This diploma thesis is focused on a franchising business establishment, particularly on the business establishment of a fictive coffe house which could become a well known franchising concept on the Czech market. Primary advantage of franchise compared to the other types of business cooperation is mainly risk reduction for the investor (franchisee) who obtains proven model of the business. For the franchisor the franchise means an easier way how to widen his business without taking higher lability. The main reason for choosing this topic is an attractivity of this field. Correct preparation and serving of a cup of coffee is not an easy process and there is not a big number of coffee houses and restaurants which can offer such a coffee. By offering high-quality and delicious coffee at user acceptable price our company would like to achieve its objectives and be a successful. The primary objective of this diploma thesis is to analyse and define strategy, mission, vision, marketing activities, product strategy and price policy of a new coffee house. These factors should be used for successful enter to the market. Secondary objective is to determine necessary initial capital, planned costs analysis and investment rate of return.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:75536 |
| Date | January 2010 |
| Creators | Konečný, Viktor |
| Contributors | Dvořáček, Jiří, Slunsky, Petr |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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