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Proposal to Change the Marketing Mix of the Café
Mlčková, Adéla ; Mráček, Pavel (referee) ; Kaňovská, Lucie (advisor)
The bachelor thesis deals with marketing mix of Jamai Cafe Dvanáctka. The work is divided into three main chapters. Basic marketing terms are defined in the theoretical part. The analytical part contains an introduction to the company and an analysis of current state. In design part, changes are proposed to improve the cafe’s marketing mix.
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Design of Fluid Bed Coffee Roaster
Shemetova, Anna ; Paliatka, Peter (referee) ; Sládek, Josef (advisor)
Specialty coffee is becoming increasingly popular every year due to its distinctive flavor characteristics that set it apart from regular coffee. The flavor profile of the beverage is influenced by several factors, including roasting. Specialty coffee beans are roasted in smaller quantities for better process control, often in coffee shops or smaller roasteries. During roasting, green coffee beans go through several phases, each of which is crucial for achieving the desired taste and aroma of the coffee. There are various technological methods of coffee roasting, with one of the most modern being hot air roasting. This method is continuously evolving technologically, but the design of the machines often mimics other types of roasting machines, leaving untapped potential in the shape and appearance of hot air roasters. The placement of the roaster within a coffee shop also brings certain opportunities, which will be addressed in the thesis. The work focuses on creating a design for a hot air coffee bean roaster with a capacity of 1 to 2 kg, which could be placed in a small to medium-sized coffee shop or roastery.
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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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Analýza produkce, obchodu a možností uplatnění kávy v podmínkách ČR
Toufarová, Marie
The diploma thesis deals with the characteristics of the genus Coffee, individual types of coffee trees and the botanical description of the coffee bean parts. The thesis leads to a closer understanding how the coffee is grown, and it also shows harvesting and processing methods of the obtained coffee cherries such as dry, semi-washed and fullywashed processing. The processing of coffee by roasting and sub-distribution of the coffee assortment according to its qualitative factors as a commodity coffee, selective coffee and coffee is also classified. Part of the thesis is dedicated to the description of world coffee regions with characteristics of selected countries. The work shows the world's largest player in the coffee business and highlights the factors influencing the price of coffee. It also presents statistic data and data from world producers describing the development of global coffee exports and imports since 2004. A significant part of the diploma thesis describes the world coffee consumption and is focused on the Czech Republic. There is also specifically discussed the import and re-export of coffee bound to the Czech Republic. The description of coffee consumption in the Czech Republic is based on a questionnaire survey, which shows consumer trends and also looks at the level of knowledge of coffee in the general public. Following the questionnaire survey, the Czech coffee scene in the Moravian-Silesian Region is listed, with a description of local coffee roasters and cafes.
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The Impact of Coffee Demand on its Production
Nossek, Tomáš
The production of coffee, one of the world‘s most popular drinks, is experiencing a movement forward due to the progressive coffee drinking culture. Consumers are becoming well-educated about the origin of coffee and its producers well-informed about their customers’ desires. This thesis aims to analyze modern trends in coffee consumption and its impact on coffee cultivation and processing. It should also define the principles of both the specialty and the mainstream coffee market and clarify the relationship between specialty coffee producers and green bean coffee buyers. The work also describes the journey of coffee from farm to cup from agricultural as well as from the economic point of view. The material for theoretic part was collected from several reliable sources; including professional literature, statistical reports, on-line scientific articles and personal experience from the coffee industry. For the practical part, questionnaire inquiry and online interviews were used to collect information.
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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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Main principles in creation of packaging design
Tsitova, Darya ; Dědic, Filip (advisor) ; Phung, Hyu Nghia (referee)
This thesis is focused on study of the main principles in creation of packaging design. The theoretical part is dealt with the concept of packaging design in the selective segment of speciality coffee and graphic design principles that can be applied to this packaging. The practical part these principles are studied to redesign graphic identity for the package design of the selective brand of speciality coffee. One section of the practical part is also the analysis of the state of concrete packaging on the Prague market in the given segment.
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