Návrh exportní strategie na Jihoamerický trh

Abstract

The thesis is focused on the international business and export, specifics of different business environments and creation of the export strategy. The goal of the thesis is to propose a suitable export strategy for a chosen company to enter the South American market, specifically Colombian. The thesis is divided into four main parts. The first one deals with a literature review of chosen methods of strategic management, types of business strategies and analysis of the business environment. The second part includes analysis of current the position on the market of the chosen production company, description of the main competitors, actual business strategy, and financial health. The third part is focused on the thorough analysis of the business environment of the South American market, especially Colombian. This part also includes a description of the business and economic cooperation between Colombia and the Czech Republic, analysis of key factors of the business environment, PEST analysis, summary SWOT analysis and comparison of the main indicators of chosen countries from South America in comparison to Colombia. The fourth part is dedicated to the proposal of the export strategy including criteria for evaluation of its success rate, a proposal of the risk elimination and also proposal of the action plan. The outcome of the thesis is three particular proposals, which should help the company to enter the South American market. The final part of the thesis concludes results of the undertaken analysis, proposals, and recommendations.