Marketing strategy of Ukrainian Business - Format company to the Czech market

Ing. Anastasiia Kolomieiets

Master's thesis

Abstract:

This diploma thesis deals with the marketing strategy proposal for expansion to the Czech market of Business-Format Company, which deals with business conferences and forums creation and organization. The first part represents the basic marketing issues and the role of marketing in company’s expansion to foreign market. The description of marketing concepts, promotion approaches and ways of entering the market are the basic points to consideration in the application part Referring to the key analyses of external and internal environment of the company, which are PEST, Porter’s Five Forces, SWOT and competitors’ analyses, I have determined the main strengths, opportunities, weaknesses and threats of the Business-Format company. According to this information I have made the marketing strategy proposal how to reach the market of one of the European countries, the Czech market.

Keywords

Marketing strategy, marketing role, PEST analysis, SWOT, entering strategy, direct export, competition, expansion

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 7. 5. 2014

Obhajoba závěrečné práce

• Obhajoba proběhla 23. 6. 2014
• Vedúci: Ing. Pavla Břečková, Ph.D.
• Oponent: Mgr. Jiří Amler

University of Finance and Administration

Master programme / odbor:
Economics and Management / Business Management and Corporate Finance