Market entry strategy of the application Sportafolio for the Czech Republic

Abstract The main objective of this Diploma thesis is to design a suitable market entry strategy in the Czech market for Sportafolio company. Therefore, the presented strategy respects the local opportunities of the Peruvian market and consumers. The following work will be divided into eight chapters. The first four chapters review analytical frameworks and market principles of segmentation, targeting and positioning, which is crucial for strategy design. This part also provides a general overview of current sport trends that influence the consumer behavior. The experimental part of this thesis involves an internal analysis of Sportafolio company used to identify its local strategy and competitive advantages in the domestic Peruvian market. The consequent analysis of the Peruvian market for Sportafolio is complemented by the results obtained in the primary quantitative as well as qualitative research realized among Czech costumers. Finally, the outcome of the following thesis is the identification of the consumer insights regarding Czech sport preferences and habits which represent a crucial point in the development of the market entry strategy.