Návrh komunikační strategie pro vstup na zahraniční trh nábytku

Abstract

The subject-matter of this diploma thesis is Design of Communication Strategy for Entering the Foreign Furniture Market – in Russian federation. The introduction is consisted of theoretical knowledge about marketing communication, international marketing research and foreign market analysis. The following chapter is interpretation of current situation in the company and the aim expand to eastern market. The core of the thesis is analytical part, which is through PEST and SWOT analysis describing available options for entering foreign furniture market. The conclusion of thesis are recommendations and suggestions for office furniture producer expanding to Russian market via communication strategy formulation, coming from analysis in previous chapter. Communication strategy is formulated by identification of advertising goal, customers target group, geographical sales area and communications mix components