Having a strategic location in Europe, the Czech Republic is characterized as being one of the most attractive countries for investors due to various advantages.
The largest and the most successful retail company in the Republic of Slovenia, Mercator,seeks growing and conquering new markets on a global basis.
The purpose of this thesis is to conduct relevant analyses reflecting the current situation in the Czech Republic, identify the existing retail companies present in the country, and estimate the potential for a new market entrant. It additionally points out the potential threats facing the company and offers suggestions how to eliminate them.
Anotace v angličtině
The purpose of this thesis is to conduct relevant analyses reflecting the current situation in the Czech Republic, identify the existing retail companies present in the country, and estimate the potential for a new market entrant. It additionally points out the potential threats facing the company and offers suggestions how to eliminate them.
Having a strategic location in Europe, the Czech Republic is characterized as being one of the most attractive countries for investors due to various advantages.
The largest and the most successful retail company in the Republic of Slovenia, Mercator,seeks growing and conquering new markets on a global basis.
The purpose of this thesis is to conduct relevant analyses reflecting the current situation in the Czech Republic, identify the existing retail companies present in the country, and estimate the potential for a new market entrant. It additionally points out the potential threats facing the company and offers suggestions how to eliminate them.
Anotace v angličtině
The purpose of this thesis is to conduct relevant analyses reflecting the current situation in the Czech Republic, identify the existing retail companies present in the country, and estimate the potential for a new market entrant. It additionally points out the potential threats facing the company and offers suggestions how to eliminate them.
Compile theoretical background about international marketing and market penetration.
II. Practical Application
Prepare complete analysis of the current market situation in the Czech Republic retail stores and define the profile of the Slovenian retailer Mercator.
Prepare a project for market penetration for Mercator.
Submit the project to risk and cost analysis.
Conclusion
Zásady pro vypracování
Introduction
I. Theoretical Background
Compile theoretical background about international marketing and market penetration.
II. Practical Application
Prepare complete analysis of the current market situation in the Czech Republic retail stores and define the profile of the Slovenian retailer Mercator.
Prepare a project for market penetration for Mercator.
Submit the project to risk and cost analysis.
Conclusion
Seznam doporučené literatury
[1] ALBAUM, G.; DUERR, E. International Marketing and Export Management. 6th ed. Harlow : Pearson Education Ltd., 2008. 711 p. ISBN 978-0-273-71387-6.
[2] CZINKOTA, M. R.; RONKAINEN, I. A. International Marketing. 8th ed. OH, USA : Thomson Higher Education., 2007. 720 p. ISBN 0-324-31702-6.
[3] KERIN, R. A.; PETERSON, R. A. Strategic Marketing Problems : Cases and Comments. 11th ed. Upper Saddle River, New Jersey : Pearson Education, Inc., 2007. 722 p. ISBN 0-13-233571-9.
[4] KOTLER, P.; KELLER, K. L. Marketing Management. 12th ed. Upper Saddle River, New Jersey : Pearson Education, Inc., 2006. 729 p. ISBN 0-13-145757-8.
[5] WETHERLY, P.; OTTER, D. The Business Environment. 1st ed. New York : Oxford University Press Inc., 2008. 495 p. ISBN 978-0-19-920305-5.
Seznam doporučené literatury
[1] ALBAUM, G.; DUERR, E. International Marketing and Export Management. 6th ed. Harlow : Pearson Education Ltd., 2008. 711 p. ISBN 978-0-273-71387-6.
[2] CZINKOTA, M. R.; RONKAINEN, I. A. International Marketing. 8th ed. OH, USA : Thomson Higher Education., 2007. 720 p. ISBN 0-324-31702-6.
[3] KERIN, R. A.; PETERSON, R. A. Strategic Marketing Problems : Cases and Comments. 11th ed. Upper Saddle River, New Jersey : Pearson Education, Inc., 2007. 722 p. ISBN 0-13-233571-9.
[4] KOTLER, P.; KELLER, K. L. Marketing Management. 12th ed. Upper Saddle River, New Jersey : Pearson Education, Inc., 2006. 729 p. ISBN 0-13-145757-8.
[5] WETHERLY, P.; OTTER, D. The Business Environment. 1st ed. New York : Oxford University Press Inc., 2008. 495 p. ISBN 978-0-19-920305-5.
Přílohy volně vložené
1 CD ROM
Přílohy vázané v práci
mapy, grafy, tabulky
Převzato z knihovny
Ne
Plný text práce
Přílohy
Posudek(y) oponenta
Hodnocení vedoucího
Záznam průběhu obhajoby
Supervisor of Master's Thesis: Ing. Michal Pilík, Ph.D., 55 points
Questions:
1)Why did you choose such a hard topic for your master´s thesis?
Reviewer of Master's Thesis: doc. Ing. Josef Kubík, CSc., 56 points
Questions:
1)What do you think about real chances penetration of company Mercator to Czech Republic?
doc. PhDr. Olga Březinová, CSc.: question
1) What should be the geographical position of Mercator stores in CR? - question has been answered completely
2) In relation to potential risks (relatively high) do you think nevertheless that Mercator activities in CR would be successful? - question has been answered completely