P/B/869.Dissertation. Hornbach Baumarkt’s expansion into British DIY market

The dissertation investigates the prospect for the German company Hornbach Baumarkt AG to enter the British DIY market. The methods of secondary research are used based on the review of related literature. External environmental factors affecting a DIY retailer in the UK market are analysed followed up by Hornbach’s internal analysis; PESTEL, Porter’s five forces, SWOT, value chain and marketing mix models are used. Critical success factors are outlined; the current strategy of the company is reviewed; the implementation of Hornbach’s expansion into the UK is considered.