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Návrh vhodných stratégií pre podnik
 Kántorová, Marcela
The goal of a bachelor thesis is to propose adequate strategies for company FIT&HARMONY,s.r.o. Bachelor thesis is divided into two parts. Theoretical part offers a theoretical base from management, which is being applied in practical part to a particular company. Practical part consists of an external and internal analysis of the company by which we are supposed to conclude the opportunities and threats that the company faces and also the strengths and weaknesses of the company. To analyze the external environment is being used PESTE analysis and the Porter´s five forces model. Internal environment of a company is being analyzed by the Porter´s value chain. Results of the particular analytic tools are being concluded into a SWOT analysis, which is the main input to propose an adequate strategy to improve a position of a particular company on the market.
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Spotrebné správanie na trhu s vybranými kozmetickými komoditami
 Kántorová, Marcela
Kántorová, M. Consumer behaviour on the market of selected cosmetic commodities. Diploma thesis. Brno: Mendel University, 2020. Final thesis deals with consumer behaviour of women on the skin care products market in the Czech Republic. Within the framework of the secondary analysis the market of cosmetics and personal care and its development trends in the Czech Republic and in the world is examined. The primary research is being conducted on the basis of a questionnaire survey and is focused on identifying consumers' preferences and habits during buying skin care products and also identifying factors influencing the buying decision. Based on the primary data, a cluster analysis is being conducted to define four consumer segments operating on the skin care products market. Subsequently, recommendations for the subjects of the given market are formulated.
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