Marketingové strategie kavárenského řetězce The Miners pro vstup na nový trh (Žilina)

This bachelor thesis focuses on the marketing strategy of the café chain The Miners in the vicinity of the University of Žilina. The aim of this thesis is to evaluate the potential of the proposed location as a site for a new branch of The Miners through a thorough analysis of the spatial context, market trends and consumer preferences. The theoretical part examines general marketing approaches in the coffee industry with a focus on consumer behaviour, examples of successful positioning, pricing models, communication strategies and current trends in consumer behaviour in the coffee chain market in Europe. The remaining space is devoted to an overview of the coffee chain The Miners, a spatial analysis of the surroundings of the University of Žilina (UNIZA) and an analysis of the consumer preferences of the target group. The thesis concludes with a comprehensive marketing strategy based on the research results, providing recommendations in six key areas: product, price, location, promotion, staff and store design.