Vstup podniku v oblasti hotelnictví na zahraniční trh.
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Abstract
Bakalářská práce je zaměřena na oblast služeb, konkrétně na oblast hotelnictví. Cílem je vytvořit podnikatelský plán pro vybranou hotelovou společnost a realizovat průzkum vybraného zahraničního trhu. Bakalářská práce je rozdělena do dvou částí - teoretické a praktické. První část shrnuje teorii z oblasti služeb, hotelnictví, ubytovacího úseku a stravovacího úseku. Na ně plynule navazuje představení modelů internacionalizace, popis mise a vize podniku. Teorii uzavírá charakteristika strategie nadnárodních podnikatelských subjektů a tvorba podnikatelského plánu. Následně praktická část definuje již konkrétní podnikatelský plán ve vazbě na vybraný hotel. Součástí daného plánu je analýza stávajícího podniku, analýza a popis hotelu v zahraničí, analýza zahraničního trhu prostřednictvím PEST analýzy a byla také provedena analýza pomocí Porterova modelu 5 sil. Součástí praktické části je marketingový mix 8P, finanční plán a aktuální situace s ohledem na COVID 19. Závěr bakalářské práce je věnován zhodnocení podnikatelského plánu.
The bachelor thesis is focused on the field of services, specifically on the hotel industry. The aim is to create a business plan for a selected hotel company and conduct a survey of a selected foreign market. The bachelor thesis is divided into two parts - theoretical and practical. The first part summarizes the theory of services, hospitality, accommodation and the catering section. They are followed by a presentation of models of internationalization, a description of the mission and vision of the company. The theory is concluded by the characteristics of the strategy of multinational business entities and the creation of a business plan. Subsequently, the practical part defines a specific business plan in relation to the selected hotel. Part of the plan is an analysis of the existing company, analysis and description of the hotel abroad, analysis of the foreign market through PEST analysis and was also performed using Porter's model of 5 forces. Part of the practical part is the 8P marketing mix, financial plan and current situation with regard at COVID 19. The conclusion of the bachelor thesis is devoted to the evaluation of the business plan.
The bachelor thesis is focused on the field of services, specifically on the hotel industry. The aim is to create a business plan for a selected hotel company and conduct a survey of a selected foreign market. The bachelor thesis is divided into two parts - theoretical and practical. The first part summarizes the theory of services, hospitality, accommodation and the catering section. They are followed by a presentation of models of internationalization, a description of the mission and vision of the company. The theory is concluded by the characteristics of the strategy of multinational business entities and the creation of a business plan. Subsequently, the practical part defines a specific business plan in relation to the selected hotel. Part of the plan is an analysis of the existing company, analysis and description of the hotel abroad, analysis of the foreign market through PEST analysis and was also performed using Porter's model of 5 forces. Part of the practical part is the 8P marketing mix, financial plan and current situation with regard at COVID 19. The conclusion of the bachelor thesis is devoted to the evaluation of the business plan.
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Podnikatelský plán, hotelnictví, služby, modely internacionalizace, PEST analýza, Porterův model pěti sil, marketingový mix, Business plan, hotel industry, services, internationalization of models, PEST analysis, Porter 's five forces model, marketing mix