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A marketing strategy proposal for the Prague Coffee Festival brand
Duba, Šimon ; Moravcová, Hana (advisor) ; Koblovský, Petr (referee)
The bachelor thesis focuses on the marketing strategy of the largest coffee festival in the Czech Republic, the Prague Coffee Festival. The theoretical part of the thesis provides a comprehensive overview of key marketing concepts, including the concepts of mission and vision, online marketing, and SWOT and PESTLE analyses. This theoretical framework serves as a basis for understanding the dynamics of marketing strategy. In the practical part, qualitative research is conducted, consisting of two in-depth interviews with the founder of the festival and the director of the last edition. The aim is to gain a deeper understanding of the key principles of the event, its specificities, marketing activities and new opportunities. Furthermore, a questionnaire survey among potential visitors, people who already have a certain relationship with coffee, is evaluated. SWOT and PESTLE analyses are developed based on the findings of the research and the analysis of the current state of social media. Subsequently, the actual proposal for a new marketing strategy is developed, with the goals of increasing overall brand awareness, expanding the reach of the festival among younger demographic groups, and strengthening the educational and inspirational aspect of the festival. Specific activities are proposed to guide...
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