El estudio evalúa la viabilidad comercial, técnica, financiera, económica y social de la instalación de una planta productora de cerveza artesanal tipo ale en Lima, compuesta por agua, cebada malteada, lúpulo y levadura. Esta se diferencia por su sabor único y su exclusividad. / The study evaluates the commercial, technical, financial, economic and social viability of the installation of an ale craft beer microbrewery in Lima, composed of water, malted barley, hops and yeast. This craft beer is distinguished by its unique taste and exclusivity. / Trabajo de investigación

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.

This master thesis deals with effects of green logistics onto logistics, which is closely connected to international trade. A part of this theses is also analysis of methods of green logistics used in company AB-InBev.

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.

The thesis concerns with appraisal of the potential of sub-Saharan Africa region as the new attractive region for international breweries, among others also for Budějovický Budvar n. c. In order to determine whether the sub-Saharan region is suitable for the expansion of this company, the initial chapters of this work deal with company Budějovický Budvar n. c., its overall strategy and marketing concept chosen for its flagship Budweiser Budvar brand. The following part of this thesis has been devoted to characterize the region of sub-Saharan Africa and using of PEST analysis method it evaluates African markets in terms of their political, economic , socio- cultural and technological environment. In the next chapter of this thesis I analyse specific environment of the African beer market. This analysis shows that the potential of this region is very significant also in this branch. In conclusion of this work, there is the comparison of selected indicators in individual African countries. On the basis of this comparisons top 10 countries from sub-Saharan region were selected, that have the greatest potential to become the new export territories of company Budějovický Budvar n. c.

The goal of this masters thesis is to design a set of recommendations for owners of the brand Radegast in the field of improving a brand perception, increasing awareness and maximization of brand value, which will be achieved by analyzing the brand and conducting own quantitative research. The first chapter aims to define the brand itself as well as its strategic management. In the second chapter, specifically the brand Radegast is analyzed, including its history, marketing programs as well as the ownership by Plzeňsky Prazdroj and SABMiller. The final chapter contains my own research of perception of Radegast on the Czech beer market together with recommendations for the brand owners.

This Master's thesis puts focus on BTL communication of the brands Staropramen Cool Lemon and Staropramen Cool Grep and the intensity of the communication perception by the consumer. The aim of the thesis is to examine the touch points of the BTL communication and to identify key attributes of the brand and also to confirm or to defy defined hypothesis about communication's impact on consumption and television campaign influence. The thesis is divided into several chapters that logically links to each other and thus create one complex whole. The theoretical part concerns the methodological approach of marketing research and consumer models and introduces the readers to marketing integrated communication. The main chapter describes the market and competition, includes the questionnaire part and the analyses themselves. The thesis concludes with key findings and recommendations to improve the marketing communication of Staropramen Cool in future.

The goal of the master's thesis is to find out similarities or differences among consumers in the Czech beer market by using primary and secondary research and content analysis. The thesis contains two parts, the theoretical and the practical one. Market segmentation, marketing research and Czech beer market are described in the theoretical part. The practical part includes market segmentation by using secondary data (agency data MML-TGI with Data Analyzer software), primary data (own research with SPSS software) and content analysis of print advertisements. Segmentation is realized by variety of methods, e. g. cluster and factor analysis, general analysis, contingency tables, MCART analysis, media neutral quintiles etc. Post hoc segmentation (forward and backward) is used in this thesis. At the end of this master's thesis detected segments are characterized and marketing suggestions for each of them are stated.

