Vstup firmy RUDOLF JELÍNEK a.s. na nový zahraniční trh

This bachelor’s thesis focuses on designing a market entry strategy for RUDOLF JELÍNEK a.s. into the Spanish market. The objective of the thesis was to identify the optimal expansion strategy, taking into account the specifics of selecting an appropriate entry mode, alcohol market regulations, financial demands, and risk management. The thesis is divided into theoretical, analytical, and strategic part. The literature review presents key concepts of internationalization, foreign market entry modes, alcohol regulations, and risks. The analytical section utilizes PEST analysis, Porter’s Five Forces model, VRIO analysis, and SWOT analysis to evaluate the company's preparedness and the attractiveness of the Spanish market. Additionally, interviews with the company's management were conducted as part of the research. Based on the findings, a direct exporting strategy was recommended, offering flexibility and relatively low costs. The thesis further assesses the financial plan of market entry and proposes measures to mitigate potential risks. In conclusion, the expansion into Spain represents a growth opportunity for the company and means to strengthen its international position, potentially serving as a springboard for further international expansion.