Návrh strategie vstupu české firmy LUNACUP s.r.o. na vybraný zahraniční trh

This bachelor’s thesis focuses on designing a market entry strategy for the Czech company LUNACUP s.r.o., which specializes in the sale of menstrual products for women, targeting a selected foreign market. The objective of the thesis is to identify the most suitable market for expansion and to propose the most effective entry strategy, taking into account the company’s characteristics and the conditions of the target market. The analysis is based on established strategic tools, including SWOT and PESTLE analyses, as well as the scoring model and the VRIO framework. Based on the evaluation results, the German market was identified as the most appropriate target. The thesis further proposes a specific mode of entry, defines the target customer, suggests marketing and pricing strategies, and considers potential risks along with their proposed solutions.