On-trade a off-trade prodeje v pivovarském průmyslu

Kateřina Rýglová

Master's thesis

On-trade and Off-trade Selling in Brewing Industry

Abstract:

Diplomová práce se zabývá hodnocením prodeje piva, analýzou pivovarského odvětví a strukturou trhu s pivem na území České republiky a Evropy. V rešeršní části jsou vysvětleny a popsány základní charakteristiky pivovarského odvětví a základní aspekty pro cenotvorbu a podporu prodeje. Pro práci samotnou jsou nejdůležitější části o postavení piva na českém a světovém trhu. Na českém trhu můžeme postavení piva měřit pomocí produkce a spotřeby piva. K modelaci postavení piva na světovém trhu poslouží syntéza dat o exportu českého piva a současně importu piva do České republiky. Vlastní práce pak popisuje segmentaci trhu, rozdělení trhu dle objemu, dle profitability, spotřebitelské chování při nákupu piva a hlavně vývoj on-trade a off-trade prodejů v čase nejen v České republice, ale i v Evropě.

Abstract:

The diploma thesis deals with selling of beer, analysis the beer sector and beer market in Czech Republic and Europe. Main characteristics of beer industry and basic aspects of pricing and sales support are in literature overview. Thesis abuts on history of selling beer, taxation of beer with excise duty or value-added tax. Farther it explains trademarks, for example Klasa, geographical signification POD, PGI and TGS, also it abuts on goodwill, force of trade mark and protection of Žatec hop. Important part of this thesis is about market position of beer at Czech and world market. We can measure position of beer at Czech market with production and consumption of beer. Beer modelling of position at world market is made by synthesis of data about export of Czech beer and also import of beer to the Czech Republic. Main part of diploma thesis describe segmentation of market, allocation of beer value, according to profitability, consumer behaviour during buying process and the most important part is development of on-trade and off-trade sales during exact period not just in the Czech Republic, but also in the Europe. Data are collected to the end of 2016 and sources of these data are from many institutions. Data are from web sites and printed sources. Sources which considering about breweries market share are collected till the end of 2015. In the end of diploma thesis there is synthesis of finding and concept for sales support in beer sector.

Keywords

pivovarství, on-trade, off-trade, zdanění piva, spotřeba piva, spotřebitel

Keywords

brewing industry, on-trade, off-trade, sales taxation of beer, consumption of beer, consumer

Language used: Czech

Date on which the thesis was submitted / produced: 31. 3. 2017

Thesis defence

• Supervisor: Ing. Tomáš Maier, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics and Management / Economics and Management