Exportní strategie podniku Kofola Československo a.s. na ruský trh

The topic of the presented work deals with a research concerning the expansion of the company to the foreign market. In particular, it concerns the expansion of Kofola Československo a.s. on the Russian market. The theoretical part defines all key terms, a description of ways to enter the market, a description of the analysis used in the work and their purpose. Analyses are followed by the risks that may occur in foreign markets and the factors of success on those markets, followed by examples of Czech companies that already operate in Russia. The analytical part is focused mainly on the analysis of the Russian market. First, information about the company and its products was provided, then a market survey was conducted. After the survey, SMART goals were compiled, after which macro-environment analyzes were performed using PESTEL analysis, macro and micro-environment analyzes using SWOT, competitiveness using VRIO. In the third part, on the basis of all the data received, it was deduced how the company can enter the market, what production it can use and what type of entry it should choose.