The Application of Marketing Mix for Two Differently Focused Cafes and its Comparison

Lucie Gajdošová

Bachelor's thesis

Abstract:

This bachelor's thesis, entitled "The Application of a Marketing Mix for Two Different Cafés and its Comparison" is focused on the analysis of marketing strategies and mainly on the application of marketing mix for a successfully running business in the field of gastronomy. For these purposes, two specific but fictional Cafés are selected, each of which is differently oriented and the thesis is therefore focused on the evaluation and application of a correctly assembled marketing mix.The thesis is divided into two parts - theoretical and practical. In the theoretical part, all the terms necessary for understanding the subject are explained. It is supported by credible sources, such as vocational literature and verified websites. The knowledge gained in the first part is applied in the practical part. Firstly, the analyzed Cafés are presented and second comes the application of the marketing mix with a usage of 6P formation, and their subsequent comparison.The result of this bachelor thesis is the evaluation of obtained data and based on the calculations of price setting, description of the recommended procedure for managing a successful Café. The conclusion of this thesis is to find out whether these Cafés are worthy of realization.

Keywords

Marketin, Café, Marketing mix, Marketing communication, Customer, Target group, 6P, Product, Price strategy, Situation analysis

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 14. 3. 2018

Obhajoba závěrečné práce

• Vedúci: Ing. Pavel Pánek

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme / odbor:
Economics Policy and Administration / Business Administration