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

Summary/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.

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