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The perception of the brand Radegast on the Czech beer market
Volný, Jan ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The goal of this masters thesis is to design a set of recommendations for owners of the brand Radegast in the field of improving a brand perception, increasing awareness and maximization of brand value, which will be achieved by analyzing the brand and conducting own quantitative research. The first chapter aims to define the brand itself as well as its strategic management. In the second chapter, specifically the brand Radegast is analyzed, including its history, marketing programs as well as the ownership by Plzeňsky Prazdroj and SABMiller. The final chapter contains my own research of perception of Radegast on the Czech beer market together with recommendations for the brand owners.
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The expansion of Budweiser Budvar n. c. to the markets of selected countries in Sub-saharan Africa
Matoušková, Jaroslava ; Zamykalová, Miroslava (advisor) ; Brom, Jaroslav (referee)
The thesis concerns with appraisal of the potential of sub-Saharan Africa region as the new attractive region for international breweries, among others also for Budějovický Budvar n. c. In order to determine whether the sub-Saharan region is suitable for the expansion of this company, the initial chapters of this work deal with company Budějovický Budvar n. c., its overall strategy and marketing concept chosen for its flagship Budweiser Budvar brand. The following part of this thesis has been devoted to characterize the region of sub-Saharan Africa and using of PEST analysis method it evaluates African markets in terms of their political, economic , socio- cultural and technological environment. In the next chapter of this thesis I analyse specific environment of the African beer market. This analysis shows that the potential of this region is very significant also in this branch. In conclusion of this work, there is the comparison of selected indicators in individual African countries. On the basis of this comparisons top 10 countries from sub-Saharan region were selected, that have the greatest potential to become the new export territories of company Budějovický Budvar n. c.
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