Market Entry in the Telematics Industry in the Slovak & Czech Markets

The main purpose of this master thesis is to examine market entry modes in the very specific market industry of vehicle telematics. The main research purpose is to define the most suitable foreign entry mode for approaching Slovak and Czech vehicle telematics markets which is also considered the main research question. In order to achieve this, three research objectives were defined. The thesis considers the available theory focused on foreign operation modes primarily, extended by the results of target market research and the case company. Regarding the literature, the focus is on defining a number of foreign operation modes (Welch & Luostarinen, 1988) and the factors impacting the target market entry mode choice. The frameworks defined in the theoretical part are then used in the empirical study. The research has shown the need for complex research when identifying the most suitable FOM for Slovak and Czech vehicle telematics markets. Considering the target market and case company specifications, the research results have shown the investment type of entry modes as the most suitable for target market entry. Additionally, there are suggestions that the combination of a more entry modes can provide more effective outcome than selecting on single FOM.