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National Repository of Grey Literature

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The proposal to improve the marketing strategy for cafeteria CrossCafe Vácha, Pavel ; Postler, Milan (advisor) ; Tichavský, Petr (referee) The objective of this bachelor thesis is to describe the marketing strategy of the franchise coffee chain CrossCafe. The work contains the combination of theoretical knowledge and practical fieldwork. I used a SWOT analysis, analysis of competition, identification of typical customer and assessment of the current marketing strategy to propose a new alternative strategy. This strategy contains the draft of a potential direction the whole concept in the future could adopt. Detailed record

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