International Expansion Plan for Gentleman Store s.r.o. Company

Jan Moravčík

Master's thesis

Abstract:

The thesis aims to determine whether an expansion to other European markets is a profitable choice for a Czech start-up company Gentleman Store, suggests the most suitable countries for expansion, entry mode and briefly shows steps that are to be taken in order to make the expansion successful. To reach the goal of the thesis, an extensive desk research was conducted to narrow down the choice of countries suitable for expansion. Then a qualitative research was conducted - for the 3 most relevant countries, a manager from a Czech company that has successfully expanded in that country was interviewed to see what is the best way of being profitable as a business in the given market. In the end, a feasibility study with a timeline, brief financial and risk assessment for the 3 most relevant countries was suggested.

Abstract:

The thesis aims to determine whether an expansion to other European markets is a profitable choice for a Czech start-up company Gentleman Store, suggests the most suitable countries for expansion, entry mode and briefly shows steps that are to be taken in order to make the expansion successful. To reach the goal of the thesis, an extensive desk research was conducted to narrow down the choice of countries suitable for expansion. Then a qualitative research was conducted - for the 3 most relevant countries, a manager from a Czech company that has successfully expanded in that country was interviewed to see what is the best way of being profitable as a business in the given market. In the end, a feasibility study with a timeline, brief financial and risk assessment for the 3 most relevant countries was suggested.

Keywords

Business strategy, Strategic analysis, Entry mode, Internationalization, Market research

Keywords

Strategic analysis, Business strategy, Internationalization, Entry mode, Market research

Language used: English

Date on which the thesis was submitted / produced: 6. 12. 2017

Thesis defence

• Date of defence: 7. 9. 2018
• Supervisor: Ladislav Tyll
• Reader: Mohit Srivastava

Vysoká škola ekonomická v Praze

Master programme / field:
Ekonomika a management / International Management