This diploma thesis analyzes free movement of services and freedom of establishment in EU countries. The main aim is to find an appropriate strategy for Czech marketing companies in the field of mystery shopping when providing business services into Poland. The goal is achieved through analysis of trends in EU internal service market, opportunities and barriers in providing services, mystery shopping characteristics with focus on Poland. Mystery shopping is building up its position in whole Central, Eastern and Southern EU countries According to pre-research the Poland was choosen as the best potentional target country for Czech companies. PESTEL analysis of political, economical, socio-cultural, technological, ecological and legal factors in Poland shows that this country has good macroeconomic environment for expansion of services. Thesis is built on analysis of mystery shopping industry in Poland too and summarized in external factor evaluation matrix. The biggest threat of providing the services are existing bargaining power of competitors and the power of customers in determining prices. External opportunities mainly for establishment are futher penetration into other market and getting more potentional customers, for posting of workers are mainly in easy entrance. Cross-border providing of services is suitable form of free movement till the Czech company has in average 3 projects in Poland. As a recommendation companies should use first of all posting of own workers, after deep cooperation with Polish clients and agreement on at least 3 projects the creation of daughter company is recommended to achieve higher competitiveness in Polish market, profit and stable economic growth. While expanding into Poland is recommended to use differentiation strategy to attract bigger market segments with focus on local conditions.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:178799 |
| Date | January 2014 |
| Creators | Malátková, Monika |
| 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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