Expansion strategy of MIKRONEX s.r.o.: Key success factors and strategies for further growth

This bachelor’s thesis focuses on evaluating the export strategy of the small Czech company MIKRONEX s.r.o., a manufacturer of machining tools and CNC control systems. The goal of the thesis is to assess the company’s current approach to expansion into foreign markets, identify key factors affecting success in the international environment, and propose a specific strategy for further development. The research combines a qualitative in-depth interview method with the company’s former co-owner and a quantitative approach using a scoring model that compares the attractiveness of selected foreign markets. The results show that MIKRONEX has long relied on both direct and indirect export without using subsidies or loans. The company finances production through advance payments from customers and achieves stable profits with a small team. It maintains its competitiveness through the high quality of its products, technical specialization, and the ability to adapt to the specific needs of customers. The selection of foreign markets is based on both theoretical assumptions and the practical preferences of the company. The results also indicate that when entering new markets, the company does not prioritize cultural, political, or legal differences. The scoring model identified France and Italy as the most suitable markets for expansion, which differs from the original expectation that preferred Romania. For entry into France, it is recommended to continue with direct export supported by more intensive marketing (e.g., participation in trade fairs). For Italy, it is recommended to establish cooperation with a local partner or consider forming a joint venture. The thesis adds value by linking the theoretical framework with the practical functioning of a small exporter and confirms that even smaller companies can successfully expand by utilizing their strengths. It also provides specific recommendations that can be useful for small and medium-sized enterprises during international expansion.