Návrh marketingového mixu nově vznikající kavárny
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Date
Authors
Horáčková, Tereza
Advisor
Referee
Mark
C
Journal Title
Journal ISSN
Volume Title
Publisher
Vysoké učení technické v Brně. Fakulta podnikatelská
ORCID
Abstract
Tato bakalářská práce se zaměřuje na vytvoření marketingového mixu pro nově vzniklou kavárnu Eunoia, která se bude nacházet v Boskovicích. Teoretická část popisuje základní marketingové koncepty a nástroje související s marketingovým mixem, analýzou konkurence, zákazníků a rozvojem malého podniku. Analytická část představuje projekt kavárny, zkoumá místní tržní prostředí, analyzuje potenciální konkurenty a identifikuje preference zákazníků. Návrhová část představuje návrh marketingového mixu pro kavárnu a propagaci na míru konkrétním cílům a hodnotám kavárny Eunoia. Výsledek má za cíl podpořit úspěšný vstup na trh a dlouhodobou udržitelnost kavárny.
This bachelor thesis focuses on the creation of a marketing mix for a newly established café called Eunoia and this café will be located in Boskovice. The theoretical part describe fundamental marketing concepts and tools related to the marketing mix, analysis of competitors, customers and small business development. The analytical part introduces the café project, researches the local market environment, analyzes potential competitors, and identifies customer preferences. The proposal part introduces draft of the marketing mix for the café and promotion tailored to the specific goals and values of café Eunoia. The outcome aims to support a successful market entry and long-term sustainability of the café.
This bachelor thesis focuses on the creation of a marketing mix for a newly established café called Eunoia and this café will be located in Boskovice. The theoretical part describe fundamental marketing concepts and tools related to the marketing mix, analysis of competitors, customers and small business development. The analytical part introduces the café project, researches the local market environment, analyzes potential competitors, and identifies customer preferences. The proposal part introduces draft of the marketing mix for the café and promotion tailored to the specific goals and values of café Eunoia. The outcome aims to support a successful market entry and long-term sustainability of the café.
Description
Citation
HORÁČKOVÁ, T. Návrh marketingového mixu nově vznikající kavárny [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2025.
Document type
Document version
Date of access to the full text
Language of document
en
Study field
bez specializace
Comittee
doc. Ing. Robert Zich, Ph.D. (předseda)
Ing. Veronika Bumberová, Ph.D. (člen)
doc. Ing. Pavla Marciánová, Ph.D. (místopředseda)
Ing. Kateřina Petrová, Ph.D. (člen)
Ing. David Havíř, Ph.D. (člen)
Date of acceptance
2025-06-19
Defence
In her presentation, the student informed the committee about the objectives, solutions and results she had reached in her thesis. The committee then read the opinions and evaluation of the thesis supervisor and the opponent. The student answered the question from the opponent's assessment in full. Questions from committee members:
1. Doc. Zich: What are the values your brand will represent? - answered
2. Doc. Marciánová: In your café will come mother with kids who are not behave very well. What would you do? - partly answered
3. Doc. Marciánová: In your café will come a student, order one drink and sit there for 6 hours on computer. What would you do? - answered
4. Ing. Petrová: Do you have a barista course? - answered
5. Ing. Petrová: How do you want to differentiate from your competitors? - answered
6. Ing. Petrová: Do you know that your customers like matcha? - answered
7. Ing. Petrová: How will you solve financial issues? - answered
On the basis of the presentation and the answers to the questions asked in the discussion, the committee decided that the student defended the thesis.
Result of defence
práce byla úspěšně obhájena