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Overview

• Introduction

• Objectives

• Company Analysis

• Market Analysis

• Recommendations

Language & Consulting 1. Language Services (translation, interpretation, language courses…)

2. Business Consultancy Services

❑ Market Analysis

❑ Trade and Sales promotion

❑ Order fulfillment & logistics

❑ Legal advice

❑ Post sales assistance

Objectives

❑ Conduct a company and market analysis for both British and Russian speaking markets. Identify and critically evaluate the feasibility of suitable British companies trading with L&C’s existing Russian partners.

❑ Make recommendations to increase the effectiveness of Language and Consulting in order to initiate awareness and engagement.

Market Analysis - PEST

Identify the political, economic, social and technological macro-economic factors affecting L&C when doing business with UK, Russia & Ukraine.

Peng, A., Nunes, M., 2009. Using PEST Analysis as a Tool for Refining and Focusing Contexts for Information Systems Research. 6th European Conference on Research Methodology for Business and Management Studies. Lisbon, Portugal. July 9- 10, 2007, pp. 229-236.

Political Economic Social Technological

UK

- Brexit political debates. –

Company tax rate is lower

thanks to Russia-UK

Double Taxation Treaty.

- The economic situation

is very uncertain due to

Brexit and possible

increase in EU

sanctions on Russia.

(information monitoring is

recommended).

- Adaptation to the

different ways of doing

business among these

countries could be

difficult (that’s why L&C

is needed).

- UK exports of goods

and services to Russia

grew by over 75%

between 2009 and

2012.

Success oriented, effort to

minimize social inequalities in

business; high flexibility and

ambition in business deals.

UK’s expertise in ICT

could be used to

improve L&C online

presence and it

could speed Russian

development in this

field.

Russian Federation

- CIS is an advantage due

to tariff reduction among

member countries.

- Conflictual relationship

(influential on commerce)

with the EU. - Volatile

relationship with Ukraine.

Hierarchies are influential in

the business field. Personal

relations are evaluated more

than in the UK. No emphasis

on personal fulfilment, high

control over daily business

life. Planning-oriented.

Ukraine

UK is still one of the major

investors in Ukraine.

Political uncertainty in

Ukraine affects logistics.

Company Analysis

• Use strengths to maximise opportunities

• Use strengths to minimise threats

• Minimise weaknesses by taking advantage of opportunities

• Minimise weaknesses and avoid threats

SWOT => TOWS Matrix: Strategies...

Porter’s (1980) 5 Forces Analysis

• Brand identification and access to latest

technology

• Industry protection /Regulations

• Availability of close substitutes and substitutes

producer’s profitability

• Contribution to quality or service of buyers product

• Buyers profitability

• Concentration and balance among competitors

• Corporate strategy stake

Porter’s 5 Forces Analysis

Recommendations 1. Analysis of competitors in UK suggests it is feasible to

enter the UK market.

2. Recommended new sectors for L&C to help export from

UK to Russia.

3. Improve L&C’s digital marketing strategy.

4. Utilise information monitoring.

5. Increase UK confidence in doing business with L&C by

improving company appeal.

1. Existence of competitors for L&C in UK?

Language and consultancy service providing companies in UK:

(There are a total of 620 business consultancy companies in UK. But the following were selected on the bases of

similar size, services and structure as that of L&C.)

● Albion Overseas Ltd

● Language Connect International Limited

● Russia Local Ltd. Linguistic Consultancy

Business consultancy service providing companies in UK:

● Blue Phoenix Enterprises

● Aperture Management Limited

● Navv Associates Limited

2. Identifying new sectors 1. Biotechnology and Pharmaceuticals

The region the company can look towards expanding to is in Nottingham, as Boots (Pharmaceutical company) is located in this region and is cheaper to set up a branch in this region as compared to London.

2. Education

English is expected to become a university entrance requirement by the year 2020. This would create a demand for taught English. L&C can use this as an opportunity to expand their language services in Russia.

3. Automotive sector (vehicles)

4. Engineering Equipment

5. Mining

a. Supply of Machinery

b. Business Consultancy

6. Consumer Goods

GOV.UK. (2018). Doing business in Russia: Russia trade and export guide. [online] Available at:

https://www.gov.uk/government/publications/exporting-to-russia/doing-business-in-russia-russia-

trade-and-export-guide

3. Improving L&C’s digital

marketing:

WEBSITE TRAFFIC

- SEO (organic search & paid search), Google adwords

SOCIAL MEDIA PRESENCE

- Facebook, Twitter, Consumers highly engage on internet & mobile

WEBSITE EASE OF USE

- Consistency between online and print, precise translation for languages, A/B testing for layout

● Why is it important?

- Low costs, quick, interactive and flexible.

- Gain competitive advantages

- Provide better services to your customers (more precise, less risks)

- Promotes your reputation

● How do you do it?

- Email alert

- Social media

- News feed aggregation

- Create and personalise a dashboard (i.e : Netvibes)

4. Information Monitoring

5. Increase British confidence in doing

business with L&C

• More confidence = more customers. • More company attractiveness = more confidence.

HOW:

• Demonstrate a clear value proposition and competitive advantage (improve self-marketing strategies, banding awareness, provide Russian culture training courses,…)

• A base in the UK (JV with UK partner who better knows the market) would express commitment to the market with a long-term perspective.

• Locate the base in the East Midlands ensures lower rent fees, closeness to places where the possible future clients are based (major UK pharmacautical and automotive companies).

References • Peng, A., Nunes, M., 2009. Using PEST Analysis as a Tool for Refining

and Focusing Contexts for Information Systems Research. 6th European Conference on Research Methodology for Business and Management Studies. Lisbon, Portugal. July 9-10, 2007, pp. 229-236.

• Heery, E. and Noon, M. 2008. A dictionary of human resource management. Oxford: Oxford University Press.

• Porter, M., 1985. Competitive Advantage: Creating and sustaining superior performance. New York: Free Press.

• GOV.UK. (2018). Doing business in Russia: Russia trade and export guide. [online] Available at: https://www.gov.uk/government/publications/exporting-to-russia/doing- business-in-russia-russia-trade-and-export-guide

THANK YOU