03267ntm a22005057i 4500 000716394 CZ-PrVSE 20240914152213.0 m d cr n|||||||||| 240914s2024 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Volhejn, Jan ISIS:165078 dis Marketingová vstupní strategie pro Kerberos na východoněmecký trh eng Marketing Entry Strategy for Kerberos into East German market / Jan Volhejn 2024 ?? stran : digital, PDF soubor Vedoucí práce: Markéta Lhotáková Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2024 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2024 This thesis explores a strategic marketing entry plan for Kerberos Krematorium's expansion into the pet cremation market in Eastern Germany. Combining primary research in the form of a questionnaire with secondary data from industry reports, the study identifies target audience and its preferences, emphasizing the demand for personalized and eco-friendly services. The methodology involves detailed market segmentation and localization of services to align with regional tastes and regulatory standards. Additionally, a thorough competitor analysis was conducted, examining competitors' communication styles and philanthropic activities to inform Kerberos's marketing strategy. The marketing strategy leverages both traditional and digital channels, focusing on social media and community engagement to effectively reach and resonate with the target audience. By highlighting the compassionate, eco-friendly, and locally engaged approach of Kerberos, the strategy aims to position the company as a leading provider in the pet cremation industry. This thesis provides actionable insights for businesses seeking to navigate the complex and emotionally driven pet cremation market. Způsob přístupu: Internet international business - central european business realities [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas marketing entry strategy east germany primary and secondary research Lhotáková, Markéta, 1971- pna2010582246 ths Král, Petr, 1979- pna2010582238 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/80682/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/80682 Hlavní práce https://insis.vse.cz/zp/80682/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/80682/posudek/oponent/84129 Oponentura https://insis.vse.cz/zp/80682/priloha/29304 Přiloha k práci https://insis.vse.cz/zp/80682/podrobnosti dc:identifier NEPOSILAT VSKP vse80682 240907 80682