Austria: A Market Ready to Explore

MARKETING AND MANAGEMENT

In 1995 Austria joined the European Union (EU), and in 1999 they joined the European Monetary Union. The use of a common currency the “Euro” has facilitated trade and promoted economic stability for U.S. companies to manage pricing, balance accounts, and move products into Austria and throughout the EU member nations (“globaledge”, 2003). An unfavorable exchange rate for U.S. exporters turned positive in 2003 making the U.S. able to compete on more favorable terms in the near future.

Current economic reforms in Austria are increasing the attractiveness of foreign investment. There are several advantages to conducting business in Austria that will be particularly relevant in the year 2004. Austria is an international crossroads bordering on eight European countries which include Germany, Italy, Switzerland, Slovenia, Hungary, Slovakia, Czech Republic, and Liechtenstein. Austria’s eastern neighbors, Czech Republic, Slovakia, Slovenia, and Hungary will join the EU in May of 2004. The impact of this is that Austria will become more centrally located.

Austria’s market is well diversified and resilient. Government is seeking to remain competitive by pursuing investment in high potential industries such as telecommunications and electronics (“globaledge”, 2003). United States companies that are in the telecommunications and electronics industries have a great opportunity for exporting, joint venturing, and investment in Austria.

The U.S. is Austria’s 3rd largest supplier of imports and largest trade partner outside of Europe (“CIA”, 2003). U.S. companies entering the market for the first time can benefit from the already established trade lines between the two countries. Austria’s market is highly competitive with high demands placed on quality, service, and price. This type of market is ideal for supporting the favorable reputation of high quality American made technological and electronic products. A US company would be able to compete with EU member nations products by exporting these products to Austria.

US companies looking to export products to Austria are able to employ the services of the Commercial Services of the United States Embassy in Vienna (CS Vienna) acquire the information necessary to begin its operations (“globaledge”, 2003). The following services would be offered to such companies:

• Finding agents, distributors and joint venture partners

• Compiling customized market research analysis

• Providing counseling and advocacy

• Product and service promotion via trade shows

Although there are several benefits for a US company to launch of a new business in the Austrian market there are four barriers that a company must be knowledgeable of:

• A license is needed to import food products

• EU members do not pay tariffs and non-member nations may have to pay tariffs

• If Austria experiences the affects of a weak economy again U.S. exports could be negatively affected

• In 2004 the addition of four new members to the EU could create increased competition for U.S. companies

In addition to the aspects of the Austrian market that affect marketing and management there are other factors that must be examined. These factors affecting whether or not to conduct business in another country include: the physical forces that affect a country economically, various economic and socioeconomic forces, sociocultural forces, and competitive and distributive forces.

PHYSICAL FORCES

It is vital to examine the physical forces of a country including but not limited to the following: the location of the country, its political relationships, topography, climate, natural resources, and dynamic physical resources. The evaluation of these forces allows a more clear view of the business potential in a chosen country.

Austria’s location is unique in the sense that it is a land locked country. It is located in Central Europe. On Austria’s southern border is Italy and Slovenia. It borders on the north with Germany and Czech Republic. On the east border is Hungry and Slovakia, and on the western border lays Switzerland. Austria is about the size of Maine with a total land area of 2,562 kilometers or (2,562/1.62) 1,581 square miles.

The participation of Austria in the EU has improved trade relations with neighboring countries. Political relationships are generally good with the exception of a few minor disputes. Disputes with Czech Republic and Slovenia continue over nuclear