03103ntm a22005177i 4500 000674848 CZ-PrVSE 20200606082332.0 m d cr n|||||||||| 200606s2020 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Poptcov, Maksim ISIS:142635 dis Strategie vstupu na trh pro vybranou společnost eng Market Entry Strategy for Selected Company / Maksim Poptcov 2020 ?? stran : digital, PDF soubor Vedoucí práce: Petr Král Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2020 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2020 The objective of this thesis is to develop a marketing strategy for the coffee shop to enter one of the European markets. The object of study is the Double B coffee house, which is already operating in other countries. The thesis consists of two parts, which are theoretical and practical. The theoretical part describes the knowledge associated with the coffee market in the world, services in emerging markets, appropriate entry modes, and limitations of companies from this kind of market. In the practical part, the author conducted a comparative analysis of German and British markets attractive for Double B coffee house and developed the marketing plan for entering the German market that was chosen by the author. The marketing plan contains the mode of entry, marketing goals, business model, organizational plan, communication mix, and financial plan. The theoretical and methodological basis of this thesis was extensive research of works of European and Russian specialists, analytical materials and statistical data, books, Double B data, information resources on the Internet as well as the author’s survey and interview. Způsob přístupu: Internet international business - central european business realities [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Coffee house Marketing plan Coffee market Market analysis Financial plan Král, Petr, 1979- pna2010582238 ths Vokáč, Matěj opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/70003/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/70003 Hlavní práce https://insis.vse.cz/zp/70003/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/70003/posudek/oponent/66505 Oponentura https://insis.vse.cz/zp/70003/podrobnosti dc:identifier NEPOSILAT VSKP vse70003 200603 70003