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.
Annotation in English
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.
Annotation in English
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
Research Plan
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
Recommended resources
[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.
Recommended resources
[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.
