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National Repository of Grey Literature

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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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