Expansion of Kytary.cz: Establishment of a Brick-and-Mortar Store Abroad

This master’s thesis analyzes the feasibility of the international expansion of Audio Partner (Kytary) through the establishment of brick-and-mortar musical instrument store in Slovakia and Poland. The aim of the thesis is to assess the viability of this project in relation to the company’s long-term strategy, to define criteria for market selection, to propose possible solutions, and to formulate a recommended course of action based on developmental forecasts. The research builds on existing theoretical knowledge of international expansion and is carried out through partial analyses of the two considered markets as well as the company’s internal environment. The methodological approach is primarily quantitative, focusing on the analysis of financial indicators, while also incorporating qualitative data to ensure a comprehensive perspective. The data employed in the research are drawn from publicly available information sources, supplemented by selected internal company data. The findings describe the competitive and economic environments of both markets, highlight the capital intensity of the proposed project, estimate potential benefits, and consider the company’s capabilities in light of its current position. Based on the conducted analyses, it is recommended that the company refrain from pursuing this form of expansion at present. The results and recommendations of the thesis can be applied in the company’s strategic decision-making process and, at the same time, contribute to the academic understanding of the musical instrument retail sector.