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Environmentální aspekty společenské odpovědnosti Plzeňský prazdroj, a.s.
Pelánová, Aneta
This diploma thesis deals with the current topic of corporate social responsibility (CSR). The aim of the thesis is to characterize the possibilities of using the concept of CSR in solving environmental problems and illustrate opportunities of integration of economic and environmental targets in the scope of corporate strategy and management. The literary research defines the concept of CSR and the current conditions for its implementation. It’s followed by the procedure for introducing the concept into business practice. The last part of the literary research is focused on environmental responsibility of a business. As part of my own work, an analysis of the CSR activities of the Czech company Plzeňský Prazdroj, a.s. will be done. Based on the obtained results and the method of comparison with competing companies, recommendations will be formulated for Plzeňský Prazdroj, a.s.
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Valuation of Plzeňský Prazdroj, a.s.
Varga, Matúš ; Brabenec, Tomáš (advisor) ; Poborský, František (referee)
This master thesis is concerned with the estimation of the market value of equity of Plzeňský Prazdroj, a.s. as at 30 September 2016. The market approach has been selected as the primary valuation approach with the largest impact on the value estimation; specifically the guideline public company method and the comparable transactions method are employed. The income approach based on the DCF Entity method verifies the value conclusion derived from the market approach. The going concern premise is supported by thorough analyses concerning the relevant market; market position of the valued company in relation to its competitors; and its financial health. The thesis concludes a clearly defined and justifiable range of value.
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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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Komerční komunikace značky Plzeňský Prazdroj
Vasak, Sophie Marienka ; Průša, Přemysl (advisor) ; Machek, Martin (referee)
The title of this thesis is : Commercial communications of Pilsner Urquell. This subject has been chosen because of the importance of beer on the Czech market and the fact that Czechs have a special relation regarding beer. Plus the company Pilsner Urquell holds a strong position on the Czech market and has an interesting price premium strategy. The aim of this thesis was to confirm or infirm the following research question: Is the current image in line with the current communication of the brand? Answering this question would permit people to prove the true relation Czechs have with beer and leave behind different assumptions. In addition the place Pilsner Urquell holds on the Czech market would be verified and the image it has on the Czech market will be affirmed. This problematic has mainly been solved using a market research I conducted. The problems encountered were the fact that people might not have been always entirely sincere when answering the survey. Furthermore this market research has mainly been conducted on Internet and different results could have been found if more results were found face to face. These problems were surpassed with a large survey size (more than 100 respondents). As a result it has been possible to confirm the hypothesis. Thus now people can have a verified insight of the Czech beer market and the position of Pilsner Urquell. Reading this thesis will provide people with true information on the communication strategy of Pilsner Urquell and its image in the Czech Republic.
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Analysis of the hop beverages market trends, and its impact on a marketing strategy of the company Pilsner Urquell.
Čambora, Jan ; Olšanová, Květa (advisor) ; Trojanová, Kamila (referee)
The thesis focuses on the company Pilsner Urquell itself, its marketing strategy and also on the czech hop beverage market. Main goal of the thesis is to establish, whether the marketing strategy of Pilsner Urquell is suitable for the situation in the Czech hop beverage market regarding current trends. Partial objectives are analysis of brand portfolio of Pilsner Urquell and analysis of awareness of the Czech hop beverage market. Methods used to achieve the goal of the thesis were analysis itself, reasoning and quantitative research, conducted through a questionnaire survey. It was assessed that the marketing strategy of the company is very successful and adaptable to trends, however there was discovered a possibility of improving this strategy.
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Corporate Social Responsibility of a particular company
Marič, Irma ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The Master's thesis deals with corporate social responsibility. The first part is dedicated to the definition of the term Corporate Social Responsibility (CSR) and to historical development of the whole strategy. It also includes explanation of the main theoretical concepts related to the topic (Tripple Bottom Line, Carroll's Pyramid, Stakeholder Theory, etc.) Following part deals with the implementation of CSR into practice and with advantages and disadvantages of the whole concept. Next chapter is focused on national and international organizations, initiatives and certificates that help companies to put the strategy of CSR in place. The practical part of the thesis deals with corporate social responsibility of Pilsner Urquell, one of the world's best known Czech breweries. Emphasis is put on the matter of CSR seen as philantrophic activity in comparison with CSR seen as a part of marketing and PR strategy.
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The financial analysis of Plzeňský Prazdroj, Inc.
Leugner, Tomáš ; Boukal, Petr (advisor) ; Vávrová, Hana (referee)
This thesis evaluates financial situation of Plzeňský Prazdroj Inc. during 2003 - 2006. The first part describes methods of financial analysis which are subsequently applied onto the evaluated company in the second part. The methods used in this thesis including analysis of total indexes and ratio indicators, Du Pont analysis and multivariate models for bankruptcy prediction.
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Corporate Social Responsibility, its applications and perceptions of employees in Pilsner Urquell
Mareček, Zdeněk ; Koudelka, Jan (advisor) ; Vávra, Oldřich (referee)
The theoretical part defines the concept of corporate social responsibility, important areas that are a part, provides reasoning for implementing the concept, speculates about the meaningfulness of corporate social responsibility in today's environment, taking into account the relationship existing businesses and consumers. Practical part defines and analyzes the social responsibility of Pilsner Urquell including a survey of staff views on this area in general and also in the Pilsner Urquell using a two-stage occupational research. The work should, inter alia, help to direct further actions Pilsner Urquell in area of social responsibility, including its internal communication in a manner which would be the best acceptable and easily identifiable to employees.
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The marketing and communication strategy of the brand portfolio of the Plzeňský Prazdroj, a.s.
Rusínková, Anna ; Postler, Milan (advisor) ; Krčmářová, Vanda (referee)
The diploma thesis analyzes the brand positioning and marketing strategy of the company Plzeňský Prazdroj, a.s. The first part of the study presents the main marketing terms and theories. The next chapter deals with the subject of brand identity and brand value. The practical part presents the brewery company Plzeňský Prazdroj, a.s. and portfolio of its products. The following chapter analyzes brand positioning, communication campaigns and sponsoring activities of the brands of Pilsner Urquell, Gambrinus, Radegast and Velkopopovický Kozel. The results of the field questioning show the associations of consumers with the brands mentioned above and the knowledge of their communication campaigns. Those results are compared to the identity of brands. At the end of the thesis there are some recommendations for changes in the brand communication.
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