Analýza trhu českého pivovarnictví se zaměřením na konkrétní pivovar

Abstract

This bachelor thesis focuses on the market analysis of the Czech brewing industry with emphasis on the Měšt'anský pivovar in Polička. The aim of the thesis is to evaluate the current state of the beer market in the Czech Republic, to assess the financial performance of the brewery and to analyse its competitive position on the market. The thesis focuses on consumer trends influencing customer behaviour, in particular the increased interest in regional products, ecological aspects of production and non-alcoholic beer. The thesis includes a theoretical definition of methods of market and financial performance analysis, including ratio analysis, horizontal and vertical analysis and Porter's model of five competitive forces. The evaluation of the Měšt'anský pivovar v Polička assesses its position on the Czech market, production capacity and marketing strategy. The financial analysis shows that the brewery has a stable financial base, but has shown lower profitability in recent years, suggesting the need to adjust strategies. Finally, specific recommendations are proposed to improve the brewery's competitiveness, including cost optimization, product portfolio innovation and improved marketing communication.