Obchodní strategie na zahraničním trhu s využitím franchisingu

This thesis focuses on the question of whether franchising is a suitable business strategy for the expansion of beer bars and restaurants into the Spanish market. The theoretical part describes the basic concepts of franchising and international marketing, with a particular emphasis on analyzing the external environment through PESTEL analysis and Porter’s Five Forces model. The practical part includes a case study of the expansion of the Bernard Brewery into Spain, providing a real-world perspective on the success of franchise concepts in this market. Based on the conducted analyses and case study, recommendations were made for adapting beer bar and restaurant franchises, including adjustments to the marketing mix.