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Významné aspekty udržitelné kávy a doporučení pro kavárny
Skýbová, Tereza
Skýbová, T. Significant aspects of sustainable coffee and recommendations for cafés. Bachelor thesis. Brno: Mendel University in Brno, 2023. The aim of the bachelor thesis is to propose recommendations for cafes that will lead to the expansion of awareness and marketability of sustainable coffee. The literature search will introduce coffee as a commodity, sustainable coffee production and the various organisations that promote a sustainable approach to coffee. The information will be used in the results section. In the empirical part, the coffee sector will first be analysed. The main research of the thesis consists of semi-structured interviews, which are complemented by a questionnaire survey. Finally, various recommendations will be proposed to promote sustainable coffee awareness and marketability. These recommendations will be financially backed.
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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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Briú: A Coffee Roasting Startup
Beck, Maximilian ; Jirsák, Petr (advisor) ; Nussbaumer, Rebecca (referee)
The purpose of this study is to examine the German coffee market and its appropriateness as a new market to enter for the startup Company Briu. The company has been continuously growing since its initial start. The Chilean Coffee startup has since then looked for new markets opportunities in Europe. Their favored market is Germany. The research conducted in this paper is supposed to reveal the market its suitability for the company its expansion. The following key areas are assessed in order to decide whether or not the company should enter the market: 1. The demand for specialty quality coffee in Germany 2. The supply chain for the product 3. Governmental support of startups in Germany 4. The potential of the German Coffee Market 5. The legal and regulatory frame in Germany 6. German Customer 7. Market attractiveness 8. Ease of entry 9. Partner selection In this study, nine Coffee startups were interviewed. All the companies are located in Germany and the interviews were conducted via phone. The results suggest that the demand for specialty coffee in Germany is high enough to make the market entry of the company successful. The legal and financial landscape of the German startup industry supports the decision to enter the German specialty coffee market and an appropriate supply chain as well as suitable business partners are available.
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Starbucks - Mazinárodní strategie a cesta na výsluní
Zábranská, Marie ; Bílková, Jana (advisor) ; Čápová, Ludmila (referee)
Diplomová práce se zabývá analýzou mezinárodního úspěchu společnosti Starbucks. Příčiny tohoto bezprecedentního úspěchu jsou nejprve detekovány ve vnějších faktorech a v odvětví samotném. Následuje pozorování strategických kroků společnosti od založení až po mezinárodní expanzi a podrobná deskripce interních praktik společnosti. V analytické části je pak vymezen a aplikován model, který byl vyvinut na Bocconské univerzitě v Miláně. Jednotlivé předpoklady modelu jsou porovnávány s postupem společnosti Starbucks. Vyhodnocením shodností a odlišností reality a modelu se pak dochází k závěrům, které vysvětlují příčiny extrémně pozitivních výsledků společnosti Starbucks a její schopnosti přeměnit stagnující neatraktivní odvětví na lukrativní obor s vysokými maržemi.
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