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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
The changes on the beer market in the Czech republic
 Donátová, Martina ; Vávra, Oldřich (advisor) ; Chládek, Ladislav (referee)
The bachelor's essay "The changes on the beer market in the Czech republic" focuses on the contemporary condition of the beer industry in the Czech republic. The goal of this essay is to explain which changes are happening on our market and why. The theoretical part is focused on marketing communication, segmentation and the research of the market. The following part is the characteristic of the product -- beer and a description of the contemporary situation on the beer market, which has changed considerably in the past few years. The breweries come to the market with new products designed specifically for new segments of the costumers. The main attention is paid to the fruit beers and its consumers. The inseparable part of the essay is also a questionnaire with main focus on confirming the supposition according to which the "fruit beers" have been accepted well on the market.
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