Návrh produktové strategie nově vznikající kavárny

Abstract

The topic of this master thesis was Design of Product Strategy for a New Cafe. This café should be opened on the Ostrava market in two years. The theory of this master thesis focused on the product, product classification, the concept of total product, product attributes, product strategies and the development of a new product. The aim of this master thesis was the design of the product strategy of the newly emerging café based on the preferences and wishes of the customers. In this master thesis questioning method was used via the internet; and the sample was made up of 560 respondents who visited the café last year, then data were evaluated using the SPSS program. Based on the results of the survey, the café's product strategy, which concerned coffee and non-coffee beverages, coffee beans, cafeteria services and snacks, was determined. In the electronic version of the master thesis sensitive data were removed, the whole diploma thesis is available with Mrs. Ing. Jana Valečková, Ph.D.