The diploma thesis aims to suggest the most suitable expansion way of a specific company into the British market. There are three main parts of the work. The theoretical part presents the issue through scholarly literature and scientific articles. The purpose of the practical part is an analysis of the external and internal environment. The research of product user satisfaction as a support for expansion and the investigation of potential partners and competitors directly abroad are included. The proposal part recommends specific ways for the company to enter the UK market through the identified factors.

Předmětem diplomové práce je analýza potenciálu balkánského trhu pro distribuci luxusních automobilů Bentley a Lamborghini firmou Leonhardt Group Automobile. Společnost působí jako distributor luxusních značek koncernu Volkswagen Group v Německu a management zvažuje vstup na trhy zemí bývalé Jugoslávie. Z důvodu negativního vlivu globální hospodářské krize na automobilový průmysl autor analyzuje vedle distribuce nových automobilů i možnost prodeje ojetých vozů. V první části diplomové práce jsou popsána teoretická východiska vztahující k analýze trhu. Druhá, praktická část, je zaměřena na vlastní analýzu potenciálu vybraných trhů a zhodnocení, jestli má společnost Leonhardt Group na trhy vstoupit a jakou marketingovou strategii zvolit.

Táto diplomová práca je zameraná na analýzu a následné vyhodnotenie trhu v Juhovýchodnej Európe z hžadiska potenciálu a možnosti budúceho investovania a pôsobenia firmy Aspen Aerogels v tomto regióne. Firma Aspen Aerogels má vedúce postavenie vo vývoji a výrobe materiálov pracujúcich na báze nanotechnológie známe ako aerogely s unikátnymi vlastnosťami. Prvá časť diplomovej práce je zameraná na popis teoretickej problematiky, ktorá rieši otázky marketingu, analýzy trhu a internacionalizácie. V druhej časti je kladený dôraz na praktickú analýzu firmy a prostredia. Posledná časť je zameraná na celkové vyhodnotenie potenciálu Balkánskeho trhu a autorove odporúčania, či je Balkánsky trh vhodný na vstup pre firmu Aspen Aerogels a aká marketingová stratégia je vhodná.

Final thesis is focused on an entrance into an international market by company ASIO, Ltd. specialized on the field of water-management. The thesis is based on close analysis of Colombian market. The thesis is consisted of theoretical platform, analysis of macro- environments, segmentation of market, analysis of competitiveness, analysis of norms focused on water use and liquid waste and the proposed solution the company entered the Colombian market.

No description available.

Tato diplomová práce kriticky zkoumá analýzu vstupní strategie společnosti Netflix, který hodlá vstoupit na český trh, s cílem navrhnout vhodná doporučení. Práce obsahuje detailní analýzu společnosti a současného stavu trhu v České Republice. Kriticky přezkoumané teoretické rámce a aplikované analýzy jsou následně použity jako základ pro argumentaci a vyhodnocení problematiky strategie. Doporučení pro expanzi jsou poskytovány na základě vyhodnocených průzkumu a analýz.

Based on a variety of analytical approaches, this paper proposes marketing plan of e-commerce for the entry into foreign market. Both external and internal environmental factors are analysed and are used for SWOT analysis. The paper also analyses different communication channels of digital marketing which the monitored business currently use. It contains proposals to improve their efficient utilisation. The outcome is the design of complex communication mix in the digital environment, along with the specification of its individual phases when entering a new market.

