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National Repository of Grey Literature

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Marketing Strategy of Unicorn Company Grämerová, Andrea ; Hesková, Marie (advisor) ; Hajdíková, Taťána (referee) The goal of the master thesis is to suggest a marketing strategy for company Uni-corn a.s. based on marketing situation analysis. The thesis consists of theoretical and practical parts. In the theoretical part, the concept of marketing and marke-ting management are discussed and the perception of marketing mix is described. It presents further methodology for the practical part. The practical part contains situation analysis in which the study of outer and inner enterprise environment is presented. The result is a basis for SWOT analysis a furthermore composition of EFE and IFE matrix. Next, the suggestions for tactical targets are determined through the marketing mix. In conclusion a proposition of marketing strategy is presented which is founded not only on situation analysis but also on review study of contemporary company marketing tools. Detailed record

Analysis of development of the Czech foreign trade after entry to the European Union Grämerová, Andrea ; Čajka, Radek (advisor) ; Kalínská, Emílie (referee) This bachelor thesis is focused on the development of foreign trade of the Czech Republic after entry to the EU . First, there are generally characterized functions of foreign trade. Much of this work deals with the territorial and commodity structure and by using different indicators is trying to analyze them. There are also described changes in the foreign trade policy of joining the European Union. Detailed record

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