The thesis deals with the marketing strategy of Brazilian brand of soft drinks Guaraná Antarctica. Fisrt it describes the brand marketing strategy in the domestic market in Brazil and its entry to international markets. Furthermore the thesis analyzes market opportunities of this brand of drinks with guarana extract in Czech Republic and evaluate the trasfer of marketing strategies to Czech environment. As a result changes to the marketing strategy in order to improve brand's position on the Czech market are proposed.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:125212 |
| Date | January 2010 |
| Creators | Kochová, Zuzana |
| Contributors | Král, Petr, Bockstefel, Jan |
| 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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