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Brno University of Technology, Faculty of Business and Management, 2016 BRNO UNIVERSITY OF TECHNOLOGY VYSOKÉ UČENÍ TECHNICKÉ V BRNĚ FACULTY OF BUSINESS AND MANAGEMENT FAKULTA PODNIKATELSKÁ INSTITUTE OF ECONOMICS ÚSTAV EKONOMIKY ANALYSES OF POTENTIAL EXPANSION OF KOFOLA TO GERMANY ANALÝZA POTENCIONÁLNÍ EXPANSE KOFOLY DO NĚMECKA MASTER'S THESIS DIPLOMOVÁ PRÁCE AUTHOR Bc. Pavel Vrana AUTOR PRÁCE SUPERVISOR Ing. Vít Chlebovský, Ph.D. VEDOUCÍ PRÁCE BRNO 2016 Zadání diplomové práce Ústav: Ústav ekonomiky Student: Bc. Pavel Vrana Studijní program: Economics and Management Studijní obor: European Business and Finance Vedoucí práce: Ing. Vít Chlebovský, Ph.D. Akademický rok: 2016/17 Ředitel ústavu Vám v souladu se zákonem č. 111/1998 Sb., o vysokých školách ve znění pozdějších předpisů a se Studijním a zkušebním řádem VUT v Brně zadává diplomovou práci s názvem: Analýza potencionální expanse Kofoly do Německa Charakteristika problematiky úkolu: Úvod Vymezení problému a cíle práce Teoretická východiska práce Analýza problému a současné situace Vlastní návrhy řešení, přínos návrhů řešení Závěr Seznam použité literatury Přílohy Cíle, kterých má být dosaženo: Cílem práce je analyzovat potenciální expanzi Kofoly do Německa a poskytnout doporučení na základě výzkumu a literatury. Za účelem dosažení tohoto cíle, autor bude analyzovat odvětví nealkoholických nápojů a potenciální trh v Německu. Základní literární prameny: Burns A. R. B. Marketing Research. 7th Edition: Pearson Education Limited, 2014, 487 p. ISBN 13: 978-0-273-76851-7 Douglas, C. C. (n.d.). International Marketing Research. Leonard N. Stern School of Business, New york University. 3st Edition, 2005, 503 p. IBSN 0-470-01095-9 Muhlbacher, H. L. International Marketing: A Global Perspective. Thomson Learning. 3rd Edition. Londo: 2006, 736 p. ISBN 1-84480-132-2 Zou, S. H. F. (nedatováno). International Marketing: Emerging Markets. 1st Edition Bingley: Emerald Group Publishing Limited, 2011, 283 p. ISBN: 978-0-85724-447 Termín odevzdání diplomové práce je stanoven časovým plánem akademického roku 2016/17 V Brně dne 31.3.2017 L. S. ……………………………………………………………………. ……………….……………………………………………….. doc. Ing. Tomáš Meluzín, Ph.D. doc. Ing. et Ing. Stanislav Škapa, Ph.D. ředitel děkan Fakulta podnikatelská, Vysoké učení technické v Brně / Kolejní 2906/4 / 612 00 / Brno Abstract The purpose of this paper is analyse potential expansion of Kofola ČeskoSlovensko, a.s. to Germany and provide recommendations depending on research and literature. Author will analyse soft drink industry and business potential in Germany. Abstrakt Účelem této práce je analyzovat potenciální expanzi Kofoly, ČeskoSlovensko a.s. do Německa a poskytnout doporučení na základě výzkumu a literatury. Autor bude analyzovat odvětví nealkoholických nápojů a podnikatelský potenciál v Německu. Keywords Globalization, Exporting, Marketing, Marketing Mix, Strategy, International Strategy, Competitive Advantage, Analysis of Customers, Customers Motivation Carbonated Soft Drink Industry. Klíčová slova Globalizace, export, marketing, marketingový mix, strategie, mezinárodní strategie, konkurenční výhoda, analýza zákazníků, motivace zákazníků, odvětví nealkoholických nápojů. Bibliographic Citation VRANA, P. Analyse of potential expansion of Kofola to Germany. Brno: Brno University of Technology, Faculty of Business and Management, 2016. 97 p. Supervisor: Ing. Vít Chlebovský, Ph.D. Statutory Declaration I declare that submitted master’s thesis is authentic and was elaborated entirely by myself. I also declare that citations are complete and my thesis did not violate the copyright law, within the meaning of Law no. 121/2000 Sb., on copyright and rights related to copyright. Brno, 05.10.2016 ………………………………………………. Bc. Pavel Vrana Acknowledgement I would like to express my gratitude to my supervisor Ing. Vít Chlebovský, Ph.D. for the useful comments, remarks and engagement through the learning process of this master thesis. Content INTRODUCTION ....................................................................................................................................... 11 OBJECTIVES OF THE THESIS ................................................................................................................ 12 1 THEORETICAL FUNDATIONS ............................................................................................................ 13 1.1 The Global Marketplace ..................................................................................................................... 13 1.1.1 Deciding Which Markets to Enter .............................................................................................. 15 1.1.2 Deciding How to Enter the Market ............................................................................................. 15 1.1.3 Deciding On the Global Marketing Programme ......................................................................... 16 1.1.4 Deciding On the Global Marketing Organisation ....................................................................... 17 1.1.5 Market Penetration Strategy ....................................................................................................... 18 1.2 Marketing ........................................................................................................................................... 20 1.2.1 Marketing Definition 1 ............................................................................................................... 20 1.2.2 Marketing Definition 2 ............................................................................................................... 20 1.2.3 Market ......................................................................................................................................... 21 1.2.4 Marketing Research .................................................................................................................... 21 1.2.4.1 Types of Marketing Research .................................................................................................. 22 1.3 External Environment ........................................................................................................................ 22 1.3.1 Economic Environment .............................................................................................................. 23 1.3.2 Political-Legal Environment ....................................................................................................... 23 1.3.3 Cultural Environment.................................................................................................................. 24 1.3.4 Technological Environment ........................................................................................................ 24 1.4 Internal Environment ......................................................................................................................... 25 1.4.1 Porter Competitive Strategy ........................................................................................................ 25 1.4.2 Porter´s Five Forces Model ......................................................................................................... 25 1.5 Relationship Marketing ...................................................................................................................... 27 1.6 Customer Retention ............................................................................................................................ 27 1.7 SWOT Analysis ................................................................................................................................. 28 2 CURRENT SITUATION ANALYSIS ..................................................................................................... 29 2.1 Profile of the Company ...................................................................................................................... 30 2.1.1 Company Progress From 2014 to 2015 .......................................................................................... 35 2.2 Macroeconomic Factors ......................................................................................................................... 36 2.2.1 Doing Business in Germany ........................................................................................................... 36 2.2.2 Position of Germany ....................................................................................................................... 36 2.2.3 Germany and the Czech Republic ................................................................................................... 37 2.2.4 PEST Analysis ................................................................................................................................ 38 2.2.4.1 Political Factors ....................................................................................................................... 38 2.2.4.2 Economic Factors..................................................................................................................... 39 2.2.4.3 Socio – Cultural Factors........................................................................................................... 40 2.2.4.4 Technological Factors .............................................................................................................. 42 2.2.5 Summary of Basic Indicators .......................................................................................................... 43 2.2.5.1 Basic Economy Data: ..............................................................................................................
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