Příležitosti pro české exportéry piva na peruánském trhu

The Master thesis Opportunities for the Czech exporters of beer on Peruvian market dedicates to an examination of the potential for the Czech beer in Peru. When expanding to a foreign market, one first needs to explore the target market which means that the thesis focuses on the territorial analysis, highlights the strengths and weaknesses and examines trade relations with other countries in particular with European Union and the Czech Republic in the first place. Later on, it is followed by the characteristics of the consumer environment with the focus on alcoholic drinks. The thesis analyse main tendencies of consumption and new trends especially on the beer market followed by the key players operating on the market. The last part is dedicated to the Czech breweries, their beer and main characteristics of Czech beer culture which is applied to the Peruvian market. It evaluates the main opportunities but also the barriers that a Czech exporter should take into account during his entry into a foreign market. As an example, the thesis demonstrates the experience of Czech exporters on other Latin American markets.