THE ENTRY OF A FOREIGN COMPANY (‘THE NEW BRAND’) INTO THE MARKET IN THE SLOVAK REPUBLIC
THE ENTRY OF A FOREIGN COMPANY (‘THE NEW BRAND’)
INTO THE MARKET IN THE SLOVAK REPUBLIC
Author(s): Natália Stalmašeková, Jana ŠtofkováSubject(s): Social Sciences, Supranational / Global Economy, Marketing / Advertising, Tourism
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: marketing research; rail passenger transport; RegioJet Inc.;
Summary/Abstract: The entry of any company into the market always brings certain risks and unpredictable events, even if it is a well-known brand with an established reputation. The company must be able to assess entry barriers into its new market and be able to overcome them effectively. At first sight, the Slovak rail passenger transport market could seem a disadvantageous area for new entrants. Železničná spoločnosť Slovensko, with the state as 100% shareholder, had a monopoly on this market and on top of that, this company provided unpaid transport for chosen segments of passengers. Another drawback is the poor condition of the track network, which affects the speed of transportation. However, a successful company should be able to use these conditions for its own benefit and bring change and innovation to such an industry. The Czech company RegioJet inc, has decided to enter this sector and try to entice Slovak passengers with its services, which have not yet been offered by anybody else.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/1
- Page Range: 276-283
- Page Count: 8
- Language: English
