Jermuk 1 
Report drawn by:Ani Rafayelyan
Condurachi Madalina
Tatevik Arzumanyan
Faculty of Economics and Business Administration
Contents:
1.Executive Summary
2. Company History
2.1. Assessing the company ability to expand internationally
3. First step in the internationalization process
3.1. Export
3.2 General framework and the potential of foreign market
3.3 Evaluation of the industry market
4. Franchise (PepsiCo, Carlsberg Group, Procter&Gamble)
5.Conclusion
6. References
7.Appendix
1. Executive Summary
In spite of the success in the Armenian market, its small dimension and its proximity to maturity, led Jermuk Group to internationalize its strategy and grow overseas. After an attempt to internationalize in Ukraine, one considered Russia and China as high potential markets for Jermuk Group to succeed in, mainly due to its size and untapped demand. Hence this report presents the competitive assessment of Jermuk in the local market, followed by a macro-environmental study of Russia and the other potential markets. As the competitors’ analysis evidenced the potential of Jermuk, an implementation plan is proposed through an indirect export, franchising strategies and manufacture contracts
The report first draws on company press releases and promotional videos to illustrate the company history; it also focuses on the main manufacturing process, export and franchises. Finally, it argues that Jermuk products can be a good competitor on foreign markets,Russia, Georgia, Israel, United Arab Emirates, Saudi Arabia, China included, as its products are both healthy and tasty. After the company success of these markets, it will strategically expand to UE markets.
2. Company History
Jermuk Group is a pioneering manufacturer and marketer of mineral and natural spring water in Armenian market. It is considered a respected and reliable company not only by Armenian but also by foreign companies as well. Jermuk Group is a
Condurachi Madalina
Tatevik Arzumanyan
Faculty of Economics and Business Administration
Contents:
1.Executive Summary
2. Company History
2.1. Assessing the company ability to expand internationally
3. First step in the internationalization process
3.1. Export
3.2 General framework and the potential of foreign market
3.3 Evaluation of the industry market
4. Franchise (PepsiCo, Carlsberg Group, Procter&Gamble)
5.Conclusion
6. References
7.Appendix
1. Executive Summary
In spite of the success in the Armenian market, its small dimension and its proximity to maturity, led Jermuk Group to internationalize its strategy and grow overseas. After an attempt to internationalize in Ukraine, one considered Russia and China as high potential markets for Jermuk Group to succeed in, mainly due to its size and untapped demand. Hence this report presents the competitive assessment of Jermuk in the local market, followed by a macro-environmental study of Russia and the other potential markets. As the competitors’ analysis evidenced the potential of Jermuk, an implementation plan is proposed through an indirect export, franchising strategies and manufacture contracts
The report first draws on company press releases and promotional videos to illustrate the company history; it also focuses on the main manufacturing process, export and franchises. Finally, it argues that Jermuk products can be a good competitor on foreign markets,Russia, Georgia, Israel, United Arab Emirates, Saudi Arabia, China included, as its products are both healthy and tasty. After the company success of these markets, it will strategically expand to UE markets.
2. Company History
Jermuk Group is a pioneering manufacturer and marketer of mineral and natural spring water in Armenian market. It is considered a respected and reliable company not only by Armenian but also by foreign companies as well. Jermuk Group is a