Marketing in the EU introduction Alena Klapalová, Ph.D. alenabra@centrum.cz albra@seznam.cz label_ii_alt_banner ANd9GcQyGcrEEbtplllolNZtshMuGKRZHSKaaFv-ha5EnoH2d-2KGTY&t=1&usg=__TMHynnOHBwgHR74d_eOg7aIKz8U= Course objective •To be able to do market/and or maketing analyses of any of the EU country/countries • and •to give answers to the stated managerial marketing problem ANd9GcQWPzIq10-ix3ssi6SrKACALb0ocrE1-RFAcCQj7Pu2mKP52fQ&t=1&usg=__swAD-D_ZPbyKAobWb15XGJOZnVw= j0297707 How to reach the objective? •To work out team seminar work, present it and answer the questions of teacher and colleagues j0286034 mají se rádi How, when…??? •Team: 3-5 people •„working weeks“: 20th October – 17th November – working at school, dormitory, at home, canteen….. •Presentation (PPT): 24th November, 1st December, 8th December, 15th December •Presentation – cca 40 – 50 minutes Business 2124 Content of the seminar work •Introduction – what happens, what and why will be solved (cca 1-3 pages) •Theoretical background (cca 3 – 6 pages) not compulsory •Methodology (cca 1-3 pages) not compulsory •Analyses (cca 10 -20 pages) •Recommendations (cca 2-6 pages) • • Seminar work in WORD/or PPT full of information and data must be put into • IS 4 days before the presentation! What? •Company description –Including product/service •Market and industry analysis & trends •Target market/s (characteristics + culture •Competition analysis •Marketing plan /not necessary • ANd9GcSe4_oJDgLUK8iHE1J8eU6jj_2w36dslbSQUSA-0L_ha7wxG-8&t=1&usg=__Zd7GAwPutaijbhXx0CveWNSXS0g= EU •http://europa.eu/index_en.htm •http://europa.eu/abc/keyfigures/sizeandpopulation/index_en.htm •http://europa.eu/abc/keyfigures/qualityoflife/wealthy/index_en.htm •http://europa.eu/abc/keyfigures/education/index_en.htm •http://europa.eu/abc/keyfigures/work/index_en.htm •http://europa.eu/abc/keyfigures/tradeandeconomy/index_en.htm • ANd9GcTIm9pUJWUKEkGOrjqO1-BYowk-HR6a_IizHMpEH6NVP6nkIcU&t=1&h=185&w=201&usg=__MlXr_PoT0C1M5KdS4-Idn VqFES8= Policy areas of the EU •http://europa.eu/pol/index_en.htm •http://ec.europa.eu/index_en.htm • ANd9GcRnuvUtcbILa35jy7ZIAPmL3IbMZn-q1yV9eB1n58ROndVm6_8&t=1&usg=__G9lu-7aQ3NoQfXmhnyob16LxjR4= ANd9GcR9Z6YnX3MvWWn1a9Ti-I4RoUG2uzo6inu0kCQae7bI_fwkqnA&t=1&usg=__EHeYRZNvdXyHIuaJhkTz1tA7kvM= Example: Consumer •INFORMATION NETWORKS •Classifying consumer complaints and enquiries •Monitoring consumer outcomes in the single market •European Consumer Centres Network: "ECC-Net" •General rules: product safety •General principles of food law - European Food Safety Authority - Procedures for food safety •Internal Market Problem Solving System (SOLVIT network) •European Judicial Network in civil and commercial matters •Language use in consumer information •MISLEADING ADVERTISING AND PRACTICES •Unfair Commercial Practices •Misleading and comparative advertising •http://europa.eu/pol/cons/index_en.htm • file Example: health •Health determinants: lifestyle • •Tobacco –Exposure to environmental tobacco smoke (Proposal) –Green Paper on promoting smoke-free areas in the European UnionArchives –Advertising and sponsorship of tobacco