Once more our students planned their own travel routes for their products in the past summer semester 2019!

“Global Business Planning” is the final seminar in the specialization International Marketing Management (IMM) organized by Dr. Elfriede Penz / Dr. Eva Hofmann. The goal is to translate market entry strategy theory into appropriate strategies and reflect, and assess critically decision and marketing strategies. As a result, business plans for Austrian startups, together with internationalization strategies have been developed and are ready to be implemented.

Here's a short overview of the projects:

• Rick Gin is an Austrian Styrian company offering three different types of organic gin. All products are produced with high quality ingredients at the distillery Weingut Gamlitz. Team ”ADEX” (Anita Baftiaj, Kathrin Haider, Aleksandar Petkov, Cornelia Schroll, Melissa Wang) created a market entry plan to the US market.

• Wien Gin by Kesselbrüder GmbH is a Viennese company producing dry gin. Focus is set on outstanding artistic packaging and exceptional taste. The company was founded in 2012 by three Austrians. Team ”Cosmos” (Alissa Jachs, Yujiao Li, Hubert Pawlowksi, Johannes Rainer, Julia Schemmerl, Fanny Springer) planned a market entry to the Netherlands.

• Naked Optics is a young Austrian Start-Up selling a variety of products, all targeting skiers and snowboarders, especially the ones going off-piste. Their most successful products are Ski-Googles. The team ”Just Like” (Digruber Christina, Frankl Sophie, Glück Hanna Teresa, Merlo Petra, Mooslechner Hannah, Varga Marcell) prepared a market expansion to France.

• CUTZ is an Austrian Start-Up producing frozen cookie dough. It is a promising, new product that does not exist in Europe in this form yet. However, it is already very common and successful in the North American market, which indicates that customers are interested in a product like this. The ”Team CP” (Hametner Lena, Hobitsch Franziska Aurelia, Linsberger Luka, Mansour Fallah Sarina, Öztürk Sanem) planned a market entry strategy to Sweden.

• Goldkehlchen Cider is made of Styrian apples, which undoubtedly count as one of the most refreshing delicacies that Austria has to offer. Therefore, it can be clearly seen as a cider of premium quality. Goldkehlchen cider is already well established in 8 different countries. The team ”Fansa Inc.” (Bandel Angelika, Jakobitsch Florian, Riegler Alexander, Stefanova Sofia, Todorova Nansi) created a market expansion to Bulgaria.

• MIYO by Viratec GmbH is a smart gadget that makes actual weather forecasts and also takes into consideration individual needs of plants. With this product, plants can get the exact amount of water they need. It is an eco-friendly product, suitable for everyone who owns a house with a big green backyard. Team ”Flow” (Cristian Flavia, Knezevic Olivera, Renner Maximilian, Stadlbauer Lisa) planned a market entry to Romania.

• Nikimotion is a SME situated in Mauerkirchen, producing innovative strollers. Currently, the products are available in 8 countries. Thus, the next logical step for expanding is to introduce the product in the Netherlands as a starting point for further expansion later on to northern Europe. The market entry to the Netherlands was prepared by the team ”Fruchtzwerge” (Fedrizzi Clemens, Planck Zarah, Sansenböker Vanessa, Scheschy Britta, Schmutz Katrin).

• all i need, a young Austrian Start-Up is targeting especially students with three different refreshment beverages. Being 100% CO2 neutral, the company itself has a strong focus on naturality and sustainability, a mindset that is crucial for businesses that want to sustain in the future. The ”A Team” (Balogh Julia, Dukic Katharina, Kroiss Martin Lukas, Schlaf Sarah, Seidl Marion) prepared a market entry strategy for the Danish market.

An overview of the course content of the current semester or of the previous projects of the course can be found here.