The diploma thesis deals with the niche market strategy as one of the marketing strategies used mainly among small and medium-sized companies. The aim of the thesis is to analyze successful Czech firms that indicate the occurrence of characteristics of the studied direction, and to determine the key factors that influenced their success. In the research, primary data obtained through on-line questionnaires and interviews with company representatives as well as secondary data downloaded from the Internet were used.

In the master’s thesis is presented a draft marketing strategy of entering to new geographic market for the company Kili, s.r.o., which sells materials for the manufacture of furniture, equip interior and construction. The objective of the thesis is to develop a proposal to open a new branch in selected location including a description of the marketing mix. The proposed section will be preceded by a summary of theoretical knowledge and analysis of the contemporary conditions of the company, focusing on internal and external business environment.

In an ever-evolving digital landscape, the way we do business changes rapidly.  In this landscape, B2B companies are confronted with challenges that demand adaptation and reevaluation of their business models, such as exploring innovative approaches to resource utilization and streamlining workflows. The topic of interfunctional coordination is of utmost relevance today as it serves as a prerequisite for optimizing work processes, sustaining resources, and nurturing a customer focused collaboration across the entire organization. The primary objective of this study is to enhance our understanding of the practices and trends that certain B2B companies see around the go-to-market strategy. Furthermore, it seeks to examine the potential impact of interfunctional coordination on improving go-to-market strategies and fostering enhanced customer experiences. The study also explores the role of digital tools as strategic drivers for facilitating interfunctional coordination within these companies. By addressing these objectives, the research aims to provide valuable insights on go-to-market trends and on digital tools that can drive successful interfunctional coordination and enhance customer satisfaction. The study was done through a qualitative deductive approach, which involved initially exploring the researched theories, collecting empirical data through interviews and finally analyzing the results. The study shows that there is a correlation between interfunctional coordination and a successful go-to-market strategy. The study also presents which digital tools are best suited to facilitate cross-functional work within a complex B2B organization. The study shows that achieving interfunctional coordination within an organization requires a significant degree of commitment and a strong driving force towards a common vision. For the most part, the empirical evidence strengthens the theoretical discussion, but there are some deviations. The deviations could be due to the gap between academia and the marketing industry.

Information, communication and broadcasting convergence is changing the business landscape in South Africa, as organisations adopt new converged information, communication technology (ICT) products and services to satisfy the needs of customers. Simultaneously, major changes are taking place in the South African telecommunications business environment creating new marketing opportunities and threats for Telkom SA, the only fixed line telecommunication operator in South Africa. Some of the findings of the study are • the commodization of the fixed line telecommunication network • political and regulatory changes are reshaping the telecommunications landscape by allowing the entry of new competitors • new technological innovations in Information Communication Technology (ICT) and mobile communication is driving change • social and economic change is fueling the speed of environmental change poor economic climate is quickening the competitive pace amongst South African businesses forcing them to attain efficiencies and effectiveness for survival • organisations worldwide are competing for limited resources and markets and turning to ICT to achieve their objectives • customer needs are changing - demanding better and innovative communication products and services - providing opportunities to competitors • the Internet is reshaping traditional business models as businesses are seeking to establish competitive advantages through the Internet • the migration of the Internet to the mobile telephony sector These changes are creating new marketing opportunities and threats for South African fixed line telecommunication operators and are threatening the survival of fixed line telecommunication operators worldwide and in South Africa. Information Technology, broadcasting and telecommunication technology convergence, has created many new ICT products and services opportunities that telecommunication competitors are offering existing customers of the fixed line operators network indicating lethargy from their side. In order for the fixed line operators to survive they must apply innovation and revise their strategic planning models. / Business Management / DCOM (Business Management)

Information, communication and broadcasting convergence is changing the business landscape in South Africa, as organisations adopt new converged information, communication technology (ICT) products and services to satisfy the needs of customers. Simultaneously, major changes are taking place in the South African telecommunications business environment creating new marketing opportunities and threats for Telkom SA, the only fixed line telecommunication operator in South Africa. Some of the findings of the study are • the commodization of the fixed line telecommunication network • political and regulatory changes are reshaping the telecommunications landscape by allowing the entry of new competitors • new technological innovations in Information Communication Technology (ICT) and mobile communication is driving change • social and economic change is fueling the speed of environmental change poor economic climate is quickening the competitive pace amongst South African businesses forcing them to attain efficiencies and effectiveness for survival • organisations worldwide are competing for limited resources and markets and turning to ICT to achieve their objectives • customer needs are changing - demanding better and innovative communication products and services - providing opportunities to competitors • the Internet is reshaping traditional business models as businesses are seeking to establish competitive advantages through the Internet • the migration of the Internet to the mobile telephony sector These changes are creating new marketing opportunities and threats for South African fixed line telecommunication operators and are threatening the survival of fixed line telecommunication operators worldwide and in South Africa. Information Technology, broadcasting and telecommunication technology convergence, has created many new ICT products and services opportunities that telecommunication competitors are offering existing customers of the fixed line operators network indicating lethargy from their side. In order for the fixed line operators to survive they must apply innovation and revise their strategic planning models. / Business Management / DCOM (Business Management)

