Ahold In The Czech Republic


Ing. Ivan Kopriva, Managing Director of the SESAM Formula
Table of Contents
Introduction. p. 3
The Czech economy p. 3
Euronova p. 4
Brief profile of Euronova’s retail store chains p. 5
The Marketing Concept p. 6
Conclusion p. 8

Appendix I: Division of FDI in the Czech Republic p. 10
References p. 11
Introduction
Royal Ahold N.V. is one of the biggest players on the food and beverage retail markets as it owns or franchises about 3,200 supermarkets, hypermarkets, and discount stores in 17 countries. Royal Ahold (hereafter referred to as “Ahold”) is a leading supermarket operator in the US (mainly on the East Coast under the BI-LO, Giant, Tops, and Stop & Shop ...

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have just become more open and freer, Ahold has seen a promising business opportunity over there. One of the countries in Central Europe to which Ahold has already expanded business activities is the Czech Republic. Nowadays, Euronova, Ahold's subsidiary in the Czech Republic that specializes in food retailing, is the largest foreign investor in this country. Since the Czech Republic has a merging economy, many competitors are looking for capturing the Czech market. The thesis statement that will be elaborated on in this paper is the following: In order to gain and maintain considerable market share Ahold’s subsidiary Euronova has to develop and adopt a good marketing strategy.

Before analyzing the right marketing strategy for capturing the Czech market, an overview of the Czech economy and a profile of the four Euronova retail formulas will be given.

The Czech economy
On January 1st 1993, the former communist country Czechoslovakia was separated into the Czech ...

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have been performing well in the Czech Republic. Many foreign-owned Czech companies have indicated to CzechInvest( ) their desire to expand their operations in the Czech Republic, to hire more staff and build new plants.’

Most foreign direct investment since 1990 has come from Germany, the Czech Republic’s largest neighbor. The Netherlands and the USA ranked second and third followed by
Switzerland, France and Austria (see also Appendix I). The year of 1997 saw a growing interest among Asian companies to invest in the Czech Republic.

Euronova
Euronova began its operations in the Czech Republic in 1991 when the first MANA supermarket was opened in Jihlava. In ...

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PAPER DETAILS
Added: 8/4/2006 04:24:22 AM
Category: Miscellaneous
Type: Premium Paper
Words: 2353
Pages: 9

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