Student: Eugen COZMA
             Course: Executive MBA
             University: CETEX
             IASI - ROMANIA
            
            
             International Marketing
            
             Individual Plan
            
            
             Introduction
            
             I am the owner and general manager of a small firm which sells cassettes and Compact Disks recorded with music of various types: clasic, modern (from disco and rock and roll to hip hop and other present styles) and folk (music sung in Romanian villages).
            
             My customers are music lovers between 10 and 50 years, with various financial possibilities, jobs and family situation.
            
             Local competition is high, but I was able to build a good business and I am one of the best in town, mainly as a result of the organizational culture I have built in my company and, also, my employees' ability to attract and keep our clients (relationship marketing).
            
             My suppliers are wholesalers based mostly in Bucharest, the capital of the country. I manage the procurement process myself and I keep good contact and relationships with my suppliers.
            
             The most important asset of my company is represented by human resources. I have few but very good employees whom I can motivate and pay good salaries. There is, also, a group of people working for my competitors who are willing to become my employees.
            
             I am proud of my work and achievements, but "I have all the eggs in one basket" and it is obvious that I need to develop either by starting an other business, or by extending the current one to an other market.
            
             The idea
            
             The present economic conditions in Romania (inflation, law and regulations) encourages the export. Taking into consideration this opportunity, I gave some thoughts to this subject and I found out how I can develop my business outside the country: I can sell audio or video cassettes or CD's with Romanian music, shows with Romanian artists or touristic images to the Romanian people who left the country and live abroad. The most important groups of Romanians living outside their birth or their anc...