Alza’s Expansion to Hungary – a guest lecture for International Business students at MUP12. 12. 2019 Autor: Philip Katz On Monday, December 9, 2019 Eva Šlezáková, an Online Marketing Specialist from Alza, one of the leading Czech companies in the retail sector, delivered an informative talk on Alza’s expansion into the Hungarian market at the Strasnice campus of MUP. It was an event organized by the Department of International Business within the series aiming at bringing the top specialists from praxis closer to students in order to share their knowledge and experiences from international business.
The focus of the talk was the marketing strategies that allowed Alza to reach 100 million € in turnover just 3 years after entering the Hungarian market. Ms. Šlezáková, who has been a digital marketing specialist at Alza for 2 years, began with a brief history of Alza and their build up throughout the Czech Republic and Slovakia. She then went on to describe recent innovations such as the Alzabox, a local drop-off delivery system. Ms. Šlezáková was able to give the students a good idea of how marketing strategies can play a key role in the acceptance of a brand entering a new market. She explained how Alza improved the ads targeting Hungarian consumers by upgrading the language to be more authentic and connect more deeply with Hungarians. She also took time to talk about how the integration of marketing channels as well as the empowerment of employees to try new things has allowed Alza to maintain its place as a leader in the industry. The presentation concluded with a short quiz and a prize for the winning student.
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