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Commercial Communication of Pilsner Urquell on the Czech market

Autor práce: Vasak, Sophie Marienka
Typ práce: Bakalářská práce
Vedoucí práce: Průša, Přemysl
Osoba oponující práci: Machek, Martin

Informace o vysokoškolské kvalifikační práci

Název práce: Commercial Communication of Pilsner Urquell on the Czech market
Typ práce: Bachelor thesis
Jazyk práce: English
Abstrakt: The title of this thesis is : Commercial communications of Pilsner Urquell. This subject has been chosen because of the importance of beer on the Czech market and the fact that Czechs have a special relation regarding beer. Plus the company Pilsner Urquell holds a strong position on the Czech market and has an interesting price premium strategy. The aim of this thesis was to confirm or infirm the following research question: Is the current image in line with the current communication of the brand? Answering this question would permit people to prove the true relation Czechs have with beer and leave behind different assumptions. In addition the place Pilsner Urquell holds on the Czech market would be verified and the image it has on the Czech market will be affirmed. This problematic has mainly been solved using a market research I conducted. The problems encountered were the fact that people might not have been always entirely sincere when answering the survey. Furthermore this market research has mainly been conducted on Internet and different results could have been found if more results were found face to face. These problems were surpassed with a large survey size (more than 100 respondents). As a result it has been possible to confirm the hypothesis. Thus now people can have a verified insight of the Czech beer market and the position of Pilsner Urquell. Reading this thesis will provide people with true information on the communication strategy of Pilsner Urquell and its image in the Czech Republic.
Klíčová slova: Czech Republic; Pilsner Urquell; Image

Informace o studiu

Studijní program a Studijní obor: Mezinárodní ekonomické vztahy/International Business
Typ studijního programu: Bakalářský studijní program
Jméno přidělované hodnosti: Bc.
Instituce přidělující hodnost: University of Economics, Prague
Název fakulty: Faculty of International Relations
Název katedry: Department of Retailing and Commercial Communications
Instituce archivující a zpřístupňující VŠKP: University of Economics, Prague

Informace o odevzdání a obhajobě

Datum zadání práce: 11. 6. 2015
Datum podání práce: 30. 4. 2016
Datum obhajoby: 25.05.2016
Výsledek obhajoby: Závěrečná práce byla úspěšně obhájena

Soubory ke stažení

Hlavní práce53356_qvass00.pdf [2,56 MB]
Veřejná příloha13300_qvass00.pdf [157,32 kB]
Oponentura46673_xmacm42.pdf [63,63 kB]
Hodnocení vedoucího53356_prusa.pdf [63,96 kB]

Údaje ze systému InSIS

Identifikátor https://insis.vse.cz/zp/53356/podrobnosti