Marketingový průzkum pro vybraný produkt na zahraničních trzích

The main goal of the diploma thesis is to go through the possibilities that a small Czech company manufacturing LED street lights has of entering a German market. The theoretical part of the thesis serves to prepare the theoretical basis for the creation of a marketing research. It also provides the reader with the theory of international marketing, the adaptation rate of all the marketing-mix elements in different foreign market entering strategies and different approaches to external environment analysis. The second part begins with the introduction of the Sathea Vision company, which aims at succeeding at a foreign market. The practical part of the thesis compares the Czech and German street lighting market as well as it tries to predict the development of the German one. The author estimates the potential of the LED technology for energy savings. To assess the external factors of German market the PEST analysis was used. In order to judge the company's main product the SWOT analysis was constructed. In the conclusion of the thesis the author reckons the potential of the German market and proposes to the company a way to enter the market, which promises the best prospect at the moment.