This study investigates the strategies required when expanding the Greek food industry into the emerging markets of southeast Europe and Russia.
Written in 2005; 5,200 words; 23 sources; MLA; $ 129.95
Paper Summary:
This paper explains that food products from Greece are specialty and ethic delicacies in many of the Balkan countries and in Russia; however, the management styles employed by many of the Greek firms leave much to be desired. The author points out that Greek industries need to improve their strategies for business-to-business (B2B) operations and the customer relationship management (CRM). The paper stresses that failure of established companies in new markets often is not the result of poor product quality or performance, but rather the companies are using marketing and sales strategies that do not conform to the local ideas and values.
Table of Contents
Introduction
Literature Review
The Need for Diversification
Existing Conditions in Emerging Markets
Past Strategies for Entering Emerging Markets
Targeting and Understanding the Customer of Emerging Markets
Management and Worker Needs for Emerging Markets
Methodology
Discussion
Conclusion
From the Paper:
"The cost of products from Greece is not very much higher when compared to the other southeast European countries and Russia. The marketing infrastructure for foreign products is not very well developed and Greek companies wishing to do business in the region find partners and create alliances with local entrepreneurs. While Russia has opened its markets to foreign food products, government rules and sanctions still exist. Russia is a very large country and ensuring that products are distributed to all markets is practically impossible. As with any other industry having economies to scale in the food industry is also important."
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