The goal of this diploma thesis is to create complex analysis of cider market, which is dynamically growing category in the context of beer, beer mixes and nonalcoholic malt beverages in the Czech retail market. To accomplish the goal of this thesis retail market data were analyzed gained by the retail market methodology, which were added to results of own consumer research. Retail audit gives the large spectrum of the objective pieces of information about FMCG market, which together with consumer research give the overall picture of consumers' opinions and behavior. The theoretical part of this thesis shows retail market and subjects that compete in this market; it also focuses retail audit issues. The analysis of cider market starts at the macro level, which describes trends and basic retail indicators in the connection with other beer categories. Later, the attention focuses strictly to detailed description of cider category situation.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:192489 |
| Date | January 2013 |
| Creators | Špinlerová, Pavla |
| Contributors | Tahal, Radek, Navrkalová, Jana |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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