Strategic analysis: identifying opportunities for entering the Russian market for an Austrian automation technology company in the situation of economic instability

Abstract

This thesis aims to analyze the feasibility of entering the Russian food market for a small Austrian automation company, particularly in the light of the recent economic crisis and import substitution campaign. To this end, the company's profile and product portfolio have been studied and a preferable mode of entry selected. Apart from that, Russia's business environment has been assessed with a particular focus on the meat, bakery and confectionery industries. Finally, a theoretical framework for an internationalization strategy has been developed and specific recommendations with regard to the implementation of this strategy have been provided. The study has been carried out based on the information obtained from a large body of theoretical and empirical literature. Additionally, a series of semi-structured expert interviews have been conducted and an online survey created to gain an insight into the specific challenges associated with doing business in Russia. This study can be of particular value to small companies that are interested in exploring the Russian market, especially in the food industry.