Cílem této diplomové práce je navrhnout nový projekt penetrace strategie vybraného podniku do senegalské trhu. Zvolená Společnost je světovým lídrem v oblasti outsourcingu podnikových procesů.
Také vyhodnocování tržního prostředí v Senegalu, pozorujeme, že senegalský trh představuje velké příležitosti pro proniknutí na vybrané firmě.
Interakce mezi vnitřními a vnějšími faktory dávají agresivní způsob zadávání příznivě působí na vybraném podniku v Senegalu. Optimální a vhodná strategie je realizovat kancelář v Senegalu a zahrnuje kolem inovace, pokud jde o budování partnerství s veřejným a soukromým sektorem, transferu technologií a sociální odpovědnosti podniků.
Anotace v angličtině
The purpose this master thesis is to design a new project of penetration strategy of chosen company into Senegalese Market. The chosen company is a world leader in the field of Business Process Outsourcing. Also, evaluating the market environment in Senegal, we observe that the Senegalese market presents great opportunities for penetration for the chosen company. The interactions between the internal and external factors give the aggressive method of entry favorable for the Chosen Company in Senegal. The optimal and suitable strategy is to implement an office in Senegal and it involves around innovations in terms of building partnership with public and private sectors, technology transfers and Corporate Social Responsibility.
Klíčová slova
Marketing, Strategie penetrace, Business Process Outsourcing (BPO), Mezinárodní marketing.
Klíčová slova v angličtině
Marketing, Penetration strategy, Business Process Outsourcing (BPO), International Marketing
Rozsah průvodní práce
70p.
Jazyk
AN
Anotace
Cílem této diplomové práce je navrhnout nový projekt penetrace strategie vybraného podniku do senegalské trhu. Zvolená Společnost je světovým lídrem v oblasti outsourcingu podnikových procesů.
Také vyhodnocování tržního prostředí v Senegalu, pozorujeme, že senegalský trh představuje velké příležitosti pro proniknutí na vybrané firmě.
Interakce mezi vnitřními a vnějšími faktory dávají agresivní způsob zadávání příznivě působí na vybraném podniku v Senegalu. Optimální a vhodná strategie je realizovat kancelář v Senegalu a zahrnuje kolem inovace, pokud jde o budování partnerství s veřejným a soukromým sektorem, transferu technologií a sociální odpovědnosti podniků.
Anotace v angličtině
The purpose this master thesis is to design a new project of penetration strategy of chosen company into Senegalese Market. The chosen company is a world leader in the field of Business Process Outsourcing. Also, evaluating the market environment in Senegal, we observe that the Senegalese market presents great opportunities for penetration for the chosen company. The interactions between the internal and external factors give the aggressive method of entry favorable for the Chosen Company in Senegal. The optimal and suitable strategy is to implement an office in Senegal and it involves around innovations in terms of building partnership with public and private sectors, technology transfers and Corporate Social Responsibility.
Klíčová slova
Marketing, Strategie penetrace, Business Process Outsourcing (BPO), Mezinárodní marketing.
Klíčová slova v angličtině
Marketing, Penetration strategy, Business Process Outsourcing (BPO), International Marketing
Zásady pro vypracování
Introduction
Define the objectives and the application methods used in the Master thesis.
Theoretical part
Prepare the literature review focused on market penetration strategies.
Practical part
Analyze chosen company and its markets penetration strategy and the environmental competition of Senegalese market.
Prepare the project of market penetration in Senegal for year 2016-2017.
Submit the project to risk, cost and time analysis.
Conclusion
Zásady pro vypracování
Introduction
Define the objectives and the application methods used in the Master thesis.
Theoretical part
Prepare the literature review focused on market penetration strategies.
Practical part
Analyze chosen company and its markets penetration strategy and the environmental competition of Senegalese market.
Prepare the project of market penetration in Senegal for year 2016-2017.
Submit the project to risk, cost and time analysis.
Conclusion
Seznam doporučené literatury
BENNETT, Roger and Jim BLYTHE. International marketing: strategy planning, market entry and implementation. 3rd ed. London: Kogan Page, 2002, 362 p. ISBN 0749438088.
BUCKLEY, Peter J. and Pervez N. GHAURI. International business strategy: theory and practice. Abingdon: Routledge, 2015, 664 p. ISBN 978-0-415-62469-5.
DOOLE, Isobel and Robin LOWE. International marketing strategy: analysis, development and implementation. 5th edt. London: Gengage Learning EMEA, 2008, 462 p. ISBN 978-1-84480-763-5.
LUTHANS, Fred and Jonathan P. DOH. International management: culture, strategy, and behavior. 7th ed. Boston: McGraw-Hill, c2009, 619 p. ISBN 978-0-07-128240-6.
VAN GELDER, Sicco. Global brand strategy: unlocking branding potential across countries, cultures and markets. London: Kogan Page, 2003, 260 p. ISBN 0-7494-4469-x.
Seznam doporučené literatury
BENNETT, Roger and Jim BLYTHE. International marketing: strategy planning, market entry and implementation. 3rd ed. London: Kogan Page, 2002, 362 p. ISBN 0749438088.
BUCKLEY, Peter J. and Pervez N. GHAURI. International business strategy: theory and practice. Abingdon: Routledge, 2015, 664 p. ISBN 978-0-415-62469-5.
DOOLE, Isobel and Robin LOWE. International marketing strategy: analysis, development and implementation. 5th edt. London: Gengage Learning EMEA, 2008, 462 p. ISBN 978-1-84480-763-5.
LUTHANS, Fred and Jonathan P. DOH. International management: culture, strategy, and behavior. 7th ed. Boston: McGraw-Hill, c2009, 619 p. ISBN 978-0-07-128240-6.
VAN GELDER, Sicco. Global brand strategy: unlocking branding potential across countries, cultures and markets. London: Kogan Page, 2003, 260 p. ISBN 0-7494-4469-x.
Přílohy volně vložené
-
Přílohy vázané v práci
grafy, tabulky
Převzato z knihovny
Ne
Plný text práce
Přílohy
Posudek(y) oponenta
Hodnocení vedoucího
Záznam průběhu obhajoby
VEDOUCÍ: Assoc. Prof. Pilík 9 b
OPONENT: Dr. Vaněk 13 b
Will you hire someone from Senegal to newly opened office or will you employ someone with a lot of experience from your own current employees to set a good employee basis or will you do a combination as Top management represented by current experienced employees and middle management from local people? ANSWERED PARTLY
Why have you chosen such a company for Senegalese market penetration? ANSWERED PARTLY
Dr. Vaněk: Is there potential for the skills you mentioned? Penetration price and credit are included in the benchmarking? Why the rating was 3? Penetration price should be seen as weekness, not strenght. NOT ANSWERED
Assoc. Prof. How many employess are in the company and are there sufficient financial sources for them? ANSWERED PARTLY
Assoc. Prof. Theoretical part is week. Please comment.
Comment the cost analysis and the risk analysis. What possibilities are there to solve the political risks and corruption? NOT ANSWERED
Assoc. Prof. Chovancová: What is the attitude to the corruption among young people? ANSWERED PARTLY
Comments to the improvement of the MT:
1. Improve the theory
2. Project part more in detail
3. More detailed benefits
4. No statistical data
Comment by the student: New version was sent after the deadline.