Expanzní strategie společnosti NATU s.r.o. na rakouský trh

This bachelor thesis focuses on the selection of a suitable expansion strategy for the Czech company NATU s.r.o., which is engaged in the production and sale of organic food, in the context of the expansion of its activities in the Austrian market. The aim of the thesis was to identify the specifics of the Austrian organic food market using PESTEL, SWOT and Porter's five competitive forces analysis and on their basis to propose a suitable expansion strategy that would enable NATU s.r.o. to expand its activities in Austria. The theoretical part of this thesis defines the concept of organic food and identifies trends in the European organic food market. The practical part focuses on the analysis of the Austrian organic food market using the above-mentioned methods. Based on the information obtained, a specific expansion strategy was proposed. The results of this work can be used by NATU s.r.o. when deciding on the expansion of its sales in Austria.