Perspective of the entry of the Hershey Company on the Czech market

The main goal of the Master's thesis is to find out if the Hershey Company, a traditional American producer of chocolate products, has a chance to succeed on the Czech market. In the first section we are introduced to methods of marketing situation analysis and market research. In the next part of the thesis is described the Hershey Company, its marketing mix and main competition on the market. The analytic part researches preferences of Czech consumers when buying chocolate products and also their attitude to broaden range of chocolate products caused by the entry of a new chocolate producer. The final part of the thesis provides recommendations for the company that result from analytic part of the Master's thesis