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National Repository of Grey Literature

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Development of company by inland and foreign expansion Vorlík, Petr ; Fuchs, Jan (advisor) ; Dohnal, Petr (referee) This Bachelor paper deals with recommendation of suitable marketing and business strategy for Triola company expansion inlands and abroad into Germany and Hungary. Concerning the Czech Republic, the expansion will be accomplished in opening of new retail stores combined with customer communication adjustments. In Hungary and Germany, it will be accomplished through foreign e-shop launching. Hypotheses are researched by SWOT method, Porter's Five Forces Model and PEST macro-environmental analysis. For strategy identification was used 4P marketing method, in case of the Czech Republic extended to fifth P - people. Detailed record

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