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MARKETINGOVÁ STRATÉGIA VYBRANEJ KAVIARNE / MARKETING STRATEGY OF CHOSEN COFFEE SHOP

The aim of the thesis is to make a marketing strategy of chosen coffee shop, which is situated in Slovakia. Therefore the analysis needed to achieve the given aim were analysis of macroenvironment in Slovakia, current trends in coffee drinking, coffee shop business (in Europe), competition in the town. Interviews with the owner of given coffee shop, owners of other successful coffee shops and the summarization of related theory, also contributed to the achievement of the aim. A partial aim was to gain knowledge about target group "women 40-65 years old", which was the object of a questionnaire. Acquired information was then summarized and used for designing the marketing strategy and proposals for improving the marketing mix that deals with issues of coffee shop.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:192831
Date January 2014
CreatorsWirthová, Dominika
ContributorsZamazalová, Marcela, Stříteský, Václav
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageSlovak
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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