Transcript Slajd 1 - :: 문계완 교수

Katarzyna Dziewanowska, PhD
Faculty of Management
Warsaw University
1
Area: 312,679 km2
Population: 38.1 million
Men: 48.3%
Women: 51.7%
Data
GDP (bn PLN)
GDP change (previous
year=100)
2004
925
105.3
2005
983
103.6
2006
1,060
106.2
2007
1,175
106.7
2008
1,266
104.8
FDI inflow (mln €)
Unemployment rate (%)
Exports (mln €)
10,237
19.0
65,847
8,330 15,741
17.6
14.8
77,562 93,406
16,674 10,970
11.2
9.5
105,893 114,566
Imports (mln €)
Inflation rate
(previous year=100)
70,399
103.5
79,804 98,945
102.1 101.0
118,262 139,329
102.5
104.5

Employment:
◦ Micro: up to 10 people, Small: up to 50, Medium: up to 250

Net income:
◦ Micro: up to € 2 m, Small: up to € 10 m, Medium: up to € 50m

Assets:
◦ Micro: up to € 2 m, Small: up to € 10 m, Medium: up to € 43m
4
The importance of SME in Poland:

They constitute 99% of operators
(95% in other OECD countries)

They provide 68,4% of GDP

They employ 64,3% working people
(60-70% in other OECD countries)

They generate over 45% of export
(25-35% in other OECD countries)
5
Year
Total
0-9
10-49
50-249
SME Share (%)
2004 3468,2 3302,4
131,5
28,9
99,84
2005 3581,6 3410,2
138,0
28,3
99,86
2006 3576,8 3402,2
141,5
28,3
99,87
2007 3615,6 3436,8
145,7
28,3
99,87
2008 3636,0 3455,6
147,4
28,4
99,87

Resources

Strategy development

Organizational structure

Risk-taking

Flexibility

Sources of market information
7

Hidden Champion

Cooperation

Anonymous Contractor

Born Global
8
1.
Building a position on local market
2.
Careful selection of foreign markets – a few
3.
Careful selection of foreign business partner
4.
Building a strong brand
5.
Careful segmentation process and segment selection
6.
Marketing mix adjusted to foreign markets’ needs
9

Ambitious!!!

Costs, costs, costs!

Takes advantage of SME’s
strengths

Time-consuming

Risky…

Full control

Gradual involvement
10
70%
1.
Horizontal integration of producers
2.
Building a strong brand (common or regional) on local
and foreign markets
3.
Other decisions relating to foreign markets are made by a
joint company
13

Position on markets based
on common/ regional
brand

Cheaper and less risky

Members do not compete
against each other

Common company may
take over the control

Less flexible

Works only for
homogeneous products
14
Mazovia Fruit
Fresh Fruit Poland Group
15
Internationalization


Fast and parallel on many markets
Pro-active motives for entering FM
Competition






Innovative and high quality product
Close relationships with clients
Building a network with international partners
Building a strong brand
Market segmentation – focus on a niche
Highly standardized marketing mix
Owner
16

Ambitious!!!

Costs

Takes advantage of SME’s
strengths

Profits in long term

Risky

Requires highly innovative
products

Full control

Becomes a part of
marketing network
17
18
1.
Careful selection of partners (local or foreign)
2.
Market selection is of secondary importance
3.
Focus on production efficiency and low costs
4.
Almost all marketing activities are done by a partner
19

Easier and cheaper


Product matches the
market needs
Passive – no experience
gained

No relations with final
customers

Long term risk

Low profit per unit

Weak negotiation position

Low risk in short term

Beginning of more
adventurous activities
20
Romeo Zbąszyń
Syntex