Vliv COVID-19 na vývoz luxusního zboží na italský trh

This diploma thesis is focusing on COVID-19 pandemic impact on exporting luxury Czech goods into Italian market. Primary aim of the thesis was a revision proposal of exporting strategy for selected companies within this industry based on the analysis of pandemic impact on export into Italian market. Theoretic part is dealing with a literature review of already well-known knowledge about companies internationalization and exporting as the most common entry form into foreign markets. Simultaneously, the pandemic consequence on international trade and luxurious goods sector itself was defined. First part is also dedicated to territorial and Italian market´s risk analysis. Empirical part is using a qualitative research targeting to answer the question of pandemic influence on exporting into Italian market, trends and tools used by different companies for successful export. The biggest impact of the whole pandemic situation was related to communication with a client, demand change towards luxury goods and acquisition of new customers. Adaptation of Italian clients to modern communication and sales tools proved to be unsatisfactory. The research is showing up, that sales transfer within this industry into online environment was very slow with regard to the products typology, which are typical for its high quality and accompanying service, that cannot be arranged online.