products (print media, radio, information society) –Manufacture, presentation and sale of tobacco products –Prevention of smoking –Ban on smoking in public places –Community Tobacco Fund: information programmes •Alcohol –European strategy to reduce alcohol-related harm –Community strategy to reduce alcohol-related harm (Council conclusions - 2001) –Drinking of alcohol by young people –Drinking and driving: Maximum authorised level of alcohol in the blood •Nutrition and physical activity –Healthy diet for a healthy life –Green Paper on promoting healthy diets and physical activityArchives –A Strategy for Europe on nutrition, overweight and obesity related health issues –Obesity, nutrition and physical activity –Nutrition and health •Mental health –Alzheimer’s and other dementias: European initiative –Green Paper on Mental Health –Community action in the field of mental health –Combating stigma and discrimination in relation to mental healthArchives –Combating stress and depression-related problems •http://europa.eu/pol/health/index_en.htm • Doing business in Serbia •http://www.serbia-business.com/ •www.siepa.gov.rs/attach/Doing_Business_in_Serbia_06.pdf •www.siepa.gov.rs •http://www.doingbusiness.org/Documents/CountryProfiles/SRB.pdf •http://www.buyusa.gov/serbia/en/66.html •http://www.pwc.com/rs/en/publications/doing-business-guide.jhtml • •http://books.google.cz/books?id=dduTMrBQxBsC&printsec=frontcover&dq=business+in+Serbia&source=bl&o ts=ROhsp-oyEA&sig=qz7BofNpYm01_sZ9SGit3fkPNR4&hl=cs&ei=vKmYTN6JPIfAswacgaWxDA&sa=X&oi=book_result&c t=result&resnum=9&ved=0CEsQ6AEwCA#v=onepage&q&f=false • http://en.wikipedia.org/wiki/Beer_in_Serbia •http://en.wikipedia.org/wiki/Carlsberg_Srbija •http://www.travelserbia.info/beer.php •http://www.worldlingo.com/ma/enwiki/en/Beer_in_Serbia • • •http://www.youtube.com/watch?v=WZHl4aAhcqc •http://www.youtube.com/watch?v=3hBzx-VciTg&feature=related • Doing business in Poland •http://www.youtube.com/watch?v=eTr-MA4t9Nc&feature=related •http://www.doingbusiness.org/Documents/CountryProfiles/POL.pdf •http://www.paiz.gov.pl/files/?id_plik=9003 •http://www.communicaid.com/%5Ccross-cultural-training%5Cculture-for-business-and-management%5Cdoin g-business-in%5CPolish-business-and-social-culture.php •http://books.google.cz/books?id=Dk2vlUQESaIC&printsec=frontcover&dq=doing+business+in+poland&sourc e=bl&ots=TV4pQgZ9Jm&sig=BlnXatoFwB67DcPWUVFedjxfRo0&hl=cs&ei=y7SYTOqlDsHHswa62tyRDA&sa=X&oi=book_re sult&ct=result&resnum=4&ved=0CDMQ6AEwAzgK#v=onepage&q&f=false •http://en.wikipedia.org/wiki/Beer_in_Poland •http://cms.browary-polskie.pl/zppp/pliki_publiczne/Prezentacja_na_konferencje_11_02_09.pdf •http://www.polishmarket.com/82721/Grupa_Zywiec_results_reflect_condition_of_Polish_beer_market.sht ml • Beer and Europe •http://www.sirc.org/publik/drinking5.html •http://www.brewersofeurope.org/docs/publications/Contribution%20made%20by%20Beer%20to%20the%20Euro pean%20economy%20FULL%20REPORT%2010-8-2009.pdf •http://estore.bized.co.uk/freecontent/30005AAB.pdf • ANd9GcQ_UB1saQYziR3l3QMOha6sv3xERKQ2ocJqVUNFnbKK0AXQi1E&t=1&usg=__RCcFmswlK-jK_1IWP6ylKTkr9XU=