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National Repository of Grey Literature

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Implementation of the international concept Costa Coffee on the Czech market in the form of franchising Procházka, Michal ; Halík, Jaroslav (advisor) ; Motyčková, Hana (referee) This bachelor thesis presents a theoretical overview of franchising, its functions and other necessary related elements. It considers the implementation of an international concept on the Czech market through franchising. It focuses on the coffee industry, particularly at the Costa Coffee company, as an example of an established international concept. Furthermore, this thesis describes the structure and the development of this concept on the Czech market. On the basis of this concept the core attributes which are essential for a successful development of an international franchise concept are identified. Detailed record

Analysis of coffehouse chains in Czech Republic Berdychová, Michaela ; Odehnalová, Jitka (advisor) ; Průša, Přemysl (referee) The thesis discusses the analysis of coffeehouse chains in Czech Republic. In practical part I focus on comparison of objective criteria coming up from marketing mix 4P, on subjective evaluation of shopping atmosphere and also on interpretation of questionnaires. In theoretical part is described the journey of coffee beans from the beginning at coffee tree plantation to the cup. Also I provided information about history of coffeehouses in the world and in Czech Republic and I demonstrated on example of Starbucks how has the international company adapted itself to Czech coffeehouse culture. Detailed record

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