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The nature of the brewing industry in British Columbia is determined by its marketing environment. All aspects of the environment have some influence but it is the legal variable which is the dominant factor. There is no other industry which is as strictly regulated as the brewing industry. This regulation severely restricts the use of the marketing decision variables, the usual means by which a firm can combat the environment, and thus the industry is in the peculiar position of being able to do relatively little in order to encourage sales. The marketing environment is divided into five segments in this thesis and each segment is investigated in detail in order to determine its part in the overall picture. The constraints which the environment imposes on the decision variables are then examined and the means which are left for a firm to combat the environment are discussed. The decision to use a particular method requires that several activities be undertaken first, in order to arrive at that decision. The sequence of activities which lead to a decision constitutes the process of decision making. Such a process is fundamental to every firm. This thesis examines the theory behind the decision making process and a model is developed to describe the various steps. This model is then included in a general procedural model for systematically dealing with several problems. To test theory against practice, this latter model is compared step-by-step with an actual problem that occurred in the brewing industry. / Business, Sauder School of / Graduate

A Study Project presented to the Graduate School of Business of the University of Stellenbosch In partial fulfilment of the requirements for the degree of Master of Business Administration / Thesis (MBA)--Stellenbosch University, 2005. / ENGLISH ABSTRACT: The study project investigates various approaches to the distribution of beer within a changing South African environment. The Eastern Cape Liquor Act (Act 10 of 2003) became operational on the 14th September 2004. Section 71 (6) to (10) provides for the temporary registration of shebeens for a period of 12 months. The aim of this legislation is to normalise the liquor retail industry. Instead of having sUbsistence illegal shebeens operating, the governments thrust is to assist shebeens converting to formal legitimised taverner businesses. Over 14000 temporary licenses were granted in the Eastern Cape area. The aim of these temporary licenses was to give shebeens 12 months in which to apply for a permanent license without harassment from the authorities. This now gave liquor suppliers like South African Breweries (SAB) the opportunity to deliver directly to these taverns thus shortening the traditional supply chain and reducing price margins. SAB has seen this change in the environment as a strategic opportunity. It has included market penetration as one of its key thrusts in its strategic 3 year business plan. Market penetration simply means assisting shebeens with their license applications, customer attraction through value adding sales and distribution service offerings, penetration through delivering beer to every licensed customer ordering 10 cases or more and the retention of these customers through the offering of a world class service. Through an extensive literature review and the ground breaking work completed at SAB, a five pillar market penetration model has been developed. These pillars include the completion of a market potential survey, the assistance with licensing, taverner training to ensure successful businesses, distribution penetration and lastly competitor analysis. The SAB Perseverance Depot in Port Elizabeth has been used over the last 10 months as a pilot site to test the market penetration strategic initiative. The impact on depot key performance indicators and cost are investigated based on different service offerings. Due to the delivery base more than doubling in 6 months, resource and capacity models are also introduced. All indications show that this market penetration strategic initiative is going to be SAB's future business model in South Africa. Stellenbosch University http://scholar.sun.ac.za / AFRIKAANSE OPSOMMING: Die studieveld bestudeer verskillende maniere om bier te versprei in 'n veranderende Suid Afrikaanse omgewing. Die Oos Kaapse Drank Wet (Wet 10 van 2003) is bekragtig op die 14 September 2004. Artikel 71 (6) to (10) laat dit toe vir 'n shebeen om 'n tydelike lisensie vir 12 maande te bekom. Die doel van die wetgewing is om die drank industrie te normaliseer. In plaas daarvan om onwettig te bestuur laat die regering toe vir shebeens om wettige tavernes te bedryf. Meer as 14000 tydelike lisensies is in die Oos Kaap uitgereik. Die doel van die tydelike lisensies was om 12 maande grasie te gee aan shebeens om aansoek te doen vir permanente lisensies sonder enige inmenging van die owerhede. Hierdie besluit het dit moontlik gemaak vir drank verskaffers so os Suid Afrikaanse Brouerye om direk by die shebeens af te lewer en dus die verskaffingsketting te verkort en prysmarges te verminder. SAB het die verandering in die omgewing as 'n strategiese moontlikheid aanvaar. Mark penetrasie is een van SAB se doelwitte soos gedefinieer in die 3 jaar besigheidsplan. Die doel van mark penetrasie is om shebeens met lisensie aansoeke te help, goeie verkoop en distribusie diens te offer, en om die kliente te behou deur 'n wereld klas diens te offer. SAB het na intensiewe studies die "pillar" mark penetrasie model ontwikkel. Hierdie pilare sluit in die mark potensiaal studie, die lisensie hulpverskaffing, taverne opleiding om suksesvolle besighede te verseker, distribusie penetrasie en laastens die studie van mededingers in die mark. Perseverance Depot in Port Elizabeth het die afgelope 10 maande intensief gewerk aan die strategiese doel. Die impak op die depot se sleutel prestasie-areas en kostes word gemeet teen verskillende dienslewerings opsies. Aangesien die kliente basis meer as verdubbel het oor die afgelope ses maande is daar verskeie hulpbron modelle in werking geplaas.

