Marketing communication of selected Czech microbreweries

This bachelor's thesis deals with the topic of marketing communication of selected Czech microbreweries. The microbreweries for this work were chosen based on their popularity, they are Pivovar Matuška, Pivovar Raven and Pivovar Zichovec. At the beginning, the work focuses on the search for a definition of marketing, on a strategic and tactical approach to marketing and, last but not least, on business concepts. The importance of the marketing mix consisting of price, product, distribution and promotion is also mentioned. Great attention is paid to marketing communication itself and the description of modern communication tools. The practical part of this thesis examines the microbrewery market environment, describes the production of beer and divides the beers into the relevant beer categories. Furthermore, an analysis of the marketing communication of selected microbreweries, a SWOT analysis and a comparison with the competition is carried out. As part of the practical part, a questionnaire survey was carried out with the aim of finding out how the selected microbreweries stand in the minds of the respondents and how their marketing communication works. Recommendations for improvement are proposed at the end of the work.