The essence of the competitive advantage of microbreweries and its communication

The diploma thesis examines the essence of the competitive advantage of ten selected microbreweries from the Hradec Králové region. The aim of the thesis is to identify and discuss the essence of the competitive advantage of these microbreweries. Determine whether it is appropriately communicated to the target group of customers and is in line with industry trends. On the basis of the objective set in this way, three research questions are created, answers to them are elaborated in the diploma thesis on the basis of a thematic analysis based on semi-structured interviews with representatives of selected microbreweries in the defined region. On the basis of the thematic analysis, processing is subsequently carried out of the responses resulting from the interviews, while the data obtained from these interviews are then systematically analyzed to extract the main idea of the given topic. The data analysis showed that the respondents are unable to clearly define their competitive advantage and rather than the competition between microbreweries they perceive competition from large industrial breweries. The distinction between the microbreweries themselves is then different in practice, with the main findings being the differences resulting from their annual beer production, from which their entire production and communication strategy in many respects is based. The output of the thesis is a current finding on the microbreweries market in the Hradec Králové region and recommendations that can be used by microbreweries to increase their competitiveness and gain a greater competitive advantage.