|Opis:||In this master's thesis we have defined the required processes and importance of internationalization of the studied company in the German market. The thesis covers the researched theory on the topic of internationalization by different authors, its definition, it identifies forms of internationalization, processes, factors and obstacles. It also covers a detailed case study of the studied company, which includes PEST analysis, Analysis of selected international business environment and SWOT analysis.
We have also defined in more detail the industry of the studied company, its history, current state of the market and trends that the current industry is dictating. We analysed in more detail the state of the industry of the Slovenian market, determined the competitors of the studied company and analyzed in more detail the state of the German market. In the case study, we delved into the operation of Kozmetika Afrodita d.o.o., its history, vision, goals, mission, processes in the company, development and influence of social media marketing on the further development of the studied company.
Below, plans for entering the German market are presented in more detail, with the help of analyses we have further defined the characteristics of the market, the obstacles we may encounter upon entering the German market, we have analysed in more detail the target group and the German, defined their consumers habits , explored differences and similarities between German and Slovenian consumers, determined our strengths and weaknesses.
As part of the case study, we also prepared a practical overview of internationalization on the German market, where we offered concrete solutions on how to make internationalization as successful as possible. In practical terms, we focused primarily on the marketing aspect of how to successfully attract a German customer and what the end result would look like if the company had successfully completed the internationalization on the German market.
The aim of the master's thesis is thus to determine in more detail whether for the studied company internationalization to the selected market is a sensible decision that will make the studied company to grow and further develop, while at the same time possible obstacles have been identified that Kozmetika Afrodita d.o.o. could meet and concrete solutions how to best deal with these obstacles have been found.|