Návrh na využití zámku ve Studénce

Abstract

Title of thesis: Proposition for the Usage of Chateau in Studenka Name of student: Daniela Polehlová The aim of this Master’s thesis is to create a proposition for the usage of the Chateau in Studenka. The theoretical part describes the business plan from the Czech and foreign authors’ point of view. The business plan will serve as a model for this plan. It further describes the financial plan, SWOT analysis, competition analysis – Porter five forces analysis, multi-criteria evaluation methods and marketing mix – four Ps. The financial plan involves methods of evaluation of the project which count the net present value, the internal rate of return, the payment period and the profitability index. The practical part presents the business plan based on the structure of the business plan by Srpová. The financial plan creates a simulation of the profit and loss account of five years’ operation. It also introduces the Studenka’s cash flow arising from the rental of the building. The marketing mix consists of the description of the product, the price, the distribution and the marketing communication within which the multi-criteria evaluation method was used. The Porter five forces analysis was reduced to four forces, the competition and substitutes were merged. The last part of the thesis, the resume and the conclusion, mentions the benefits for the city, which is the owner of the building and the benefits for the organization Přiroda kolem nás, o.p.s., which would like to participate in the utilization of the building.