Vstup české Kávové společnosti na slovenský trh"
Loading...
Date
Authors
Jeřábek, Jakub
Advisor
Referee
Mark
D
Journal Title
Journal ISSN
Volume Title
Publisher
Vysoké učení technické v Brně. Fakulta podnikatelská
ORCID
Abstract
Tato diplomová práce se zabývá tržní expanzí české značky prémiové kávy Coffead do slovenského B2B segmentu. Cílem práce je navrhnout štíhlý, realistický a finančně proveditelný plán vstupu na trh, který je vhodný pro podnik vedený zakladatelem s omezenými zdroji. Teoretická část představuje klíčové koncepty spojené s internacionalizací a tržní expanzí. Analytická část obsahuje interní i externí analýzu firmy a slovenského trhu za použití nástrojů jako SWOT, PESTLE a Porterových pěti sil. Na základě zjištěných informací je navrženo komplexní doporučení zahrnující cíle vstupu, tržní pozici, cenotvorbu, logistiku, marketing, řízení rizik a finanční projekce.
This diploma thesis focuses on the market expansion of the Czech premium coffee brand Coffead into the Slovak B2B segment. The aim of the thesis is to develop a lean, realistic and financially feasible plan for market entry, suitable for a founder-led SME with limited resources. The theoretical part outlines key concepts related to internationalisation and market expansion. The analytical part includes both internal and external analyses of the company and Slovak market using frameworks such as SWOT, PESTLE, and Porter’s Five Forces. Based on these findings, a comprehensive proposal is presented, including entry objectives, market positioning, pricing, logistics, marketing, risk mitigation, and financial projections.
This diploma thesis focuses on the market expansion of the Czech premium coffee brand Coffead into the Slovak B2B segment. The aim of the thesis is to develop a lean, realistic and financially feasible plan for market entry, suitable for a founder-led SME with limited resources. The theoretical part outlines key concepts related to internationalisation and market expansion. The analytical part includes both internal and external analyses of the company and Slovak market using frameworks such as SWOT, PESTLE, and Porter’s Five Forces. Based on these findings, a comprehensive proposal is presented, including entry objectives, market positioning, pricing, logistics, marketing, risk mitigation, and financial projections.
Description
Keywords
Citation
JEŘÁBEK, J. Vstup české Kávové společnosti na slovenský trh" [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2025.
Document type
Document version
Date of access to the full text
Language of document
en
Study field
bez specializace
Comittee
doc. PhDr. Iveta Šimberová, Ph.D. (předseda)
doc. Ing. Radek Doskočil, Ph.D., MSc (místopředseda)
Ing. Veronika Bumberová, Ph.D. (člen)
Ing. Lenka Širáňová, Ph.D. (člen)
Ing. Kateřina Petrová, Ph.D. (člen)
Date of acceptance
2025-06-13
Defence
In his presentation, the student informed the committee about the objectives, solutions and results he had reached in his thesis. The committee then read the opinions and evaluation of the thesis supervisor and the opponent. The student answered the questions from the supervisor's assessment in full, the questions from the opponent's assessment in full. Questions from committee members:
1. Dr. Petrová - Describe the risk "dependance on the owner" - answered fully
2. assoc. prof. Doskočil - Describe the procedure of the conduction of the risk analysis in more detail. - answered with objections
3. assoc. prof. Doskočil - Why are you working with 3 intervals within the risk analysis? - answered fully
4. Dr. Bumberová - Describe the customer segments of the company. - answered with objections
5. Dr. Bumberová - Did you consider housing as the potential partner for the company? - answered fully
6. Dr. Bumberová - Which geographic area do you prefer for start? - answered fully
On the basis of the presentation and the answers to the questions asked in the discussion, the committee decided that the student defended the thesis.
Result of defence
práce byla úspěšně obhájena