Vstup produktu na nové evropské trhy

Abstract

Master thesis is dealing with the methodology of the introduction of products into a foreign market. The introduction defines theoretical concepts and approaches that are then applied on a specific product LOC 400 in Huisman company. Based on the analysis of the possibility of penetration into European shale gas markets, the target market is defined. The main goal of this thesis is to dentify weaknesses and suggest solutions to enter a selected market as a result of PEST analysis, demand analysis, competitor analysis and SWOT analysis of the company. It concludes with recommendations for key elements of communications and marketing mix.