Analýza možností proniknutí konkrétního podniku na zahraniční trhy

Abstract

My diploma thesis entitled "Analysis of the Possible Foreign Markets Penetration of a Particular Company" deals with companies’ entry into foreign markets. The thesis is divided into seven chapters. The first chapter introduces the thesis and its objective, which is the analysis of selected foreign markets and entry-recommendations. The second chapter presents the definitions of basic terms and deals with the theoretical bases of business in foreign markets. There is emphasized the need for foreign market analysis that enables companies to be better prepared for potential barriers and risks. Barriers to entry may be contractual remedies applied to international economic relations or autonomous instruments of state decisions and unilateral interests. An essential part of the company's entry into foreign markets is the preparation which includes the determination of a potential market and implementation of the research. The research results are used for the study of entry. In the third chapter of my thesis, there is described the methodology of penetration into foreign markets. The business environment can be divided into internal and external which are further divided into macro and microenvironment. For the external environment analysis there are used the PEST analysis or diversified PESTEL analysis. For the analysis of the microenvironment, there is used the Porter's five forces model which examines the industry in which the company operates. For the combined analysis of the internal and external environment, the SWOT analysis is used.

In the practical part, which begins with the fourth chapter, there is a characteristic of the company, which is the subject of my thesis. In the fifth chapter, there is analyzed the Russian and French market. Both markets are analyzed through the PEST analyses, and then there were carried out the SWOT analyses. Based on the SWOT analysis, there is determined a strategy quadrant. To select a suitable state for entry, the states are compared to each other by using the pairing evaluation. Another part of the analysis was an evaluation of microenvironment by Porter’s five forces model. Finally, there was performed the company SWOT analysis. From the results of the analyses, there were carried out proposals and recommendations which are the subject of the sixth chapter. In this chapter, there is a selection of the market, the recommended strategy for entry and interaction with the selected foreign markets and recommended steps towards successful entry. There is also conducted the cost and time analysis of the selected foreign market entry. The seventh part of my thesis is the conclusion which summarizes my work progress and its results.