“Global Business Planning” is the final seminar in the specialization International Marketing Management (IMM). For the Winter Semester 2022/23, 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 local start-ups. They selected a product, service or brand and figured out strategies to bring them to a foreign market.

The projects of previous semesters can be found here:

Flocke is a company that offers BIO products from Austria with no hidden ingredients for everyone. The company focuses extremely on the production of their products with so that their 100% organic ingredients accompany people to the point where nutrition meets well-being again. The team “365 Marketeers” (Badiu Oana-Maria, Boler Dina Alake, Coldea Titus-George, Hörberg Julien Elie, Skvoznova Maria) prepared a market entry strategy for the Spanish market.

Schrankerl offers innovative solutions for SMEs by providing fresh, sustainable and a broad variety of food directly at the workplace that enables simple cater for everyone’s individual preference. Schrankerl works closely together with regional food partners to provide easy and cheap meals, snacks, and drinks. The group “Chillies” (Grancharova Valeria Georgieva, Kis Simon, Nebauer Mona Alina, Prkačin Dora, Thaler Mavie) planned a market entry strategy for the Netherlands.

Nano influence is an Austrian Start-up that connects businesses with content creators. Thereby, companies can boost their online presence with authentic promotional videos made by creators that deliver individual UGC videos specifically for their clients. Two of the group members are the founders of Nano influence and together with their team, the group “First Aiders” (Dillinger Viola Leopoldine, Keinrath Daniel, Piehslinger David, Rotter Raphael) created a market entry plan for Spain.

Spirulix is an Austrian manufacturer that is specialized in Spirulina that also creates spirulina-based snacks. Spirulina is a form of blue-green algae that is rich in nutrients, vitamins and proteins which makes it part of the so-called “superfoods”. The group “Super Foodies” chose Spirulix’ breakfast cereal and therefore (Eisenbock Lena Marie, Gattinger Sophie, Kadi Theresa, Kaltenecker Stella, Malaniuk Maria, Mayr Pia) prepared a market entry strategy for the Netherlands.

eSquirrel is a business platform that with the use of an app supports companies in their onboarding and training staff. The platform is one of the most modern and advanced training platforms on the market with its USP that with the SaaS solution no additional staff is needed to train new employees during the onboarding process. The group “Stormy Minds” (Czimeg Lea Sophie, Fleischhacker Julia, Knollmayr Raphael, Latorre Illanes Marian Mercedes, Rass David, Riedl Carina) focused on planning a market entry strategy for eSquirrel to Spain.

Wonderful drinks is an Austrian company which, as the company name suggests, has a wide variety of wonderful drinks in its range. The group “Brain and Company” (Benecke Sophie, Günther Melanie, Heil Stefan, Holzer Nina, Ley Dennis Marc) focused on the product “Pona” which is Austria’s first sparkling organic fruit juice mixed with water from the Alps and does not contain any added sugar or additives. Therefore Brain and Company prepared a market entry strategy for France.

ERUi Organic is a certified, zero waste-brand from Austria. The start-up produces sustainable and biodegradable natural cosmetics without plastic, free from palm oil and animal testing. Furthermore, the products contain 100% natural raw materials from Germany and Austria. The group “Gummi Bears” (Chiu Jessica, Farkas Robin, Kozovska Katerina, Regber Melanie, Zhang Lisa Yihui) created a business plan for entering the Netherlands.