“Global Business Planning” is the final seminar in the specialization International Marketing Management (IMM). For the Summer Semester 2021, it was organized by Dr. Elfriede Penz and Matthias Heilbrunner. Ms. Michaela Burda 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 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.

Here is a short overview of the projects:

Ayoka is an Austrian drinks producer. The company was founded by two young Austrian guys. Ayoka’s main USP is, being a good mood drink without alcohol, combining vitamins, caffeine and natural 5-HTP. The “Intelligent Master Minds” (Biryildiz Fatma Gökce, Hartmann Lara Sophie, Keiler Anja, Kücüksivazliyan Seta, Trittremmel Franz) created a market entry strategy to the Netherlands.

ZES Bodyguard is an innovative Austrian Start-Up. ZES has developed a chip helping people overcome health issues such as sleep deprivation and migraines, as well as strengthening their immune system. The group “FiveGuys” (Ayan Muazzez, Mikes Viktor, Reiterer Sharmaine, Schell Elisabeth, Siegel Julia Caterina) planned a market entry to Sweden.

Ehrenwort is an Austrian herbs and spices producer. The USP of the products is the high quality and origin transparency of the organic ingredients. Most of the herbs and spices are sourced in Austria and the company is cooperating with other local companies. The team “HelpingHandz” (Amann Julia Heidy, Gross Katrin, Holicsek Réka, Petrini Charlotte, Saurwein Fabian Rahul) created a market entry plan to the UK.

Basenbox is an Austrian company, offering soups and stews.  The goal of the founders is to bring its consumers an alkaline diet in the form of packaged food, which supports a healthy and balanced lifestyle. The group “Phoenix” (Arrer Patrick, Fahrngruber Kathrin, Kotlovsek Jan, Mötzl Katharina, Radovic Christina) planned a market entry to the Netherlands.

Reeloq is an Austrian Start-Up, supplying an innovative anti-drop system that allows to attach a smartphone or action camera to the body, supporting easy access and protection against theft and drop. The team “The Marketeers” (Cunjak Aleksandar, Haladyna Oliwia, Huber Sabrina, Scheitz Katharina Theresa, Wiedergut Victoria Eva) prepared a market entry plan for the US market.

Weinbau Burger is an Austrian wine producer. Traditional values and new ideas are the cornerstone of the company. Integrated production and sustainability are the essential factors in dealing with the most valuable asset, the nature. The group “Wine not” (Baumgarten Gabriel, Burger Anna, Halmaghi Maria, Klein Jakob Valentin, Köck Jenny, Radosavljevic Ljubinka) created a market entry strategy to Taiwan.

Pona – Wonderful drinks is an Austrian Start-Up, producing natural organic drinks. They are proud to say that everything is as homemade and as natural as possible. The development of the recipes happens in their test kitchen and they only use hand-picked fruits from their farmers and mountain spring water from the Austrian alps. The group “IMAGE MAKERS” (Herrmann Jakob, Kumhofer Sarah-Katharina, Steinmetz Hannah, Tavaszi Peter Gergely, Wurzinger Linda, Zhou Viviennep) prepared a market entry to Spain.

Tolstoy is an Austrian food supplier, building up a digital, plant-based, and fully transparent restaurant franchise. The whole project is based on three main pillars, an Proprietary Information System, an innovative plant-based menu and transparent business practices and processes. The group “Tolstoy’s Warriors” (Geiring Stefan, Knapp Vanessa, Radchenko Yana, Stich Johanna Elisabeth, Tsiselska Veronika, Vinkovic Dijana) prepared a market entry to Ukraine.