The microbrewery as an interesting opportunity for small and medium-sized businesses
|Článek ve sborníku
|3rd International Multidisciplinary Scientific Conference on Social Sciences & Arts SGEM 2016
|Fakulta / Pracoviště MU
|Řízení, správa a administrativa
|microbreweries; small and medium-sized businesses; business opportunity; case study
|The globalization of the beer industry has reached such a level that today, more than ever before, customers are looking for a variety in flavours from smaller breweries, which in turn need to offer a high-quality product in terms of the limited regional market in which they operate. At the moment, there is a beer revolution in the Czech Republic, with dozens and dozens of new microbreweries opening each year. This article will prove useful by providing an analysis of the business opportunities and the market in this area. Due to the characteristics of the product which microbreweries offer, it is incumbent upon them to build an appropriate company image. Based on a case study of one Czech brewery, which is part of this paper, it will be shown that the positive image of a company is an important precondition for gaining the loyalty of customers who will give less attention to the other competitors, which in turn will lead to the long-term prosperity of the company in question.