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

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