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Untitled Prezi

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by

Gregor Meyer

on 23 June 2013

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Transcript of Untitled Prezi

MARKET ENTRY GUIDE TO RUSSIA FOR THE COMPANY “POLYURETHAN-TECHNIK WAGENFELD”
Methodology
Introduction
Findings
Recommendations
The company
- CEO: Hartmut Dujardin-Schneider

- 80 employees

- Semi-finished goods and moulded parts

- All kinds of industries

- More than 25.000 products

- USP: Development of special solutions
The Problem
To analyze the Russian target market and develop an appropriate market entry guide for the company PTW. As part of this, a Marketing Mix will be developed that is adaptable to PTW’s full range of products.
Research Questions
Methodology
Approach
Strategy
Research Choice
Time Horizon
- Inductive
- Descriptive + Exploratory
- Primary data
- Secondary data
- Mono Approach
- Cross Sectional
What political, economic, social, technical, legislative and environmental factors influence the choice of market entry in Russia?
Who is the target market?
The most important decision-making criteria

- Technical Features
- Brand Reputation
- Impeccable Service
- Country of Origin
Comprehensive Knowledge is based on:
Who is the target market?
Segmentation
Coal Mining Industry
Winter Road Maintenance at Airports
Targeting
Coal Mining Industry
Winter Road Maintenance at Airports
Positioning
Coal Mining Companies
Complete solution equipment suppliers
Airports in Moscow and St. Petersburg
Who is the target market?
Competitive Landscape
- Companies that provide semi-finished goods and moulded parts of compact cast elastomers in a hot casting process.




- Companies that provide similar products made from material other than polyurethane (mostly rubber).
Marketing Mix
Product
Price
Place
Promotion
The whole package

Availability and Service Level
High Price Strategy
- Agents

- Representative Office
- Industry related Publications

- Trade Fairs
Critical Reflection
Process
Limitations
- Difficulties in finding suitable interview partners
- The Russian Language

-> Interviews
-> Secondary Data
- Adaptation of Russian Certification System

- Translation of Sales Material and Homepage

- Reference Projects

- After-Sales Service and "Made in Germany"

- Sheremetyevo Airport (Moscow)
- Domodedovo Airport (Moscow)
- Vnukovo Airport (Moscow)
- Pulkovo Airport (St. Petersburg)
Representative Office
Attraction of new customers
Explanation of technically sophisticated products
Strengthen PTW's presence on the Russian market
Industry Related Publications
Trade Fairs



- Technical Features
- Brand Reputation
- Impeccable Service
- Country of Origin
- Reference Projects
Full transcript