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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
The comparison of perception of Pilsner Urquell and Budějovický Budvar pale lager brand
 Šálený, Michal ; Postler, Milan (advisor) ; Brom, Jaroslav (referee)
The aim of the Master thesis is to analyse the perception of Budweiser Budvar and Pilsner Urquell brand on the Czech beer market. Theoretical part of the thesis deals with the brand and its meaning, its strategic management and the methods that are related to the brand research. In practical part I apply the theoretical knowledge to the Budweiser Budvar and Pilsner Urquell brand and I am coming up with detailed analysis with respect to its values and the current communication campaign. The main part of the work consists of qualitative research, in which I am investigating what attitudes Czech people have to these brands. I am comparing results between both brands. Based on the survey I am suggesting possible recommendations for the future development of Budweiser Budvar and Pilsner Urquell brand on the Czech beer market.
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The Analysis of Marketing Strategy of the Company Budweiser Budvar, N.C.
 Šálený, Michal ; Olšanová, Květa (advisor) ; Brom, Jaroslav (referee)
The bachelor thesis deals with the analysis of marketing strategy of the company Budweiser Budvar, N.C. The aim is to assess the current strategy and to propose practical recommendations for the future. The theoretical part of the thesis is focused on the basic concepts of marketing and creating marketing strategy, using well-known tools and methods. In the practical part is presented the analyzed company, its marketing mix and strategy. The thesis is based on the evaluation of the current use and application of marketing strategy. In conclusion, on the basis of evaluated analyses are made corresponding recommendations and possible changes.
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See also: similar author names
2 ŠÁLENÝ, Miroslav
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