, (PressExposure) April 27, 2009 -- The Cold War is over, and the world's largest country has never been wealthier. "Russian consumers are eager to buy and they have the incomes to buy with," says Dr. Svetlana Mamkina, founder and managing director of Nexus-Europe GmbH. "But whether you're invading with tanks or just to sell light bulbs or computer chips, there is a right way and a wrong way. There has to be a plan of attack." It is the business of Nexus to help its customers plan and implement those attacks.
"Russia is a unique culture," continues Mamkina, "a unique mentality. What works in Italy or France or Britain won't give the same results in Russia." To maximize customers success potential Nexus begins with marketing research in Russia and a marketing scan. "Marketing research and marketing scan involves identification and description of market segments, major brands and trademarks already present in the market, price ranges of segments, market characteristics such as level of competition, distribution channels, and publicity and promotion, and finally estimation of perspectives in market development and new market player appearance." Nexus can also provide lists of potential partners and end users, and companies prepared to enter negotiations. From all of this a work plan evolves through the further analysis of the information collected and a report is presented to the client company.
Next comes the strategic planning. Strategic planning in Russia results in the development of a marketing strategy for a foreign company to get into the Russian market. According to Mamkina this involves consumer analyses, market analyses, competition analyses, distribution channels, culminating with a broad strategy and marketing plan for the first three years, containing a more defined and detailed plan for the critical first six months. "Due to the fact that all strategies are subject to future modification because internal and external factors are constantly changing," Mamkina says, "consultants of Nexus-Europe can provide follow up services by helping to evaluate and control fulfillment of the strategic plan and, in case of the need, to modify the action." According to Mamkina this involves reviewing internal and external factors that are the basis for current strategies, measuring performance, and taking corrective actions. "Flexibility and adaptability are crucial to the success of any enterprise," she notes. "We not only write the plan, we monitor that the strategy is fulfilled and the results are achieved."
Client companies come in all shapes and sizes. The marketing research and strategic planning in Russia that fits one client's needs does not necessarily fit another. For some companies a full and detailed marketing is required, for others just to have a general picture of who is already in the market, which distribution channels they use, and what is the price range within the segment. "We pride ourselves on providing full assistance to guide our clients from the very beginning to the very end," says Mamkina. "From marketing research and strategy planning, to acquiring office space and office staff, to companies who want to make their own factories, to negotiating on behalf of our clients, we can do it all." Nexus clients receive reports from every stage and can involve themselves into the process at any moment.
Taking the concept of full service to a new level Nexus even has on staff a licensed clinical psychologist focusing on Industrial and Organizational Psychology. Through testing and other tools of psychology Nexus can offer to reorganize active companies to make sales departments and other human resources more efficient. "This involves identifying strengths and weaknesses of the work force, reassigning and condensing duties and tasks, removing duplication of effort, and writing a strategy plan for the sales department which is something entirely different from the overall company strategy plan," Mamkina reports. In some cases it requires training people to become better workers, better sales people, better deal closers. "Having a psychologist who can teach these things obviously makes a sales department more successful and more efficient, which improves profitability," says Mamkina. "We don't think anyone else offers a comprehensive package of services which can compare."
Where the war of business is concerned it appears not to be a fair fight for the competitors of Nexus clients. "Well, we have a lot of weapons," Mamkina says with a laugh. Somehow that sounds like an understatement.
Nexus-Europe GmbH http://www.nexus-gmbh.biz
+49(30) 343 30-519 Michael Thompson pressMTzeit@googlemail.com