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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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Marketing strategies comparison of SK Dynamo České Budějovice and FK Olympie Týn nad Vltavou
Brom, Josef ; Průša, Přemysl (advisor) ; Brom, Jaroslav (referee)
This diploma thesis deals with sport marketing - specifically with marketing strategies comparison of professional and amateur football clubs. Forms of commercial communications are described and specifics of sport marketing as well, then there SK Dynamo České Budějovice and FK Olympie Týn nad Vltavou presented including their marketing strategies. In frame of this work there was performed survey focused on perception of the club among it's own fans. The results of the survey were also compared with results of survey from bachelor thesis of the same author - the aim was to assess the influence of amateur marketing department of FK Olympie Týn nad Vltavou on perception of the club.
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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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Comparison of Consumer Behaviour in the Czech Republic and Germany
Murcková, Lucia ; Postler, Milan (advisor) ; Brom, Jaroslav (referee)
The main purpose of this master thesis is to provide a comparison of consumer behaviour in given countries. In theoretical part, the definition of consumer behaviour is provided, followed by its key determinants along with characteristics of cultural background. Crucial focus though lies in the actual research, where I explore individual features of consumers in respective countries, all on the basis of an extensive online questionnaire. Subsequently, I evaluate the results of research and I try to interpret them mainly in cultural context.
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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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Consumer segmentation on the Czech beer market
Brom, Jaroslav ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
This master thesis focuses on consumers on the Czech beer market. The main objective is to get knowledge of current consumers through a qualitative research. Based on the most important tendencies I will carry out a segmentation of the market. As a result, profiles of main consumer types will be identified. Deep knowledge about current consumers will provide valuable recommendations for developing optimal communication strategy. I will especially concetrate on attitudes to advertisements and main elements of advertising campaigns.
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Comparison of the contemporary economic development of the USA and the EU
Brom, Jaroslav ; Neumann, Pavel (advisor) ; Nováková, Jana (referee)
The thesis deals with the comparison of the economic development of the USA and the EU from the beginning of 1990s till the present. The development of both economies is analyzed by means of main macroeconomic indicators. The thesis focuses on the detailed analysis of the GDP growth, unemployment rate and inflation rate. It reflects changes in the economic dynamics and analyses ability to adapt to economic crises of last few years including the current one. There is also a description of main trends regarding the economic development in the USA and in the EU and a difference between them. The thesis contents also a prediction of future development.
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