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Evaluation of communication strategy of Kuchyň restaurant during the opening and the tone of communication for the future
Hollas, Ondřej ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis focuses on the description and analysis of communication strategy of the restaurant Kuchyň at the time of entering the market made by the marketing department of Ambiente. I chose the topic of the thesis when the communication strategy was taking place, so I contacted the PR manager of Ambiente who provided me with all the existing materials. Another reason was the fact that I consider Ambiente as a leading figure in Czech gastronomy and their marketing communication in the area of gastronomic businesses. The thesis is divided into theoretical and practical part. The theoretical part is devoted to the description of marketing terms that are associated with the communication strategy and which Ambiente uses at the same time. The practical part first describes the creation of the brand Ambiente and individual companies, and then the attention moves to the Kuchyň itself. A substantial part is devoted to the brand strategy of the restaurant, which helps to better understand the whole concept. Work provides visions, missions, and brand values of Kuchyň as a person. In the bachelor thesis I elaborate a communication strategy by the SWOT analysis point of view, which points out the strengths and weaknesses of communication and usable opportunities as well as on threats that could...
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Analysis and Draft of the Marketing Strategy for selected Catering Firm
Miklošin, Ondřej ; Oberhel, Martin (advisor) ; Gunina, Daria (referee)
The aim of this bachelor thesis is to analyze the existing marketing communications of the White Circus catering company and to propose further potential communication activities for this company. The theoretical part of the thesis defines the basic concepts of marketing mix, focusing on the promotional mix and including modern marketing trends. The practical part of the thesis is dedicated to the White Circus catering company, a branch of the Ambiente catering company. First, a competition analysis of the White Circus company is carried out and its current marketing communications analyzed based on an in-depth interview with the White Circus marketing director. Based on the findings, the thesis then proposes innovative communication strategies for improved marketing communications of the White Circus catering company in the future.
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Marketing Analysis of Selected Catering Establishment
Lásková, Karin ; Mlejnková, Lena (advisor) ; Voříšková, Barbora (referee)
The aim of the thesis is to describe the Ambiente Restaurants Group concept, to analyse its marketing instruments and to show, how its "know-how" was built and is put in practice. The theoretical part deals with the marketing in general, then marketing mix in tourism and ends with hospitality and hospitality entrepreneurship. The practical part is focused on the concept of Ambiente, its development and it is introducing every Ambiente establishment. After that the marketing mix is applied to practises of Ambiente and then analysed. At the very end, the concept is assessed by a questionnaire.
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