Analýza potenciálních zákazníků při vstupu české módní značky na zahraniční trh

Abstract

Unique and handmade fashion accessories made from natural materials are popular goods on the Czech market lately. Company BeWooden s.r.o. is a young firm that was established three years ago as a start-up. On the Czech market the company is getting new customers every day and it increases its influence abroad as well. The company sells in Germany, Poland, Slovakia, Sweden, Denmark, Belgium and Austria. Currently the firm considers entering new markets, two of them are the Dutch and Italian market. The aim of this master thesis is to propose and recommend how to approach customers to success on new markets according to the results of the analysis. To gain the data there are used both qualitative and quantitative data, which means performing methods of focus group and questionnaire. Both markets are evaluated as suitable for penetration, nevertheless only under certain terms and during different time horizon. The company can enter the Italian market without any time consuming complications and this can be done faster than entering