Vstup firmy na zahraniční trh

Abstract

Nowadays the importance of globalization is increasing and number of companies seeking to expand into new markets is growing up. One of examples of those companies is IKEA, which has already opened stores in 41 countries. Therefore, the goal of this thesis is to propose and assess the appropriateness of entry of IKEA to a new market - the market of Kazakhstan. The subject of theoretical part is to define theoretical knowledge of globalization of markets, expansion into new market and the specifics of a foreign trade. The company has opened branches in markets as franchising stores, and further they are summarized knowledge of franchising. In the following subheads they are given theoretical knowledge of analyzes needed to assess the proposal: an analysis of environment of the chosen territory (PEST analysis), analysis of competitive forces in the market (Porter's analysis), analysis of the perception of offered products and prices by local consumers, analysis of consumer perception of the brand by Kazakh customer and analysis of the location of the first IKEA branches in Kazakhstan (4P analysis) and finally an analysis of strengths, weaknesses, opportunities and threats (SWOT analysis). In the analytical part of the thesis they are summarized knowledge about IKEA, assessed the benefits of entering the Kazakh market and the specifics of the chosen market. Further there are executed analyses performed above, from which to the next chapter followed results of the research - proposals and recommendations for expansion of IKEA into chosen market. From those analysis implies that IKEA should enter the market of Kazakhstan, because of suitable conditions: the company offers products, which will be demanded, also competitive advantages and environment will contribute to the success of the company.