Analýza marketingové komunikace pohostinského zařízení

Abstract

This bachelor's thesis focuses on the analysis of the marketing communication of the food and drink establishment Hasič pub III. in Opava. The primary objective of the thesis was to evaluate the current state of the establishment's communication and, based on primary data, to propose its optimization for selected target segments. To achieve this objective, a quantitative research method was employed. The data were collected through an online questionnaire survey conducted among both potential and existing customers.

Based on the evaluation of the results, key information channels and barriers preventing potential customers from their initial visit were identified, with the main obstacle proving to be a simple lack of awareness regarding the establishment's existence. Within the primary target segment of students, the greatest communication potential was identified on the Instagram platform, as well as through word-of-mouth recommendations. The research findings and the conducted Importance-Performance Analysis (IPA) were utilized to formulate specific recommendations. These proposals aim to increase reach through authentic video content, enhance the online discoverability of information, and foster deeper engagement within the existing customer community.