Expanze vybrané firmy na nový trh

Abstract

Expanze, Nový trh, Rozvoj trhu, Situační analýza, Marketingový mix, Internetový marketingThe aim of this diploma thesis is to evaluate the possibility of Citylife Nottingham expansion into a new market in London and to propose a suitable strategy for this expansion. The company has experience in Nottingham, Leeds, and Sheffield, where their concept is successful and popular with customers. However, there is definitely presumption for success, London differs greatly from these cities, especially by its market size. Thus, this crucial step of expansion into such a large and unknown market must be thoroughly prepared. In this work, internal and external analyses are presented and evaluated. Subsequently, there is introduced a new marketing mix together with the strategy of this expansion.