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Komunikační stratregie Budějovického Budvaru / Communication strategy of Budweiser Budvar, N.C.

The aim of this Master thesis is to analyse the communication strategy of Budweiser Budvar Brewery in connection with its brand Budweiser Budvar on the domestic beer market. In the theoretical part of the thesis I describe marketing theory, which is focusing on communication mix and brand research. In the practical part I first introduce Budweiser Budvar Brewery, its history, portfolio of products and I evaluate the position of the company on the Czech market as well as on foreign markets. In the following part I analyse the internal and external environment and also the current use of the individual communication tools. I focus mainly on the current advertising campaign. Based on the information I obtained, a SWOT analysis is carried out. I also conduct my own research, which deals with the perception of Budweiser Budvar brand on the Czech beer market. At the end of my thesis I propose recommendations for improvement of the communication strategy and future development of the brand.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:358842
Date January 2017
CreatorsLaštůvková, Zuzana
ContributorsHalík, Jaroslav, Toušek, Radek
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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