The aim of the diploma thesis is the evaluation present marketing strategy of Colombian company Procafecol S.A. and the development of proposal on European market entry. The company has been established by Colombian association of coffee growers and it operates its own coffee shops chain Juan Valdez Café in several countries of South and North America and actually in Spain as well. The purpose of Procafecol S.A. is mainly the promotion of high quality Colombian coffee with certified origin around the world to be more competitive. In the first part of diploma thesis there is the definition of present methods and processes of marketing strategy development and other theoretical background related to the topic of new market entry. In second part, the analysis and evaluation of marketing strategy of Procafecol S.A. is described and final proposals for expansion to Europe in the future.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:222696 |
| Date | January 2010 |
| Creators | Učeň, Michal |
| Contributors | Vaníčková, Iva, Chalupský, Vladimír |
| Publisher | Vysoké učení technické v Brně. Fakulta podnikatelská |
| 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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