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Marketing strategy for chosen company
Laca, Tomáš ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The goal of this diploma thesis was to create a new marketing strategy for the chosen company. The company is seated in Prague and has been in the coffee industry business since 2003. The thesis was written to fulfill academic standards and to be a practical guide for the company itself. The first part of the thesis is the theoretical part containing theoretical principals of company strategy, situational analysis and marketing mix. In the second part we applied theory, real data, internal company workshops and our own survey to create a marketing strategy. The goal of the diploma thesis was fulfilled by creating a marketing strategy based on the company´s identity and values, carrying out a situational and market analysis and creation of a marketing mix.
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Trends in the Consumption of Coffee
PROVÁZKOVÁ, Eliška
The target of the marketing research in this work is to find out if there are some differences in the preparation of the coffee between users of various gender, age, education and a size of a place where they live. I used a method of questioning of at least 200 respondents. The next goal of this work is to find out what is for the consumers the most important shopping motivation, if they prepare and buy their coffee differently over the past years. Then I will write something about what they prefer - which brand, type, size of packaging. The theoretical part is about plantation of coffee, how coffee prepares, consumption of coffee in the Czech Republic and in the world, the culture of coffee, a creation of the market in the Czech Republic and a marketing research. The practical part mainly focuses on the research of the end user, sales research, research of product and prognosis. The practical part partly examines the total market analysis and the advertising research. The final part shows the current trends on the coffee market. It shows that over the past 10 years the habits in preparation of coffee has changed because the present trend aims at coffee express. The preferences concerning the size of the packaging has also changed ? coffee directs toward bigger package. The number of people who drink coffee and buy it in the hypermarket has risen. The biggest shopping incentive is the taste. The most preferred is the middle price level. Consumers most often buy the instant coffee in supermarket and in hypermarket. The most common preparation of roasted coffee is express coffee which is preferred by new consumers. Women do shopping in supermarket or hypermarket more often than men and women are more influenceable by an advertisement than men. More educated users prefer express coffee while less educated consumers prefer turkish coffee. More educated consumers more often visit hypermarket than less educated.
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