Proposal for the Expansion of Optimistic into the German Food Market: A Case Study of Berlin and Brandenburg

This bachelor's thesis focuses on proposing a market entry strategy for the family-owned company Optimistic s.r.o. entering the German market with plant-based products. The aim of the thesis is to evaluate the conditions, opportunities, and risks associated with international expansion and, based on these findings, propose an appropriate and long-term sustainable form of entry. To achieve this objective, four research questions were formulated, and analyses of the external and internal environment were conducted, specifically a PESTLE analysis, Porter’s Five Forces model, and a VRIO analysis. The results show that Germany, particularly the region of Berlin, represents an attractive market with growing demand for plant-based and sustainable products that align with the values of Optimistic. At the same time, entering the German market requires preparation for strong competition, higher administrative demands, and the specifics of the German retail environment. Based on the conducted analyses, the most suitable option was identified as an indirect export strategy through an exclusive distributor. This approach enables the company to minimise costs and risks, utilise the knowledge of a local partner, and retain control over its brand and marketing communication. The proposed entry strategy thus represents a comprehensive and practically applicable framework for the company’s decision-making regarding expansion into foreign markets.