Över - eller felanvänd antibiotika leder till ökad risk för antimikrobiell resistens. När en bakterie har blivit resistent så har det skapats en motståndskraft, vilket gör antibiotikan verkningslös. Antibiotika är ett livsnödvändigt läkemedel, då det används rutinmässigt vid kirurgiska ingrepp och för att bekämpa bakteriella infektioner. Det finns inget alternativt läkemedel, vilket innebär att om antibiotika blir verkningslös är de globala konsekvenserna katastrofala. Den negativa utvecklingen har resulterat i att EU - kommissionen klassificerar antimikrobiell resistens (AMR) som ett av de tre största hälsohoten i världen. Internationella organisationer har presenterat krav och rekommendationer för hur länder ska hantera antibiotika och dess resistens, vilket har implementerats olika väl. Sverige har en av de lägsta frekvenserna av resistenta bakterier inom EU, medan Italien har en av de högsta. Hypotesen är att de nämnda ländernas resistensgrad har ett samband med hur väl man implementerat strukturer, regleringar och strategier på antibiotikamarknaden. Hypotesen undersöks genom en marknadsanalys baserat på en anpassad SCP - modell där Sveriges och Italiens respektive utfall värderas.  I utfallen framgår det att Sveriges antibiotikamarknad är mer kontrollerad än den italienska. En mer styrd marknad skapar möjligheten att kontrollera antibiotikakonsumtionen, vilket i sin tur bestämmer resistensgraden. Å andra sidan innebär en mer kontrollerad marknad att läkemedelsföretagens vinstgaranti försvinner, dessa kan tvingas lämna marknaden vilket leder till brist på antibiotika. En mindre styrd marknad gynnar däremot läkemedelsföretagen då det finns en vinstgaranti och en större konsumtion. Nackdelen är att resistensgraden ökar. I marknadsanalysen presenterades även att länderna skiljer sig i ansvarsfördelning, då hälso - och sjukvård är mer decentraliserad i Italien jämfört med Sverige. Strukturer, regleringar och strategier för att hantera AMR implementerades nationellt i Sverige, medan det i Italien är upp till varje region att agera. Italiens ansvarsfördelning resulterar i att resistensgraden skiljer mellan det södra och norra regionerna, då regionernas styren skiljer i kvalitet.  Slutligen lämnas förslag på förändringar för respektive land. Sverige behöver erbjuda en vinstgaranti för läkemedelsföretagen för att kunna säkerställa tillgången till antibiotika. Det råder brist idag, vilket medför att marknaden behöver bli mer attraktiv för företagen. Italien behöver förändra ansvarsfördelningen och införa nationella strukturer, regleringar och strategier. Det kommer öka möjligheten för mer påkostade åtgärder som gäller för alla regioner, vilket hanterar AMR mer effektivt. / An excessive or incorrect use of antibiotics can result in an increased prevalence of antimicrobial resistance. When a bacterium has become resistant, resilience against antibiotics is created, which makes the drug ineffective. Antibiotics are vital drugs, as they are routinely used in surgical procedures and combat bacterial infections. Often, there is no alternative medicine, which means that when an antibiotic becomes ineffective, the consequences are catastrophic for the global population. The global increase in resistance has forced the European Commission to classify antimicrobial resistance (AMR) as the world's third largest public health threat. International organizations have presented requirements and recommendations for how countries should handle antibiotics and their resistance. However, it has been the nation’s responsibility to implement these changes. Sweden has one of the lowest prevalence of antibiotic resistant bacteria in the EU, while Italy has one of the highest. The essay hypothesizes that the mentioned countries' degree of resistance can be explained by how well structures, regulations, and strategies are implemented. The hypothesis is evaluated through a market analysis where a reconstructed SCP - model is applied where Sweden’s and Italy’s respective performance is presented. The essay found that the Swedish antibiotic market is more regulated than the Italian. A more regulated market creates the opportunity to control antibiotic consumption, which further controls the degree of resistance. On the other hand, an over - regulated market means that there is no guarantee of profit for the pharmaceutical companies which often forces the companies to leave the market. A less regulated market benefits pharmaceutical companies as there is a guarantee of profit and larger consumption. The disadvantage is that the degree of resistance increases. In the market analysis, it is also presented that the countries differ in the distribution of responsibilities, as healthcare is more decentralized in Italy compared to Sweden. The structures, regulations, and strategies to manage AMR were implemented nationally in Sweden, while in Italy it is up to each region to act. Italy's division of responsibility results in that the degree of resistance differs between the southern and northern regions, as the regions' governments differ in quality. Finally, the essay presents proposals for changes for each country. Sweden should offer a profit guarantee for pharmaceutical companies, as they need access to a broad selection of antibiotics. The existing shortage should be dealt with, which is why the market needs to be more attractive for companies. Italy needs to change the distribution of responsibilities and introduce national structures, regulations, and strategies. This will increase the possibility of more costly measures that apply to all regions, which will manage AMR more effectively.

