Anglia Network Europe: What factors lead to the successful expansion of Anglia Network in Ukraine.

Kaynov Illya (2015) Anglia Network Europe: What factors lead to the successful expansion of Anglia Network in Ukraine. Külkereskedelmi Kar.

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Absztrakt (kivonat)

In the modern world of communication, English language has become one of the most important means of cross-cultural communication. From the time of its creation, Anglia Network Europe seeks the opportunity to help people, to give them access to better English education. The company has been connecting teachers and students together for 19 years, to allocate new opportunities and ways to learn English. The network has grown considerably in past years, and now connects 350 schools in the Netherlands. Throughout its history, the company based its business on approach that is effective in the Dutch system. However, when it comes to international expansion, new approach and marketing strategy should be developed in order to achieve success. The research shows all steps that Anglia Network Europe should undertake in order to expand into the Ukrainian market. Desk research helped to determine target locations and type of customers. The aim of this research is to complement already existing knowledge with newly developed approach that will help to extend the network and provide Anglia with loyal customers. Taking into consideration the unique layout of the company and features of its clientele, relationship marketing strategy has been applied. This approach implies developing long-lasting relationship with clients, understanding their needs and providing best option for the cooperation. Field research has provided useful data that was used to define the key critical points of Anglia expansion in the Ukrainian market. The main independent variable, the adaptation of the services to the local market, was analysed by the mean of focus group. During the research, the project objective was achieved. Thus, this paper identifies the main factors that would eventually lead to the successful expansion of Anglia Network Europe in Ukraine.

Angol cím

Anglia Network Europe: What factors lead to the successful expansion of Anglia Network in Ukraine.

Intézmény

Budapesti Gazdasági Főiskola

Kar

Külkereskedelmi Kar

Tanszék

Nemzetközi Gazdálkodás (angol nyelvű)

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Külgazdasági vállalkozás (angol nyelvű)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	English, network, expansion, marketing, Ukraine
Felhasználói azonosító szám (ID):	Illya Kaynov I Kaynov
Rekord készítés dátuma:	2015. Júl. 08. 13:31
Utolsó módosítás:	2015. Júl. 08. 13:31
URI:	http://dolgozattar.uni-bge.hu/id/eprint/1707

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