Astrazeneca Branch In Bulgaria Essay Research Paper

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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 goal 43. AstraZeneca ..54. Bulgaria – Basic Facts …65. Britain – Bulgaria – cultural comparison …86. Recommendations for overcoming the differences 107. References ..15I. Executive SummaryThe British company AstraZeneca plans to open a representative branch in Bulgaria. This paper is a research about the country and cultural, and communication styles of the Bulgarians. It points out differences between British and Bulgarian culture and communication styles. The difficulties that may occur because of these differences are in three main areas of communication

– communication with: 1/ the customers, 2/ the Governmental Institutions and 3/ the employees. We recommend the following strategy for overcoming them. First, the problem with the fact that the customers are poor and our medicines are expensive will be overcome with a strong marketing strategy. Next, a special Project Team will take care of the communications with the Governmental Institutions. Last, the troubles that may occur between the Bulgarian employees (managers) and the UK Headquarters will be resolved by training.II. Our GoalWe are a British pharmaceutical company that has branches and representative offices in many countries around the world. Our goal is to open a representative branch in Bulgaria in order to sell our medicines on that market. We will find more about

the country and its culture in order to identify possible difficulties in the communication, generate alternatives and find solutions how our venture can be successful.III. AstraZenecaAstraZeneca, one of the world s leading pharmaceutical companies, was formed in April 1999 through the merger of Astra AB, Sweden, and Zeneca Group PLC, UK. AstraZeneca aims to grow from its inherited position, building on the best from both of the merger partners. It is world number three in ethical pharmaceuticals.The corporate headquarters are in London. AstraZeneca has a highly experienced 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 innovation, people, partnerships, and responsibilities. AstraZeneca has a strong research base and powerful product portfolio, designed to fight disease in seven areas of real medical need cancer, cardiovascular, central nervous system, gastrointestinal, infection, pain control and anesthesia, and respiratory.AstraZeneca supports a wide range of charitable, educational and environmental initiatives at an international and local level.With worldwide presence and production facilities in 20 countries, AstraZeneca s relationships with the communities in which we operate are fundamental to our success. IV. Bulgaria – Basic Facts HISTORICAL BACKGROUND: A Slavic state, Bulgaria achieved independence in 1878 after 500

years of Ottoman rule. Bulgaria fought on the losing side in both World Wars. After World War II it fell within the Soviet sphere of influence. Communist domination ended in 1991 with the dissolution of the USSR, and Bulgaria began the contentious process of moving toward political democracy and a market economy. In addition to the problems of structural economic reform, particularly privatization, Bulgaria faces the serious issues of keeping inflation under control and unemployment, combating corruption, and curbing 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 part of Bulgaria’s common border with