Marketingová strategie vybraného podniku

This bachelor thesis focuses on the analysis of the marketing strategy of the Srdcovka u Parku restaurant located in Prague-Prosek. The primary objective is to evaluate the current marketing activities of the establishment within the context of the local competitive environment and, based on identified strengths and weaknesses, to propose specific recommendations for enhancing its strategy. The theoretical part defines the specifics of service marketing in the gastronomy sector, the servicescape concept, and the tools of the extended 7P marketing mix. The practical part is based on methodological triangulation, including a semi-structured interview with the restaurant manager, a customer questionnaire, direct observation at the point of sale, and secondary data analysis. The results reveal high product quality and a strong physical environment, while also identifying significant deficiencies in digital communication, online reputation management, and a discrepancy between management's vision and the actual customer base. The final section of the thesis formulates proposals aimed at professionalizing social media presence, implementing active selling techniques, and executing event marketing targeted at families with children.