The necessity of sustainable transitions has become more and more acknowledged in recent years. From these changes, specific markets have recently been emerging which are closely tied to sustainable development. An industry which is particularly critical for enabling such transitions is the food industry where the current eating patterns have been linked to an array of issues with the considerable reliance on animal-based products often pointed out as a major concern. From a raising awareness and technological changes, a market has arisen which aims at supplying proteins from alternative sources to animal exploitation. By inquiring this specific market referred to as the Alternative Proteins (AP) market, the core objective of this thesis is to extend the knowledge regarding markets associated with sustainability. More specifically, recognizing the rapid-evolution of such markets, the inquiries are directed towards the entry mechanisms as it is seen as key dynamics influencing the evolution of such markets. An in-depth understanding of market entry regarding diverse dimensions including motivations, barriers and entry strategies could thus be achieved. Recognizing a shortcoming in the scientific understanding of stakeholder collaboration as an entry strategy, an emphasis on these collaborative entry strategies prevailed in our investigations. Eight firms having recently or longer ago entered the AP market have been interviewed to provide the empirical material for the thematic analysis. The theoretical framework was built around the resource-based view (RBV), supplemented by other theories including Creating Shared Value (CSV) and Porter’s classification of barriers which granted an enhanced theoretical lens to arrive at significant insights resulting from our inquiries. New entrants were thus found to have both financial and social/ environmental dimensions embedded in their entry motivations. It was also concluded that the adoption of collaboration as an entry strategy predominated across our sample which was explained by the assumption that markets linked to sustainable development have intrinsic circumstances forcing companies to collaborate to a larger degree. Moreover, the findings provided evidence of firms striving for a fit between the entry barriers and their entry strategies by devising the latter in accordance with their perception of barriers. Lastly, an essential contribution resided in the application of RBV in the context of market entry as this enabled the approach of market entry through a distinct angle broadening both the knowledge on market entry and RBV.

No description available.

Micro-multinational is a relatively new term and there are still very few studies about how micro-multinationals choose their foreign entry market modes when internationalizing. This thesis attempts to add new knowledge filling the gap between the internal resources of a company and the foreign entry market mode selected for its internationalization process. Furthermore, a systematic methodology that combines internal resources with the selection of the foreign entry market mode will be developed with the goal of aligning the competitive advantages of the company along its international structure. The methodology that this research employs will show how to combine the internal resources of the case study company and its needs when internationalizing based on the characteristics of each foreign entry market mode. The first step of the methodology is determining the variables that categorize each foreign entry market mode that companies implement. Then, the application of the Resource-based View will show the possible competitive advantages of the case study company. Lastly, accounting for the requirements that the case study company has when internationalizing, the possible competitive advantages, derived from the Resource-based View, will be combined with the characteristics of each foreign entry market mode to determine effective recommendations for the case study company to implement in its internationalization strategy. The results of this research show that when a company wants to enter into a foreign market, it should evaluate that decision based on its internal resources. Only then will the company be able to exploit its competitive advantages and be successful in the new market. The decision to internationalize is influenced by requirements such as the level of control, commitment, risk and flexibility that the parent company is willing to have in the new foreign market. Hence, these requirements must be taken into consideration carefully during the entire decision process. / Micro-multinationals är en relativt ny term och det finns för tillfället få studier kring hur dessa företag ska bedriva sin utlandsexpansion när de internationaliserar verksamheten. Syftet med denna uppsats är att bidra med ny kunskap kring ämnet och medverka till att fylla kunskapsgapet som existerar i hur man kombinerar företagets interna resurser och valet av internationaliseringsstrategi. Vidare utvecklas en systematisk metodologi som kombinerar interna resurser med valet av internationaliseringsstrategi för att anpassa företagets konkurrensfördelar med dess internationaliseringsprocess. Metodologin som används i denna rapport visar hur interna resurser hos företaget i den aktuella fallstudien kan kombineras med dess behov för internationalisering baserat på egenskaperna hos varje enskild typ av utlandsexpansion. Första steget i metodologin är att avgöra vilka variabler som karaktäriserar varje enskild strategi för utlandsexpansion som företag planerar att implementera. Nästa steg är att applicera en “Resource-based View” som visar de möjliga konkurrensfördelarna för företagen i fallstudien. Slutligen kombineras kraven som företagen har ställt för sin internationalisering samt de konkurrensfördelar som de visades ha enligt “esoruce-based view” med de olika typerna av utlandsexpansion som finns tillgängliga med syftet att avgöra lämpliga rekommendationer för fallstudieföretagen rörande hur de ska gå till väga i sin internationalisering av verksamheten. Resultaten visar att när ett företag vill etablera sig på en utländsk marknad bör de evaluera beslutet med hänsyn till sina interna resurser. Först då kan företaget utnyttja sina konkurrensfördelar och bli framgångsrika på den nya marknaden.  Beslutet av hur internationaliseringen ska gå till påverkas av krav som moderbolaget har för den nya marknaden såsom behov av kontroll, grad av åtagande, risk och flexibilitet. Dessa krav måste tas i noggrann beaktning under hela beslutsprocessen.