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AHOLD IN THE CZECH REPUBLIC with special thanks to Ing Ivan Kopriva Managing Director of the SESAM Formula Table of Contents Introductionp 3 The Czech economyp 3 Euronovap 4 Brief profile of Euronovas retail store chainsp 5 The Marketing Conceptp 6 Conclusionp 8 Appendix I Division of FDI in the Czech Republicp 10 Referencesp 11 Introduction Royal Ahold NV is one of the biggest players on the food and beverage retail markets as it owns or franchises about 3200 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 names It will grow even bigger in the US with its purchase of Giant Food Inc unrelated to its existing Giant stores Ahold also has liquor and confectionery stores an institutional food supply company GVA and a majority share in a leading Dutch wholesale food distributor Schuitema The holding company is rapidly expanding in Asia and Latin America Besides in these countries Ahold is recently also active in Central Europe and Russia Since the economies in Central European countries 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 Aholds 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 Aholds subsidiary Euronova has to develop and adopt a good marketing strategy Before analyzing the right marketing strategy for capturing the Czech
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