Strategic management for the company Omega in the field of paint stripping services and internationalization into new markets

The thesis focuses on strategic decision-making by the firm Omega, a company operating in the field of specialized paint stripping services, primarily in the automotive industry. Given the company's considerations regarding possible entry into foreign markets, the main objective of this thesis is to evaluate whether Eastern European markets (Slovakia and Hungary) or Western European markets (Germany) are more advantageous for expansion. The thesis aims to identify the key factors that should be taken into account when deciding on the direction of international expansion and to formulate recommendations based on an analysis of internal and external conditions. To achieve this goal, a mixed research strategy combining quantitative and qualitative methods was chosen. The main analytical tools include a weighted model that allows for the comparison of individual countries based on a multi-criteria evaluation, SWOT and PESTEL analyses for assessing the micro- and macro-environment, and competitive analysis. In the qualitative part of the research, structured in-depth interviews were conducted with experts from Omega's top management, which contributed to a deeper understanding of the issue and supplemented the quantitative data with practical knowledge. The results of the analysis show that the markets of Eastern Europe currently represent an attractive opportunity for Omega to expand its operations. Low competition in the specific segment of paint stripping services, good geographical accessibility, lower labor costs, and a high concentration of automotive manufacturing plants create a favorable environment for market entry. In contrast, Germany, as a mature Western European market, offers high demand but also significantly higher competitive pressure and more complex regulatory conditions. The conclusion of the thesis is a recommendation to focus on the Eastern European region, where the choice of a specific market depends on the choice of market entry method. The thesis provides practical benefits not only for the strategic decision-making of Omega's management, but the chosen topic is also closely related to professional practice and the specialized focus of international trade studies.