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Analysis of market potential for the luxury industry in the West African countries
Fofana, Nathy Nabila ; Štěrbová, Ludmila (advisor) ; Pignet Fall, Lorella (referee)
For decades, the African continent has been perceived in a negative way and it has not been easy to change this international perception of the continent. During the past few years a deep change has taken place in the continent and in the eyes of the world. Africa is now open for business and Africa is also able to compete effectively in the international luxury market. The luxury market is constantly rising but it is not fully present on the African continent yet. The objective of this thesis is to decide whether or not luxury companies should tap into that new market with a widespread penetration. Therefore, a market entry strategy, followed by a market research was conducted throughout the thesis. The luxury companies' international motives were analyzed. Then their current situation analysis led to the analysis of the geographic zone, Africa. It is about finding if the African market offer favorable conditions to luxury companies by examining the external environment and also the internal environment by analyzing the current luxury industry situation in Africa in order to confirm the market attractiveness of this area. The study was delimited to the West African Region, region that reseals a great market potential and a broad emergence of the middle class in perpetual search for self-esteem, given by luxury goods. African consumers' behaviors were also revealed and analyzed in this study. Thus, recommendations were elaborated in order to give some guidelines to the luxury firms if they decide to enter within the West African market.
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Hodnocení tržního potenciálu pro vstup nového franchisingového řetězce
Babák, Martin
Aim of the Bachelor Thesis is to propose a strategy for a franchising chain, named Dennys, to penetrate a new market. The main part of the work analyses the market environment. The Porter's five-factor model and the PEST analysis are elaborated for the purpose of the complex analysis. In order to identify strengths and weaknesses of the company and the opportunities and threats of the market the SWOT analysis is composed. The partial objective is to analyse the assessment of the market potential. In the final part of the thesis, author will formulate proposals and recommendations based on the data obtained will from complex marketing research
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Aplication of the Czech marketing strategy in Slovkia on the baby food market
Čiháková, Hana ; Král, Petr (advisor) ; Kissová, Monika (referee)
The aim of the theses is to find out whether the same marketing strategy can be applied on both Czech and Slovak market or whether it should be created for the both markets separately. In the analytic part I compare the situation on the Czech and Slovak market as for economic, social and cultural environment and I analyze market potential and competitive environment. At the end I analyze the position and activities of two big players on both markets.
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