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Sales promotion and advertising of microbrewery
Králová, Kateřina ; Schüller, David (referee) ; Mráček, Pavel (advisor)
The bachelor thesis aims on the marketing communication of Brněnská pivovarnická společnost s.r.o. focusing on sales promotion and advertising. The theoretical part deals with marketing, marketing communication and communication mix. Practical part analyzes the selected company, the current status and its evaluation. Final part is based on the executed analyzes and provides recommendations and suggestions to improve company´s marketing strategy.
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Business plan- establishment of a microbrewery
Koplík, Vojtěch ; Smolka, Pavel (referee) ; Rompotl, Jaroslav (advisor)
This work is focused on creation of background, so it can be decided about realization of our Business plan- establishment of a microbrewery. This work is divided into three parts. The charakteristics of the most important conceps we need to uderstand the issue are describet in the fisrt part. The secon part focused on prosecing fo each analysis and the specific proposal for establishment of a microbrewery is procesed in third part.
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Pivovarnické odvětví s ohledem na minipivovary v Plzeňském kraji
BARTMANNOVÁ, Veronika
In the literary review I deal with brewing in general, its history, development, division and method of brewing. The current situation in this sector is also assessed. The main theme was microbreweries. The thesis describes their characteristics, raw materials for production and technological process of production. Other chapters deal with the comparison of the industrial brewery with the microbrewery and their advantages and disadvantages.The analytical part is then dedicated to microbreweries. Specifically, there are described localization factors, characteristics of the Pilsen region and six selected microbreweries. Each company is described its history and current status, financing method, accommodation capacity and product range with more detailed characteristics of selected products.
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Vývoj pivovarského odvětví s ohledem na minipivovary
BEZPALCOVÁ, Karolína
This thesis deals with the development of microbreweries in the Czech Republic from 2015 to 2018. First, the history of the brewing industry is described, both in the world and in the Czech Republic. Then the part is devoted to brewing and the necessary raw materials for beer production. There are also introduced breweries from home brewing, microbreweries, flying breweries to industrial breweries. The practical part shows the current numbers of microbreweries in the Czech Republic, but also increases in individual years. Part is devoted to the development of microbreweries in the regions, followed by a section dedicated to the brewery brewhouse, then to annual exhibitions and in the last row the share of microbreweries in the total exhibition is published. The work is accompanied by tables and graphs for better clarity.
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Comparsion of marketing activities of beer producers on the Czech market in digital environment
Doskočil, Ondřej ; Halada, Jan (advisor) ; Koudelková, Petra (referee)
Bachelor thesis aims to clearly outline online marketing activities of selected regional microbreweries located in the city of Prague or close by. The aim of this paper is also to describe the communication activities of four thoroughly selected microbreweries and show the best communicating microbrewery in the monitored region. The first parts of the thesis describes the brewing segment, mentions the legislative limitations, that are specific for the segment and in the major part describes and compares the selected brands and their communication activities.
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Chosen socioeconomic impact of microbrewery.
BARTOŠ, Jan
This work is about the socio-economic benefits of the microbrewerist for their towns. In the first part of the work, there are the definitions of several choosen factors. Then these factors are aplicated and compared in the choosen microbreweries and in tows as well. The research went on in microbreweries and in tows with or without brewery. For research were choosen 6 towns, in 3 there is a mircobrewery and in the others there is not. For this work several metods were used. At first it was a thorough literary review of this problematic. In this step socio-economic factors were defined. Then theoretical and statistical data has been searched. Second step was to prepare questionnaires and sent them to 3 towns with microbrewery and to 3 without. Towns were selected according certain parameters, for example: Population, region, distance to the distric town, etc. At the same time research in microbreweries was ongoing. In this case the research has a form of an interview. This metod has brought better data.
