EMERGING MARKETS OF CENTRAL AND EASTERN EUROPE AND ASIA

1
EMERGING MARKETS OF CENTRAL AND EASTERN EUROPE
AND ASIA

• George Tesar, Ph.D. (Wisconsin)
• Professor Emeritus
• University of Wisconsin System
• Part 1

2
Emerging markets in Central and Eastern Europe
(CEE) today (1)

• An introduction to emerging markets.
• Historical perspective
• Economic perspective
• Financial perspective
• Marketing perspective
• Managerial perspective
• Recent changes in Central and Eastern Europe
• Political changes
• Economic changes
• Social changes
• Technological changes
• Central and Eastern European restructuring

3
Emerging markets in Central and Eastern Europe
(CEE) today (2) CEE economic and market
environments

• Recent entry into the European Union
• Some Eastern emerging markets were left behind
  (Romania and Bulgaria).
• Near future of the rest of the countries in
  Central and Eastern Europe is uncertain.
• Economic potential
• Technological potential
• Social potential
• From state ownership of industrial enterprises to
  private ownership
• Privatization
• Foreign investment
• Growth of SMEs

4
Emerging markets in Central and Eastern Europe
(CEE) today (3) Marketing and emerging markets
of CEE

• Growth of individual domestic markets
• Retailing, wholesaling, and distribution
• Manufacturing
• Consumption
• Growth of foreign market opportunities
• Exports
• Manufacturing
• Professional services
• Communication options and development
• Information technology
• Mobile communications
• Remote monitoring of operations
• The role of foreign investment
• Government initiated
• Privately initiated

5
Emerging markets in Central and Eastern Europe
(CEE) today (4) Marketing in emerging markets of
CEE

• Market orientation (consumer focus and market
  maturity)
• Retailing environment
• Product and service offerings
• Health care services
• Professional services
• Marketing management issues
• Assessment of market opportunities
• Planning and programming of market opportunities
• Organization and leadership (internal and
  external)
• Control of marketing opportunities (internal and
  external)
• Information gathering and processing
• Use of marketing information

6
Emerging markets in Central and Eastern Europe
(CEE) today (5) Recent economic and
technological changes in CEE

• Improvements in management of natural resources
• Mining
• Forestry
• Agriculture
• EU influence and global pressures
• Manufacturing base for high technology products
• The Czech Republic automotive manufacturing and
  electronics
• Slovakia automotive manufacturing, heavy
  equipment, and steel production
• Hungary food and consumer products
• Poland agriculture and agricultural equipment
• Slovenia durable and nondurable consumer
  products
• The Baltics professional services and specialty
  goods

7
Emerging markets in Central and Eastern Europe
(CEE) today (6) Recent economic and
technological changes in CEE

• Technological advancements
• Commercialization of inventions and patents
  coming out of the old academies of sciences
• Sales of technical expertise
• Maintenance and repair skills
• Engineering knowledge and computer applications
  (CAD/CAM)
• Industrial design (furniture, automobiles,
  industrial equipment)
• New technology
• Bio-medical technology
• Organic food
• Small scale power generation and delivery
  technology (wind and water)