McDonald's marketing strategy on the Czech market from the point of view of sustainability (targeting Generation Z)

The aim of this bachelor's thesis is to analyze the current marketing strategy of McDonald's on the Czech market from the point of view of sustainability and to propose its improvement in the future. At the same time, the work discusses the ways in which Generation Z is targeted as consumers. The bachelor thesis is divided into four main chapters. The first chapter is devoted to the theoretical determination of concepts important to understanding the topic. The second chapter introduces McDonald's. Here he deals with market analysis using marketing tools such as positioning or Porter's five forces model, deeply investigates the concrete use of sustainability and analyzes the communication mix. The third chapter belongs to the own research conducted through in-depth interviews with restaurant managers and a questionnaire survey with Osgood's semantic differential. There is a presentation of the methodology, research objectives and subsequent evaluation of the results. Based on the analysis and research results, proposals and recommendations for sustainable activities and effective ways of communicating them are formulated in the fourth chapter.