ANALYSIS OF THE BAKERY SUPPLY INDUSTRY IN THE CZECH REPUBLIC: CASE COMPANY X, POLAND

The aim of this paper is to investigate the food industry in the Czech Republic. The bakery and sweet shops area are researched according to the request of Company X, located in Poland. Company X is successful in the Polish wholesales industry with a wide international portfolio of brands. To analyze the industry, different marketing tools were used. Marketing tools have helped to collect primary and secondary information. The main reason to investigate the Czech industry the request of the company, because of the close location, and the seeming similarities both in the tastes of consumers and the way to conduct business. The research was done with the help of PEST indicators, which describe the numerous aspects of the current Czech industry. The next step was to analyze the chosen sector with the usage of Porter’s five forces. The last step was to conduct an interview with the business owners and purchasing managers to understand the trust level. The paper includes an entry mode strategy and recommendations regarding Company X’s promotion