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National Repository of Grey Literature 1 records found  Search took 0.02 seconds. 
Fair trade and Direct trade certification in marketing strategies of Czech coffee roasters and cafes
 Bočková, Petra ; Kvítková, Zuzana (advisor) ; Daňková, Zdeňka (referee)
This diploma thesis is focused on the state of specialty coffee market in the Czech Republic, while concentrating on the position of the biggest coffee roasters and cafes on this market and their marketing strategies. Analysis of these marketing strategies is part of this thesis, with focus on approach of these roasters to Fair trade and Direct trade. Theoretical as well as practical part of this thesis presents findings from the Czech specialty coffee market, explains background of its fast development and the significance of alternative trade practices. The approach of coffee consumers to values presented by specialty coffee has been evaluated through a questionnaire survey. These values include certifications themselves and their ethical significance, as well as locality of roasting and therefore also accessibility of fresh and high quality product.
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