Možnosti vstupu polygrafické společnosti na švýcarský trh

Abstract

The thesis discusses the entry possibilities on the foreign markets and describes different aspects of international cooperation. The major objective of this work was to evaluate business conditions on the Swiss market and choose appropriate entry possibility for the company Printo. The secondary objective was to point out particularities of the Swiss market, which should be included in marketing strategy in case of entering market. There were used analysis of macro and microenvironment (PESTLE, 5F, SWOT), which originate from secondary data collection. Also, there were described all existing entry possibilities with their advantages and disadvantages. Furthermore, there was realised primary data collection through focus group interview with current Swiss customers of the company Printo. Based on acquired findings, in the last chapter there are recommended two suitable entry forms: own dealership combined with export alliance and joint venture.