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The European Sports Goods Market: Focus on the Czech Republic, Hungary, Poland, Slovakia

The European Sports Goods Market: Focus on the Czech Republic, Hungary, Poland, Slovakia (2006)

This in-depth study of the sporting goods market in the Czech Republic, Hungary, Poland and Slovakia coincides with the accession of these countries and six others to the European Union as of May 1, 2004, presenting new challenges and opportunities for international trade in sporting goods. The main purpose of this study is to analyse each market in detail, providing as much qualitative and quantitative information as possible on the most important product categories and on the major players in each segment. The lack of prior professional market research at the retail or consumer level in the sporting goods sector in these countries has made it difficult for us to come up with accurate estimates on the size and the growth of the market, aside from the trade statistics. 

We have therefore chosen a journalistic approach to try to reach a consensus on the numbers and on the general trends in consumption, distribution and retailing. We have interviewed many executives of leading companies that are doing business in these countries, including presidents and international sales directors of major international brands, many of whom have known us well for many years, and the heads of their local sales subsidiaries. We have also spoken to executives of major retail companies that have entered these countries (or are about to do so), to representatives of government departments and sports associations and to many, many national distributors and retailers.

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