Presentation on theme: "SIMPLEWISH, Case study of an E-commerce tool in Central Europe: Characteristics of potential markets, barriers and opportunities of market entry. AUTHORS:"— Presentation transcript:
SIMPLEWISH, Case study of an E-commerce tool in Central Europe: Characteristics of potential markets, barriers and opportunities of market entry. AUTHORS: Escobar Rios Andrea / Valdez Acevedo María José (2014) Vienna University of Economics and Business Vienna University of Technology From Visions to Reality
Structure of presentation: o Introduction o Main Objective o Research Questions o Methodology o Main Results o Conclusions (Recommendations)
1. INTRODUCTION 1.1 OBJECTIVE Austrian team Members: María José Valdez Acevedo, 6th semester, International Business at Tec de Monterrey Campus Ciudad de México Andrea Escobar Rios, PhD. Student, marketing and management science at Tec de Monterrey Campus Ciudad de México. Name of the business: Simple Wish Created by Valentin Aschermann, Christoph Bitzner, Jakob Reiter, Christoph Aschberger, Dina Tasic and Karl Schauenstein, on 2012, Vienna Austria.
WHAT IT IS ABOUT The main objective of this study is to determine if the service offering by “SIMPLEWISH ” is attractive primarily for the market for which it has been developed mainly for Central European countries as Austria, Slovakia and the Czech Republic. The research is based on statistical data of each country to be comparable with markets outside this area, such as Spain, Turkey, Russia and one from Latin America like Mexico. Simple Wish is a free online tool that simplifies the group gift process by : 1.-Create a gift box 2.-Invite friends to chip in through facebook 3.-Deliver the gift It currently operates in Austria and has a partnership with Amazon and Jollydays. MAIN OBJECTIVE:
2. RESEARCH QUESTION According to the different characteristics of E-commerce markets analyzed in this study, what are the barriers and opportunities for the market entry for SIMPLEWISH? 3. METHODOLOGY (TWO WEEKS) 1.Meetings: with Austrian students and company representatives 2.Theorical lectures: Dr. Rainer Hasenauer (Technology Marketing, Hi-Tec Marketing) 3.Deep market research of European countries based on statistics derived from the major institutions and indicators of each country. 4.Subsequently data is explored and presented from other markets outside Central Europe (Turkey, Russia, Spain) and one in Latin America as a special case: Mexico. For this last country, a tool (survey) was generated by occupying the social network “Facebook”. 128 participants. Research design: Descriptive study
COUNTRY TOTAL POPUATION (millions) INTERNET USERS (millions) E-shoppers (millions) Social Media users (total population) Average Spend per E- shopper E-commerce turnover Goods and services (bn) Cross-border orders of individuals of goods and services within Europe CZECH REP.10.57.5654% € 581 € 2.105% SLOVAKIA5.44.322.3750% € 212- 17% AUSTRIA22.214.171.1246% € 2,085 € 9.80-- 3. MAIN RESULTS Czech Republic presents a stable growth in internet users 80% of total population of Slovakia has internet Access. 17% of the cross-border orders of individuals of godos and services within Europe Austria’s average Spend per E-shopper is superior tan the other countries. (2,085 euros)
COUNTRY TOTAL POPUATION (million) INTERNET USERS (million) E- shoppers (milion) Social Media users Average Spend per E-shopper E-commerce turnover Goods and services (bn) Cross-border orders of individuals of goods and services Spain 46.19331561% € 865 € 12.9610% Turkey 75407.575% € 1,180 € 5.40 Russia 143682040% € 515 € 10.30 10-15% Mexico 112451777% € 704.730% 3. Main results (Alternative Markets) Spain’s increasing sales by 63% between 2007-2012 and with current sales of 12. 96 billion euros. B2C total sales in 2012 were 5.4 billion euros, 75% more than the previous year. High amount of average spend per e-shopper is the second with 1,180 €. Russian ecommerce sales 35% between 2011-2012 (7.6 billions in 2011 to 10.3 billions in 2012) underdeveloped retail structure currently being 25000 retailers but with growth estimations of 100,000 in 2016 and 160,000 on 2020.
Potential markets: Russia, Spain, Turkey Focus first in the immediate potential markets in order to gain part of the market share before more competitors enter the market. Increasing ecommerce sales between 35%-75% Know each particular market country in order to reduce rejection of the product and its time to market Analysis and implementation of particular market strategies Non-immediate potential markets: Czech Rep, Slovakia. Less expenditure per e-shopper and low market readiness Future market entry as this countries have a tendency of increasing the amount of e-shoppers and media users. 4.CONCLUSIONS (RECOMMENDATIONS)
E-commerce and e-shoppers have a positive tendency of growth The results of the survey were very favorable to SIMPLEWISH Mexicans are very fond of celebrating big parties with a lot of people. Big cities with a vast population such as Monterrey or Mexico City could be ideal markets. Mexico could be a pilot study for SIMPLEWISH to enter new markets such as Central and South America
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