Zhodnocení CSR programu výrobce alkoholických nápojů

Abstract

In thesis, there is a clarification of Corporate Social Responsibility concept with an application in program called Responsible Party. The program is part of international alcoholic beverage producer’s CSR and supports the idea of responsible alcohol consumption at student and young people segment. The aim of the thesis is to identify problem areas of the program and to design optimizing solutions. A part of thesis is also dedicated to marketing research containing focus groups and surveys. Results were analysed and summarized in SWOT analysis for further use.