Strategie expanze společnosti Ecomail na vybraný zahraniční trh

This master's thesis deals with the expansion strategy proposal of the Czech technology company Ecomail to the Hungarian market. The aim of the thesis is to formulate an effective entry strategy and marketing plan based on the analysis of the external and internal environment, reflecting the specifics of providing SaaS services in the Central European region. The thesis is processed as a single-case study. The analytical part utilizes PESTLE analysis, benchmarking, VRIO analysis, SWOT analysis, and the CORE diagnostic tool. The research results indicate that the Hungarian market offers significant potential due to growing digitalization and the dominance of small and medium-sized enterprises (SMEs), while also presenting barriers such as language specifics and strong global competition. Based on the findings, an online expansion strategy based on the principle of glocalization was proposed. The recommended approach includes localization of the user interface and communication while maintaining a standardized product core, technical integration with local e-commerce platforms, and an emphasis on high-quality customer support in the Hungarian language, enabling the company to build trust and a sustainable position in the market.