|
|
České pivovarnictví v kontextu cenového vývoje na trzích výrobkové vertikály piva
Halouzková, Karolína
The thesis analyses the Czech brewing industry and aims to capture, through PESTE analysis and Porter's model, the situation in this industry and further indicate its possible development. Based on the findings of the sectoral analyses, the links of the beer product vertical are identified, including the links between them. In particular, attention is focused on the consumer market for beer and the agricultural markets for hops and malting barley. In order to meet the objective of analysing price inter-dependence within the differentiated markets of the beer product vertical, price transmission models are constructed. Price transmission is analysed by means of price transmission elasticity coefficients. The results show that the transmission in the supply direction is highly inelastic, while in the demand direction it is elastic in most of the analysed transmissions. Based on the current situation in the sector, the possible development of the Czech brewing industry seems to be the expansion of the portfolio of breweries to include light beers, including off-trade consumption.
|
|
|
Signifying micro breweries: Semantic analysis of advertising strategies within the context of beer culture in South Bohemia
PETROVIČOVÁ, Vanda
Annotation The thesis deals with the phenomenon of microbreweries and semantic analysis of their advertising strategies with a focus on the region of South Bohemia. In the first part it analyses the history, definition, communication model, media and theoretical knowledge regarding advertising psychology in order to comprehensively cover the topic of advertising. It will then introduce microbreweries in the context of small companies, the current situation in the Czech brewing industry and compare their possibilities, advantages and disadvantages as well as marketing strategy with large breweries. It will also present the history of Czech brewing, the concept of beer culture, the environment of pubs and their role in the development of Czech society. Finally, the thesis will focus on the analysis of the presentation of microbreweries in the South Bohemian region. It will focus on the production of beer and its typical and unusual types within the Czech Republic, introduce the types of beer packaging and the importance of beer glassware, analyse the function of visual identity and the impact of small breweries in the internet environment, and introduce current cultural events and tourism within the brewing industry. It will demonstrate all this on concrete examples of South Bohemian microbreweries.
|
guest ::
