Mezinárodní srovnání positioningu značky Starbucks

This Bachelor thesis focuses on the international comparison of positioning of the brand Starbucks between Great Britain and the Czech Republic. After two theoretically oriented chapters (relevant terminology, information about the company) both British and Czech markets are in following sections analysed in terms of their target group, timing, differentiation from competitors and further there are examined the reasons why people prefer Starbucks to other competing brands. The aim of this work, in addition to the aforementioned analysis, is to conduct a survey concerning the perception and the evaluation of the brand Starbucks within both countries and based on the survey results to find out how the various researched aspects of the brand perception and evaluation are assessed from the perspective of company's customers, employees, as well as managers.