Kateřina Binterová
Master's thesis
Segmentace trhu kávy
Segmentation of coffe market
Abstract:
Diplomová práce se zabývá segmentací trhu kávy v České republice. Hlavním cílem práce je odkrýt segmenty na tomto trhu, které budou vnitřně homogenní a navzájem mezi sebou odlišné. Jednotlivé profily segmentů je nutné rozvinout, vyhodnotit jejich atraktivitu a navrhnout pro ně vhodnou marketingovou komunikaci. Teoreticko-metodická část se věnuje pochopení jednotlivých pojmů, přístupů a metod segmentace …moreAbstract:
This diploma thesis focuses on coffee market segmentation in the Czech Republic. The main objective is to identify segments within this market that are internally similar and externally different from each other. It is necessary to develop individual segment profiles, evaluate their attractiveness, and propose suitable marketing communication strategies. The theoretical and methodological part cover …more
Language used: Czech
Date on which the thesis was submitted / produced: 10. 5. 2024
Identifier:
https://vskp.vse.cz/eid/93173
Thesis defence
- Date of defence: 3. 6. 2024
- Supervisor: Jan Koudelka
- Reader: Tomáš Radosta
Full text of thesis
Contents of on-line thesis archive
Published in Theses:- autentizovaným zaměstnancům ze stejné školy/fakulty
Other ways of accessing the text
Institution archiving the thesis and making it accessible: Vysoká škola ekonomická v Prazehttps://vskp.vse.cz/eid/93173
Vysoká škola ekonomická v Praze
Master programme:
Management
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