Analýza konkurence na trhu radlerových piv

Abstract

The bachelor’s thesis deals with the competitive analysis within the radler beers market in the year 2011. The thesis further develops the position of the market leader – Heineken Slovakia a. s. company and its product Bažant Radler. The first chapter comprises the characteristics of radler beers in general afterwards focusing on the Heineken company and its product as well as the basic market analysis necessary for comprehensive understanding of relationships in the competitive market. The theoretical part is dedicated to the definition of the competition, Porter five forces analysis and most of all to the theoretical basis of a chosen methodology in the practical part. The practical part was carried out by means of a focus group. The selection of sample was set up by the method of a sound judgement focusing on the long – term consumers of the market. Such a selection guarantees the high quality of results by its content as well as a high probability of identification within the target groups. The Bažant Radler had the best result in almost all observed variables. For the only weak competitive aspect as evaluated by male respondents was considered its flavour. On the other hand, women respondents evaluated the flavour significantly more positively. The reasons for such a conclusion are explained in the practical part of the thesis in detail. The construction of the thesis enables the reader the comprehensive view on the radler beers market and the competition within it.