Strategie vstupu na trh pro obchod SEMPER do České republiky

The purpose of the thesis is the development of an international marketing strategy for penetrating the foreign market.The theoretical part mainly consists of analyzing the strategic alternatives that the organization faces when entering the international market.Practical part of the paper analyzes the micro and macro environment of the organization on the Russian market, as well as the analysis of environmental factors in the Czech clothing market. To do this, the author used such tools for analysis of the environment as SWOT and PEST analysis, as well as Porter’s five forces analysis.Moreover, this paper provides statistical data obtained through a mass survey, which has become a key tool for analyzing consumer preferences in the Czech market.In the final part, the author proposes the use of data obtained in the course of market analysis and mass survey.