Expansion to foreign market

Ing. Viktoriia Naumenko

Diplomová práce

Abstract:

This thesis deals with the foreign market entry strategy for the medical device company with the range of selected products. Poland was selected as a target market. Theoretical part of this diploma thesis describes the step-by-step strategy elaboration and process of the selection of the target market. The practical part of the thesis contains the entry strategy proposal which is based on the product selection with emphasis on the innovative and highly-functional products unique to this particular market, in the highly-prospective segment which is forecasted to grow. In order to analyze the company’s environment, I use PESTLE analysis, competition analysis and the SWOT analysis of the medical device company. At the end, exporting mode is offered as a suitable way for the market entry strategy in this particular case.

Keywords

Entry strategy, entry mode, export, target market, PESTLE analysis, competition, medical device industry.

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 20. 4. 2015

Obhajoba závěrečné práce

• Obhajoba proběhla 18. 6. 2015
• Vedoucí: Ing. Pavla Břečková, Ph.D.
• Oponent: Mgr. Jiří Amler

Vysoká škola finanční a správní

Magisterský studijní program / obor:
Ekonomika a management / Business Management and Corporate Finance