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Perception of brand McDonald's on Czech market
Harčár, Tomáš ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The bachelor thesis explores perception of the brand McDonald's on the Czech market. The objective of this thesis is to test via questionnaire an assumption, which is based on belief that customers find food sold in McDonald's restaurant unhealthy and of poor quality. The thesis contains a theoretic part which presents a basic definition linked to brand building and brand image. Those definitions are further used to explain advertising strategy of McDonald's company. Concluding chapter evaluates the result of questionnaire and then sums up how the McDonald's company promotes their practices to public. From gained information about company's practices it is possible to conclude that the chain of restaurants uses high quality resources and produces food with quality techniques. Although the practices and methods are well promoted by the company, it usually faces negative approach from public. The company tries to improve bad brand image by open approach to information, communication with their customers and presenting new restaurant concepts.
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McDonalds marketing strategy on the Czech market
Lišková, Tereza ; Khelerová, Vladimíra (advisor) ; Drozen, František (referee)
This thesis covers the topic of McDonalds marketing strategy on the Czech market. At the beginning of the thesis, McDonalds as a company is explored. The second part focuses on the market environment, which I have divided into the micro-environment and macro-environment. A SWOT analysis was carried out as part od the work. The third part describes the marketing strategy as well as the marketing mix. In conclusion, I analyze the marketing strategy and provide possible areas of improvement.
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Marketing and communications strategies of McDonald's
Antalíková, Eva ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
How can a company achieve its goals in a particular market? How to sell its product to the consumer? How to be successful and to maintain its position as long as possible? These questions I sought answers in my work. I focused on marketing and communication tools used by McDonald's to retain the favor of their customers and to gain new customers in new markets.
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McDonald's position in the market for catering services of the Czech Republic
Brůchová, Jana ; Mlejnková, Lena (advisor) ; Zábranská, Hana (referee)
McDonald's operates in the Czech Republic already eighteen years. This publication describes the position on the Czech market for catering services. The main task is to determine what effect this pattern of Czech cuisine, and which age group visit it most. This thesis analyzes through the questionnaire survey the current state of culinary job market in Prague and the views and preferences of residents of the capital. Furthermore, it also deals with the ongoing globalization, the big U.S. chains like McDonald's reinforcing and the presence of competition for fast food chains.
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Practical aplication of diet problem
Harák, Tomáš ; Kalčevová, Jana (advisor) ; Šmídová, Milada (referee)
I have decided to try solve the question if it is possible to eat healthy at McDonald's fast-foods. I will try to do this with my skills and knowledge of linear programming. I will try to find optimal solution by minimalizing total cost of food. If I don't find the solution, I will try to answer "Why?"
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Franchising as a method of entering the market
Volkhina, Margarita ; Turnerová, Lenka (advisor) ; Khelerová, Vladimíra (referee)
The aim of my diploma was to get familiar with franchising.To get aware of its main characteristics, to work out franchising project in McDonalds. I have devided my diploma in two part.The first one is devoted to definition of franchising generally.Some useful information about its history, merits and dimerits, conditions of cooperation. In the second part I have valued the prospects of thriving due to enterprising under McDonalds brand.
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