Komparace českého a saského trhu piva z pohledu exportních příležitostí pro pivovar Konrád

This diploma thesis deals with the comparison of the Czech and Saxon beer market. The aim of the work is to increase the sales volume of the Konrád brewery on the Saxon market, as this is the brewery's key export market. Comparative analysis of the Czech and Saxon beer market and a price analysis of the Saxon market serve to create a profile of the competitive advantages of the brewery. The work contains an analysis of the Central European beer market, trends in the beer market and an analysis of the Saxon beer market from the perspective of breweries and consumers. The data collection has been performed by several methods such as personal interviews and data collection in the physical stores in Saxony. The results of the thesis are specific recommendations for the Konrád brewery, answers to set research questions leading to the goals of the work and general conclusions valid for export-active small and medium-sized breweries.