Em S. cerevisiae, as proteínas de membrana são responsáveis pelo transporte de açúcares através da membrana celular e, portanto, são importantes para os processos fermentativos. Visando melhorar a compreensão do metabolismo de açúcares, estudamos o transporte ativo de açúcares mediado pela permease Agt1p e o processo de inativação catabólica, promovido pela glicose. Para isso, mutantes em resíduos específicos do Agt1p foram gerados por mutagênese e expressados em uma linhagem agt1<font face=\"Symbol\">D. Os resultados obtidos indicam que os aminoácidos Glu-120, Asp-123, Glu-167, Arg-504 e Ile-505 estão envolvidos com o simporte açúcar-H+ realizado pelo Agt1p. Em relação aos resíduos e/ou domínios envolvidos com o processo de inativação catabólica, os resultados demonstram que a região N-terminal do Agt1p, bem como a alça citoplasmática presente entre os TMs 6 e 7, são essenciais para a resposta celular frente a presença de glicose. Finalmente, a fusão do Agt1p com GST permitiu purificar uma proteína de ~67 kDa, condizente com a massa molecular prevista para este transportador. / In S. cerevisiae, membrane proteins are responsible for the transport of different sugars across the cellular membrane and, therefore, are important for fermentation processes. In order to improve our understanding of sugar metabolism, we studied the active sugar transport mediated by Agt1p permease and the catabolite inactivation induced by glucose. Thus, mutants in specific residues of the Agt1p were generated by site direct mutagenesis and expressed in a strain agt1<font face=\"Symbol\">D. The results indicate that the Glu-120, Asp-123, Glu-167, Arg-504 and Ile-505 residues are involved in the sugar-H+ symport mediated by the Agt1p permease. Regarding residues and/or domains involved in the process of catabolite inactivation promoted by glucose, the results indicate that the N-terminal region of Agt1p, and the intracellular loop between TMs 6 and 7, are essential for the cellular response to the presence of glucose. Finally, the fusion of the Agt1p to GST allowed the purification of a ~67 kDa protein, consistent with the predicted molecular weight of this transporter.

The presented diploma thesis is focused on the preparation and the monitoring of the biological stability of beer enriched with probiotics. Probiotic bacterial strains of Lactobacillus acidophilus, Bifidobacterium breve and Bifidobacterium bifidum were used in this study. The theoretical part is divided into two sections. In the first section, probiotics are generally characterized, and their role within a gut microbiota is described. Next, the microbiology of particular probiotic microorganisms including the genera of Lactobacillus and Bifidobacterium is described. Then, some factors influencing the viability and the growth of probiotics are stated. In this section, biological effects of probiotics on the human organism and their potential clinical applications are described. The second section of the theoretical part deals with the technology of brewing, the chemical composition of beer and particular beer styles. In the experimental part, the methods of probiotic bacterial cell concentration and viability determination were optimized. Several techniques for determination of these parameters were selected, particularly the cultivation method, flow cytometry and the spectrophotometric measurement of turbidity. Then, the growth curves of the probiotic strains were measured in MRS medium. Probiotic bacteria were cultivated in model beer samples, i.e. in MRS media with several different concentrations of ethanol. It is possible to say that ethanol did not have significant effect on probiotics growth. Next, experimental cultivations of individual probiotic bacteria and their mixtures in nine real beer samples were conducted. No increase of viable cells concentrations was detected in the samples. On the contrary, a decrease of the concentrations was observed, mainly in the samples with individual bacterial strains. However, certain values of viable cells concentrations were determined at the end of the cultivations in all cases. A pale, top-fermented beer was brewed and supplemented with probiotics, and the concentrations of viable probiotic cells were monitored during 37 days of fermentation. A decrease of concentrations by two orders of magnitude of CFU/ml was observed in almost all samples. Yet, viable cells of probiotic bacteria were detected in all samples of beer at the end of the fermentation. Maximal concentration of viable probiotic cells in the brewed beer was determined with the cultivation method at (3,80 ± 0,14)10^5 CFU/ml. Chosen samples were analyzed with HPLC-RI method that quantified the common beer concentrations of ethanol in all chosen samples, lactic acid was not detected. Sensory analysis was conducted as well. Based on the results of the experimental part and the bibliography, an optimal technology of the preparation of beer enriched with probiotics is discussed in this study.