Analýza marketingové komunikace obchodního řetězce kaváren

Abstract

The aim of this bachelor's thesis is to analyze the marketing communication of the company Starbucks and, based on the findings, propose recommendations for its optimization and improvement. The thesis is divided into a theoretical and a practical part. The theoretical part outlines the theoretical foundations of marketing communication, as well as the history and characteristics of the company. The practical part analyzes data obtained through an online questionnaire. The collected data was processed and evaluated using the statistical software IBM SPSS Statistics and Microsoft Excel. Based on the research results, conclusions and recommendations were formulated for optimizing Starbucks' marketing communication.