Purpose of this diploma thesis is Starbucks marketing strategy analysis on the Czech market. Theoretical part focuses primarily on company characteristics with regard to its historical development, key values, brand identity and positioning. This also covers company's global strategy, ways of international expansion and requirements for perspective business partner. Practical part analyses Czech market, its macro-environment and competition in the field. In addition present thesis includes SWOT analysis, practical examples of marketing strategy adaptation as well as marketing mix
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