Analysis and suggestion for improvement of marketing communication of The Miners

The topic of this bachelor's thesis is the analysis and proposal for improving the marketing communication of a selected company. The main goal of the thesis is to evaluate the effectiveness of The Miners' marketing communication based on its own research and to present proposals for its improvement. In the theoretical part, information about marketing communication is processed with the help of a literary search. Further, the specifics of marketing in gastronomy, namely in the promotion of coffee-oriented enterprises, are given. It was found out that these enterprises need to distinguish their brand from competitors, use high-quality visual materials for promotion, apply content marketing and involve influencers in cooperation. Particular emphasis should be clustered on online communication channels. In the practical part, the selected enterprise is presented, which is a modern cafe chain with six branches in Prague. The analysis of the company's marketing communication was carried out by the method of questionnaire survey and semi-structured interview. It turned out that the marketing communication of the chain is quite effective. However, it is possible to strengthen it if the problems revealed during the analysis will be eliminated. This is mainly due to the lack of promotion of the e-shop and Instagram profile, the inability to establish long-term relationships between customers and the brand, but also the inefficient use of direct communication channels. In the design section, recommendations are made to strengthen communication. They are mainly focused on increasing loyalty, the use of PPC advertising, PR events, and e-shop promotion.