Návrh marketingové strategie pro molekulární kuchyni

Abstract

The object of the diploma thesis is to suggest a marketing strategy for Kolkovna restaurant in case of establishing a molecular gastronomy, which is determined by marketing research aimed on the molecular gastronomy. First part of the thesis refers to general findings about traditional Czech gastronomy compared to foreign gastronomy. Next I describe basics and history of molecular gastronomy compared to classic gastronomy. In second part I describe theoretical basics of marketing strategy and its suggestion. Closely I also deal with marketing strategic analysis. Third part relates to exact process of marketing research. In following fourth part I deal with an analysis of extern and intern environment and evaluation of research results. Final part of the thesis includes the strategy suggested for molecular gastronomy promoted by the marketing research results.