Communication strategy of the company Ambiente in 2012-2017

The bachelor thesis is focused on the description of the communication of the gastronomy company Ambiente restaurant, which includes over twenty different restaurants all over the Czech Republic. The reason I chose Ambiente restaurants is that they have an internal marketing department that takes care of all brands. This is one of the few local gastronomic establishments that use the methods of marketing communication and public relations in our country. Structurally, the thesis is divided into a theoretical and practical part. The theoretical part firstly contains a general characteristic of important marketing concepts. Specifically about the terms such as public relations, personal public relations, marketing communication, branding, social networking, content marketing and not very well-known food marketing. Secondly, the work is about the history and the present of company. The following chapter is devoted to Czech and foreign competition. There are more of the examples of Czech competition, because the competition is often equal to one business, not to whole concept. I mention just one foreign competition the model of the New York restaurant owned by David Chang, who has opened over twenty different restaurants over the past twenty years, as well as the owner of Ambinete restaurants, Tomáš..