An Introduction to the British Company AstraZeneca Essay

Table of Contents1. 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 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...

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