Sales strategy of the firm Jan Becher - Karlovarská Becherovka, a. s

The thesis addresses a sales strategy of a firm in a broader concept. The main objective is to present the company Jan Becher -- Karlovarská Becherovka, a. s., its functioning in the areas of marketing, sales and export and to analyse the current situation of the firm in the context of alcoholic beverages market, distribution channels used and export orientation for the future. The thesis consists of six chapters. The first chapter presents the firm and its owner -- French group Pernod Ricard. There is analysis of the Czech alcoholic beverage market in the second chapter -- characteristics, regulation and categories recognized with their trends are adduced. The third chapter is focused on the market position of selected brands from the portfolio distributed by the examined company. Selected areas of the marketing strategy are compiled in the forth chapter. The fifth chapter analyses the sales channels, sales representatives support and specifics of on-trade and off-trade markets. The export strategy is presented in the sixth chapter. The outcome of the thesis is a critic evaluation of the current situation and processes and a statement of recommendations for areas to focus on while developing plans for coming years.