| dc.contributor.advisor |
Kozák, Vratislav
|
|
| dc.contributor.author |
Gašpierik, Branislav
|
|
| dc.date.accessioned |
2018-07-04T15:01:00Z |
|
| dc.date.available |
2018-07-04T15:01:00Z |
|
| dc.date.issued |
2017-12-15 |
|
| dc.identifier |
Elektronický archiv Knihovny UTB |
|
| dc.identifier.uri |
http://hdl.handle.net/10563/42131
|
|
| dc.description.abstract |
Bakalárska práca je zameraná na analýzu spôsobu získania novej klientely pivovaru Vŕšky, pričom sa delí do dvoch častí, a to na teoretickú a praktickú. V rámci teoretickej časti boli spracované poznatky a informácie z odbornej literatúry o histórii pivovarníctva, marketingu, marketingovej komunikácie, marketingových analýz a o konkurencieschopnosti spoločnosti. Praktická časť sa skladá z predstavenia pivovaru Vŕšky a analytickej časti, ktorá obsahuje marketingové analýzy a analýzu konkurencieschopnosti súčasného stavu, spolu s vypracovaným dotazníkom o povedomí pivovaru medzi verejnosťou. Na základe výsledkov prevedených analýz bolo odporučené zamerať sa na získanie novej klientely v meste Bytča, ktorá sa nachádza v tesnej blízkosti pivovaru a potenciálne tvorí veľmi širokú a novú kúpnu silu. V oblasti marketingovej komunikácie bolo odporučené zamerať sa viac na elektronické média a investovať do lepšej seba prezentácie pivovaru. Všetky odporúčania boli podrobené časovej, nákladovej a rizikovej analýze. |
|
| dc.format |
86 s. |
|
| dc.language.iso |
cs |
|
| dc.publisher |
Univerzita Tomáše Bati ve Zlíně |
|
| dc.rights |
Bez omezení |
|
| dc.subject |
marketing
|
cs |
| dc.subject |
remeselné pivovarníctvo
|
cs |
| dc.subject |
minipivovarníctvo
|
cs |
| dc.subject |
SWOT analýza
|
cs |
| dc.subject |
konkurencie-schopnosť
|
cs |
| dc.subject |
marketingový prieskum
|
cs |
| dc.subject |
marketingová komunikácia
|
cs |
| dc.subject |
marketing
|
en |
| dc.subject |
craft brewing
|
en |
| dc.subject |
mini brewing
|
en |
| dc.subject |
SWOT analysis
|
en |
| dc.subject |
competitiveness
|
en |
| dc.subject |
marketing re-search
|
en |
| dc.subject |
marketing communication
|
en |
| dc.title |
Analýza způsobu získání nové klientely pivovaru Vŕšky |
|
| dc.title.alternative |
Analysis of Clientele Acquisition of the Vŕšky Brewery |
|
| dc.type |
bakalářská práce |
cs |
| dc.contributor.referee |
Kozačková, Zuzana |
|
| dc.date.accepted |
2018-06-04 |
|
| dc.description.abstract-translated |
The bachelor thesis is focused on the analysis of the method of acquisition a new clientele of the Brewery Vŕšky, divided into two parts, theoretical and practical. Within the theoret-ical part, knowledge and information from the professional literature on the history of brewing, marketing, marketing communication, marketing analyzes and the competitiveness of the company were processed. The practical part consists of the presentation of the Brewery Vŕšky and the analytical part, which contains marketing analyzes and analysis of the competitiveness of the current state, along with a questionnaire on brewery awareness among the public. Based on the results of the analyzes carried out, it was advisable to focus on obtaining a new clientele in the town Bytča, which is located near the brewery and po-tentially forms a very wide and new purchasing power. In marketing communications, it was advisable to focus more on electronic media and to invest in a better presentation of the brewery. All recommendations have been subject to time, cost and risk analysis. |
|
| dc.description.department |
Ústav managementu a marketingu |
|
| dc.thesis.degree-discipline |
Management a ekonomika |
cs |
| dc.thesis.degree-discipline |
Management and economics |
en |
| dc.thesis.degree-grantor |
Univerzita Tomáše Bati ve Zlíně. Fakulta managementu a ekonomiky |
cs |
| dc.thesis.degree-grantor |
Tomas Bata University in Zlín. Faculty of Management and Economics |
en |
| dc.thesis.degree-name |
Bc. |
|
| dc.thesis.degree-program |
Ekonomika a management |
cs |
| dc.thesis.degree-program |
Economics and Management |
en |
| dc.identifier.stag |
49875
|
|
| utb.result.grade |
C |
|
| dc.date.submitted |
2018-05-14 |
|
