The thesis deals with marketing strategy of restaurant Na Pekárně. There are analyzed the opportunities, threats, strengths and weaknesses of the restaurant through a SWOT analysis, political-legal, economic, socio-cultural and technological environment through PEST analysis, microenvironment in relation to customers, competitors and suppliers, current marketing strategy of restaurant and used marketing tools. To obtain detailed information about the company was used marketing research in the form of interview and Mystery shopping. Based on the results of the analysis will be suggested a suitable marketing strategy for the future and potential improvements. Analysis, marketing strategy, SWOT, PEST, Mystery shoppint, marketing mix, restaurants
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:264427 |
| Date | January 2015 |
| Creators | Macková, Martina |
| Contributors | Kvítková, Zuzana, Valentová, Jana |
| 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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