Návrh marketingového plánu Pivovaru Kamenice

This work deals with the topic of marketing in the field of brewing, while the main goal will be to design a suitable marketing plan for the Kamenice Brewery with regard to its corporate goals. The work will be divided into two parts, the first part will be theoretical, the second practical. The theoretical part will provide the basis for the practical part in order to explain and approach the analyzes and methods, which will then be used in the practical part. In the second part, it will be necessary to conduct a survey of the market in which Kamenice brewery operates. The PEST analysis and Porter's five forces model will serve to clarify important facts that affect the company. Attention will also be paid to the current marketing mix and the implementation of market segmentation, targeting and positioning. The results of the work in the form of proposed measures and an action plan with an estimated budget will be particularly beneficial for the Kamenice Brewery, to which this work will to some extent help to adjust certain marketing activities and improve market position. Among the questions that this work will answer are: How does a company differ from the competition? What are the strengths and weaknesses of the company and what are its opportunities and threats? How could a company achieve its goals through marketing and what specific steps does it have to take and what should it focus primarily on?