Strategy of the market entrance

The thesis deals with the elements of strategy of market entrance to Vienna. The aim was to determine whether a Czech company pietro filipi has a chance to succeed in such a saturated market and if yes, under what circumstances. The work is divided into five chapters, where the general theory is included concerning the access to foreign markets, followed by the application of theoretical knowledge directly to the practice and it is immediately applied to a concrete example. In this work we come up with two conclusions. One is that pietro filipi should not entry the market of Vienna because of the lack of financial resources and should invest in running business in countries of Eastern and Central Europe, or if it had unlimited financial resources, pietro filipi would be able to invest in opening a store in Vienna. Although we emphasize that this could be the risk anyway. pietro filipi should consider its options and make a decision if it wants to take such a risk of entering the market of Vienna or stay in a less risky environment of Eastern and Central Europe