Market Entry Strategy for Mixit s.r.o. for Germany

The main objective of this Diploma thesis is to design an appropriate market entry strategy for the German market for company Mixit s.r.o.; therefore, the proposed strategy respects the local specificities of the German market and consumers. The thesis is divided into seven chapters. The first three chapters review analytical frameworks and theory of market segmentation, targeting and positioning, which is inevitable for strategy design, and provides an overview of current nutritional trends influencing consumer behaviour. The empirical part of the thesis includes an internal analysis of Mixit s.r.o. utilised to identify its strategy and competitive advantages in the domestic Czech market. The subsequent analysis of the German market for muesli and other grain-based products is complemented by the results of primary quantitative as well as qualitative research conducted among German consumers. The outcome of this thesis is the choice of the target segment and the proposition of the marketing strategy appropriate for the market entry of company Mixit s.r.o. to Germany considering the results of the performed analyses and conducted survey.