The aim of this book was to analyze the marketing strategy of the company TK MAXX while entering the Czech market. The book offers readers both the theoretical background of the problem, and the practical application of the concepts. It can serve as a basis for analysis of the company on entering the Czech market, or as a practical guide for the marketing planning concepts. This book discussed models such as Porter´s analysis, SWOT analysis, 7s Kinsey model or Balance score card model. There is a practical application of many marketing tools which help create the right marketing strategy such as 4P and 4C marketing mix, targeting, positioning, segmentation and much more.