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Trendy v českém pivovarnictví
POLÁČKOVÁ, Alžběta
This diploma thesis focuses on trends in Czech beer industry. Diploma thesis is divided in two parts: the literary research and the practical part. The literary research part deals with the history of beer industry in the world and in the Czech republic. Its also describes raw materials for beer production, different types of beer and the sociological methods for survey. The practical part analysis the provided data from the Samson brewery and it evaluates interview acquired from the responsible persons employed in surveyed breweries. In the end of this diploma thesis we summarized the results of survey and of the practical part.
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The Effects of Brand Extension Strategy, Beer Industry Case Study
Tomková, Michaela ; Machek, Martin (advisor) ; Hořáková, Veronika (referee)
Today there seems to be an increasing number of products similar to one another, especially on the fast-moving consumer goods market. Due to this recent trend, differentiation is necessary for companies to define their brand in relation to its competitors. One of the possibilities is the implementation of the brand extension strategy. The main objective of this master thesis is to investigate and analyze the effects of different types of brand extension strategies with the focus on the beer market. The first part of the thesis includes a thorough research of primary and secondary data, which provides insight into new trends and factors that influence the brand extension strategy and its success. The second part is more practical and is devoted to a case study of a Czech premium brand called Frisco. Given its increasing competition on the market, Frisco has recently changed its core strategy and extended portfolio.
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The trade with beer in the Czech Republic and Germany
Schottková, Monika ; Bolotov, Ilya (advisor) ; Ferencová, Martina (referee)
The Czech Republic and Germany are inseparably connected with a tradition of the brewing. However, both countries went through a different way of a political as well as economic development during the last 60 years. The aim of this bachelor thesis is to find out, if it is possible to predict the development of the Czech beer industry according to the knowledge of the development of the brewing in Germany. The first chapter concentrate on the history of the beer industry and kinds of beer. The second part deals with the analysis of the domestic trade with emphasis on the retail and also export and import. The next chapter focuses on the adopted measures which highlight the uniqueness of the Czech and German beer and finally the characteristics of the domestic markets and the most successful companies in these countries are introduced.
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Globalisation of the beer industry
Kolesa, David ; Kašpar, Václav (advisor) ; Vošta, Milan (referee)
The diploma thesis is focusing on the analysis of the globalisation trends in the world beer industry and a prediction of their future development. Therefore, the first part of the thesis is describing the current situation in the global beer industry including a global production, consumption, export and import of beer. The role of the Czech Republic in the global beer industry is analyzed in the second part of the paper. It includes an analysis of current trends in production and consumer demand. Third part of the thesis is analyzing the biggest player in the global beer industry - company called AB InBev. The focus is put especially on the company's strategy concerning the internationalization and the choice of the foreign markets to enter. The final part of the thesis offers a prediction of the future trends and regions with high potential of growth within the beer industry.
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Application and equation of the multiple-criteria decision making methods at intercompany comparison
Řezníček, Josef ; Kuncová, Martina (advisor) ; Šindelářová, Irena (referee)
The target of this thesis is to compare suitable application methods at intercompany comparison. Used methods are divided into three sections. In the first part, the multiple criteria decision methods are described. Within this part, common used methods (method of simple order, method of standard variables, method of distance from virtual subject) and more advanced methods taught in the class of Theory of decision (WSA, Topsis, ELECTRE III, Mappac and other) are described. As part of these methods the determination preferences are defined. Further Data envelope analyses are introduced. The last method mentioned in the theoretical part is index IN05 method. All of the above described methods are applied to the beer industry. In conclusion the comparison of all used methods is presented.
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