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Marketing difficulties of gastronom companies
Šetenová, Barbora ; Procházková, Markéta (advisor) ; Boučková, Jana (referee)
The aim of this Thesis is to point out the negative and positive aspects of marketing in gastronomy. Especially in marketing communication, pricing and creating of united corporate identity. The work consists of research, including expert's and customer's views. The core research concerns the motivation of culinary schools students to study and work in this field. Practical examples are primarily focused on sales promotion, media relations and processes that should be followed in café industry. The conclusion summarizes the key findings of all research undertaken.
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Business plan – Italian bakery
Hortová, Edita ; Svobodová, Ivana (advisor) ; Müllerová, Jana (referee)
The main aim of this thesis was to create a business plan to open an Italian bakery and coffee bar and discover the viability of the plan. Thesis is divided into theoretical and practical part. The practical part is formed on basis of theoretical information that characterizes business, environment of business in the Czech and Italy and main points of structure of the business plan. The practical part is formed by own business plan. This part describes goals, marketing plan, financial analysis, SWOT analysis, risk analysis and supplement. In part of conclusion readers learns if the business plan will be suitable for implementation.
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Business Plan
Kubeš, Jan ; Pirožek, Petr (advisor) ; Veselý, David (referee)
The aim of my bachelor thesis is to elaborate a business plan focused on starting a café. To achieve the set target the analysis of external and internal environment (PEST and SWOT) and the financial plan will be carried out. The financial plan will be developed for five years ahead. In the final part of this thesis the results of the analysis and the evaluation of the feasibility of a business plan will be interpreted.
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How to establish a company
Konečný, Viktor ; Dvořáček, Jiří (advisor) ; Slunsky, Petr (referee)
This diploma thesis is focused on a franchising business establishment, particularly on the business establishment of a fictive coffe house which could become a well known franchising concept on the Czech market. Primary advantage of franchise compared to the other types of business cooperation is mainly risk reduction for the investor (franchisee) who obtains proven model of the business. For the franchisor the franchise means an easier way how to widen his business without taking higher lability. The main reason for choosing this topic is an attractivity of this field. Correct preparation and serving of a cup of coffee is not an easy process and there is not a big number of coffee houses and restaurants which can offer such a coffee. By offering high-quality and delicious coffee at user acceptable price our company would like to achieve its objectives and be a successful. The primary objective of this diploma thesis is to analyse and define strategy, mission, vision, marketing activities, product strategy and price policy of a new coffee house. These factors should be used for successful enter to the market. Secondary objective is to determine necessary initial capital, planned costs analysis and investment rate of return.
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Comparison of selected gastronomic chains
Raková, Iveta ; Mlejnková, Lena (advisor) ; Kondrashov, Alexey (referee)
The main aim of this bachelor thesis is the analysis of the position of specialized gastronomic chains Starbucks and Coffeeheaven. The first part is focused on catering chains, as a type of business, and related marketing of catering services. The second part is deals with the comparison of these two chains in terms of their services and customer preferences. All these findings are summarized in a SWOT analysis and the last part is devoted to an evalution of current situation in both chains from the perspective of employees of these chains.
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