Implementace udržitelného business modelu pro příspěvkovou organizaci U fontány

The diploma thesis is divided into a theoretical part and its individual subchapters, which are related to the solved issue. In particular, the issue of social services and their importance is defined, emphasizing the concepts of customer or client in social services. On the theoretical level, the tools and methods of strategic analysis are elaborated, which are then applied in the analytical part of the diploma thesis at the selected contributory organization U Fontány. External and internal strategic analysis tools, such as PEST analysis or SWOT analysis, are also mentioned. Separately, attention is paid to the economic analysis and specifics of the marketing mix in the environment of social services, a separate chapter deals with the use of marketing in the environment of social services, as well as the definition and concept of the business model. Following the theoretical part, a strategic analysis of the current state of the contributory organization U Fontány is carried out. Specifically, the evaluation of external and internal factors, the output of which is a summary SWOT analysis of the selected device.On the basis of available information and data, an economic analysis is carried out and a business model for the contributory organization U Fontány is selected and conceived. The practical part is supported by a questionnaire survey. Other problem areas are also incorporated in accordance with the theoretical part of the thesis.