Návrh rozvoje značky v kontextu internacionalizace
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Date
Authors
Šviha, Richard
ORCID
Advisor
Referee
Mark
D
Journal Title
Journal ISSN
Volume Title
Publisher
Vysoké učení technické v Brně. Fakulta podnikatelská
Abstract
Tato diplomová práce se zaměřuje na mezinárdoní expanzi již existující značky oblečení Pastel Hood, která si klade za cíl dodávat výrobky vysoké kvality s unikátním designem. Majitelé této značky se rozhodli rozšířit svůj obchod do zahraničí a Maďarsko bylo vybráno jako destinace pro tuto expanzi. Cílem této práce je vytvořit vhodný návrh na základě zvoleného teoretického rámce, jak přeformovat značku takovým způsobem, aby bylo možné úspěšně expandovat na tento trh. Tento cíl byl dosažen použitím několika analytických modelů k studiu celkového obchodního prostředí, stávající konkurence, zákazníků a názoru místních odborníků na téma expanze. Výsledkem je návrh ideálního stavu značky Pastel Hood pro zajištění maximální kompatibility a pro úspěch na maďarském trhu.
This diploma thesis focuses on the international business expansion of an already existing clothing brand Pastel Hood, which aims to deliver high quality products with unique design aesthetics. The owners of the brand have decided to expand their business internationally and Hungary has been selected as the destination for this expansion. Thus, the goal of this thesis is to craft a suitable proposal based on a chosen theoretical framework to reshape the brand in such a way that a successful expansion into this market can be achieved. The goal was reached by employing several analytical models to study the overall business environment, current competition, customers, and opinion of local experts on the topic of expansion. The end result is a proposal for the Pastel Hood brand to ensure maximum compatibility and position to succeed on the Hungarian market.
This diploma thesis focuses on the international business expansion of an already existing clothing brand Pastel Hood, which aims to deliver high quality products with unique design aesthetics. The owners of the brand have decided to expand their business internationally and Hungary has been selected as the destination for this expansion. Thus, the goal of this thesis is to craft a suitable proposal based on a chosen theoretical framework to reshape the brand in such a way that a successful expansion into this market can be achieved. The goal was reached by employing several analytical models to study the overall business environment, current competition, customers, and opinion of local experts on the topic of expansion. The end result is a proposal for the Pastel Hood brand to ensure maximum compatibility and position to succeed on the Hungarian market.
Description
Citation
ŠVIHA, R. Návrh rozvoje značky v kontextu internacionalizace [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2024.
Document type
Document version
Date of access to the full text
Language of document
en
Study field
bez specializace
Comittee
doc. Ing. Lucie Kaňovská, Ph.D. (předseda)
doc. Ing. Michal Karas, Ph.D. (místopředseda)
Ing. Karel Doubravský, Ph.D. (člen)
Ing. František Milichovský, Ph.D., MBA, DiS. (člen)
Ing. et Ing. Pavel Juřica, Ph.D. (člen)
Date of acceptance
2024-06-07
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. There are no questions from the opponent's assessment.
Questions from committee members:
1. doc. Kaňovská - What are relevant communication channels for your brand? Do you plan some cooperation with influencers on Instagram? What about Hungarian influencers, are there any differences in targeting Hungarian influencers? On which ideas are KPI´s based on? Were KPI´s discussed with the company owners? What is the biggest weakness regarding the Hungarian expansion? Does the company want to develop any summer clothing items?
2. Ing. Milichovský - Have you though about B2B market?
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
Document licence
Standardní licenční smlouva - přístup k plnému textu bez omezení