to the general characteristics of a manager, and its basic competencies are explained. Further, the main issues of women management are described. This chapter also deals with the barriers which can prevent women from the career advancement, and with the question of reconciling personal life and career. The practical part tests the theoretical knowledge on the background of a sample of eight women managers operating in different industries. With the help of qualitative research and its following analysis, it is possible to examine the situation of female managers on the market, define the existing obstacles, and see the possibilities for integration of work and family.

The topic of this diploma thesis is "Optimal production strategy of the chosen company in the area of mechanical engineering" - namely the EUTECH join stock company, or more precisely its toolshop division, which deals with the manufacture of injection moulds, parts and production of special devices for aircraft industry. The aim of the paper is to evaluate, according to the defined factors, what is for the EUTECH join stock company more favourable - invest in purchase of the 5-Axis CNC machining center technology and deal with this process inside of the company or ensure this technology in cooperation with another companies. The thesis is divided into two main parts - theoretical and practical. In the theoretical part, the subjects of operation management theory and production are dealt with. The practical part deals with the production strategy of the EUTECH join stock company, or more precisely of its toolshop division in detail. The company is briefly introduced, the situational analysis of division toolshop is conducted and the production process of the company is examined. The final chapter deals with the use of cooperation in the toolshop division. The main and other factors affecting the choice of "product or sell" strategy are evaluated and consequently is decided which strategy is in case of the 5-Axis CNC machining center technology more favourable.

The thesis aims to analyse a university students' consumer behaviour in the Czech retail market. Its objective is to define the factors influencing the consumer behaviour and demonstrate their impact on consumer buying decision process. The key terms such as consumer behaviour and consumer buying decision process are characterized in the first two parts of the thesis. The following four parts interpret the results of the data gathering and compare them to the current Czech consumer behaviour trends. The final, seventh part summarizes all the findings in the field of consumer behaviour of university students in the Czech retail market.

The bachelor thesis deals with Holmes Place Karlín members club's clients profile. The goal is to analyse the members of the club and find the profile of the typical client of the club. The thesis is divided into two parts, theoretical and practical. In the theoretical part, key words linked with the thesis are defined, such as marketing, market segmentation or motivation. The practical part gives information about fitness clubs' world and Czech market and introduces the analysed club Holmes Place Karlín. The last chapters include original field survey and introduce the acquired results.

This bachelor thesis deals with one of the new tool of marketing communication: event marketing, whose importance is currently growing not only abroad but also in the Czech Republic. The aim of the thesis is to introduce the concept of event marketing and characterize its usage. The first part is devoted to theoretical introduction of the topic event marketing. Its main focus is on a definition of event marketing, event marketing characteristics in the communication mix, event marketing interactions with other tools of communication mix. In the theoretical part I describe planning event marketing strategy and comment the possible future of event marketing. In the practical part I characterize the company profile Opilý jabko, doing situational analysis on its basis I suggest a suitable event marketing campaign. Methodically I come from interviews with the firm companions and eventually these results are complemented with my own knowledge and experience. In conclusion, I state what type of event I would opt and what are the reasons, which lead to my choice.

The thesis deals with the phenomenon of retail chains´ private labels and their specifics. The aim is to determine which retailers occupy the leading position on the private brand food market and through qualitative research eventually define whether there is a difference in the quality of comparable private brands that are currently being offered by the retail chains. The theoretical part of the thesis deals with the definition of the brand concept, its functions and specifics and on the general concept of private brand market. I also characterize the retail market in the Czech Republic and its own brands among the retail chains.

This master's thesis deals with inbound marketing of Nestlé in the area of infant formula. Its aim is to determine whether inbound marketing is a suitable tool for infant formula promotion which is strongly regulated. The thesis is based on a comprehensive analysis of the area of infant formula and analysis of inbound marketing strategy of one of the most dominant companies on the market, Nestlé. In the beginning, attention is focused on important milestones of the development of infant formula and on a case which caused an important change in the promotion of infant formula, Nestlé boycott. The following section deals with the supervision and marketing regulation both in international and the European law. The final chapter of the first part emphasizes on philosophy of inbound marketing. The second part is introduced by outlining the current situation both on global and the Czech market of infant formula. Then, attention is focused on Nestlé. Its introduction is followed by analysis of company's inbound marketing strategy which is then evaluated. For this purpose, analysis of the effectiveness of marketing tools is made with regard to strategic goals of the company.

