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Surname	Name	Title	Thesis status		Supervisors	Reviewers	Type of thesis	Date of def.	Title
Student	Type of thesis	-	-	-	-	-	-	-	-	-	-
SPRINZL	Anna	Project of marketing entry strategy of Affymetrix, Inc. to Czech Republic			Pilík Michal	Warrington Janet A.	Master's thesis	28.05.2007	Project of marketing entry strategy of Affymetrix, Inc. to Czech Republic
Anna SPRINZL	Master's thesis	0XX	0XX	0XX	0XX	0XX	0XX	0XX	0XX	0XX	0XX

Thesis info Project of marketing entry strategy of Affymetrix, Inc. to Czech Republic

Basic data

Annotation
The document you are accessing is protected by copyright law. Unauthorised use may lead to criminal sanctions.
Name	SPRINZL Anna
Acad. Yr.	2006/2007
Assigning department	MUM
Date of defence	May 28, 2007
Type of thesis	Master's thesis
Thesis status	Thesis finished and defended successfully (DUO).
Completeness of mandatory entries	- The following mandatory fields are not filled in for this Thesis.: Title in English, Enclosed appendices
Main topic	Projekt marketingové strategie při vstupu firmy Affymetrix, Inc. na český trh
Main topic in English	Project of marketing entry strategy of Affymetrix, Inc. to Czech Republic
Title according to student	Project of marketing entry strategy of Affymetrix, Inc. to Czech Republic
English title as given by the student	-
Parallel name	-
Subtitle	-
Thesis supervisor	Pilík Michal, doc. Ing. Ph.D.
External examiner	Warrington Janet A., Ph.D.
Annotation	Hlavným cieľom diplomovej práce bolo spracovanie projektu marketingovej stratégie firmy Affymetrix, Inc; ktorá je popredným výrobcom prielomových technologií genetickej revolúcie. Firma sa rozhodla rozšíriť svoje aktivity a pôsobenie na trh Českej republiky, preto tažisko projektu predstavuje návrh marketingovej stratégie vstupu na tento trh. Po preskúmaní a dôkladnej analýze situácie na trhu boli vybrané dva návrhy stratégie; založenie regionálnej pobočky v Českej republike a spolupráca s lokálnym českým partnerom.
Annotation in English	The main purpose of this thesis was to set up a project of marketing strategy for company Affymetrix, Inc; the market leader in creating breakthrough technologies that are driving the genomic revolution. The company decided to expand its activities and operations to Czech market; therefore, the aim of this project is to propose appropriate market entry strategy. Based on investigations and detailed analysis of market situation there were chosen two alternatives; establishment of a regional office in Czech Republic and cooperation with local Czech partner.
Keywords	medzinárodný marketing, marketingová stratégia, stratégia vstupu na trh, interná analýza, externá analýza
Keywords in English	international marketing, marketing strategy, market entry strategy, internal analysis, external analysis
Length of the covering note	102 s., 11 s. obr. priloh.
Language	AN
Hlavným cieľom diplomovej práce bolo spracovanie projektu marketingovej stratégie firmy Affymetrix, Inc; ktorá je popredným výrobcom prielomových technologií genetickej revolúcie. Firma sa rozhodla rozšíriť svoje aktivity a pôsobenie na trh Českej republiky, preto tažisko projektu predstavuje návrh marketingovej stratégie vstupu na tento trh. Po preskúmaní a dôkladnej analýze situácie na trhu boli vybrané dva návrhy stratégie; založenie regionálnej pobočky v Českej republike a spolupráca s lokálnym českým partnerom.
Annotation in English
The main purpose of this thesis was to set up a project of marketing strategy for company Affymetrix, Inc; the market leader in creating breakthrough technologies that are driving the genomic revolution. The company decided to expand its activities and operations to Czech market; therefore, the aim of this project is to propose appropriate market entry strategy. Based on investigations and detailed analysis of market situation there were chosen two alternatives; establishment of a regional office in Czech Republic and cooperation with local Czech partner.
Keywords
medzinárodný marketing, marketingová stratégia, stratégia vstupu na trh, interná analýza, externá analýza
Keywords in English
international marketing, marketing strategy, market entry strategy, internal analysis, external analysis
Research Plan	Úvod I. Teoretická část Zhodnoťte literární prameny a zformulujte teoretická východiska pro zpracování marketingové strategie a průniku firem na zahraniční trhy. II. Praktická část Proveďte analýzu současné marketingové strategie firmy Affymetrix, Inc. a jejího tržního postavení v rámci vybraných trhů. Vypracujte projekt vstupu firmy Affymetrix, Inc. na český trh. Uveďte možné přínosy a rizika spojená s implementací navrhovaného projektu do praxe. Závěr
Research Plan
Úvod I. Teoretická část Zhodnoťte literární prameny a zformulujte teoretická východiska pro zpracování marketingové strategie a průniku firem na zahraniční trhy. II. Praktická část Proveďte analýzu současné marketingové strategie firmy Affymetrix, Inc. a jejího tržního postavení v rámci vybraných trhů. Vypracujte projekt vstupu firmy Affymetrix, Inc. na český trh. Uveďte možné přínosy a rizika spojená s implementací navrhovaného projektu do praxe. Závěr
Recommended resources	1. BENNETT, R, BLYTHE, J. International marketing : Strategy planning, market entry and implementation. 3rd edition. London : Kogan Page, 2002. 362 p. ISBN 0749438088. 2. DOOLE, I, LOWE, R. International marketing strategy : analysis, development and implementation. 4th edition. Australia : Thomson, 2004. 445 p. ISBN 1844800253. 3. MEYER, P. Creating and Dominating New Markets. 1st edition. New York : American Management Association, 2002. 241 p. ISBN 0814406785.
Recommended resources
1. BENNETT, R, BLYTHE, J. International marketing : Strategy planning, market entry and implementation. 3rd edition. London : Kogan Page, 2002. 362 p. ISBN 0749438088. 2. DOOLE, I, LOWE, R. International marketing strategy : analysis, development and implementation. 4th edition. Australia : Thomson, 2004. 445 p. ISBN 1844800253. 3. MEYER, P. Creating and Dominating New Markets. 1st edition. New York : American Management Association, 2002. 241 p. ISBN 0814406785.
Týká se praxe	No
Enclosed appendices	-
Appendices bound in thesis	illustrations, maps, graphs, schemes
Taken from the library	Yes
Full text of the thesis
Appendices
Reviewer's report
Supervisor's report
Defence procedure record file