Strategie vstupu na trh pro Echo360, chytrejsi video platformu

Since 2020, the COVID-19 pandemic has impacted the whole world. Any type of industry has been affected or even changed due to the pandemic outbreak. In particular, the teaching methodology has drastically shifted from traditional to online delivery mode, which opens the discussion whether to continue with traditional education or explore new approaches such as blended learning. The aim of the present study is to suggest whether a market entry strategy for the video platform Echo360 to the Czech Republic might be or not suitable. The methodology was designed to implement an analysis of the environment with PEST method, the development of quantitative and qualitative research targeted to mainly students and faculties’ representatives from public universities respectively, a competitor and SWOT analysis and a user experience and support strategy. The main findings obtained after the analysis, suggest that a market entry strategy for Echo360 to the Czech Republic might not be suitable, by the moment, mainly due to a higher priority of teaching only in-person by the faculties’ representatives once the pandemic is ended. However, the study also suggests that, as a future work, other options such as private universities and high schools “gymnasiums” in the Czech Republic might change the final recommendation regarding a potential implementation of Echo360 in this country.