International Marketing

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Country Presentation
KHADIRA NADEEB
ROLLNO 04
SUBMITTED TO: SIR GOHAR PIRZADA
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AUSTRIA
“A Mountanious landlocked country”
 Introduction
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 Austria, officially the Republic of Austria,
is a country in the southern part of Central
Europe. It is a federation of nine states.
 Austria, largely mountainous landlocked 
country of south-central Europe. Together
with Switzerland, it forms what has been 
characterized as the neutral core of Europe
 Population: (2021 est.) 8,949,000
 Currency: Euro
 Official language: German
 Austrian Flag
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 The flag of Austria consists of three
bands of color in the following order: red,
white, and red.
 The simple triband flag used as civil and
ensign flag of Austrian nation while the
other one with the coat of arms is used as
state flag of war .
 The black imperial eagle, sometimes with
one head and sometimes with two, has
appeared on Austrian flags for hundreds of
years called the Coat of Arms in
Austria and even today recalls the legacy of
the nation.
 A broken chain was added to the legs of the eagle in 1945, as a symbol of freedom.
 Geographical Location
 A great part of Austria’s prominence can be attributed to its geographic position.

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It is at the centre of European traffic between east and west along the
great Danubian trade route and between north and south through the
magnificent Alpine passes, thus embedding the country within a variety of
political and economic systems.

 It extends roughly 360 miles (580 km) from east to west.

Austrian Culture and
Values
 About three-fourths of Austrians are
Christians.  Islam has a small but

important following. Austria places great
value on an Egalitarian (equality) social structure.
 Handshake is the courteous greeting in Austria.
 Business communication tends to be highly formal
and political.
 The vast majority of Austria's
population has a high literacy rate.
 Austrian people are famous for artistry work,
like music and composing.
 Tafelspitz is generally considered to be
the national dish of Austria, and it a boiled
beef broth which is then served with, root
vegetables, spices and minced apples.
 Culture according to Hofstede
Theory
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 According to Hofstede Insights (2018), Austria scores very low
on the Power Distance dimension (score of 11).
Cultural Dimensions Austria Pakistan
Power distance 11 50
Individualism 55 14

Masculinity 79 50
Uncertainty Avoidance 70 70
Long term Orientation 60 50

Indulgance 63 0
 Austria as an International
Market
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 Austria is a sophisticated, export-oriented EU market, bordered by
Germany, Switzerland, Italy, as well as several smaller Central-Eastern
European countries where it holds strong business and cultural ties

 Austria is a wealthy market with the world’s 26th highest GDP  and 23rd
highest GDP per capita. Its economy is diversified and highly international
 .
 Austria knowing as trend set marketer, especially in best prospect sectors:
life sciences, advanced manufacturing, technology, education, and
agricultural products. 
 Austria as an International
Market
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 Austria is the United States’ second fastest growing source of foreign
direct investment and the U.S. ranks as Austria’s fourth-largest investor
source country and the largest outside the EU.
  
 They have wide range of professional agents and distributers all over the
central Eastern Europe.

 Austria offers its investors ideal conditions. The Austrian economic

system can be characterized as a free market economy with a strong
social focus .

 Good quality material and honesty with legacy are two common aspects
in Austria’s marketing.
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