Marketingový plán podniku Pražská kavárna pro rok 2018

This diploma thesis deals with the analysis of the current marketing plan of the existing café Pražská kavárna and recommends a marketing strategy for the next period. The main objective of this thesis is to propose a new marketing plan for Pražská kavárna for the following year 2018, based on the gained theoretical knowledge and information gathered from the analyses of current marketing practices. The partial objectives are to make a business situation analysis (macro, micro and internal environment), characterize the company's marketing mix, to identify points for improvement, and to develop the resulting targets and strategies. The thesis is divided into five chapters, into the theoretical and practical parts. The first part deals with the theory of strategic planning and the specifics of marketing in the hospitality industry and includes current food trends. In the second part, the theoretical knowledge is applied in order to evaluate the current marketing strategy of the company and design a new marketing plan.