Foreign Market Selection and Market Entry Strategy for a Small Czech Company

The objective of this thesis is to select a country suitable for market entry of a Czech small company, select the most suitable market entry mode and create marketing strategy that will help the company establish itself on the market. After introducing the theoretical frameworks related to entering foreign markets and marketing strategy creation, the Czech small company is introduced and the specifics of the health care industry, in which the company operates, are described. Through application of the theories described in the first chapter, the country with the most suitable conditions for market entry is identified. By analyzing the external and internal environment, strengths and weaknesses of the company are identified as well as opportunities and threats in the foreign market. The market entry mode is then suggested and the marketing strategy is created to support entry into the foreign market.