Hodnocení tržního potenciálu pro vstup nového franchisingového řetězce

Aim of the Bachelor Thesis is to propose a strategy for a franchising chain, named Dennys, to penetrate a new market. The main part of the work analyses the market environment. The Porter's five-factor model and the PEST analysis are elaborated for the purpose of the complex analysis. In order to identify strengths and weaknesses of the company and the opportunities and threats of the market the SWOT analysis is composed. The partial objective is to analyse the assessment of the market potential. In the final part of the thesis, author will formulate proposals and recommendations based on the data obtained will from complex marketing researc