“Global Business Planning” is the final seminar in the specialization International Marketing Management (IMM). For the Summer Semester 2022, it was organized by Dr. Elfriede Penz and Matthias Heilbrunner. Ms. Verena Troppmann assisted with the organization as a Tutor and also served as a member of the "board of directors". The goal is to translate market entry strategy theory into appropriate strategies, reflect and assess critical decisions 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 such start-ups. They selected a product, service or brand and figured out strategies to bring them to a foreign market.

Here is a short overview of the projects:

Epiclay offers innovative solutions in the field of vertical greenery. Epiclay therefore positions itself in the “Urban climate Technology” market. The companies’ goal is to revolutionize city shapes and tackle problems in the field of urbanization and environmental pollution. The team “The Marketing Geniuses” (Malis Alexander, Preissl Julia, Saf Tolga, Sipos Balint, Tam Michelle, Weidenholzer Andrea) prepared a market entry strategy for Spain.

Brüsli is a company founded in Austria, which has made it its business to give excess bread a second chance by adding a new value. Therefore, the company cooperates with food companies and bakeries and produces muesli from bread that is no longer needed. The saving of resources such as water and the reduction of food waste, is a welcome side effect in addition to offering a sustainable and tasty muesli to consumers. The group “The Global Gurus” (Adani Dorin, Andres Robles Mauricio, Gattinger Paula, Kaiser Elisabeth Maria, Sharma Sumant) planned a market entry strategy for the Netherlands.

Makava offers iced tea made only from natural ingredients like mate leaves and black tea. The USP of the company is that their product is vegan, organic, fair-trade and climate neutral. Moreover, the company already expanded to countries like Germany, Switzerland and Italy. To help Makava enter a new market, the group “Durstlöscher” (Huber Markus, Lohrmann Noah Milo, Panwinkler Catharina, Sládečková Laura, Stadler Anne-Sophie) prepared a market entry strategy for the Netherlands.

Gleam Bikes is an Austrian company founded by Mario Eibl and Dr. Stefan Perkmann-Berger that aims to reduce C02 emissions from its cargo E-bikes by 100.000 tons of Co2 by 2025. The company offers only one sort of E-bike but with various structures and an easy extension system, to meet all their customers’ needs. The group “ICIMM” (Abdelaty Ziad, Birmili Leonard, Nocar Mikulas, Schager Lisa, Vcelkova Kristína) created a market entry plan to France.

Wiener Dirndl produces products made from an Austrian fruit called Dirndl (special kind of a cherry). The company is well-known for their authentic and organic products like their fruit liqueur and fruit sirup. The group “MATKY Marketing Group” (Egger Maja, Kövesdi Andrea, Schwach Tamara, Skudnigg Kerstin, Strittmatter Yannik) created a market entry strategy for the Netherlands.

VO ÜS is a newly found joint venture of beer breweries from Vorarlberg offering lemonades with all kinds of flavors. The soft drinks are bottled in glass, which should underline the company's environmentally conscious and resource-conserving approach. The group “Impacters” (Andic Nadja, Haas Laureen, Jasinska Paulina, Peter Maximilian, Rizvan Erdjan) prepared a Market entry strategy for Italy.

Reeduce is an Austrian company specialized in solutions for noise protection. The USP of their product is that the noise barriers are sustainable, which allows them to absorb CO2 and provides spaces for insects to additionally strengthen the ecosystem. The group “TEAM:TEAM” (Hasun Martin, Kogler Franziska Sophia, Lauer Klara Susanna, Lin Lisa, Mader David, Stiksl Hannah Sophie) focused on planning a market entry strategy for Denmark.