Submitted by Renata Ferreira da Rosa (renatafrosa@gmail.com) on 2016-03-15T13:54:22Z No. of bitstreams: 1 Renata Rosa - Ecommerce as Internationalization Strategy.pdf: 6115288 bytes, checksum: 8a7d99af826e68ad0e5589c5c23a1251 (MD5) / Rejected by Ana Luiza Holme (ana.holme@fgv.br), reason: Prezada Renata, Somente a numeração das páginas está incorreta, a numeração deve contar da 1 pagina mas só aparecer o numero na introdução. exemplo: introdução pagina 11 na pagina anterior não aparece o numero. Ana Luiza Holme 37993492 on 2016-03-15T14:02:33Z (GMT) / Submitted by Renata Ferreira da Rosa (renatafrosa@gmail.com) on 2016-03-15T14:28:30Z No. of bitstreams: 1 Renata Rosa - Ecommerce as Internationalization Strategy.pdf: 6109671 bytes, checksum: 0eea98d4f3f18d5fdb7e73ec531e5751 (MD5) / Approved for entry into archive by Ana Luiza Holme (ana.holme@fgv.br) on 2016-03-16T12:18:58Z (GMT) No. of bitstreams: 1 Renata Rosa - Ecommerce as Internationalization Strategy.pdf: 6109671 bytes, checksum: 0eea98d4f3f18d5fdb7e73ec531e5751 (MD5) / Made available in DSpace on 2016-03-16T12:25:34Z (GMT). No. of bitstreams: 1 Renata Rosa - Ecommerce as Internationalization Strategy.pdf: 6109671 bytes, checksum: 0eea98d4f3f18d5fdb7e73ec531e5751 (MD5) Previous issue date: 2016-02-22 / As stated by Hoffmann and Coste-Manière (2012) 'The web is a mass medium that contrast completely with the traditional codes of exclusivity associated with the luxury industry, and has long been simply rejected by the luxury industry for being an illegitimate distribution channel.' Meanwhile this market presents an incomparable pace of growth and is gradually changing the existing retailing business model and companies must be aware of this change and capable to adapt to it. The internet and cross-border sales already changed the competition throughout retailing and it will increase even more, so companies must be ready to face it. Internet has shown its great opportunity for all markets, although luxury/premium market is not yet taking the proper advantage of its potential, but the necessity to be an omnichannel business strategy is growing. This paper presents an exploratory research based on a case study of how premium fashion Brazilian brands are using Farfetch, e-commerce, as an entry market strategy and how this affects them. The research question of this study is: How is Farfetch helping on the internationalization of Brazilian premium fashion brands?, and in order to answer it was conducted an in-depth interview with the Brazilian head of business development of Farfetch, apart an extensive secondary data research. As expected the study found a list of trade-offs of using an e-commerce, luxury specialized, with a marketplace approach to the brands willing to internationalize. As stated by Altagamma and McKinsey (2015) study '[...] luxury brands have no choice but to embrace the digital era and become truly omnichannel. This will require them a radical rethinking of both their customer experience of their consumer engagement strategy.' Looking either from the Farfetch point of view, trying to understand why they offer this opportunity to the brands, or also from the brand side if this is a manageable approach. This study presents a contribution for both sides, trying to give tools to the brands on understanding the internationalization reasons and approach, as well as explaining Farfetch business model, and the advantages it can bring to them, at the same time of a general market trend analysis for Farfecth. / Hoffmann e Coste-Manière (2012) afirmaram em seu estudo que 'A web e um meio de massa e contrasta completamente com os códigos tradicionais de exclusividade associados a ndústria de luxo, e por isso foi por muito tempo simplesmente rejeitada pelo mercado de luxo por não ser um canal de distribuição legitimo.' Enquanto isso o mercado apresenta um ritmo de crescimento incomparável e gradualmente esta mudando o modelo de negócios existente para o varejo, portanto as empresas precisam estar consciente das mudanças e serem capazes de se adaptarem a elas. A internet e as vendas além-fronteiras já alteraram as formas de competição no varejo e vão aumentar ainda mais e as empresas têm de estar preparadas para enfrentar isso. Internet já mostrou a sua ótima oportunidade para todos os mercados, no entanto os mercados de luxo/premium ainda não estão tirando o total proveito do seu potencial, mas a necessidade de adotar uma estratégia de negocio omnichannel esta crescendo e se mostra fundamental. Esse trabalho apresenta um estudo exploratório baseado em estudo de caso de como as marcas de moda premium brasileiras estão usando a Farfetch, e-commerce, como uma estratégia de entrada de mercado e como isso as afeta. A questão de pesquisa desse estudo é: Como a Farfetch esta ajudando no processo de internacionalização das marcas de moda premium brasileiras?, e para responder essa pergunta foi conduzida uma entrevista em profundidade com a responsável por desenvolvimento de novos negócios da Farfetch, alem de uma extensa pesquisa de dados secundários Conforme esperado, o estudo encontrou uma lista de trade-offs de usar e-commerce, mesmo especializado em luxo, mas com uma estratégia de marketplace, como estratégia de internacionalização para as marcas que assim o desejam. Conforme o estudo da Altagamma e McKinsey (2015) '[…] marcas de luxo não tem mais escolha senão abraçar a era digital e se tornar um verdadeiro canal omnichannel. Isso vai exigir uma atenção redobrada tanto na experiencia do consumidor como na estratégia de engajamento do consumidor.' Com um olhar tanto da perspectiva da Farfetch, tentando entender o porquê oferece essa oportunidade para as marcas, como das próprias marcas para entender se essa e uma abordagem viável. O estudo apresenta contribuições para os dois lados, oferecendo ferramentas para as marcas analisarem as razões e melhor abordagem para internacionalização, assim como a explicação do modelo de negócios da Farfetch, e as vantagens que ele pode trazer, assim como uma analise geral do marcado com suas tendências para a Farfetch

