Once more our students planned their own travel routes for their products in the past winter semester 2017/18! “Global Business Planning” is the final seminar in the specialization International Marketing Management (IMM) organized by Dr. Elfriede Penz.

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. It takes with no surprise that some projects have been realized already or will be in the near future! Because Austria is becoming an increasingly fertile soil for start-ups and entrepreneurs, IMM students looked out especially for these. They selected a product, service or brand and suggested bringing them to a foreign market. This week the final presentations took place. Among the “board of directors” were Mag. Matthias Heilbrunner from the Vienna Business Agency (https://viennabusinessagency.at/funding/programs/dienstleistung-14/, IMM Alumnus) and Tutor Johannes Stockinger, BSc. (WU) from WU Vienna.

Here is a short overview of the projects:
Here is a short overview of the projects:Holzkern (www.holzkern.com) is an Austrian start-up that is “passionately working on turning natural raw materials into unique timepieces.” The group “Born Globals” (Wolfgang Alkier, Andreas Himmelbauer, Nhat-Hoa Huynh, Matthias Schiel, Alexa Wenisch) assessed the Swedish market for the online retailer specializing in wooden watches established a marketing plan as well as an expansion strategy for entering the foreign market.
Here is a short overview of the projects:Thronprinz (www.thronprinz.at) is a Cider producing start-up using Styrian apples only. “EKMS-Consult” (Enrik Biath, Katharina Karall, Mariella Mangold, Sergiuss Soyka) planned an extensive market entry for the cider company into the Netherlands, more specifically, Amsterdam.
Here is a short overview of the projects:Highcar (www.highcar.at) is a car-sharing service of a very different kind. In fact, hardly affordable luxury cars are made accessible to the middle-class and available through a car sharing system. One group, namely “The 4Ps” (Lukas Baar, Daniel Kostadinov, Susanne Meindl, Gréta Uszkai) drew up a market entry plan choosing Italy as the company’s next destination.
Here is a short overview of the projects:GoUrban (www.gourban.at) is a newly established Austrian company that rents out e-scooters on a virtual platform and is based on the concept of sustainable vehicle sharing. The Group “The Welcomers” (A. Rebecca Borze, Jovana Cetkovic, Pinar Karasu, Marcel Kilic, Judit Zöld) created a marketing plan to expand the company’s business to neighboring Italy.
Here is a short overview of the projects:KURT’s Frozen Yogurt (www.yummykurt.com) offers not only high qualitative frozen pleasure, but also provides an superior service and atmosphere of comfort for the customer. The group “4Ps” (Julius Düwel, Nina Feussner, Viktoria Leroux, Stefan Wegscheider) developed a business plan by focusing on entering the French market through a franchising model.
Here is a short overview of the projects:Bärnstein (www.baernstein.at) is Austrian’s first natural mover that produces and markets uniquely composed soft drinks based on green coffee and fine local ingredients. Another group of students “Bärnstark” (Jonas Fink, Sophie Glatz Hasan Köse, Hanna Rauch, Arthur Spiess) drew up a broad market entry plan for Norway, that might be the company’s next step with great sales potential.
Here is a short overview of the projects:Gloryfy (www.gloryfy.com) manufactures in Austria differently styled sun and sport glasses, and even goggles that are said to be unbreakable. The group “Global 5” (Josefine Brockow, Christine Pöhl, Carina Stiedl, Theresa Ströbitzer, Celin Tausch) presented an interesting market entry approach into Norway. During the presentation, originally produced examples of such glasses were shown in order to convince the listeners of the product’s exclusiveness.
Here is a short overview of the projects:Ünique Skis (www.unique-skis.com), an Austrian start-up, delivers customized handmade skiing equipment to winter sports enthusiastic people. The team “The Idea(l) Factory” (Nicholas Brunner, Stefan Dobesberger, Yasmin Wehbeh, Flora Wuzella) worked closely with representatives of the start-up in order to present an interesting market entry approach for ski-affine France.
Here is a short overview of the projects:Last but not least, TrueYou (www.trueyou-fashion.com) is a Viennese fashion & lifestyle brand that was founded in 2013 and has been on the rise ever since. The brand represents a special lifestyle that is supposed to boost fashion-conscious consumers’ confidence. Thereby, team “Suitable” (Christiane Di Biase, Vanessa Schmid, Bengisu Naz Uzgur, Lini Zeitlberger) suggested this product might fit well into the big British urban market of multicultural London.

A big applause to all groups and especially to the presenters! We thank also Matthias Heilbrunner for joining us and providing feedback! We are looking forward to listening to the next presentations in the upcoming summer term 2018.

<link en imm details-news-imm detail go-global-from-styria-to-sweden-from-vienna-to-brazil-and-more>Project from Summer Term 2017