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Katharina, Minh-Thi, Silje, Raphael, Alexandru
The BoxOffice“I’m storing it!”
Our company
Medium-sized company
Established in Austria
Service: storage rooms
Saturation in the
domestic market
Competition: MyPlace
The BoxOffice“I’m storing it!”
The International Market ROMANIA
Use knowledge about local culture and mentality
Consumer behavior – 91.7% of household income
No in-house storage possibilities
Cultural profile: Flexible and quick to adapt
Hard working
The BoxOffice“I’m storing it!”
Power Distance
Individualism
Masculinity
Uncertainty Avoidance
Pragmatism
Indulgence
0
10090
30
42
90
52
20
Hofstede Dimensions
Cultural Profile
Accepting inequalities
Collectivistic society
Preference for avoiding uncertainty
Culture of restraint
The BoxOffice“I’m storing it!”
The BoxOffice“I’m storing it!”Entry Strategy
Foreign direct investment (FDI): subsidiary
Greenfield investment (bulding, conversion into storage
units)
Consulting company as „experts“:
Find reliable construction company
Risk management: insurance, security system & company
Find qualified local managers
Mr. Caratas as intermediary
Entry StrategyCompetitor:
Only in Bucharest
Demand still growing
Culture of high Uncertainty Avoidance : Intermediary, consulting company, HCNs
Choose well-known & trusted Romanian security
company
Marketing approaches:
Free trial period
Free moving boxes & service
The BoxOffice“I’m storing it!”
Board of DirectorsHR Marketin
g
Accounting &
Controlling
Boxes & Maintain
ance
Business Develop
mentRomaniaHR
Marketing
A & C
B & M
Organization chartMr. Zajac Mrs.
Strand Mrs.
Pinczolits
Mrs. Ngo Mr. Caratas
The BoxOffice“I’m storing it!”
Environmental AnalysisStarting a business
Construction permits Many procedures -> 287,0 days
Electricity 7 procedures, very expensive
Registering property
Getting credit Depth of credit information index Strength of legal rights index
The BoxOffice“I’m storing it!”
Environmental AnalysisProtecting investors
Strength of protection index higher than in other
E.E.C.
Paying taxes 39 times a year
Up to 43 %
Trade across borders
Enforcing contracts
Resolving insolvency
The BoxOffice“I’m storing it!”
Possible Communication Problems
Translation
German -> English -> Romanian
Different meanings
High context culture
Meet in person
The BoxOffice“I’m storing it!”
Time-oriented differences
Polychronic vs. Monochronic
Accept and adjust
Avoid judgemental reactions and stereotyping
Employees should be taught about the cultural differences
Possible Communication Problems
The BoxOffice“I’m storing it!”
Fear of exploitationInsecurity
Storage insurance Strict regulations of over hours and paymentCorporate social responsibility
Potential Concerns and Solutions
The BoxOffice“I’m storing it!”
Future development
Outsource to
Romania
HR
Accounting
Call Center &
Customer Service
Expansion to
neighbor countries
The BoxOffice“I’m storing it!”
Thank you for your attention!!!!
Questions
CommentsFeedback
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