台資物流企業面臨客戶大量西進中國，市場大幅萎縮的窘境，而彼岸市場卻是商機無限。自從中國加入世貿後，不斷深化體制改革，改善投資環境，推動經濟快速增長，不僅累積大量外匯存底。其次，中國大陸在成為世界工廠後，為降低對外貿易的依存度，積極擴大內需市場，鼓勵消費，間接帶動龐大的物流市場。根據美國國際數據資訊(IDC)的預測，未來十年中國委外物流將以每年40 %的速度激增。此外，從2006年起，中國物流業已經全面開放，取消對外資的限制。在外資不斷湧入之下，大型物流業者挾帶資金、技術和全球網路優勢，逐漸擴展中國大陸的物流市場；而本地物流業者，也在政策的扶植下和地緣的優勢，快速轉型升級，搶佔市場。台資物流企業面對這全球物流業的最主要的競技場，如何憑藉自身的優勢，配合主客觀環境的演變，掌握中國物流產業未來可能的趨勢與變化，作為佈局中國，開拓新市場，變成是一個必須面對的課題。 / 本研究的課題是以產業、區域經濟、消費、基礎建設、環境保護等經濟層面為主，圍繞在中國境內物流的發展。以台資物流企業經營路線貨運的零擔（LTL，Less Than Truck）物流業者的角度為出發點，依據其產業特性，剖析中國物流業的基礎環境、產業結構、產業發展策略、政策法規、交通建設等主題，再佐以中國物流業的市場特色、外資與本地物流業者的合縱連橫等要素分析，進而了解中國現代物流的範疇與多樣性。 本論文研究核心在於探討中國的物流環境與未來趨勢，以作為台灣物流業，特別是零擔物流業者，在進軍中國大陸策略佈局時的參考。本研究試圖以較宏觀的角度，勾勒出中國物流產業的發展概況；外資進入中國的戰略，再對照歐美物流業的發展歷程，來推估未來中國現代物流的走向。再以微觀的角度切入市場需求與發展趨勢，形成一套台資物流企業部署中國的可行方案。 / It is suffered by Taiwan based logistics enterprises that their major customers move forward to China for the business reasons. This not only causes the Taiwan market to shrink but also makes the market in China grow very soon. Since China entered WTO, it strengthened the architecture of the governance system, improved the investment environment, which stimulated the economic growth and accumulated huge money from foreign trading. After China becomes the world manufacture factory, it reduced the dependency from foreign trading, aggressively expanded its domestic market and encourage people to spend money in consumer markets, which indirectly created a huge logistics market. According to the evaluation of IDC, the outsourcing logistics market will grow 40% per year in the coming 10 years. In addition, Chinese government started to open the market since 2006, it modified the law and allow foreign enterprises to manage domestic markets. Therefore, most foreign logistics enterprises entered China market and made the market expand gradually through capital, technology and network advantages. Moreover, local logistics enterprises adapted their business models to grab the market share through the government support and leverage the benefits of local people. How Taiwan based enterprises facing the global major market of the logistics to compete with others on the basis of their own advantages, fulfill the requirement of the changing business environments , learn to ride the trend of the industry from the planning of the deployment in China and open new markets become a serious subject. / The scope of this research focuses on the economic level issue, including industries, area economics, consumers, infrastructure and environment protection around Chinese domestic markets. It is from the point of the view of LTL(Less Than Truck) supplier, which runs the regular truck transportation featuring the characteristics of this domain to analyze the infrastructure, industry architecture, development strategies, policies, regulations and so on. The discussion of the Chinese market characteristics along with industry corporation, competition between foreign and local logistics service providers can further define the Chinese modern logistics category and diversity. The core of this research is to probe into the industry environment and the future trend of China logistics to build the guideline for Taiwan based enterprise to enter the China market. It attempts to make a profile of the China logistics industry through broad viewpoints and predict the China logistics trend from the reference of the strategy of foreign competitors and the history of Europe and US development and furthermore, through the understanding of the market requirements to work out the deployment plan in China.

