Analysis of the creation and implementation of strategies in the brewing industry

In the Czech Republic, the number of microbreweries has steadily increased in recent years. The market has a fairly large offer and customers are getting more needs and wants. The world of a microbrewery is becoming a very competitive environment. Therefore, it is very important for the microbrewery to devote its strategy, its creation, and implementation. For these reasons, the diploma thesis focuses on the analysis and development of the strategy in the brewing environment in the Czech Republic. Through qualitative research, personal interviews and interviews were performed through e-mail communications and followingly also the field research. There were identified two research questions for the aim of the thesis. The first research question dealt with strategy formulation within selected microbreweries. The goal was to find out if the strategy is set formally at the "enterprise level" or only subconsciously according to the owners. The second research question dealt with the price level. Through field research, the goal has been achieved and whether the truly announced price corresponds to the inclusion of individual microbreweries. After the research was made concluded that customers are starting to be less price-sensitive and more interested in quality and beer production. Microbreweries are aware of this fact and their strategy is based on the essence of competitive advantages in the form of quality products that are provided for a higher price. This is a differentiation strategy that is set effectively with current beer requirements. But the world of microbreweries is constantly expanding, so small products should not only rely on the quality of the beer, as this may not be enough in the future. At the end of diploma thesis, there are made some recommendations for microbreweries at the base of research.