Rozvoj a strategie podniku s nábytkem v expanzi do zahraničí

Abstract

The aim of this bachelor thesis is to analyze the competitiveness of the Czech company Fablo s.r.o., specializing in online sales of designer furniture, and to propose a strategy for its expansion into the German market through the Amazon.de platform. The research is based on a combination of theoretical knowledge and applied analytical tools such as PEST and SWOT analysis, complemented by Pareto rule for key product evaluation. The analysis takes into account the internal capabilities of the company as well as external market conditions, including the cultural and technological specificities of the target market. The findings show that the company has the potential to effectively enter foreign markets, especially through flexibility, product quality and readiness to use modern digital tools such as augmented reality. Nevertheless, marketing, content localisation and branding are key areas for development. The paper makes specific recommendations, the implementation of which can significantly increase a company's chances of success in an international environment.