1.	Executive summary

2.	Introduction

2,1 About the company

2.2	Mission statement

2.3	Company's vision

2.4

History

3.	Portfolio of products and services

3.1	Prices od Volny and its competitors

3.2	New services

3.3	Product mix and customers demand

3.4

Network

3.5

Customers

3.6

Partners

4.	Organizational structure

4.1

Employees

4.2

Managment

5.	Telekom Austria

5.1	Wire line segment

5.2	Wireless segment

5.3	Focus of TA

5.4	Strategic investments

5.5	How Telekom Austria bought Volny

5.6	Volny as part of Telekom Austria group

6.	Financial analysis

6.1	Financila overview

6.2	Analysis of COL's financial ratios

6.3	Financial data of Telekom Austria

7.	Enviromental scanning

7.1	Global market

7.2	Czech market

7.3	Czech internet

7.4	Market facts

7.5	Key success factors

7.6	Czech on Line on the market

7.7	Target market of COL

8.	SWOT analysis

8.1	Description of Strenghts

8.2	Description of weaknesses

8.3	Description of opportunities

9.	PEST analysis

9.1	Political enviroment

9.2	Economical enviroment

9.3	Socio cultural enviroment

9.4	Technological enviroment

10.	Marketing analysis

10.1

Product

10.2

Pricing

10.3

Promotion

10.4	Place - distribution

11.	Current strategy

12.	Recommended strategies

12.1	Purchase of competitor

12.2	Increase the number of customers

12.3	Sell Czech on Line

13.	Conclusion

14.	Bibliography

"MARKETING ANALYSIS
As mentioned before, marketing is not the strongest part of Czech On Line. The distribution channel is working slowly and advertisement is not really effective, if there even is any.

PRODUCT
It is very difficult to sell product, which is not physical but an intangible service. As is shown in section Portfolio of products, COL is offering many different kinds of services, which are divided into groups and sub-groups and it allows every customer to choose.
When company started it was difficult to offer these services to wide public because typical Czech customer does not like to buy what he/she cannot touch. Luckily during the years Czech society created the need of having internet in their homes and offices. Even when competition grew, COL is still offering high quality service. Once they will provide also the service packages, the portfolio will be perfect.

PRICING
Pricing is very reasonable and it is always changed according the market situation, customer’s possibilities, and demand and competitors prices. COL´s prices are objective, and mostly covering the costs and still under these prices can customers get high quality service. However some price regulations are imposed by Czech Telecommunication Office and some prices must be kept on certain level. COL is also using promotional pricing when they set up special prices while introducing new product to the market. For example the service Telefonet was offered with special promotion. “When you order this service you get activation for free and special prices for half a year (599CZK per month instead of 699CZK per month)”. More is discussed in “Prices of Volny and its competitors”.

PROMOTION
The way how COL uses promotion cannot be really called a standard way of advertisements. They are using publicity within their own disputes and “fights” with Telefonica O2, over price regulations and rented network , or with CTU over regulations or renting their networks. The biggest attention Czech On Line got by suing TV Prima for the name of their reality show “Vyvolený”, because COL was the owner of trademark “Vyvolená” and similar ones. Unfortunately Volny lost the dispute.
Recently the company started with special way of advertisements through “Guerilla marketing” . Currently the company uses different advertisements channels, as walls on the houses, city lights or T-shirts and caps. It is cheap and it works with human psychology. It is the best possible way how to target wider public without even knowing they’ve been affected by this advert. However their promotion is primarily focused on internet and not on rest of the products, i.e. Wi-fi Telephony. Most advertisements and promotions are through their own portal www.volny.cz, and banners on other web sites, however there is still lack of promotion through other channels, like magazines and radios.

PLACE - DISTRIBUTION
COL tries to use as short distribution channel as possible, called one-level channel, by using its own sales department (direct selling channel), telephone marketing and partner programs when partners can act as COL´s selling representatives. All these channels are coordinated by the Sales manager and only one corporate strategy applies to all, therefore it can be said that COL is using vertical marketing.

CURRENT STRATEGY
Currently the main company’s strategy is to increase its competitive advantage in portfolio of products. They want to offer the most modern technologies which are available on the market for the lowest possible price, in the highest quality. This is especially shown in recently introduced services including the Internet TV and the mobile internet telephony. Czech On Line is the only one who offers it on the market.
As every telecommunication company on the market also COL wants to have as much customers as possible. This is becoming harder and harder as the number of competitors increases. It is clear that COL is missing good marketing and advertisement strategy, therefore the number of customer increases very slowly. The company, especially the headquarter, would like to increase the market share, by overtaking customers from its competitors, however still no actions were taken into fulfilling this plan."

Velmi kvalitně zpracované, doplněné o tabulky.