Original title: Marketingová strategie pivovaru Svijany
Translated title: Marketing strategy of Svijany brewery
Authors: Vostrý, Filip ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
Document type: Master’s theses
Year: 2013
Language: cze
Publisher: Vysoká škola ekonomická v Praze
Abstract: [cze] [eng]
Cílem této diplomové práce je pomocí znalosti marketingové teorie podrobně popsat marketingovou strategii Pivovaru Svijany, analyzovat její silné a slabé stránky a na základě těchto zjištění dále doporučit změny či novinky, které by pivovaru pomohly do budoucna. Práce obsahuje sekundární analýzy dotazníků, databáze MML-TGI a matici SWOT, na jejiž základě jsou jednotlivá doporučení vytvořena. The aim of this thesis is, based on the knowledge of marketing theory, to describe in detail marketing strategy of Svijany brewery, analyze its strengths and weaknesses and based on these findings recommend changes that would help brewery in the future. Thesis includes secondary analysis of surveys, MML-TGI database and SWOT matrix on whose basis the proposals are made.
Keywords: marketing strategy; MML-TGI; Svijany; marketingová strategie; MML-TGI; Pivovar Svijany; plechovky pro chlapy

Institution: University of Economics, Prague (web)
Document availability information: Available in the digital repository of the University of Economics, Prague.
Original record: http://www.vse.cz/vskp/eid/46795

Permalink: http://www.nusl.cz/ntk/nusl-193637


The record appears in these collections:
Universities and colleges > Public universities > University of Economics, Prague
Academic theses (ETDs) > Master’s theses