In today's globalized world, it is increasingly attractive for companies to enter foreign markets. This bachelor thesis focuses on determining the entry strategy of ODOUR, s.r.o. into foreign market. The main objective of this thesis is to evaluate whether the company is ready to enter a new market and select a specific foreign market along with the appropriate form of entry. The thesis is based on the theoretical part in which VRIO analysis, Porter's five forces model, and PEST analys... zobrazit celý abstraktIn today's globalized world, it is increasingly attractive for companies to enter foreign markets. This bachelor thesis focuses on determining the entry strategy of ODOUR, s.r.o. into foreign market. The main objective of this thesis is to evaluate whether the company is ready to enter a new market and select a specific foreign market along with the appropriate form of entry. The thesis is based on the theoretical part in which VRIO analysis, Porter's five forces model, and PEST analysis are described. The practical part introduces ODOUR, s.r.o., describes its history and current status, and characterizes its services and products. It then includes two SWOT analyses and target market selection using a multi-stage selection process and a scoring model. Finally, recommendations for the company and limitations of the thesis are presented. |