The after-sales pricing industry has, as many other industries, transformed with the digital era which have enabled automatization and scalable solutions. For companies pricing over 35 000 after sales items, scalable, digital solutions is needed. “The Company” International AB offers their SaaS solution Price, which integrates with the company’s ERP system and helps gain as much profits as possible by assisting with value-based pricing.  But lately, “The Company” has realized to be able to be market leading they need to ensure a better user experience (UX). This research’s aim was to understand how design affect customer value by understanding what UX factors are important to succeed in a B2B after-sales spare part market. The main research question were thereby: How do the UX design affect the customer value on an after sales digital service?. An important note to make is that this study will focus on the market, UX design trends and customers and their needs – not how the design should be done per se (e.g. “this button should be green, not blue”).  From the literature review, the sub-elements of UX were found to be Functionality, UI Design, Usability and Affect. Moreover, Organization is found to be a vital part to enable as good the UX as possible. The review suggested all sub-elements and their units could play a part of creating enhanced customer value.  The study is based upon qualitative interviews, followed up by a quantitative validation form studying the sub-elements and CSI. The interviews were held online with video calls and lasted for about 1–1,5 hr.  The findings verify earlier studies and implications, that all UX sub-elements do affect customer value significantly. The factor with least correlation to CSI is functionality which could be explained by being a hygiene factor, not motivator factor. Another finding, in contrary to B2C research, suggests that positive emotions is not wished for in B2B software’s as the users are “forced” to use the software as it is a part of their job, but this implication need to be further researched.  To be able to use UX as a market strategy “The Company” is advised to, within the product development team, not only prioritize new functionalities but also improving existing functionalities. It is also advised to share UX goals and vision throughout the different division working with Price. Some actions advice to take to enhance Price’s UX is making error messages actionable, enabling the user to save drafts in wizards and make it possible for the user to terminate any actions in the system.

This thesis deals with strategies for firms entering the foreign market. In the theoretical part of the work the various strategies and their pros and cons are discussed, together with the dynamics of entering a new market. The analytical part of the work comprises an analysis of the Austrian market and an internal analysis of the company AQUAL Ltd. selected for the practical application. Its SWOT analysis and description of its entrance to a foreign market according to the SMART method are performed. Proposals are given the gradual development of the strategy of entrance, including the reasons for choosing a mixed strategy, and aspects of the operation and management of the company abroad are described; important is the definition of activities of the manager for Austria. Finally, conclusions are given summarizing the prerequisites and expected benefits of the entrance, the goals fulfilled and the contributions provided in this work.