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Posssibilities of entrance of the Finnish company on the Czech market
 Zieglerová, Klára ; Regnerová, Olga (advisor) ; Zdeněk, Zdeněk (referee)
This thesis on "Possibilities of entrance of Finnish company on the Czech market" is focused on gathering pieces of knowledge about the Czech market and consumerist behavior in the market area of necessary confectionery that leads to suitable methods for the Finnish company Kouvolan Lakritsi to enter the Czech market. Furthermore, the thesis contains the analysis of the Kouvolan Lakritsi internationalization process involved in the selection of the appropriate international cooperation and the scheme for the international programme for the selected company. The thesis is divided into three parts. The first part presents theoretical details to create a complete analysis of the Czech market, evaluate the internationalization options and design an international marketing plan for the selected company. The constitutive part of the theoretical basis accounts for the description of the use of liquorice especially in food industry. The second part of the thesis introduces the Kouvolan Lakritsi company, so that the reader gains a comprehensive concept of its manufacturing and business activity in the field of liquorice confectionery. It aims to evaluate the current international activities and its potential assertion on the Czech market. It also deals with the analysis of the Czech market in the confectionery area and the consumption development and shopping habits of Czech customers. The third part summarizes the motives of Kouvolan Lakritsi to enter the Czech market, it concretizes the placement of its products on foreign and Czech markets, it selects a suitable method to enter the market and suggests cooperation search and application of the international marketing programme. The final part of the thesis covers the propositions and recommendations for the extension of the thesis in cooperation with a selected consulting company Logio, where the author acts.
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1 Zieglerová, Kateřina
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