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Increasing competitiveness of a microbrewery: A case study of the U Fleků Brewery, Prague

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dc.title Increasing competitiveness of a microbrewery: A case study of the U Fleků Brewery, Prague en
dc.contributor.author Kozák, Vratislav
dc.relation.ispartof Economic Annals-XXI
dc.identifier.issn 1728-6220 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2017
utb.relation.volume 164
utb.relation.issue 3-4
dc.citation.spage 90
dc.citation.epage 93
dc.type article
dc.language.iso en
dc.publisher Institute of Society Transformation
dc.identifier.doi 10.21003/ea.V164-20
dc.relation.uri https://www.ceeol.com/search/article-detail?id=546688
dc.subject beer en
dc.subject brewery en
dc.subject brewery en
dc.subject competitiveness en
dc.subject marketing communication en
dc.subject Narodni brewery en
dc.subject Prague en
dc.subject service quality en
dc.subject SMM en
dc.subject U Fleků en
dc.description.abstract The U Fleků Brewery in Prague was founded in the 15th century and it is the oldest microbrewery in the Czech Republic. Microbreweries began to spread after 1995. As for 2016, there were about 300 of them and others were being set up. The production of the microbreweries is the reaction to the industrial breweries which offer still the same beer. The competitiveness is not only visible between the microbreweries and industrial breweries, but also among the microbreweries along. In the last ten years, several new microbreweries were set up in Prague, which is a real threat to the U Fleků Brewery these days. In the research, the competitiveness of the U Fleků Brewery in 2015-2016 was studied. The author used the method of field research, observation and interview with the brewery owner and emeritus brew master of the U Fleků Brewery. When studying a competitor of this microbrewery (Narodni Brewery), the method of field research, observation and structured interview with 300 visitors was used. SWOT analysis of the U Fleků Brewery and Narodni Brewery has been realised based at obtained research information. It has been proposed that in order to maintain the interest of visitors in the U Fleků Brewery, it is essential to give more information related to the place where the Brewery and Restaurant is located; train the personnel; use social networking platforms including Facebook, Twitter and Instagram; offer souvenirs and gifts including hand fans, textile bags, postcards, scarves, straw hats, ball pens, flashcards, chocolates, etc.; provide product placement. © Institute of Society Transformation, 2017. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1007215
utb.identifier.obdid 43876639
utb.identifier.scopus 2-s2.0-85022342483
utb.identifier.wok 000406181200020
utb.source j-scopus
dc.date.accessioned 2017-09-03T21:40:01Z
dc.date.available 2017-09-03T21:40:01Z
utb.contributor.internalauthor Kozák, Vratislav
utb.fulltext.affiliation Vratislav Kozák Tomas Bata University in Zlin 5139 Mostni Str., Zlin, 760 01, Czech Republic kozak@fame.utb.cz
utb.fulltext.dates Received 5.03.2017
utb.scopus.affiliation Tomas Bata University in Zlin, 5139 Mostni Str., Zlin, Czech Republic
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