Internationalisation of business and global marketing

Bc. Munira Iadgarova

Master's thesis

Abstract:

The diploma thesis runs to the essence of the internalisation of business and global marketing. The purpose of the study is to study the trends in the development of the world market of perfumery and cosmetic products and develop a marketing strategy for entering the international market for a selected cosmetic company. The work consists of an introduction, three chapters, a conclusion, and a list of references. The first chapter deals with the theoretical aspects of developing an enterprise marketing strategy. Studied the concept of strategy and its role in the activities of the enterprise. The main forms of entering the global market are considered. Studied the stages of developing a marketing strategy for the internationalization of the company. In the second chapter of the work, the world market of perfumery and cosmetic products is analysed, the main trends in its development are identified. The activities of the selected company and the development of a marketing strategy for entering the foreign market are analysed and characterized. In the third part of this thesis, the correctness of the proposed hypotheses is analysed; for this, answers to four research questions are proposed. Lastly, a conclusion is provided based on the results of the research.

Abstract:

The diploma thesis runs to the essence of the internalisation of business and global marketing. The purpose of the study is to study the trends in the development of the world market of perfumery and cosmetic products and develop a marketing strategy for entering the international market for a selected cosmetic company. The work consists of an introduction, three chapters, a conclusion, and a list of references. The first chapter deals with the theoretical aspects of developing an enterprise marketing strategy. Studied the concept of strategy and its role in the activities of the enterprise. The main forms of entering the global market are considered. Studied the stages of developing a marketing strategy for the internationalization of the company. In the second chapter of the work, the world market of perfumery and cosmetic products is analysed, the main trends in its development are identified. The activities of the selected company and the development of a marketing strategy for entering the foreign market are analysed and characterized. In the third part of this thesis, the correctness of the proposed hypotheses is analysed; for this, answers to four research questions are proposed. Lastly, a conclusion is provided based on the results of the research.

Keywords

Internationalization process, Knowledge, Global, International, Globalization, Business, Marketing

Language used: English

Date on which the thesis was submitted / produced: 2. 5. 2022

Thesis defence

• Date of defence: 7. 11. 2022
• Supervisor: Ing. Miroslav Pavlák, Ph.D.
• Reader: Mgr. Ing. Miroslav Jurásek, Ph.D.

University of Finance and Administration

Master programme / field:
Economics and Management / Economics and Management