Media-Saturn Russia

Media-Saturn-Holding GmbH is a German corporate group comprising consumer electronic retailers Media Markt and Saturn. The group is a wholly owned subsidiary of Metro AG.

In 2009, Media-Saturn opened five stores in four different time zones in four weeks, and by the end of the year 2011, Media-Saturn Russia was operating 36 stores in 17 Russian cities. In addition, the first triple opening in the history of Media Markt took place in Moskow in 2007.

Country	Russia
Year of entry
Industry/ business area	Retail
Entry mode	It is wholly owned German company that follows greenfield and brownfield strategies. Company invests directly to the new local markets. In the year 2012 company acquired the Russian online electronics store 003.ru.
Motives	Expansion and gaining of profits. Entering markets that are attractable in terms of consumption and environment of the existing business areas.
Firm specific advantagesused on the foreign market	Company has a huge experience of entering new markets. All the decisions are provided with a particular and detailed analysis.
First mover or follower	Usually company enters concentrated markets. As a German company in Russian market it cold be described as a first mover, but in terms of the whole market, it operates in, firm is a follower.
Type of state involvementin the process of internationalization	State was not involved into the process of internationalization of this company, as it does not fit its interests, and this process is ruled only by company’s ambitions.
Evaluationof the success of the internationalization	Media-Saturn Russia is the number three consumer electronics retailer in Russia. Media Markt is the most dynamic and effective company in the consumer electronics retail sector according to INFOLINE RETAILER RUSSIA.

Real

Ltd. "real,-Hypermarket" - the Russian division of German hypermarket «Real, -», one of the leading departments of companies Metro Group.

In the year 2012 Network «Real, -» in Eastern and Central Europe was officially sold to the French trade group «Auchan».

Country	Russia
Year of entry
Industry/ business area	Retail
Entry mode	At the moment firm is fully owned by the French company Auchan. While entering Russian market, company followed greenfield strategies. Company invested directly to the new markets.
Motives	Expansion and gaining of profits. Entering markets that are attractable in terms of consumption and environment of the existing business areas.
Firm specific advantagesused on the foreign market	Company had a huge experience of entering new markets. All the decisions were provided with a particular and detailed analysis.
First mover or follower	Usually company entered concentrated markets. And used to be a follower.
Type of state involvementin the process of internationalization	State was not involved into the process of internationalization of this company, as it does not fit its interests, and this process is ruled only by company’s ambitions.
Evaluationof the success of the internationalization	Company owned 17 hypermarkets in Russia with around 4100 employees, but was sold in the end of 2012 to the Auchan.

23. Monetka

State influence:

1. Ownership type: fully controlled by LLC Trade-Element (fully owned by Alexander Zherebtsov)

2. Participation in state-organized contracts and projects – no majorstate-organized contracts and projects

3. Financial and tax support: state authorities monitor the company operations, proper licensing agreement fulfillment, conditions of storage of the goods and their sale, etc., so state regulations are necessary in this process.

Internationalization:

Country	The company is operating domestically in 461 shops[36]; it opened stores in 2001 in Yekaterinburg.
Year of entry	-
Industry/ business area	The company is one of the leading retailers of food and consumer goods in Ekaterinburg and the Urals region; The format of stores includes: · Discounter (94,4%[37]), · Supermarkets and hypermarkets (5,6%, Monetka-Super, Right)
Entry mode	-
Motivesof internationalization	No internationalization yet
Firm specific advantagesused on the foreign market	· Positioning: self-service shop within walking distance; · Essential commodities and food products at low prices (due to the minimum trading margin); · Own private labels of good quality; · Convenient merchandising; · Own automobile fleet.
First mover or follower	-
Type of state involvementin the process of internationalization	No internationalization yet
Evaluationof the success of the internationalization	No internationalization yet

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