Analysis of the marketing strategy of Budějovický Budvar, n.p. with a focus on CSR and a proposal for its improvement

This diploma thesis deals with the marketing strategy, individual elements of the marketing mix and the CSR concept of the Budějovický Budvar, n. p. The main goal of the thesis is to analyze the marketing strategy of the selected company, its current position on the market, the company's current activities from the point of view of the individual tools of the marketing and communication mix, and its internal and external environment. Another goal is to get acquainted with the current CSR activities of the company and to evaluate whether they are applied in connection with the three basic pillars of CSR. Based on the findings make recommendations that the company should focus on and propose new solutions and activities in these CSR activities. The selected company was introduced, and its market position was analyzed using a situational analysis examining internal and external factors affecting it. Specifically, the PESTLE method, Porter's five forces model and SWOT analysis were used here. The marketing and communication mix of Budějovický Budvar, n. p. was described using the 4Ps. The company's individual CSR activities were summarized, including its values and mission, on which it bases its strategies within the framework of three pillars. At the end, suitable measures, and recommendations for the company regarding its sustainable and responsible activities were presented, which were based on the quantitative and qualitative research carried out. The knowledge gained about Budějovický Budvar, n. p. was summarized, evaluated and suggestions for improvement were presented.