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Culture Support Projects from the Point of View of the Symbolic Capital (the Case Study of the BU2R - the Budweiser Budvar Project Supporting the Urban Culture)
KOŠAŘOVÁ, Markéta
This diploma thesis focuses on the notion of brand infiltration into the field of cultural and artistic production in the case of BU2R, the project of Budweiser Budvar brewing company that claimed to support non-mainstream culture, which operated between 2007 and 2018. BU2R was a marketing platform to promote the Budweiser Budvar brand in the field of alternative and independent cultures with a focus on the urban environment and subcultures. The thesis analyzes the strategies the platform has used to integrate into the targeted field of culture. It also describes the projects that BU2R has supported and collaborated on. The principles of its functioning are interpreted with the help of the Roland Barthes's theory of the modern myth and Pierre Bourdieu's theory of the cultural field. The thesis presents the details of this campaign tactic, whose success lied mainly in the fact that it shaped the sponsored projects into the very content of the advertising campaign, while the authors of the artistic projects were usually not aware of this principle; thus they unintentionally participated in the performative impact of the campaign.
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National corporation under Czech law with a focus on Budweisser Budvar
Tomášek, Prokop ; Boháč, Radim (advisor) ; Marková, Hana (referee)
National corporation under Czech law with a focus on Budweiser Budvar Abstract This thesis deals with the national corporation Budweiser Budvar, which is one of the last representatives of national corporations in the Czech legal system. At present, there is no law specifically regulating the issue of applicable legislation for national corporations. Therefore, this thesis examines what legislation applies to regulate the relations of national corporations, specifically focusing on Budweiser Budvar. In particular, it examines to what extent the State Corporation Act governing the relations of state-owned corporations applies in regulating the relations of national corporations, and whether or not it can be concluded that a national corporation currently constitutes a separate legal form distinct from a state corporation. Budweiser Budvar is one of the most valuable state-owned corporations, which further adds to the need to know the legal framework applicable to the regulation of its legal relations. To clarify the solution of this issue, proposals for a change in the legal form of Budweiser Budvar, i.e., its transformation, are emerging in the Czech Republic. Therefore, the thesis also seeks an answer to the question of a possible future legal form to which Budweiser Budvar should be transformed. From the...
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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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Brand perception
PAVLÁSEK, Milan
The aim of this thesis is to analyze the brand perception. The practical part of this thesis consists of the applicaton of the theoretical knowledge to the Budweiser Budvar brand with the respect to its values and communication campaign. The main part of this thesis consists of the questionnaire. The summary of this thesis is made of the results of questionnares and proposal of improvements to this brand in the Czech Republic.
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The perception of Budweiser Budvar brand on the Czech beer market
Brom, Daniel ; Postler, Milan (advisor) ; Tischlerová, Anna (referee)
The aim of the Master thesis is to analyse the perception of Budweiser Budvar brand on the Czech beer market. Theoretical part of the thesis deals with the brand in general, 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 brand and I am coming up with thorough 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 this brand. I am comparing overall results with results in Budweiser Budvar target group as well as the results in the region of South Bohemia. Based on the survey I am suggesting possible recommendations for the future development of Budweiser Budvar brand on the Czech beer market.
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(Non)transparency of the state-owned enterprises: case study of Budweiser Budvar
Svobodová, Monika ; Vymětal, Petr (advisor) ; Paulenková, Kristína (referee)
The diploma thesis deals with the transparency of Czech state-owned enterprises. Thus how they are run, how they are managed and staffed and how they are regulated. The thesis is divided into four chapters. The first chapter is concern with the constitution of the state-owned enterprises, their development after the change of regime and especially with their sale within the coupon privatization. The second chapter deals with the current privatization of the state-owned enterprises but rather only theoretically and argues whether the state is an appropriate owner and a good bussinesman. The third chapter is devoted to (non)transparency of the state-owned enterprises which means appointing (non)experts to the supervisory boards and (in)sufficient control of these enterprises. The fourth chapter is a case study of Budweiser Budvar. In the end the reader finds the answer to the question whether the set rules for the operation and management of the state-owned enterprises are sufficient.
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Ocenění podniku - Budějovický Budvar, národní podnik
Holeček, Václav ; Scholleová, Hana (advisor) ; Kotáb, Jiří (referee)
The goal of this master thesis is to appraise Budweiser Budvar, national corporation to 1st August 2013 with the purpose of selling the company to an unknown potential buyer. The thesis is divided into theoretical and practical part. In the theoretical part, all the important theoretical aspects are defined and methods for business valuation used in this thesis are described. In the second -- practical -- part, theory is applied to the particular company. Firstly, the appraised company is introduced followed by its strategic and financial analysis, value generators, and financial plan. The core valuation methods used are the two phase discounted free cash flow method and method based on industry multiples.
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Economic-legal development of Budweiser Budvar 1895-2011
Matej, Vlastimil ; Zeman, Karel (advisor) ; Křítková, Soňa (referee)
The aim of this thesis is to analyse the Budweiser Budvar, national enterprise in the field of development of economic-legal forms, management, production and trademarks since its founding in 1895 to the present. Budweiser Budvar deserves individual approach of this work, in particular with regard to the legal form, the value of trademarks and the quality of products. In the theoretical part issues relating to economic-legal forms of state and national companies and the definition of the fundamental differences between them and the trading companies will be addressed. Presented below there are the methods used for an analysis of the management of the company. Further trademarks and protected geographical statuses will be characterized. In the practical part the development of economic-legal forms of the company, the management of the company, the development of the structure and volume of production for the whole of the reference period will be analysed. There is also presented development in the field of trademarks and trademark disputes of the brewery in the Czech Republic and in the world, with an emphasis on the 10 most important export markets of Budweiser Budvar. The last chapter is devoted to the issue of possible transformations of the brewery into a public limited company.
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Effectiveness of communication campaign on a new beer called Pardál
Vágnerová, Andrea ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The bachelor thesis deals with the presentation of the brewery Budweiser Budvar, n. c. the promotional activities connected to the brewery and the presentation of its communication campaign dedicated to a new beer called Pardál. It comes up with the complete roundup about the idea of developing this beer, its promotion and success connected to the entry to the market. The main aim is to find out if the campaign was successful from the view of participation in the marketing contests in the Czech Republic, abroad as well. And according to the results of my field research, which is focused mainly on the awareness of consumers connected to the beer Pardál. On the basis of gained information I will try to propose some ideas of further steps within the promotional activities. The theoretical part of my work describes marketing communications, commercial communications and its forms, communication mix and of course the steps of preparing a communication campaign.
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Financial analysis of Budweiser Budvar, N. C.
Tomek, Jakub ; Klečka, Jiří (advisor) ; Mikan, Pavel (referee)
The goal of my thesis is to evaluate financial health of Budweiser Budvar, National Corporation, focusing on its stability in time. As the Corporation stays one of the last of its kind (a National Corporation), we cannot deny a possibility of a change of its business entity in near future. Moreover, the posibility may demand increased need of external users for a financial analysis. This thesis also includes a cross-corporate comparison to Pivovary Staropramen, a. s.
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