Business patterns for a coffeehouse: a case study of German and Russian companies

Zarina Yessenbekova

Bakalářská práce

Abstract:

This work is focused on the study of business patterns of selected coffeehouses and analysis of the selected coffee markets (Germany and Russia). The main aim of the bachelor thesis is to identify main determinants of coffeehouse efficient performance using comparative analysis of business plans of two successfully operating coffeehouses in Russia (Cofee House) and Germany (Tchibo). The analysis and synthesis of relevant information (especially ICO statistics, professional literature) is done and used then in the practical part of the bachelor thesis. Both theoretical and practical parts are rest on descriptive analysis, thematic synthesis and basic statistical methods. Own research work is be mainly based on the comparative techniques and SWOT analysis. The analysis shows, that Germany and Russia are considerable importers of coffee, but German market has significantly export orientation due the high saturation of domestic consumption. Russian market is not so saturated and there are great opportunities for coffee houses development. However, there is also a high risk of new competition. Franchising is a good business model of coffeehouses in both markets. The results of the analysis of the Tchibo and Coffee House franchises have shown that they make it possible to achieve market success and profits. They are based on proven know-how and a strong brand. The differences between the Tchibo and Coffee House business patterns lie in the area of the degree of control and the volume of assistance provided by the main companies.

Keywords

Business plan, Business pattern, Coffee, Coffeehouse, Economic performance, Russia, Germany

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 17. 3. 2021

Obhajoba závěrečné práce

• Vedoucí: Mgr. Elena Kuzmenko, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program / obor:
Economics Policy and Administration / Business Administration