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Communications Strategy of the Company CrossCafe original s.r.o.
Mukenšnablová, Petra ; Olšanová, Květa (advisor) ; Halík, Jaroslav (referee)
The objective of this bachelor thesis is to analyse the current marketing communications of the largest Czech coffee chain CrossCafe original s.r.o. The theoretical part of the thesis deals with marketing communications and communication planning. In the practical part, SWOT analysis is carried out on the basis of information accessible to the public, authors own observation, analysis of competition and the outcomes of a survey among current customers conducted in form of on-line questionnaires. Consequently, regarding the results of the SWOT analysis, possible improvements in the marketing communications of CrossCafe are suggested.
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Business on the Czech market in the form of franchising
Hrubcová, Veronika ; Chylíková, Hana (advisor) ; Turnerová, Lenka (referee)
This bachelor thesis deals with "Business on the Czech market in the form of franchising ". It is divided into three main chapters. The first chapter deals with the theoretical side of things, the advantages and disadvantages of franchising, defines the main concepts and types of franchising, franchising definitions used, and also describes a brief history of the franchise. The second chapter describes the development of franchising in the Czech Republic organizations for franchising operating in the Czech republic and provides the largest franchise systems operating in our territory. The third and last section contains a description of the functioning of franchise concept in the company and using SWOT analysis compares the strengths, weaknesses, opportunities and threats of a concept, in this case the company CrossCafe Original Ltd.
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The proposal to improve the marketing strategy for cafeteria CrossCafe
Vácha, Pavel ; Postler, Milan (advisor) ; Tichavský, Petr (referee)
The objective of this bachelor thesis is to describe the marketing strategy of the franchise coffee chain CrossCafe. The work contains the combination of theoretical knowledge and practical fieldwork. I used a SWOT analysis, analysis of competition, identification of typical customer and assessment of the current marketing strategy to propose a new alternative strategy. This strategy contains the draft of a potential direction the whole concept in the future could adopt.
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