Marketing Mix Proposal for Polévkárna

This bachelor’s thesis presents a proposal for a marketing mix for Polévkárna – a small bistro in Karlín district of Prague that specializes in fresh soups. The first part outlines the theoretical framework of the marketing mix and the specifics of its application in the service sector. The aim of the thesis is to propose concrete measures for optimizing the company’s marketing activities based on theoretical insights, situational analysis, and primary research. The methodology combines secondary data analysis, SWOT and STP model, with a primary quantitative survey conducted among Polévkárna’s visitors. The outcome of the thesis is a marketing mix proposal based on the 7P model, reflecting the characteristics of the service market and the needs of the target audience. The thesis identifies the strengths of the business while also highlighting areas with potential for improvement. The proposed measures aim to better target key customer segments, enhance brand image, increase loyalty among the customers, and improve the overall competitiveness of Polévkárna. From a practical perspective, the thesis is particularly beneficial for the company itself, as it offers an external perspective on its current situation and provides valuable data on customer preferences and expectations.