Strategie vstupu společnosti Walmark, a.s. na italský trh

Abstract

The aim of this thesis is to propose a suitable entry mode on the Italian market for Walmark Company, Inc. The introductory section describes the different foreign market entry modes for companies and models used to analyze internal and external environment of the company. In the next section the surveys of the Italian pharmaceutical market with a focus on food supplements, the SWOT analysis and PEST analysis were done. The final part contains a particular entry mode on the Italian market on the basis of the analysis.