Identifikace nových trhů v Africe pro firmu v automobilovém průmyslu

Abstract

The topic of my thesis is identification of new markets for TATRA vehicles in Africa. The aim of the work was to propose the right markets and a suitable form of marketing strategy for this company based on my theoretical knowledges of this problem, research of african markets and work with primary and available secondary data.

This work consists of five main parts. First part focuses on the theoretical data about foreign markets penetration which was essential for this work. The next part is the characteristics of the company TATRA, a.s. The third part describes the methods which were used in the research. The analysis of possibilities of TATRA vehicles in Africa is the fourth part part of the work. The last part focuses on the proposal of the right target markets and marketing strategy for the TATRA company.