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"ASI" LTD case study.

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Prof. Tsaliki Persefoni, Dr B U S I N E S S E C O N O M I C S Course Assignment "ASI" LTD CONTENT 1. Abstract 2. Description of the company - "ASI" LTD 2.1. History 2.2. Activities 2.3. Structure 3. Microeconomic Analysis 3.1 Description of the media and advertising market 3.2 Description of the construction industry 3.3 Direct and indirect competition 3.4 Pricing and distribution policy 3.5 PR and advertising 4. Macroeconomics 4.1The macroeconomic environment in Bulgaria 4.2.What is the cost of making legal business in Bulgaria? 5. Competitive strategy for "ASI" Ltd. 5.1 SWOT Analysis 5.2 Setting short term and Long term objectives 5.3 Proposing ways for implementation 6. Attachments 7. References ABSTRACT "ASI" Ltd. is a privately owned company that publishes a newspaper for construction and architecture, a business style magazine and consults construction trade companies in their PR and marketing strategies. As following the positive trends in the macroeconomic indicators and the development of the construction business, it becomes obvious that there is a room for enlargement of the business of "ASI" Ltd. The bases for the development of the company as well as the concrete objectives that stay in front of the company as well as the steps in the implementation process are subject of the following paper. The following analysis is made mostly on the bases of official data cited with referred sources. Exact data however about the size of the advertising market in Bulgaria is not available. There is data for the press market and TV market only, however the specialised publications /as the newspaper published by "ASI" Ltd./ are not included in the monitoring of the press market. Bulgarian market economy is in its teenage years. Bulgarian managers most often are self -educating themselves on the principle of the "probe and the mistake". In the process of the European integration Bulgaria is relying on the Western know-how. ...read more.


It tries and succeeds to be consultant and a partner to the people in the construction business as well as to those in the institutions. More about the competitive strategy of the newspaper and the company as a whole will be presented in the last part of the publication. The indirect competition takes some part of the advertising in the industry, however their target group is different, their content, graphics and circulation is different. Therefore, the competition between the subcategories exists, but is not so severe as within each of them. In a consulting business to the construction company "ASI" Ltd. does not have a real competition at all. There are a lot of consulting and PR companies of course however no one of them is specialized in providing specific services for the construction industry. 4. Price and distribution policy As in each market economy the price of the product is defined by the demand of the customers as well as by the existing competition in other words by the supply of substitutes. The principles of the market economy are fully in power on the market of specialized press for construction business in Bulgaria. How was the price of the newspaper Construction & City was formed? In the beginning of 1998 when the newspaper was found the price of the newspaper was 0,20 BGN, which equals 0.20 DM. There is a currency board in Bulgaria since 1997 and the lev is fixed with the Deutche mark. In the beginning of 2002 the price of the newspaper is 0,90 BGN. As it was 0,80 BGN till the end of 2001. The price of 0,80 BGN was kept for two and a half years. And in the period 1998-mid 1999 the price was constantly growing to make the 4 times increase from 0,20 to 0,80 BGN. At that moment however, the newspaper Construction & City was a monopolist on the market and was in a position to dictate the price. ...read more.


- Communications 4.8 - Financial intermediation 3.1 - Others 34.6 Total: 100.0 Source: Foreign Investment Agency, Why Bulgaria, pg.10 Attachment 4 FOREIGN DIRECT INVESTMENT BY SECTORS IN USD m (1992-2000) Source: Foreign Investment Agency, Why Bulgaria, pg.13 FOREIGN DIRECT INVESTMENT BY SECTORS AND BY YEARS IN USD m Nr Sector 1998 1999 2000* Total by sectors 1. Financial activities 63.8 94.8 438.3 597.0 2. Trade and repairs 177.4 124.0 89.5 390.9 3. Petroleum, chemical, rubber and plastic products 41.0 165.2 72.1 278.2 4. Mineral products (cement, glass,...) 150.6 71.8 7.4 229.8 5. Mechanical products 21.3 18.0 64.7 104.0 6. Metallurgy 13.2 72.2 17.1 102.5 7. Wood products 37.3 24.9 38.1 100.3 8. Hotels and restorants 26.8 40.5 20.8 88.1 9. Food products 31.5 32.7 11.7 75.9 10. Textile and clothing 4.4 25.1 27.3 56.8 11. Telecommunications 23.2 14.1 14.9 52.2 12. Electronics, computers and communication equipment 11.5 5.9 28.6 46.0 13. Insurance 0.0 24.3 4.9 29.2 14. Construction 6.3 6.5 12.7 25.5 15. Leather and leather products 0.7 0.0 21.2 21.9 16. Electriciti, gas and water 0.0 0.0 18.7 18.7 17. Real estate and business activities 0.1 14.7 2.8 17.6 18. Transport 6.2 -11.7 10.1 4.5 19. Mining 0.0 2.7 0.0 2.7 20. Agriculture, foresrty and fishing 0.1 2.4 0.0 2.4 21. Vehicles and other transport equipment -0.9 1.7 0.0 0.8 22. Tobacco 0.6 0.6 23. Publishing 0.0 0.2 0.3 0.5 24. Other services 5.4 25.3 44.6 75.3 Source: Foreign Investment Agency, Why Bulgaria, pg.15 Attachment 5 The economic forecast of Deutsche bank for 2001 and 2002 shows: 2001 2002 GDP/total/ bln. $ 13.1 15.5 GDP per capita in $ 1560 1590 Inflation/consumer prices/ 3,5% 4.00% Budget deficit 0,40% 0,80 % Export bln $ 4 5,3 Import bln $ 6,5 6,8 Trade deficit in bln $ 1,5 1,5 Trade deficit as % of GDP 11,5 9,6 FDI blin $ 0,6 0,8 Total Debt in bln $ 10 9,6 Total debt as % ogf GDP 76,4% 62% Source: Tema, weekly magazine, 16-25 November, 2001, pg. ...read more.

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