Marketing strategy of Radniční pivovar in Jihlava

This thesis deals with the marketing strategy of Radniční pivovar in Jihlava. The aim of the thesis is to analyse the marketing strategy of the company and to suggest possible improvements. The first part of thesis focus on the situation of market with beer in Czech Republic and also situation of mini-breweries on this market. The second part focus more on chosen brewery and its current situation. Marketing strategy is evaluated by current situation analysis, SWOT and PESTEL analysis. Important part is also marketing mix a its evaluation. The final part of thesis contains suggestions for improvements of current marketing situation