Astrazeneca Branch In Bulgaria Essay Research Paper

Astrazeneca Branch In Bulgaria Essay, Research Paper Managerial Communications and Research Methods Communication Feasibility Report AstraZeneca Branch in Bulgaria Table of Contents 1. Executive Summary. 32. Our end 43. AstraZeneca..54. Bulgaria # 8211 ; Basic Facts # 8230 ; 65. Britain # 8211 ; Bulgaria # 8211 ; cultural comparing # 8230 ; 86. Recommendations for get the better ofing the differences 107. Mentions..15I. Executive SummaryThe British company AstraZeneca plans to open a representative subdivision in Bulgaria. This paper is a research about the state and cultural, and communicating manners of the Bulgarians. It points out differences between British and Bulgarian civilization and communicating manners. The troubles that may happen because of these differences are in three chief countries of communicating # 8211 ; communicating with: 1/ the clients, 2/ the Governmental Institutions and 3/ the employees. We recommend the undermentioned scheme for get the better ofing them. First, the job with the fact that the clients are hapless and our medical specialties are expensive will be overcome with a strong selling scheme. Next, a particular Project Team will take attention of the communications with the Governmental Institutions. Last, the problems that may happen between the Bulgarian employees ( directors ) and the UK Headquarters will be resolved by training.II. Our GoalWe are a British pharmaceutical company that has subdivisions and representative offices in many states around the universe. Our end is to open a representative subdivision in Bulgaria in order to sell our medical specialties on that market. We will happen more about the state and its civilization in order to place possible troubles in the communicating, generate options and happen solutions how our venture can be successful.III. AstraZenecaAstraZeneca, one of the universe s taking pharmaceutical companies, was formed in April 1999 through the amalgamation of Astra AB, Sweden, and Zeneca Group PLC, UK. AstraZeneca aims to turn from its familial place, edifice on the best from both of the amalgamation spouses. It is universe figure three in ethical pharmaceuticals.The corporate central offices are in London. AstraZeneca has a extremely exper ienced Board and Executive Management Team. The Chief Executive and his Executive Team run the company. The Chief Executive is responsible to the full AstraZeneca Board for the running of the Group. The company has more than 50,000 employees worldwide. We believe passionately in invention, people, partnerships, and duties. AstraZeneca has a strong research base and powerful merchandise portfolio, designed to contend disease in seven countries of existent medical demand malignant neoplastic disease, cardiovascular, cardinal nervous system, GI, infection, hurting control and anaesthesia, and respiratory.AstraZeneca supports a broad scope of charitable, educational and environmental enterprises at an international and local level.With worldwide presence and production installations in 20 states, AstraZeneca s relationships with the communities in which we operate are cardinal to our success. IV. Bulgaria # 8211 ; Basic Facts HISTORICAL BACKGROUND: A Slavic province, Bulgaria achieved independency in 1878 after 500 old ages of Ottoman regulation. Bulgaria fought on the losing side in both World Wars. After World War II it fell within the Soviet domain of influence. Communist domination ended in 1991 with the disintegration of the USSR, and Bulgaria began the combative procedure of traveling toward political democracy and a market economic system. In add-on to the jobs of structural economic reform, peculiarly denationalization, Bulgaria faces the serious issues of maintaining rising prices under control and unemployment, battling corruptness, and controling black-market and mafia-style crime.LOCATION: Located on the Balkan Peninsula, Bulgaria extends from the western shore of the Black Sea to Yugoslavia and Macedonia in the West. In the North, the Danube River forms the greater portion of Bulgaria # 8217 ; s common boundary line with Romania. Greece and European Turkey prevarication to the South and sou-east of Bulgaria.AREA: 110,987-sq. kilometer. ( 44,365-sq. mi. ) . Population: 8,290,988 ( July 1997 est. ) . Capital: Sofia ( dad. 1,114,759 ) . Chief Town: Plovdiv ( dad. 377,637 ) , Varna ( dad. 297,090 ) , Bourgas ( dad. 188,367 ) , and Rousse ( dad. 185,425 ) .ADMINISTRATIVE Organization: 28 territories. Conveyance: The railroad conveyance is of great significance for the state. The sea and river ( along the Danube river ) fleet take an active portion in the trade of the state. The major havens are Varna and Bourgas, and the chief Danube ports are Rousse, Lom, Svishtov, and Vidin. There is a ferryboat connexion between Vidin and Kalafat ( Romania ) . The chief airdrome is Sofia Airport.CLIMATE: temperate ; cold, moist winters ; hot, dry summersOFFICIAL Language: Bulgarian. The Bulgarian linguistic communication belongs to the South Slavic subdivision of the Slavic linguistic communications and uses the Cyrillic alphabet.NATIONAL DAY: 3 March # 8211 ; The Day of the Liberation of Bulgaria from Ottoman Rule ( 1878 ) . OFFICIAL HOLIDAYS: # 183 ; New Year s Day on January 1 # 183 ; Easter # 183 ; Labor Day on May 1 # 183 ; Saint George Day on May 6 # 183 ; The Day of the Laminitiss of the Slavonic Alphabet St. Cyril and St. Methodius on May 24 # 183 ; Unification Day on September 6 # 183 ; Independence Day on September 22 # 183 ; Christmas on December 25 Currency: Lev ( BGN ) . Currency board.LEGAL SYSTEM: Parliamentary RepublicHEAD OF STATE: Petar Stoyanov # 8211 ; President ( since 22 January 1997 ) . Cultural Group: Bulgarian 87.8 % , Turk 8.5 % , Gypsy 2.6 % , other 1.1 % .RELIGIONS: Bulgarian