The objective of the diploma thesis is to analyse options and potential of chosen product (brown Caribbean rum brand Santa Teresa - Gran Reserva) from the point of view of expansion to the Czech market, to the Czech retail network. The theoretical part describes the possible reasons of expansion,forms of a company entrance to the foreign market and the criteria of decision making of the company about expansion. In the practical part I deal with the company as such, its product, the Czech market, the options of expansion to this market and its retail network are evaluated there. In conclusion the proper quantitative and qualitative research is made and on its basis a recommendation about following strategy of the firm is placed.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:18293 |
| Date | January 2009 |
| Creators | Leblochová, Radka |
| Contributors | Filipová, Alena, Zeman, Jiří |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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