Komparace marketingové komunikace franchisových sítí v oblasti gastronomie

Abstract

This bachelor’s thesis focuses on a comparison of marketing communication of selected franchise networks in the field of gastronomy. The main goal is to compare the effectiveness of marketing communication of McDonald’s, KFC, Starbucks, Vosíme, and UGO from the consumer’s perspective. The theoretical part deals with the fundamentals of franchising and the principles of marketing communication. The practical part is based on quantitative research conducted through an online questionnaire. The results show that customers perceive the marketing communication of McDonald’s and KFC as the most effective. The conclusion of the thesis includes recommendations for improving communication, with an emphasis on better adaptation to customer preferences.