Marketing Strategy of Starbucks
| Thesis title: | Marketing Strategy of Starbucks |
|---|---|
| Author: | Kříž, Matyáš |
| Thesis type: | Bachelor thesis |
| Supervisor: | Zlatić, Marija |
| Opponents: | Rachner, Sophia |
| Thesis language: | English |
| Abstract: | The thesis focuses on the marketing strategy of Starbucks Coffe Company on the Czech market. The theoretical part is focused on the description of basic concepts like marketing mix and communication mix as well as the history of Starbucks. A questionnaire survey was also conducted with the aim of finding out why customers visit Starbucks stores, if they are aware of its sustainability commitments and whether they are satisfied with its product and loyalty offerings. |
| Keywords: | marketing; starbucks; strategy |
| Thesis title: | Marketingová strategie Starbucks |
|---|---|
| Author: | Kříž, Matyáš |
| Thesis type: | Bakalářská práce |
| Supervisor: | Zlatić, Marija |
| Opponents: | Rachner, Sophia |
| Thesis language: | English |
| Abstract: | Bakalářská práce se zabývá marketinovou strategií firmy Starbucks Coffe Company na českém trhu. Teoretická část práce se zabývá obecným popisem marketingového mixu, komunikačního mixu a historií společnosti. V rámci práce bylo provedeno dotazníkové šetření, které mělo za cíl zjistit charakteristicky chování respondentů a jejich názor na současnou podobu marketingové komunikace společnosti. |
| Keywords: | marketing; starbucks; strategie |
Information about study
| Study programme: | Mezinárodní ekonomické vztahy/International Business |
|---|---|
| Type of study programme: | Bakalářský studijní program |
| Assigned degree: | Bc. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of International Relations |
| Department: | Department of International Business |
Information on submission and defense
| Date of assignment: | 22. 9. 2020 |
|---|---|
| Date of submission: | 30. 4. 2021 |
| Date of defense: | 10. 6. 2021 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/74223/podrobnosti |