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Setting up marketing communication in the franchise system in the context of localization of individual outlets
KOLOUCH, Marek
The subject of this bachelor thesis is to find the optimal balance between centrally managed marketing strategies and the individual needs of each outlets within the Potrefená husa franchise network. The research includes an analysis of the current the state of marketing communication across the Potrefená husa franchise network, an investigation into customer food preferences within specific outlets and an interview with a representative of manager of selected branches. The results of the quantitative and qualitative analysis showed that the Potrefená husa should place particular emphasis on promoting a unique dining experience and atmosphere of the restaurants through various marketing channels, along with active use of influencer marketing and online campaigns. It is also important to develop an online presence and monitoring market trends. For the Liberec branch, it is recommended to focus on making the lunch menu more attractive, its convenient location in the city centre and optimising occupancy during the day. Potrefená goose in Prague should focus on increasing average spend per person, to encourage tourists and foreign clientele, to optimise the lunch menu and to efficient restaurant occupancy. The IGY shopping centre in České Budějovice should be promote a favourable daily offer and at the same time it is appropriate to increase the average spending per person and to take advantage of the favourable location in the shopping centre. Potrefená goose in České Budějovice Budějovice on Česká Street should make its main efforts in marketing communication.
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Evaluation of selected acquisitions Czech franchise concepts
Sochor, Radovan ; Hes, Aleš (advisor) ; Petr, Petr (referee)
This thesis is concerned with modern and dynamically developing worldwide business method that is called franchising. In this thesis are described three selected franchise concepts operating on the Czech market originally from the Czech Republic. Examined concepts are from the field of gastronomy and these concepts are Svejk Restaurant, Potrefena husa and The PUB. The opening part introduces theoretical basis and analysis of the Czech franchising market in the trade and service sector. In main part of this thesis is carried out an analysis of selected concepts and are examined objectives of the thesis. The main objective is to evaluate the economic and business efficiency of selected franchise concepts. To achieve this objective is used a comparative analysis of the concepts according to established criteria. The first partial objective is to determine interest of potential entrepreneurs about the selected concepts, which is identified by questionnaire. The second partial objective is to evaluate selected concepts and proposing of innovative processes.
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Franchising as a method of entrepreneurship in gastronomy: Analysis of the Potrefená husa concept
Drápela, Lukáš ; Lukeš, Martin (advisor) ; Mareš, Jan (referee)
Bachelor Thesis is focused on franchising as method of entrepreneurship in gastronomy in Czech Republic. Author tries to cover the history and current state of this young and comparatively publicly unknown method. Thesis starts with the main symbols of franchising, his history and legal side of it in Czech Republic with stress on the gastronomy field. Practical part aims on analysing the Potrefená husa franchise concept, one of the oldest and the most successful in Czech Republic beyond fast-foods. Using qualitative research, specifically individual deep interviews, author tries to identify the key factors of the success and describe the weak sides of the concept as well. Thesis might be used as a feedback for stakeholders or as material for potential franchisants, considering admission to concept.
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Porovnání restauračních sítí společností Pilsner Urquell a Staropramen
Trousil, Filip ; Valentová, Jana (advisor) ; Tyll, Ladislav (referee)
The aim of this bachelor's thesis is to compare restaurant chains operated by company Pilsner Urquell and Staropramen. Second aim is to analyze the popularity of these chains with randomly selected respondents. The thesis is divided into five chapters. The first chapter defines key terms related to the issue of restaurant chains. Other chapters deal with the restaurant chains and their comparison. The last chapter illustrates graphically maps the respondents answers to the questionnaire and their awareness of the selected restaurant chains.
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Marketing Strategy of the Chain of Restaurants Potrefená Husa.
Kodeš, Marek ; Postler, Milan (advisor) ; Petřík, David (referee)
The objective of this bachelor thesis is to describe the marketing strategy of Potrefená Husa (a franchised chain of restaurants owned by Staropramen). By the combination of theoretical knowledge and practical fieldwork this project describes how this innovative idea of branded restaurants has been developed. Through a SWOT analysis and in-depth research I have obtained new ideas to improve the recent marketing strategy.
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Marketing strategy of Potrefená husa restaurants
Krejčíková, Lenka ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
This thesis focuses on the marketing strategy of Potrefená husa Resslova restaurant as a part of the franchise chain of Pivovary Staropramen. The aim of this thesis is to suggest a new marketing strategy of this restaurant based on the analysis of the current marketing environment and the results of the consumer's typology questionnaire. The new strategy also results from the analysis of the marketing campaign on Slevomat.cz. The teoretical part of this thesis describes advantages and disadvatages of franchising and its positon in the world and is followed by the marketing strategic process and marketing research. The practical part informs about Pivovary Staropramen and its franchising concept Potrefená husa. Afterwards the thesis tells about the marketing environment of Potrefená husa Resslova and together with the consumer's typology questionnaire creates a SWOT analysis. The end of the thesis includes a new marketing strategy.
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Franchising jako metoda vstupu na trh
Janáková, Kristýna ; Turnerová, Lenka (advisor) ; Khelerová, Vladimíra (referee)
Tato práce se zabývá problematikou franchisingu. V první části jsou vysvětleny charakteristické rysy, základní principy této metody, její výhody, nevýhody a jednotlivé druhy franchisingu. Dále je analyzována franchisová smlouva, manuál a popsána situace v České republice. Druhá část se zaměřuje na franchisingový koncept ?Potrefená husa? společnosti Pivovary Staropramen a.s. Tento koncept je podrobněji analyzován a zhodnocen na základě průzkumu, veřejně dostupných informací a údajů společnosti Pivovary Staropramen a.s.
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