The scope of the thesis is the completion of the analysis of marketing communication realised nowadays by slovak beer brand Zlatý Bažant (Golden pheasant). The theoretical part of this work is devoted to marketing, marketing communication and its trends. The practical part is devoted to the description and analysis of the marketing communication of Zlatý bažant.

by Tang Kit-mei. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves 128-129. / ABSTRACT --- p.ii / ACKNOWLEDGEMENTS --- p.iv / TABLE OF CONTENTS --- p.v / LIST OF TABLES --- p.vii / LIST OF FIGURES --- p.ix / CHAPTER --- p.1 / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- A REVIEW OF THE HONG KONG BREWERY INDUSTRY --- p.3 / Slackened growth in beer market --- p.3 / Potential in Female Market --- p.7 / Chapter III. --- OBJECTIVES OF THE STUDY --- p.10 / Management Objectives --- p.10 / Research Objectives --- p.11 / Operational Definitions --- p.11 / Chapter IV. --- THEORY OF ATTITUDE ---A LITERATURE REVIEW --- p.13 / Definition of Attitude --- p.13 / Tri-component View of Attitude vs. Attitude as Affect --- p.14 / Fishbein Behavioral Intentions Model --- p.17 / Chapter V. --- EXPLORATORY RESEARCH --- p.20 / Methodology --- p.20 / Results --- p.22 / Chapter VI. --- RESEARCH DESIGN OF QUESTIONNAIRE SURVEY --- p.32 / Questionnaire Development --- p.34 / Sampling Design --- p.37 / Chapter VII. --- RESULTS OF THE QUESTIONNAIRE SURVEY --- p.41 / Accuracy of Research Results --- p.41 / Demographic Characteristics --- p.42 / Beer Consumption Behavior --- p.43 / Attitude Component in Fishbein Behaviorial Intentions Model --- p.45 / Intention to drink beer --- p.46 / Ideal Beer --- p.47 / Intention to Drink Ideal Beer --- p.48 / Subjective Norm in Fishbein Behavioral Intentions Model --- p.49 / Findings in relation to Research Objectives --- p.50 / Summary of Results of Hypothesis Testing --- p.80 / Chapter VIII. --- LIMITATIONS OF THE STUDY --- p.81 / Limitations regarding the Focus Group Discussions --- p.81 / Limitations regarding the Questionnaire Survey --- p.82 / Chapter IX. --- CONCLUDING COMMENTS --- p.84 / Importance of Subjective Norms in Determining Female Beer Consumption Intentions --- p.84 / Change Strategies to Increase Beer Consumption Intentions --- p.85 / Topics for Future Research --- p.102 / APPENDICES --- p.103 / BIBLIOGRAPHY --- p.128

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.