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Market Analysis on the Russian Market
Viktoria Seelich
Band 1 | Market Analysis on the Russian Market
From the Perspective of a German Company Producing Acrylic Glass or Polycarbonate and Consider to Enter the Russian E-Commerce Marketplace
Russia is one of the fastest-growing and major markets in the world and it is even one of the most popular countries for foreign entrants interested in business. There are plenty of options to conduct business in Russia in general and especially in the area of acrylic glass or polycarbonate. Despite this, no concrete study has been conducted so far to determine the most feasible entry mode into the Russian market for a German company producing the aforesaid materials. Using the most recent data, this thesis screens and evaluates the Russian market for German companies which produce acrylic glass or polycarbonate and contemplate to enter the Russian e-commerce marketplace. It provides a tailor made solution for entering the Russian market and finally describes key success factors for such an undertaking. In the context of the analysis it was found that a rapidly developing e-commerce market opens up doors to attract customers. Companies expanding their business to Russia encounter two unequal developed e-commerce markets whose audience displays different purchasing behavior, preferences and expenditures. Additionally, there is an increasing but unequally distributed interest on the mentioned materials in Russian regions. Moreover, there are strong local rivals in the field of polycarbonate but weak competitors in the acrylic glass business. The most important findings indicate remarkable chances for companies producing polycarbonate and that the most promising undertaking is a combination of exporting and a wholly owned subsidiary. In this paper the reasons and implications of these findings are discussed in detail. Obwohl Russland zu den am schnellsten wachsenden und größten Märkten der Welt gehört und unzählige Chancen für geschäftliche Engagements aufweist, wurde bis jetzt keine Studie ausgearbeitet, die eine erfolgversprechende Eintrittsmöglichkeit für Unternehmen bietet, die Acrylglas und Polycarbonat herstellen und es in Erwägung ziehen in den russischen E-Commerce Markt einzutreten. Unter Verwendung aktuellster Daten, untersucht und bewertet die vorliegende Masterthesis den russischen Markt, bietet eine auf diese Unternehmen zugeschnittene Lösung für den Markteintritt an und beschreibt dabei zentrale Erfolgsfaktoren für solch ein Vorhaben. Im Rahmen der Marktattraktivitätsanalyse wurde unter anderem festgestellt, dass der sich schnell entwickelnde E-Commerce Markt in Russland, neue Geschäftsfelder für deutsche Unternehmen bietet. Zeigt aber auch, dass Unternehmen die nach Russland expandieren auf zwei regional unterschiedlich entwickelte E-Commerce Märkte in Bezug auf Kaufverhalten, Ausgaben, und der Präferenz für bestimmte Produkte. usw. treffen. Ein bedeutendes und stetig wachsendes Interesse an Produkten aus Polycarbonat vor allem in den Metropolen Russlands bietet Unternehmen die besseren Chancen bei gleichzeitig größerer Konkurrenz ein. Gemäß den Ergebnissen der Marktattraktivitätsanalyse ist im vorliegenden Fall die erfolgversprechendste Eintrittsstrategie eine Kombination aus Export und 100-prozentiger Tochtergesellschaft mit einer Konzentration auf Moskau, St. Petersburg und dessen Regionen. In dieser Thesis werden die Gründe und Auswirkungen der Untersuchungsergebnisse im Detail diskutiert.
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9783863760540
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