Strategie expanze společnosti Šufan s.r.o. na mezinárodní trh

The aim of this thesis is to propose an international market entry strategy for Šufan s.r.o. A scoring model was used to select the target market; Austria was identified as the most suitable option.The theoretical part defines the forms of international expansion and methods of strategic analysis. The practical section includes an analysis of the Austrian market's macro- and microenvironment using PESTEL analysis, Porter's Five Forces model, SWOT analysis, internal company analysis, competitive analysis and an interview with the expansion manager. Based on these analyses, the thesis proposes an expansion strategy combining direct export via an e-commerce platform with cooperation with local distributors. The results indicate that, despite being challenging, the Austrian market offers Šufan growth opportunities, particularly due to the high purchasing power of consumers and the increasing demand for premium food products.