The aim of the diploma thesis is a comprehensive analysis of the coffee market in the Czech Republic and Slovakia based on retail audit data. The analysis provides an overview of the development of this dynamic category. It also compares the similarities and differences in both countries. I proceed from the historical development of the market to the current situation in terms of its size, market trends and structure. I also focus on the promotion importance of the coffee category and the seasonality of its sales. I compare the Czech and Slovak markets in terms of the share of top manufacturers and brands, the popularity of private brands in the coffee category and the importance of the sales channels. I also focus on the regional structure of coffee sales, segments and price trends over time. The conclusion of the thesis is a comprehensive view on the structure and development of coffee markets in both countries and the expression of their common features and differences.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:359051 |
| Date | January 2017 |
| Creators | Kolářová, Zuzana |
| Contributors | Vávra, Oldřich, Čepek, Michal |
| 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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