Business model značky Kefin.cz se zaměřením na budoucí růst

This thesis is in regard to the business model and the future development of the Kefin brand. It aims to analyse the brand's business model, find possible shortcomings, and propose improvements. Its main contribution is a foreign expansion proposal that the brand could use or take inspiration from in the future. The theoretical section is divided into two main chapters; the first deals with the business model in general, and the second summarises theoretical knowledge about the foreign expansion of companies. The practical section is initially aimed at the introduction of the Kefin brand, followed by the proposal of foreign expansion itself. Initially, the form of entry and the factors influencing the expansion are selected. Using a scoring model, the most optimal market the brand should expand to is chosen. More valuable information focused on the selected market is captured with the help of SWOT, PESTLE, and Porter's analysis of the 5 forces. The third and final chapter of the practical section summarises the most important findings of the study and thus provides a coherent proposal for foreign market entry.