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Marketing comunication in firm
Brožová, Veronika ; Kala, Štěpán (advisor) ; Pavel, Pavel (referee)
The main goal of the diploma thesis is to propose suitable recommendations in the
area of marketing communication of the company Costa Coffee on the basis of a questionnaire survey and data analysis. To accomplish the main goal of the thesis, logically
sequenced partial goals precede it. The theoretical part contains basic terms related to
marketing, marketing mix and marketing communication, especially communication mix
and targeted marketing. The practical part describes characteristics of the chosen café chain
and its marketing mix, which is inspected also in the closest competition companies. Also
analyzed is the external marketing environment of the coffee chain. The questionnaire
survey, which is aimed to identify suitable segments for setting most effective marketing
communication possible, follows. The suggestion for the optimization of marketing tools is
based on a research into consumption and medial behaviour and lifestyle of MML TGI
population. On the basis of the data gained in this research, the perception of promotions on
the level of individual segments is analysed. The conclusion, considering all the information
acquired in the research, contains a proposal for improving marketing activities, and green
coffee is suggested to be added to the café portfolio.
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