Poziční strategie restauračního zařízení

Abstract

The aim of this work is to select an appropriate segment of customers for restaurant Grácie, and setting a positioning strategy at the base of the analysis of external and internal environment. This analysis of the environment is made on the basis of the PEST analysis, which examines the political, economic, social and technological factors. Internal business environment is inspected from the perspective of competition, offered product by restaurant Gracie and the preferences of the potential customers. The analysis of competition was performed by the method of observation, the preferences of the potential customers was gained from the questionnaires. Designed positioning strategy will be focus on suitable target segment of customers who was chosen by segmentation and targeting process. The positioning strategy has been set up with consideration of characteristics of the target segment and also on the basis of the obtained information by the analysis of the environment. In the customers’ minds, this strategy should create a vision of modern restaurant which offers regional dishes but also the restaurant which communicates with customers at a higher level than the others.