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Marketing strategy analysis of coffee brand Jacobs
Dinh Huyen, Trang ; Postler, Milan (advisor) ; Menčík, Lukáš (referee)
The Master thesis deals with marketing strategy analysis of coffee brand Jacobs, which is one of global brands of Jacobs Douwe Egberts company. The goal of this diploma thesis is the analysis of marketing strategy and on the basis of questionnaire survey there are suggested activities to improve current marketing strategies. In the theoretical part there are summarized main theoretical findings about marketing generally, one subchapter is dedicated only to brand and its impact on marketing, which provide insight into the issue. The practical part focuses on the coffee market of Czech Republic, on the company itself, it also deals with individual policies of the company, with rival companies, inner and outer analysis, and least but not last SWOT analysis. Questionnaire survey is also the part of practical part and the final part contains on basis of that survey suggestions for improvement of marketing strategy.
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