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This master thesis deals with electromobility - market and potential in Czech Republic. The objective is to evaluate the situation and development of electromobility in Czech Republic via qualitative and quantitative research. That includes potential customers as well as owners of electric cars, operators of charging points, distributors of electricity, car manufactures and ministries. The basis is the comparison with leading countries in electromobility, including sales of electric cars, infrastructure and state incentives. The thesis consists of two parts. The theoretical part introduces innovations and challenges in electromobility and key factors of its success. The second part is analyzing details about individual countries empirically and via personal interviews with experts. Finally a complete overview of reasons and barriers for buying an electric car are presented together with building charging stations, a SWOT for electric cars, its infrastructure and timeline of perspective for the development of electromobility in the Czech Republic until 2030 with a recommendation of target groups for Porsche Česká republika, s.r.o.. It was found, that the situation of electromobility in Czech Republic is satisfactory and that the price is the main motive (cost savings) and barrier (price of the car) for the short-term growth. Electromobility will be developing in Czech Republic and has a great potential.

The subject of the thesis The use of social media in marketing of retail is to analyze and evaluate success of the marketing strategy in social media used by retail. Comparing the effect of social media with competition and formulation of recommendation for analyzed company in efficient and successful communication on the social media. The theoretical part is focused on examination of performance issues. Also on examination of possibilities in using of social media in marketing strategy. Following methodic part shows used research and analythical methods. In the practical part the survey, competitive comparison and also content analysis is used to compare the effect of the analyzed company and its competitors on the social network, Facebook. Then according to the results of analysis the author suggests recommendations for better assessment of communication with customers by using social media. In conclusion, there is appreciation of the work and commenting defined hypotheses.