Task: Create a package to get Indians to Salzkammergut

We have the task to create a “Travel Package” for Indian Customers/Tourists in order to get them to
Austria – Salzkammergut:

First Ideas:

• try to get an understanding about Indian customers (what they like, how they live, …)
• Useful Information about India can be found on the following webpage:
  http://www.indische-wirtschaft.de

Slogan:

• “YOUR Bollywood moment”

Target group:

• Families

Package contains:

• several daily activities in the Area of Salzkammergut
• Hotel: Hotel Alpendorf 4*
  http://www.hotel-alpendorf.at/en/holidays.html
• Food: two packages available (they can choose)
    Austrian dishes (typical austrian food)
     Indian dishes (Cook from India)
• offering Shuttle Services (Airport – Hotel -…)
• Optional: VIP Support

Marketing Channels:

• Cooperation with Bollywood (Commercial spots in Cinema as well in TV)

Day 1:

•  One day Mountains – Bergbauernhof
  incl.
  Streichelzoo for kids
  Jodelkurs
  trying Schnaps

Day 2: 

• Trip to “salt mine” -. Hallstatt
• Visit of the village Hallstatt

Day 3:

• Sailing on the Traunsee
• Visit the village of Gmunden
  incl.
  Gmundenerkeramik factory

Day 4 & 5: Visit of City of Salzburg

• Visit of Festung Hohensalzburg
• Citytrip – visit of Mozart’s birthplace
• Lunch at the Stiegel brewery
• Sound of the Music Tour
• Visit of Schloss Hellbrunn
• Evening: Concert in the Festspielhaus / Visit of the Salzburger Sommerfestspiele

Day 6:

• Visit of a typical Austrian moutain village
• “Trachtenshopping”
• Tradtional art / culture / music

Reasons why they would like this Package:

• Austria is a common location for Bollywood movies
• Clean Air
• clean Water
• nature
• Weather condition: “Cool” (26 instead of 36 degress)
• European culture

 

What BAFI do know about India….

* Caste System
* Religion
* spicy food
* Slumdog Millionaire
* Buddha / Hindu
* Taj Mahal and other historical buildings
* Bollywood
* Conflict with Pakistan
* Head to Head competition with China
* Currency: rupee
* colorful clothes
* Curry
* 2nd largest Country
* Deutsche Bank goes India
* Outsourcing
* Multilingual
* well educated people
* more than 1 billion citizens
*

 

Role Play is going on….. Indian Trader vs. Austrian Manufacturer

will be interesting……because the austrian manufacturer will follow certain rules like:

no discount possible….less flexible….etc…. :))
…..and of course the indian trader has his interests 😉

Business Meeting starts now:
– Warm welcome
– Austrians wants to come directly to the point of the discussion…..Indians are trying to do some small talk first
– Austrians are offering the out of the box products….but indians want to have the Taj Mal inside of a SnowBall instead.
– Austrians are trying to highlight that they are the worldleader of manufacturing such product!
– Price discussion….Prototype very expensive (handmade)…..whats the final quantity ? 100.000 pc.
……..
– Discount and Warranty /Services discussion…..
– Indians are doing good negotiations (basically they are trying)
– Finding common agreement

BOTTOM LINE:
Price per piece: € 3,23 (initial offer)  –>  agreed price: € 2,95 (incl. Services)
Stephansdom will appear in the SnowBall (instead of taj mahal!)

 

Exercise – Hofstede / Trompenaars

Groupwork where we have to calculate our own average (self-assessment) of Trompenaars dimension and compare the output with the austrian average

Interesting Output!  (Trompenaars)

Universalism vs. Particularism –> our average 3 — austrian average 4  (no match)

Individualism vs. Communitarism –> our average 2 — austrian average 2 (MATCH)

Specificity vs. Diffuseness –> our average 3 — austrian average 4 (no match!)

Neutralness vs. Affectiveness –> our average 2 — austrian average 3 (no match!)

Achieved vs. ascribed Status –> our average 1 — austrian average 4 (no match!)

internal control vs. external control –> our average 1 — austrian average 4 (no match!)

 

Cultural Dimensions…

Different views exist on this …..

Geert Hofstede:  http://geert-hofstede.com/austria.html

http://www.youtube.com/watch?feature=player_embedded&v=6gJzRS0I7tA

      Power Distance (PDI)

      Individualism versus collectivism (IDV)

      Masculinity versus femininity (MAS)

      Uncertainty avoidance (UAI)

      Long-term versus short-term orientation (LTO)

      Indulgence versus Restraint (IVR)

Trompenaars: http://en.wikipedia.org/wiki/Fons_Trompenaars

• 1.1 1. Universalism vs. particularism (What is more important, rules or relationships?)
• 1.2 2. Individualism vs. collectivism (communitarianism) (Do we function in a group or as individuals?)
• 1.3 3. Neutral vs. emotional (Do we display our emotions?)
• 1.4 4. Specific vs. diffuse (How separate we keep our private and working lives)
• 1.5 5. Achievement vs. ascription (Do we have to prove ourselves to receive status or is it given to us?)
• 1.6 6. Sequential vs. synchronic (Do we do things one at a time or several things at once?)
• 1.7 7. Internal vs. external control (Do we control our environment or are we controlled by it?)

 

Iceberg model…based on “Schein”…

 

sound of music…

austrians are not aware of this movie, right?

http://www.imdb.com/title/tt0059742/

 

Waiting for todays session….

…..Updates and News will be published soon

 

Lessons learned

artifacts are not the same as values

artifacts are visible aspects

values are kind of characteristics

culture is a term that has many related meanings

 

Artifacts/Values….of the Austrian Banking Industry

Values and Artifacts
– Austrian banking culture: CEE oriented, networking, interlinked, small “world”, cushy, easy going, not adverse to the odd drink 🙂
MONEY…STATUS…..== those are some of the values!

Artifacts:
External view from the customer differs with the view of the banker…
—> they (customer) see maybe “greedy people”, capitalists, speculators,etc….

Bank provides certain values which are essential for the social life….

austrians in general: (Artifacts)
tall, good looking, easy going, tradition orientated, volksmusik listening, have skiing in the DNA, lederhosn (dirndl) wearing 🙂
Nice people….

Values of Austrians:….
Status….Property…..Academic Titles (to have a title!)

– Austrian banking culture: where’s the reputation???

Outlook / Values in change?
– Austrian banking culture: reputation, wealth, family count for us? what will the future bring for us young bankers

– Globalized dependencies

Austrian prejudice:
too little time, no much space, strange words used, social status in danger and unequal relationship between males & females