Diploma thesis was divided into seven main sections. In the first of them I will lead the reader through the theory to the problems of marketing itself, explain its nature, history, define marketing mix, the communication process as a basis for commercial and other marketing communications The second chapter will mapping the situation of Konrad brewery. First I will inform about the subject matter, then I will go to through the history and present of the brewery, then I will do the SWOT analysis, define 4P companies, divide customer segments and competitors.The third part will be devoted purely to the beer market in the Czech Republic. Describing its situation, finding trends and defining patterns. The fourth chapter will include a summary of current activities Konrad Brewery in 2012, which will describe the initial situation in commercial communications and other marketing communications.In the fifth section I will formulate marketing activities of Konrad brewery in 2013, so this will be a recommendations in the context of marketing communications.In the sixth chapter I will evaluate the effects of the current brewery Konrad in marketing communications in the current situation. Last, the seventh chapter, will be devoted to my recommendations for the future, which the brewery Konrad may or may not follow.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:136196 |
| Date | January 2012 |
| Creators | Poláček, Thomas |
| Contributors | Postler, Milan, Průša, Přemysl |
| 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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