Samenvatting

What happens if there is a business that is strictly online, is available in multiple countries, therefore facing more competition, while having only one location for their office? This is how YourSurprise operates. Active in 28 countries, delivering almost to the whole world and having multiple websites. While the company is profitable and overall generates great revenue, not all countries are responsible for the company’s success. Which is why a new system was introduced in the company, focusing only on countries that are generating high revenue, while letting the smaller, not so profitable countries run on their own without additional care.

The question is whether this approach is the right one. Since every company is looking to maximize their profitability, what can be done in order to do so for YourSurprise? Furthermore, would that be worth it, or would it also increase the company’s expenses to the point where the revenue would take a hit?
The main research question “What steps need to be taken in order to make Slovakia a high-revenue country?” will provide a basis for other non-focus countries in order to make them more profitable.
To answer the main research question, the chosen research method was desk and field research combined with literature research. Multiple interviews were concluded and analyzed.
Furthermore, financial findings were described using column graphs and pie chart.

The research describes the following findings:
• By comparing 3 different countries on terms of 4 metrics (Revenue, Gross Margin, Sessions and Revenue) it was clear there is no correlation between the size of the country and the results.
• Thanks to the concluded interview with 2 subjects, a better understanding of the company´s operations was seen. It was found that the company changes the way of working quite often, and also tries to introduce multiple countries in scheduled periods of
time. After the countries are introduced, there is not done a continuous improvement for them in order to stay profitable.
• The desk research revealed how the shopping trends have changed during Covid-19 pandemic and what can be expected in the future of E-commerce. The interest in online shopping is steadily growing, providing a lot of opportunities for YourSurprise to focus in
this market.

Finally, various recommendations for the company are addressed in terms of general recommendations, as well as specific recommendations for the chosen researched country. Multiple recommendations can be used as a basis for other non-focus countries, such as new pricing strategy, create a separate country analysis for every country, conclude different tests in terms of shipping, improve various sizing descriptions on the website and research influencer marketing.
A separate document - handbook “Action Points for Slovakia 2023” is provided with different steps that should be taken in order to generate higher revenue in Slovakia. In the handbook a detailed description of each recommendation for this country is described.