Vol 1 | Market Analysis on the Russian Market

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 unequally 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.

Although Russia is one of the fastest growing and largest markets in the world and offers countless opportunities for business engagements, up to has not yet prepared a study that offers a promising entry opportunity for companies that manufacture acrylic glass and polycarbonate and are considering entering the Russian e-commerce market. Using the latest data, this master's thesis examines and evaluates the Russian market, offers a solution tailored to these companies for market entry and describes key success factors for such a project. As part of the market attractiveness analysis, it was found, among other things, that the rapidly developing e-commerce market in Russia offers new business areas for German companies. However, it also shows that companies expanding to Russia enter two regionally differently developed e-commerce markets in terms of purchasing behavior, spending, and the preference for certain products. meet etc. Significant and constantly growing interest in products made of polycarbonate, especially in the metropolises of Russia, offers companies better opportunities with greater competition at the same time. According to the results of the market attractiveness analysis, the most promising entry strategy in this case is a combination of export and a 100 percent subsidiary with a focus on Moscow, St. Petersburg and their regions. In this thesis, the reasons and effects of the research results are discussed in detail.

Details

Title: Market Analysis on the Russian Market

• Subtitle: From the Perspective of a German Company Producing Acrylic Glass or Polycarbonate and Consider to Enter the Russian E-Commerce Marketplace
• Author: Viktoria Seelich
• Series: International Economics
• Edition: 1st edition
• Band: 1
• Publisher: Optimedien Verlag
• Grade: 1.0
• Published: 1st edition 15.11.2013
• Subject: Economics
• Product Type: Book (Hardcover)
• Product type: Master's thesis
• Language: English
• Binding: Softcover (paperback)
• Dimensions: 21.0 x 14.8 cm (DIN A5)
• Scope: 120 pages
• Condition: New (shrink-wrapped in foil)
• Keywords: acrylic glass, CAGE framework, e-commerce in Russia, entry modes, export, foreign direct investment, industry attractiveness, macro-environment, market attractiveness, micro-environment, online market place, PESTEL, polycarbonate, Porter's Five Forces, Russia

Author

Viktoria Seelich was born in 1981 in Kogalym, Russia After graduating in Business Law from the University of Applied Sciences in Wismar, Germany, she completed her Master's degree in IBA from the University of Applied Sciences in Worms. During her internships at chemical companies and through participating in several seminars and projects, she acquired the necessary knowledge in the field of market research and business development to write her industry based master thesis. She is the holder of the 2012 Chamber of Commerce Prize for "excellent scientific works with an extraordinary reference to the economy".

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