| Abstract [eng] |
Because of the intense competition even well-known companies shall face a relatively complex problem: how to keep their market share and to achieve that activity of the company remains effective in the future. As the competition between the operators of the market of the alcoholic drinks is huge in the Lithuanian brewery market, the following thesis has been prepared, in order to analyse the measures on the improvement of the competitiveness in the Lithuanian brewery market. The following investigation methods have been used in the thesis: analysis of the scientific literature, comparative analysis of the documents, analysis of the statistical data, and systemic analysis. After analysis of the development of the Lithuanian brewery industry and objectives of the main competitors to take the biggest possible share of the Lithuanian brewery market, the conclusions have been made that little beer is consumed in Lithuania in comparison to other European countries. Breweries operating in Lithuania shall lack funds to enter and to win the new markets, to advertise, and to organise the production, therefore, the foreign investments are used. However, the competition in the Lithuanian brewery market is increasing constantly. Analysis of the competitive activity of the brewery industry has revealed that the biggest competition is in the trademarks’ segment and the economic segment (price). When analysing the Lithuanian brewery market it has been noticed that the beer sales shall decrease in a huge extent. Analysis of the activity of “Volfas Engelman”, AB has shown that at the moment it is a part of a group of little breweries, seeking to gain the competitive advantage over the biggest Lithuanian breweries. Goal of “Volfas Engelman”, AB to become competitive between the local breweries shall require the highly qualified employees, having know-how in the area of the wester breweries, and experience in the competitive market. |
