03646ntm a22005177i 4500 000722115 CZ-PrVSE 20250601083247.0 m d cr n|||||||||| 250601s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Filipová, Markéta ISIS:161131 dis Strategie vstupu Paulaner Spezi na český trh : 4P Marketingový Mix eng Market Entry Strategy for Paulaner Spezi in the Czech Republic : A 4P Marketing Mix Approach Markéta Filipová 2025 ?? stran : digital, PDF soubor Vedoucí práce: Markéta Lhotáková Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2025 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2025 This thesis presents a market entry strategy for Paulaner Spezi, a unique German cola-orange mix beverage, in the Czech Republic. It utilizes the 4P marketing mix framework—Product, Price, Place, and Promotion—to develop a tailored strategy that resonates with Czech consumer tastes and the local market landscape. Although cola-orange mix drinks are still quite new to Czech consumers, a nationwide survey involving over 7.000 respondents showed a strong interest in trying Paulaner Spezi, especially among younger, urban demographics. The research blends secondary data on market trends, buying habits, and competitive analysis with fresh survey insights about brand awareness, price sensitivity, packaging preferences, retail channel choices, and promotional impacts. From these insights, the thesis suggests launching Paulaner Spezi in 500 ml PET bottles and cans, with a price point between 26–35 CZK, and distributing it through supermarkets and discount stores. The promotional strategy should lean heavily on digital campaigns via Instagram and TikTok, complemented by in-store tastings and introductory discounts. The findings reveal a significant market opportunity for premium, differentiated soft drinks and show that a product like Paulaner Spezi can effectively attract Czech consumers through a strategy rooted in authenticity, accessibility, and experience-driven branding. The thesis wraps up with suggestions for future research, including product trials and regional segmentation analysis, to fine-tune the market entry strategy even further. Způsob přístupu: Internet mezinárodní obchod [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas 4P marketing mix Soft drink Czech Republic beverage market Czech Republic soft drink market Market entry strategy Lhotáková, Markéta, 1971- pna2010582246 ths Král, Petr opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/88344/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/88344 Hlavní práce https://insis.vse.cz/zp/88344/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/88344/posudek/oponent/86174 Oponentura https://insis.vse.cz/zp/88344/podrobnosti dc:identifier NEPOSILAT VSKP vse88344 250528 88344