Expanze české společnosti na německý trh

This diploma thesis addresses the marketing strategy of a Czech company's expansion into the German market. The main objective of this thesis is to propose an optimised marketing strategy for the company's entry into the German market for healthy and sports nutrition. The theoretical part defines the key aspects of international marketing, e-commerce, and the specifics of the healthy and sports nutrition market in Germany, including cultural dimensions, digital marketing, and influencer marketing. The analytical part comprises a situational analysis of the company's current marketing strategy, a SWOT analysis, and an analysis of the competitive environment. The thesis also includes quantitative research conducted among the company's German customers, focusing on brand perception, purchasing behaviour, and the effectiveness of marketing communication. Based on the findings, a proposal for an optimised marketing strategy is formulated, including recommendations in the areas of product, price, distribution, and communication mix, accompanied by an annual communication plan and budget.