Central research question: What is the best quick and qualitative way for Company X to penetrate Armenian market in conditions of oversaturated waterproofi

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It is suggested that LLC «PSM-CETCO Rus» should enter the Armenian market positioning itself on the basis of the quality of the products. In other words, «PSM-CETCO Rus» should differentiate itself from its competitors.
The personnel of LLC «PSM — CETCO Rus» should obtain cultural awareness and get used to doing business with the Armenian customers. A new department should be formed in Armenia to supervise and manage the Armenian market.
The distribution of the products in Armenia should be organized through the partnerships with dealers, which will be supervised by the sales personnel of the company in the Armenian division. Special trainings should be delivered to those employees.
To overcome the threats of operating in the corrupted and not transparent market, LLC «PSM-CETCO Rus» should partner with a local distributor rather than to carry out its activities in Armenia on its own.
As for economical aspect is concerned, the company experienced a sharp rise in 2014 compared to 2013 in terms of net profit. This is largely due to other income in 2014, which is considerably higer than in the previous year. Therefore, PSM should undertake a project to improve its operating profit indicators. Entrance into the Armenian market is expected to improve the company performance at the operating profit level.
The calculation of the potential effect on the profit and loss account for LLC «PSM-CETCO Rus», due to the commencement of operations in Armenia, shows that the overall campaign is forecasted to be profitable. Due to economy of expenses, the profit from such operations is expected to be 79,8 million rubles for the second half of the 2015 year and 387,6 million rubles and for the 2016 year respectively.

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TABLE OF CONTENT

PREFACE 3

EXECUTIVE SUMMARY 6

EXPLANATION OF TERMS 7

1. INTRODUCTION 8

2. PROJECT DESCRIPTION 8

3. OBJECTIVE OF THE ASSIGNMENT 9

PART I. ANALYSIS OF THE CURRENT SITUATION IN LLC «PSM-CETCO Rus» 10

4.1 THE MICROANALYSIS IN LLC «PSM-CETCO Rus» 10

4.1.1. Vision and mission of LLC «PSM-CETCO Rus» 10

4.1.2. Goals and objectives of LLC «PSM-CETCO Rus» 10

4.2. CUSTOMERS AND SUPPLIERS OF LLC «PSM-CETCO Rus» 11

4.3. PRODUCTION AND ASSETS OF LLC «PSM-CETCO Rus» 12

Table 1. LLC «PSM-CETCO Rus» production 13

4.4. ORGANIZATIONAL STRUCTURE OF LLC «PSM-CETCO Rus» 14

4.4.1. Departments of LLC «PSM-CETCO Rus» 14

4.5. LLC «PSM-CETCO Rus» s' CURRENT MARKETING STRATEGY 14

4.6. ADVERTISING IN LLC «PSM-CETCO Rus» 16

4.7. RELATIVE MARKET SHARE POSITION OF LLC «PSM-CETCO Rus» AND ITS COMPETITORS 17

4.8. PERFORMANCE OF KEY COMPETITORS AND THEIR STRATEGIES 18

4.9. INFLUENCE OF MACRO FACTORS ON THE CONSTRUCTION MATERIALS MARKET 19

4. 10. CONCLUSION: INTERNAL ANALYSIS 20

PART II. INTERNATIONAL STRATEGY FOR LLC «PSM-CETCO Rus» 21

5.1. MARKET ANALYSIS FOR LLC «PSM-CETCO Rus» IN ARMENIA IN 2014−2015: RELATIONSHIP BETWEEN RUSSIA AND ARMENIA 21

5.2. MACRO ANALYSIS: DEPEST 22

5.2.1. Demographic situation in Armenia at the moment 22

5.2.2. Economic situation in Armenia at the moment 22

5.2.3. Political situation in Armenia at the moment 23

5.2.4. Environmental situation in Armenia at the moment 24

5.2.5. Socio-cultural situation in Armenia at the moment 24

5.2.6. Technological situation in Armenia at the moment 25

5.3. MACRO ANALYSIS: MICHAEL PORTER’S FIVE FORCES MODEL 25

5.3.1. Competitors 25

5.3.2. Suppliers 26

5.3.3. Buyers 26

5.3.4. New Entrants 26

5.3.5. Substitutes 27

5.4. HRM OF LLC «PSM-CETCO Rus» 27

5.5. CSR OF LLC «PSM-CETCO Rus» 28

5.6. LAW PART FOR LLC «PSM-CETCO Rus» 29

5.7. FINANCIAL PART OF LLC «PSM-CETCO Rus» 29

5.7.1. Basic financial statements 29

5.7.2. Financial statements for the new entered market budgeted 2 years to come 30

5.8. SWOT — ANALYSIS FOR LLC «PSM-CETCO Rus» 31

5.9. SELECTION OF THE MOST APPROPRIATE STRATEGY FOR 32

LLC «PSM-CETCO Rus» TO ENTER THE ARMENIAN MARKET 32

5.9.1. Implementation of the strategy 32

5.9.2. Evaluation of the new strategy 33

5. 10. CONCLUSION: INTERNATIONAL STRATEGY 33

CONCLUSION 33

RECOMMENDATION 35

BIBLIOGRAPHY 36

APPENDIX 38

STATEMENT OF APPROVAL 48

Список литературы

BIBLIOGRAPHY

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