Possibilities of marketing orientation of coffee chains in the Czech Republic in terms of customer expectations and services offered by the coffee industry

The main goal of this thesis is to evaluate the marketing strategy of selected coffee chains according to the 4P criteria and other tools resulting from the specifics of retail and service marketing, based on the marketing mix. Subsequently, to present a proposal for an approach to the formation of the marketing orientation of the coffee chain. Another goal is to propose an approach leading to increasing awareness of coffee and coffee culture among Czech consumers. The theoretical part of the thesis summarizes the relevant general background of the marketing concept and consumer behavior, and for a better understanding of how the cafe market works, dedicated to the path of coffee and commodity trade. The following chapters describe the history of coffee in the world and coffee in the Czech Republic. In the following chapters, selected chains are characterized, compared, and evaluated according to the criteria of the 4P marketing mix using information obtained from coffee shops employees, websites, and observations. In the practical part I will focus on the subjective comparison of the shopping atmosphere of branches of coffee chains. The last part will focus on the results of a questionnaire survey, which was focused not only on finding out why and how often people visit coffee shops, but also on the evaluation of cafes by customers according to criteria 4C and others, based on the marketing mix.