Identifikace spotřebitelských preferencí a jejich vliv na podnikovou strategii

Abstract

This bachelor thesis focuses on the identification of consumer preferences regarding pastry, and their influence on the business strategy of a select bakery. The goal was to analyse crucial factors of both inside and outside environments of a business, and to evaluate the results of a survey. The findings were used to propose a „max-max“ strategy, together with further suitable steps of improving the business.