Marketingová strategie podniku v oblasti kavárenských služeb
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Bakalářská práce se zabývá marketingovou strategií společnosti Costa Coffee, která soustředí svou ekonomickou činnost do oblasti kavárenských služeb a jejíž historie sahá až do roku 1971. Předmětem této práce je obecné seznámení se společností Costa Coffee a analýza jejích marketingových strategií. Teoretická část práce se zabývá utvářením a druhy marketingových strategií, z pohledu marketingového mixu a specifiky marketingu ve službách. Poznatky z teoretické části se poté promítají do části, která je věnována samotné společnosti. Ta obsahuje charakteristiku společnosti, analýzu marketingového mixu a marketingový výzkum, který byl proveden na základě sběru primárních dat, metodou online dotazování. Dále tato část obsahuje shrnutí a doporučení, která vycházejí jednak z analýzy marketingového mixu a jednak z marketingového výzkumu. Navržená doporučení mohou vést ke zlepšení služeb a zaměření marketingových strategií.
The bachelor thesis deals with a marketing strategy of the Costa Coffee company, which centres its economic activity into coffee services and its history goes back to 1971. The subject of this work is to know basic information about Costa Coffee company and to analyse its marketing strategies.The theoretical part of the work deals with forming and types of marketing strategies, at the sight of marketing mix and also deals with specifics of marketing in services. Findings from the theoretical part blend into the part, which is dedicated to the company. This part contains characteristic of the company, analysis of marketing mix and marketing research, which was made by collecting of primary data, with method of online questioning. This part also contains summary and recommendations, which are based on the analysis of marketing mix and on the marketing research. Suggested recommendations could improve services and marketing strategies.
The bachelor thesis deals with a marketing strategy of the Costa Coffee company, which centres its economic activity into coffee services and its history goes back to 1971. The subject of this work is to know basic information about Costa Coffee company and to analyse its marketing strategies.The theoretical part of the work deals with forming and types of marketing strategies, at the sight of marketing mix and also deals with specifics of marketing in services. Findings from the theoretical part blend into the part, which is dedicated to the company. This part contains characteristic of the company, analysis of marketing mix and marketing research, which was made by collecting of primary data, with method of online questioning. This part also contains summary and recommendations, which are based on the analysis of marketing mix and on the marketing research. Suggested recommendations could improve services and marketing strategies.
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marketingová strategie, segmentace, targeting, positioning, marketingový mix služeb, zákazník, marketingový výzkum, marketing strategy, segmentation, targeting, positioning, service marketing mix, costumer, marketing research