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National Repository of Grey Literature

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Strategy for e-shop expansion into the DACH region with a focus on SEO Raymanová, Lenka ; Koudelková, Petra (advisor) ; Houdek, Petr (referee) This Master's thesis presents a detailed analysis of the market potential of the individual countries of the DACH region - Austria, Germany and Switzerland - in the context of expanding e-commerce into these countries. Specifically, it focuses on the expansion of the Czech e-shop KLENOTA, which focuses on the sale of handmade gold jewellery. The paper identifies the key factors for the company's successful operation in German-speaking markets. The theoretical framework for developing a strategy for expansion into foreign markets is described and the basic concepts related to e-commerce and expansion abroad are explained. The practical part of the thesis contains analyses of the individual markets in the DACH region. PESTLE, SWOT and competitive analyses are carried out, as well as keyword and content gap analyses. The author focuses on the jewellery industry. On the basis of these analyses, specific strategic steps are proposed for the expansion and strengthening of the company's position in these markets. The main contribution of this thesis is a comprehensive view of the factors influencing the expansion of e-commerce stores in the DACH region, thus helping e-commerce stores to plan their expansion in this area. The work also provides a comprehensive insight into the important area of search... Detailed record

Personalised videos as a new format of advertising Raymanová, Lenka ; Koudelková, Petra (advisor) ; Klimeš, David (referee) Detailed record

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