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Sustainability communication in the coffee indrustry
Mičolková, Martina ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis deals with the analysis of sustainable communication in the coffee industry, focusing on the brands Nespresso and Starbucks, and examines how these initiatives are perceived by consumers. The theoretical part of the thesis focuses on green marketing and the coffee industry, identifying specific challenges within sustainability in this sector. The practical part of the thesis combines two main research methods: content analysis of social media and quantitative research in the form of a questionnaire survey. The content analysis monitors the sustainable communication of the Nespresso and Starbucks brands on the social network Instagram, aiming to identify the topics and key words through which the brands communicate sustainability and the users' reactions to these posts. The quantitative research then examines public attitudes and engagement towards sustainability in the coffee industry and the communication initiatives of the Starbucks and Nespresso brands. The results of this research can provide brands with data on consumer preferences and expectations regarding sustainability and its communication in this field.
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Responsible brand management
Bolfová, Natálie
Bolfová, N. Responsible Brand Management. Bachelor thesis. Brno: Mendel University, 2018. This bachelor thesis deals with the mutual relationship between corporate social responsibility and brand management in the Czech coffee industry and is applied on the local coffee-roasting plant Rituale caffè. The main aim of the thesis was, on the basis of a secondary data analysis of the Czech coffee market with its major brands, two questionnaire surveys for coffee consumers and Rituale caffè’s customers, analysis of current CSR activities, branding elements, and considering the threats, opportunities, strengths and weaknesses, to suggest recommendations for the future more responsible brand management. These recommendations include e.g. informing the general public about social and environmental problems with which coffee industry has to deal and promote their current responsible activities. Subsequently, creating a slogan, changing the coffee package material, or, if necessary, employing disadvantaged people. The final proposal is designed and calculated, and secures more responsible brand management, brand awareness and builds a loyalty program.
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Global value chains in the coffee industry focused on Vietnam
Klumparová, Adéla ; Vlčková, Jana (advisor) ; Hnát, Pavel (referee)
Aim of this diploma thesis is to describe functioning of global coffee value chains and this knowledge then apply to the coffee industry in Vietnam which serves as a case study. The introductory chapter focuses firstly on institutional background of value chains, processes and management processes used in the agricultural industry. The thesis also contains analysis of global coffee value chain, including the identification of entities engaged in the chain and their contribution to the creation of added value. Next chapter describes the development of the world coffee market and production of the world's major producers and exporters of coffee. The thesis also deals with the topic of economic and social sustainability and the impact of global value chains on the environment. Final part of the thesis concentrates on the position of the coffee industry in Vietnam, its structure and development over the past 40 years. Attention is paid also to a problematic position of small growers or to the opportunities of the development of the local coffee industry.
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