Návrh marketingové strategie společnosti XY při expanzi na zahraniční trh

Infertility treatment is in many countries significantly limited. Therefore, the Czech liberal market experiences strong competition. The objective of this thesis is to design a marketing strategy for a reproductive medicine clinic for expansion into the Dutch market. The thesis includes a vast analysis of the Dutch infertility treatment market to understand its’ functioning and prevailing restrictions. This is followed by primary qualitative research with an aim to understand motivation of patients, their needs, and barriers to seeking treatment abroad. The thesis uncovers opportunities on the Dutch market mainly in the segment of patients unsatisfied with their treatment and whose treatment is unavailable in the Netherlands. Finally, the thesis suggests appropriate marketing strategy for entering the Dutch market and provides specific recommendations.