Orthodox 85 % , Muslim 13 % , Judaic 0.8 % , Catholic 0.7 % , and other 0.5 % . V. Britain – Bulgaria – cultural comparing Britain BulgariaLanguage English BulgarianHabits Drink beer and whisky Drink grape brandy Smoking is banned in public topographic points Smoking is non banned in public topographic points Socialize in pubs Very hospitable ; besides like to run into at caf s Bias against the quality of the Bulgarian merchandises and penchant for foreign ( western ) productsCommunication manners Have repute for being reserved in their behaviour but are sort when asked for general aid or advise ; agitate custodies when meeting, used to eye-contact Friendly ; unfastened ; used to eye-contact ; agitating custodies when meeting ; women- friends kiss each other when meetingRacial issues Protected in jurisprudence against racial favoritism The authorities policy is to incorporate all the minority groups in the society. There is a National Agency for Ethnic and Demographic Issues.Gen der issues Women are still fighting for equal chances in work and political relations. Womans have good chances at work. Homosexuality is no illegal. There are particular cheery saloon. Homosexuality is non good accepted by the public.Family Peoples tend to populate as spouses instead than merry. Partners even have the legal rights of hubby and married woman. Young people tend to populate as spouses. They can get married subsequently. Parents take attention of their kids during their whole life.Political system King and hierarchal society Building democratic society ; Bureaucratic administrative systemSociety Well represented in-between category but besides rich people ; good working societal system A batch of the people are hapless and few are really rich. The per centum of unemployment is high. VI. Recommendations for get the better ofing the differencesWe will turn to the cultural differences that can impact AstraZeneca s communications with the Bulgarians. If AstraZeneca opens a subdivision in Bulgaria it will hold to pass on with:1. Customers2. Government Institutions3. Employees1. Our clients will be the ordinary people.We develop medical specialties for malignant neoplastic disease and cardiovascular diseases. The per centum of malignant neoplastic disease and cardiovascular diseases in Bulgaria is high.AstraZeneca s medical specialties are expensive. The Bulgarian people are hapless, but willing to give money to continue their health.We suggest a strong selling and advertisement scheme with accent on the high quality of AstraZeneca s medical specialties and a batch of information about the strong research base of the company. This advertisement together with the prejudice of the Bulgarians against the quality of the local merchandises will increase our opportunities of success. The figure below shows the inclinations in the pharmaceutical market for the last twelvemonth. The import is bigger compared with the market of the local production. Bulgarian P harmaceutical market ( 01.01.1999 01.01.2000 ) The physicians, the pharmaceuticss, the infirmaries and the freshly established National Insurance Fund can make the ordinary people. We recommend the selling section to construct up those communications ( see figure on page 13 ) . 2. Governmental InstitutionsAstraZeneca will hold to work with The National Drug Institute in order to license company s merchandises and enter the market of Bulgaria. The Institute is a province establishment. Corruptness and bureaucratism are identified as the greatest jobs in the province establishments. Our advice is the constitution of a Project Team whose chief undertaking will be to measure the state of affairs and to bring forth solutions for developing healthy communications with this establishment. The Drug enrollment section will spread out those communications in the hereafter ( see figure on page 13 ) .The cardinal office of the subdivision should be in the capital Sofia. This will assist in the communications with the authorities establishments, which are chiefly based in Sofia.3. EmployeesAstraZeneca would wish to use Bulgarians in the new subdivision using its corporate policy of belief in people and duties through holding local staff in each state. This will be good for the company because the Bulgarians are good educated and difficult working. We think that the linguistic communication differences will non be a barrier to the communicating because most of the immature people in Bulgaria speak English as a 2nd linguistic communication. There should be a common working agenda to get the better of the fluctuations in the holidays.The communicating procedure between AstraZeneca staff and the Bulgarian employees will be facilitated by the unfastened and friendly nature of the Bulgarians. We anticipate that the Bulgarians will hold troubles with the reserved British manner of communicating. To get the better of this job we suggest that the directors in the Bulgarian subdivis ion, who will hold direct communicating with our central offices, to be people who have received their instruction in Britain or have worked in a similar international environment. If there are still misinterpretations our recommendation is to develop the directors in the UK Headquarters. In that manner they will go familiar with the corporate policy and will hold a opportunity to develop personal relationships. On the land of the above analysis we suggest that the new subdivision should hold the undermentioned construction: VI. References1. englishculture.about.com2. www.astrazeneca.com3. www.bba.bg4. www.bcci.bg5. www.bfia.org6. www.bulgaria-embassy.org7. www.business-europa.co.uk/bsmenu.html8. www.google.com9. www.ndi.bg400.bg10. www.open.gov.uk11. Analyzing and populating in Britain: A usher for international pupils and visitants ( 1997 ) . The British Council 344