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Making of a strategy Microbrewery in connection with customers' preferences
Findejsová, Denisa ; Tripes, Stanislav (advisor)
With the very turbulent evolution of the brewery market, caused in few past years mostly by the fact that there was and still is a huge growth of microbreweries in The Czech Republic, the whole industry is changing and specifically the segment of microbreweries is becoming more and more competitive. That is why the minibreweries should focus on their strategy, it´s formulation and analysis. At the same time, they should be well aware of the evolution of customer preferences that are undergoing a huge change as well as the brewery industry, and adjust their strategy to these changes. Nowadays, when the beer market disposes of big; supply and the consumers demand and make beer-buying or beer-drinking decisions based on different criteria than they used to in past, it is crucial for the microbreweries to realise the actual trends in beer consumer behavior. For these reasons, this thesis focuses on strategy analysis of the segment of microbreweries in The Czech Republic, by means of qualitative research, and learning the changes in customer preferences, by means of a quantitative research.For reaching the main goal of this thesis two research questions were formulated, one dealing with the microbreweries´ strategy analysis and second dealing with the customer preferences changes. For answering these questions, both secondary (Ministry of Agriculture, Ceskomoravsky svaz minipivovaru, etc.) and primary (gained from the quantitative and qualitative research) data were used. Based on the research results from the literature research in the theoretical part of this thesis, and the conducted research in analytical part of this thesis it is obvious, that tiday customers of microbreweries are not focused on the price criteria as well as they used to in past, but more importantly they demand a high-quality product for which they are willing to pay higher prices. This trend was noticed by microbreweries that set their strategy on producing a queality product and selling it for higher price. That means their strategy is the strategy of diferentiation, in some cases even focal diferentiation. This strategy, taking into account the current customer preferences and needs, seems to be very effective. Microbreweries, even though not conducting any researches of customer preferences, know the changes in this area and take them into account while choosing and formulating their strategy, which means they kind of include the customer into setting their strategy.
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Pivovarnictví v ČR po roce 1989 - globalizace versus ekonomická lokalizace
VÉBROVÁ, Lucie
The bachelor's thesis discusses the economic globalization and the economic localization and their influence on the development of the brewing industry in the Czech republic after 1989. These two above mentioned processes are described in this paper, where the emphasis is placed on basic manifestations of economic globalization and economic localization in the Czech brewing industry. Economic globalization has an impact on industrial breweries in the Czech republic most of which are owned by transnational corporations. Economic localization represents relatively new trend in the industry manifested by the establishment of microbreweries. Further of the analysis of the breweries in the Czech republic was done from available data and information where factors of the economic globalization and the economic localization are highlighted. Data of industrial breweries and microbreweries in sectional years 1989, 2000 and 2015 were used for the analysis.
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Restaurant with Microbrewery in Golčův Jeníkov
Wernerová, Lucie ; Soudek, Pavel (referee) ; Kalousek, Lubor (advisor)
The project involves the design and solution of restaurant with microbrewery and accommodations. This is a new building on the land plot no. 2739, which is located in Golčův Jeníkov and situated in the middle of plat. Entrance to object and disposition inside the building is has barrier-free solution. Restaurant with microbrewery is designed for a capacity of 120 people in restaurant and 30 places to sit in lounge bar. Total capacity of boarding house is 21 beds. One double room is designed has barrier-free solution. Structural system of restaurant with microbrewery is combined, which is formed in one part of precast concrete frame S 1.2 and in other part of wall structural system. They are designed reinforced concrete columns about dimensions 0,4x0,4 m with axial distance 6x8 m. Masonry part of the building and infill wall in above-ground floors is lined with ceramic blocks of the type therm. Infill wall in the basement is formed of permanent formwork. The building is insulated a contact thermal insulation with an insulation of thickness 130 mm. Internal loadbearing and non-load-bearing wall in basement and in first floor are lined with ceramic blocks type therm and in second floor they are designed plasterboard partitions. The building is covered with a warm flat roof. Loadbearing structure of roof and ceilings structure are formed prestressed concrete floor slabs SPIROLL. Floor assembly is burdened with river stones of thickness 120 mm.
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