Poradenská zpráva o strategii vstupu na trh pro společnost A-Dev

This report was written with the aim of researching potential internationalisation strategies for A-Dev, a small Ukrainian company that specialises in DevOps, cloud services, and custom software development. The main objective was to identify the best market entrance strategy for A-Dev for expansion and integration into the Dutch IT sector. This thesis serves as a framework that is based on both qualitative research and theoretical models. The first analytical phase focused on the company analysis. A-Dev was evaluated through the VRIO Framework and the Business Model Canvas. A-Dev, with a core team of five specialists, can be characterised with technical expertise in providing DevOps services to SMEs and startups via remote workflows. The VRIO analysis indicated that A-Dev has valuable and partially rare resources. However, they are not fully utilised due to limited organisational readiness. The Business Model Canvas analysis reveals that the organisation's current business model prioritises remote delivery, lean operations, and flexible client engagement. This approach is well-suited for a small agile service provider but needs adaptation for structured international growth. The Dutch IT market environment was analysed using PESTEL, Porter's Five Forces, and Hofstede's Cultural Dimensions models. The Netherlands has been recognised as a favourable market for DevOps services, driven by IT outsourcing. The country's digital strategy and the increasing investment in public cloud infrastructure and cloud security are fostering the DevOps and cloud sectors. The market is shaped by structured regulatory enforcement, technological development, and a preference for long-term, trust-based supplier relationships. Cultural traits such as minimal power distance, high individualism, and consensus-based decision-making indicate that successful entrance will depend not just on technical skill but also on building trust in the local business ecosystem. Next, the analysis of market entry models was performed. With A-Dev's current size, budget constraints, and current level of operational readiness, the research showed that strategies with significant capital investment were not viable in the short term. A hybrid Build-Operate-Transfer market entry model was defined as the most optimal approach. The entry process within this model consists of three phases: direct remote engagement and lead generation, strategic partnerships with complementary Dutch tech firms, and the eventual establishment of a local legal and operational presence once market knowledge and revenue momentum are achieved. This model balances investment and risk at all stages, creating gradual commitment opportunities. This recommendation is consistent with the long-term ambitions of A-Dev's CEO, Denys Lukashevych. To assess each stage of implementation, SMART Key Performance Indicators were suggested, with an emphasis on lead generation, project acquisition, partnership development, and eventual incorporation. For a 24-month period, these indicators define tangible benchmarks for evaluating the strategy's performance and scalability.