The thesis focuses on the marketing strategy of the company JUST CS, s.r.o. Its aim is to analyze the current marketing strategy of the company JUST CS, s.r.o. focusing on the application of the marketing mix and SWOT analysis, and using my own field survey of customer satisfaction to provide suggestions and recommendations for improvement of the marketing strategy.

Bachelor thesis is focused on exploring promotion of brands and companies on specific Czech fashion blogs. At the same time investigates the reaction of readers and awareness on the promotion of blogs and its actual impact on these readers. The theoretical part contains information about marketing, communication process, forms of communication, communication and communication mix on the internet. Further information in this section is about social networks and their use in business, the characteristics of a blog, the blog history, whether abroad or in the Czech Republic. The practical part presents the analysis of co-operation brands with specific Czech fashion bloggers and results of a questionnaire survey among the readers.

Sport is a field where large financial means are handled and where marketing is becoming more and more important on the way to success. This work is describing, assessing and offering recommendations with regard to the marketing communication of the biggest Czech hockey club; HC Sparta Praha. According to the research, which was made in the form of questionnaire, the author is describing the marketing communication of HC Sparta Praha as mainly effective with a space for improvement. Apart from that, as the secondary aim of the work, the target group for the marketing communication of the club is defined on the basis of demography. As far as the theoretical knowledge is concerned, the work is summarizing marketing theory with accent on the communication and the environment of sport. In the theoretical part, the author is working with publications of authors such as Karlček, Čáslavová or Pitts and the analytical part is mainly based on the information provided by an official of the club; mr. Jan Rachota.

After 2010, several low-cost banks were founded in the Czech Republic. Thanks to their strategy and customer approach, these banks considerably differed from traditional banks established on the Czech market in the 1990s. Especially in large cities, the new banks quickly gained popularity and started stealing clients from the traditional banks, which have thus seen a severe loss of clients. This diploma thesis compares one new and one traditional bank - Air Bank and ČSOB. It explores the differences in their marketing communication and surveys clients to see what makes people leave ČSOB and join Air Bank. Based on the data collected, the thesis gives a set of recommendations for both banks to improve their situation in the future.

The main aim of my thesis is to analyze the communication strategy of the American company Starbucks Coffee, which has already been operating on the Czech market for eight years. The theoretical part will focus on the different types of commercial communications, the concept of brand will be mentioned along with explaining what image, brand identity and brand awareness mean, while concentrating on interview, one of the basic market research methods. The application part is focused on Starbucks, where I will talk about the history of the company, its mission and business principles apply SWOT analysis and competitor analysis of Starbucks Coffee on the Czech market and carry out my own survey focusing on the company´s perception among young Prague citizens. In conclusion I will suggest some potential recommendations that will help Starbucks in reaching and achieving more Czech customers.

The title of this thesis is : Commercial communications of Pilsner Urquell. This subject has been chosen because of the importance of beer on the Czech market and the fact that Czechs have a special relation regarding beer. Plus the company Pilsner Urquell holds a strong position on the Czech market and has an interesting price premium strategy. The aim of this thesis was to confirm or infirm the following research question: Is the current image in line with the current communication of the brand? Answering this question would permit people to prove the true relation Czechs have with beer and leave behind different assumptions. In addition the place Pilsner Urquell holds on the Czech market would be verified and the image it has on the Czech market will be affirmed. This problematic has mainly been solved using a market research I conducted. The problems encountered were the fact that people might not have been always entirely sincere when answering the survey. Furthermore this market research has mainly been conducted on Internet and different results could have been found if more results were found face to face. These problems were surpassed with a large survey size (more than 100 respondents). As a result it has been possible to confirm the hypothesis. Thus now people can have a verified insight of the Czech beer market and the position of Pilsner Urquell. Reading this thesis will provide people with true information on the communication strategy of Pilsner Urquell and its image in the Czech Republic.

The aim of this bachelor thesis is to analyse the current communication strategy of the company MADETA, a.s. Then to conduct a research on perception of the company MADETA, a.s. by general public and to evaluate the gained data. The last part is to assess the communication strategy of MADETA and make suggestions of improvement for this strategy.

This bachelor thesis introduces in the beginning the basic theory of marketing and brands. The main topic there is the debate of standartization against local adaptation of marketing activities in the environment of global markets. The practical part then presents a case study of Durex brand, where a centrally developed campaign Real Feel was localized for needs of the United Arabic Emirates market.