Analýza marketingové komunikace kavárny

Abstract

Cafes have become significant places for meeting, relaxation, and business negotiations. Cafes specializing in specialty coffee are becoming increasingly popular due to customers' increased interest in the quality and taste of coffee. Marketing plays a crucial role in achieving business goals for cafes, such as increasing sales, building brand awareness, and maintaining and expanding the target audience. Creative marketing strategies are essential for successful penetration in the competitive environment.

This bachelor's thesis focuses on the marketing strategy of the Ostrava-based coffee shop chain, CØKAFE, analyzing marketing communication and utilizing the marketing mix. The goal is to increase brand awareness, acquire new customers, and contribute to overall successful development. The thesis will be divided into six parts, including an introduction, theoretical background, business characteristics, research section, and proposals and recommendations. The results of the thesis will be used to optimize the marketing plan of the CØKAFE company.