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Brand Extension: a Case Study of Starbucks
Bokii, Artem ; Machek, Martin (advisor) ; Král, Petr (referee)
The thesis investigates the topic of brand extension and its importance in the business practice of companies. The theoretical part of the research outlines the key theoretical aspects related to brand and brand extension. The practical part investigates the case study of Starbucks brand extension and compares it with other famous brand extension cases. The paper illustrates how Starbucks brand extension from coffee onto the ice cream market had been successful on the initial stage, and how it failed in the long run, analyzing the key advantages and drawbacks of Starbucks brand extension activities. The thesis outlines how Starbucks brand extension could have been improved.
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Comparison of CSR activities of companies on the czech market and their contribution to society
Říhová, Lucie ; Lhotáková, Markéta (advisor) ; Tročil, Jan (referee)
The paper focuses on evaluation of corporate social responsibility in Starbucks and Tchibo. To fulfil this aim is used the analysis of CSR activities of companies mentioned above. The indispensable part of this paper is also research in form of a questionnaire, that investigates the public awareness of sustainable activities and it´s attitude to this issue. In the first part of this paper can be found a theoretical introduction to the problem, two following chapters are focused on Starbucks and Tchibo. The last part of the paper is dedicated to the questionnaire.
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Suggestion for Starbucks Coffee Company´s communication strategy improvement
Hayova, Hanna ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The main aim of my thesis is to analyze the communication strategy of the American company Starbucks Coffee, which has already been operating on the Czech market for eight years. The theoretical part will focus on the different types of commercial communications, the concept of brand will be mentioned along with explaining what image, brand identity and brand awareness mean, while concentrating on interview, one of the basic market research methods. The application part is focused on Starbucks, where I will talk about the history of the company, its mission and business principles apply SWOT analysis and competitor analysis of Starbucks Coffee on the Czech market and carry out my own survey focusing on the company´s perception among young Prague citizens. In conclusion I will suggest some potential recommendations that will help Starbucks in reaching and achieving more Czech customers.
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Marketing Strategy for Starbucks café in the Ukrainian market
Nikitina, Oleksandra ; Král, Petr (advisor) ; Richter, Stanislav (referee)
The goal of this thesis is to conduct a research and thorough analysis of the suggested new market for international company. In case of positive recommendation regarding market entry, marketing strategy and marketing mix are to be developed and proposed. The central idea behind the topic is to suggest efficient marketing strategy for Starbucks Corporation, global coffeehouses chain and coffee specialties seller, entry to the Ukrainian market. The recommendation is to be based on thorough analyses and researches of market environment and company's potential position. The thesis is divided into theoretical, analytical and practical parts. The theoretical part summarizes academical knowledge that is related to the topic of the thesis and that is used in further analytical and practical parts. Analytical part presents analyses made on country and industry situation and on current company's profile and strategies. In practical part, based on the analyses performed, the final recommendation on the mode of entry and marketing strategy is made.
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Product Strategy of Starbucks Corporation in the Czech Market
Jedlička, Michal ; Olšanová, Květa (advisor) ; Bolotov, Ilya (referee)
The Bachelor's thesis characterises Starbucks Corporation and its product strategy over the world as well as in the Czech Republic. The first chapter is theoretical and covers the product in marketing, international product policy, product mix strategy, product innovation and SWOT analysis. The remaining two chapters are practical. The second chapter describes Starbucks, its world product strategy and its Czech competition. The last chapter analyses the product strategy of Starbucks in the Czech Republic and compares its product portfolio to the competition. The SWOT analysis and recommendations for Starbucks are made at the end.
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Commodity price risk hedging
Pospíšil, Jakub ; Taušer, Josef (advisor) ; Čajka, Radek (referee)
The thesis presents and applies modern theory of hedging. It determines optimal hedging strategies for Strabucks and GlencoreXstrata corporations on coffee bean and high-grade copper markets. Through these two case studies the theoretical models are tested and assessed based on their relevance to business needs.
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Corporate Social Responsibility of Starbucks
Kolínská, Jana ; Němečková, Iveta (advisor) ; Trojanová, Kamila (referee)
The thesis is focused on corporate social responsibility of Starbucks company. Theoretical part includes theoretical background of CSR, offers view of the problematic from several angles. One subchapter compares arguments provided by supporters and opponents of CSR. Practical part deals with CSR of Starbucks company. In the beginning, the firm is introduced and the main business activities are specified. Subsequently, their individual activities in various areas of CSR are described. The thesis is focused on global CSR activities, on activities in the US and activities in the Czech Republic. Finally the thesis offers analysis and recommendations focused on firm's activities in the Czech Republic.
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International comparison of positioning of the brand Starbucks
Patzenhauerová, Nicole ; Halík, Jaroslav (advisor) ; Sato, Alexej (referee)
This Bachelor thesis focuses on the international comparison of positioning of the brand Starbucks between Great Britain and the Czech Republic. After two theoretically oriented chapters (relevant terminology, information about the company) both British and Czech markets are in following sections analysed in terms of their target group, timing, differentiation from competitors and further there are examined the reasons why people prefer Starbucks to other competing brands. The aim of this work, in addition to the aforementioned analysis, is to conduct a survey concerning the perception and the evaluation of the brand Starbucks within both countries and based on the survey results to find out how the various researched aspects of the brand perception and evaluation are assessed from the perspective of company's customers, employees, as well as managers.
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Analysis of coffehouse chains in Czech Republic
Berdychová, Michaela ; Odehnalová, Jitka (advisor) ; Průša, Přemysl (referee)
The thesis discusses the analysis of coffeehouse chains in Czech Republic. In practical part I focus on comparison of objective criteria coming up from marketing mix 4P, on subjective evaluation of shopping atmosphere and also on interpretation of questionnaires. In theoretical part is described the journey of coffee beans from the beginning at coffee tree plantation to the cup. Also I provided information about history of coffeehouses in the world and in Czech Republic and I demonstrated on example of Starbucks how has the international company adapted itself to Czech coffeehouse culture.
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