Italy - the potential market for further foreign expansion of the Storyous company

Restaurants, bars or cafés will always serve as places for social interaction and so they are an essential part of human life. In each country around the world, it is a place for meeting people and communication. The mission of Storyous company is to help its clients to create a pleasant atmosphere in their food service business by providing next generation POS system not only in the Czech Republic but also in Poland. The company has already experience with the electronic sales reporting that brings considerations about another international market for its expansion. The aim of the thesis is to analyze the Italian market, mainly the sector of gastronomy services and qualify and quantify the customer base in Italy. At the same time, the structure of competitors along with a brief sample of them will be introduced. The timing for the Italian market entry, the gross initial costs and the rate of product adaption will be discussed on the basis of PEST analysis and Porter Five strenghts model analysis. In the conclusion author of the thesis recommends further steps for more detailed analysis