Návrh strategie firmy TOPNATUR pro vstup na nizozemský trh

The aim of the thesis is to create a strategy for TOPNATUR in the Dutch market. TOPNATUR, a Czech manufacturer of healthy foods and dietary supplements, is known for its natural products such as probiotics, plant-based drinks and superfoods. Expanding into foreign markets is an opportunity for the company to grow and strengthen its international presence, with the Netherlands being an attractive market due to the growing demand for healthy food and organic products. The thesis is divided into two parts, theoretical and practical. The theoretical part of the thesis is focusing on the literature search, defining healthy food, focusing on current trends in healthy food, describing aspects of the expansion of small and medium-sized companies into foreign markets, and describing the methodology for analysing the internal and external environment of TOPNATUR. The methodology also defines the course of the questionnaire survey. The thesis itself provides a more comprehensive introduction of TOPNATUR, using the theoretically defined marketing tools and analyses to conduct its own research and discuss the results, and based on the above, the actual proposal of a strategy for TOPNATUR's entry into the Dutch market. The thesis concludes with a discussion on the general expansion of small and medium-sized health food companies into the Dutch market.