Abstract:

In the Czech Republic, internationalisation of retail structures has become the topic of the day. More and more multinationals are entering the Czech market. This paper provides an analysis of latest developments and an overview of the increasing market competition. Strong local chains have established a strategic alliance known as Czech Marketing Distribution in 1996 to face this heavy attack from abroad. Consumer research (conducted by INCOMA Praha) should help this alliance to better understand the shopping patterns of Czech consumers and to apply appropriate measures in their subsequent business strategy.