This thesis deals with the opportunities and risks of exporting Romanian wine to the Czech market. The aim of the thesis is to devise and effective strategy for Romanian producer entering the Czech market, based on the findings. It is divided into two main parts. The theoretical part examines the main theories, regarding the firm’s internationalization strategies and entry modes, and the forces shaping the wine industry, as well as marketing strategies and the supply chain in the wine industry. The practical part focuses on analysis of the wine industry of the European Union, Romanian wine sector and the Czech wine market. It is followed by a section designing effective strategy for a Romanian wine maker wishing to enter the Czech market. The main recommendations for the Romanian exporter are to distribute premium wines through niche specialized wine shops and boutiques rather than large retailers.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:425791 |
| Date | January 2019 |
| Creators | Válkyová, Aneta |
| Source Sets | Czech ETDs |
| Language | English |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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