This essay has a total of 1707 words and 15 pages.
Table of Contents
1. Executive Summary
2. Our goal
4. Bulgaria - Basic Facts
5. Britain - Bulgaria - cultural comparison
6. Recommendations for overcoming the differences
I. Executive Summary
The 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 Goal
We 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.
AstraZeneca, one of the worlds 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, AstraZenecas relationships with the communities in which we operate are fundamental to our success.
IV. Bulgaria - Basic Facts
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 Romania. Greece and European Turkey lie to the south and southeast of Bulgaria.
AREA: 110,987-sq. km. (44,365-sq. mi.).
POPULATION: 8,290,988 (July 1997 est.).
CAPITAL: Sofia (pop. 1,114,759).
MAIN TOWNS: Plovdiv (pop. 377,637), Varna (pop. 297,090), Bourgas (pop. 188,367), and Rousse (pop. 185,425).
ADMINISTRATIVE ORGANIZATION: 28 districts.
TRANSPORT: The railway transport is of great significance for the country. The sea and river (along the Danube river) fleet take an active part in the trade of the country. The major seaports are Varna and Bourgas, and the main Danube ports are Rousse, Lom, Svishtov, and Vidin. There is a ferryboat connection between Vidin and Kalafat (Romania). The main airport is Sofia Airport.
CLIMATE: temperate; cold, damp winters; hot, dry summers
OFFICIAL LANGUAGE: Bulgarian. The Bulgarian language belongs to the South Slavic branch of the Slavic languages and uses the Cyrillic alphabet.
NATIONAL DAY: 3 March - The Day of the Liberation of Bulgaria from Ottoman Rule (1878).
New Years Day on January 1
Labor Day on May 1
Saint George Day on May 6
The Day of the Founders of the Slavonic Alphabet St. Cyril and St. Methodius on May 24
Unification Day on September 6
Independence Day on September 22
Christmas on December 25
CURRENCY: Lev (BGN). Currency board.
LEGAL SYSTEM: Parliamentary Republic
HEAD OF STATE: Petar Stoyanov - President (since 22 January 1997).
ETHNIC GROUPS: Bulgarian 87.8%, Turk 8.5%, Gypsy 2.6%, other 1.1%.
RELIGIONS: Bulgarian Orthodox 85%, Muslim 13%, Jewish 0.8%, Catholic 0.7%, and other 0.5% .
V. Britain - Bulgaria - cultural comparison
Language English Bulgarian
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