Importance of Marketing Comunication Tools with regards to the Competitiveness of Mini-Breweries

Březinová, Monika; Skořepa, Ladislav

doi:10.32725/det.2019.009

Cited by 2 publications

(3 citation statements)

References 16 publications

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“…These results are consistent with other authors regardless of the COVID-19 pandemic situation. According to Březinová & Skořepa (2019), microbreweries consider their reputation, customer recommendations, and websites as the primary marketing communication tools for competitiveness. These methods are the main ways of promotion, although websites have been used the most in the current pandemic situation.…”

Section: Discussionmentioning

confidence: 99%

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Competition, Promotion, and Activities of Microbreweries during the COVID-19 Pandemic

Pech¹,

Kopová²

2022

The Central European Journal of Regional Development and Touris

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The microbrewery market in the Czech Republic has experienced a tremendous boom, especially in the last 15 years. Recently, people have liked to try new things, and there is a growing demand for non-traditional types of beer offered by these companies. However, due to the COVID-19 pandemic, microbreweries have had to reduce activities or even close facilities. The paper aims to examine microbreweries' perception of competition threat, promotion, and activities during the COVID-19 pandemic in the Czech Republic. We examined the differences related to four microbreweries' characteristics: the location of the facilities, the scale of the operations, the annual volume of beer production, and the number of years in business. The questionnaire survey was carried out in 105 microbreweries. We used statistical methods of Kruskal-Wallis ANOVA, Mann-Whitney test, and Pearson's Chi-square test to prove research working hypotheses. The results show that microbreweries do not consider the threat of competition high. The beer production volume factor influences this perception of competition. We found that enterprises make the most use of websites and customer referrals in their promotions. We proved that the use of the web depends on the range of business activities. Finally, we analyzed the direct impacts of the COVID-19 pandemic on microbreweries. The vast majority of the enterprises partially kept the operation running. Interestingly, some enterprises have taken advantage of the current situation to diversify their activities and look for new opportunities. The main factors that varied between enterprises, in this case, were the range of activities and years in business. The paper's originality is related to the first attempt to analyze the COVID-19 impact on the breweries during the lockdowns and government restrictions.

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Section: Discussionmentioning

confidence: 99%

“…The promotion through the website was significant only with the range of activities. Březinová & Skořepa (2019) showed in their research that restaurants' microbreweries use more websites for advertising. Managers of breweries with more diversified activities probably require more promotion via websites.…”

Section: Discussionmentioning

confidence: 99%

Competition, Promotion, and Activities of Microbreweries during the COVID-19 Pandemic

Pech¹,

Kopová²

2022

The Central European Journal of Regional Development and Touris

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“…In the Czech Republic, just like in the rest of Europe, there has been a boom of microbreweries since 2010 (Březinová, Skořepa, 2019;Hasman et al, 2023). From 2010 until 2019, more than 350 microbreweries have been founded in the Czech Republic (Březinová, Havelka, Bartoš, 2019).…”

Section: Introduction and Theoretical Backgroundmentioning

confidence: 99%

Principles of Neolocalism in the Names of Czech Microbreweries.

Březinová,

Linhartová

2024

The Central European Journal of Regional Development and Touris

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Microbreweries belong to a group of SME businesses, which among other things contribute to local economies and tourism which in turn supports sustainable development of municipalities and local areas. The presented article focuses on motives for choosing a microbrewery's name with regard to the use of neolocalism principles. The researched sample included all microbreweries in the Czech Republic established till end of 2022 year (506 by 31. 12. 2022). Primary and secondary data collection took place from January till March of 2023. We used regression analysis of panel data. Out of the researched sample (506 craft breweries), the influence of neolocalism has been proven in 65% of cases, another 14% of microbreweries are named after their respective founder, and the remaining 21% of microbreweries in the Czech Republic had a different driving factor for choosing their name altogether. Other factors possibly influencing the name of a microbrewery, such as the establishment year, whether or not the microbrewery has its own taproom or the area in which it is located, have also been examined. Out of these factors, only the existence of a taproom has been proven to affect a microbrewery's name.

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Importance of Marketing Comunication Tools with regards to the Competitiveness of Mini-Breweries

Cited by 2 publications

References 16 publications

Competition, Promotion, and Activities of Microbreweries during the COVID-19 Pandemic

Competition, Promotion, and Activities of Microbreweries during the COVID-19 Pandemic

Principles of Neolocalism in the Names of Czech Microbreweries.

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