Marina Beovi G1

University of Split
Faculty of Economics

PORTFOLIO
Business English 3

Student: Marina Beovi G1

Lecturer: Sanja Radmilo Derado, mr.sc.

Marina Beovi G1

Business
etiquette

Appearance in
business
situations

Behaviour

Meetings

Croatia

Turkey

The dress code is formal.

Business people wear suits to
the office and business
meetings. Man wear suits and
tie, while women have a wider
range of options. Dressing well
is a sing of respect,
demonstrating your attitude to
business and attention to detail.

Styles of business attire in Turkey,

particularly in the larger cities, are pretty
much the same as in other developed
countries. Men wear a conservative suit
and tie, while women normally wear
business suits with either a skirt or pants.
During the summer, lighter clothes are
acceptable; men can wear a shirt and
trousers without a jacket and perhaps
even a tie, depending on the formality of
the business. Women can wear lighter
clothes, without a jacket but making sure
not to wear anything too tight or
revealing.

Meetings includes a handshake

and direct eye contact .weak
hand shake and no direct eye
contact mean that you are not
interested and you are hiding
something. Always maintain
direct eye contact while
speaking.

At the start of the meeting, it is

expected for you to greet your
Turkish counterpart with a firm
handshake. For the Turkish women,
men should wait for the woman to
offer her hand first.

Small talks and getting-to-knowyou conversation before business

are desirable.

Small talk is good to enter into

conversation with before beginning
business discussions. Presentations
should be short and to the point. The
proposal should be clearly structured
and presented.

Punctuality
Punctuality is expected and taken
extremely seriously.

Turkish people are very traditional and

formal when doing business. Turkish
people value punctuality, and expect
international professionals engaging in
business with them to do the same.

They work 8 hours a day and no

Marina Beovi G1
http://businessculture.org/southern-europe/business-culture-in-croatia/business-etiquette-incroatia

Assigment 2
Unite 8- Human Resources (successful women)

Nowdays it is not easy to be women in business, expectualy if you are successful in area
where you work. I am going to discuss the reasons behind their success, obstacles they have
been facing, how they harmonize business and personal life.
Braga, 48, has quickly risen to elite status in the hedge fund world. Brazilian by birth, Braga
got a Ph.D. in engineering from Imperial College London, where she also lectured. She then
worked at JPMorgan Chase as a quantitative analyst on the derivatives research team,
according to firm materials. At JPMorgan, Braga was a colleague of Michael Platt, who
founded BlueCrest in 2000. After a stint at JPMorgan spinoff Cygnifi Derivatives Services,
Braga joined BlueCrest in 2001.In 2004, she launched and managed what became one of the
firm's largest strategies and funds, BlueTrend. The fund uses a "managed futures" strategy,
meaning it trades the futures contracts of stocks, bonds, currencies and commodities and looks
for trends in the movements of their prices, so-called trend following. Braga is married but
has no children. While working she learned that you have to be passionate about what you do.
No matter what it is, you have to put your heart and soul in it, you have to be passionate about
it and of course make too many sacrifices. As well as Braga, Marian Pierre, is CEO and
founder of CGI Protect. Marian Pierre is a woman at the age of 63. During her 17 years as
CEO, Mr.Pierre has helped transform the company from a local guard services company to a
security tehnology and service company. At its height, company employed more than 1500
employees throught the company. Determinate to persevere against insurmountable odds,
Peirre began rebuilding her company. Through her guidance, CGI Protects has rebounded
after Hurricane Katrina to over 300 employees. Prior to establishing CGI, Ms. Pierre had a
long career in New Orleans City government. Throughout her professional career, Ms. Pierre
has been devoted empowering women through politics, education, social involvement, and
economics through an organization she founded, Women Organized Mobilized for
Empowerment Now (W.O.M.E.N.) Inc. Long recognized for her leadership and community
efforts, New Orleans City Business named Ms. Pierre "Woman of The Year" in 2007. She runs
her own company but still is devoted to her family, grandchilden, church and communit. She
contributes her younger looks to healthy living, exercising three days in week, and drinking
lots of water. She is full of energy and balance good her business and private life.

Marina Beovi G1
To sum up, todays moms is not easy to choose between parenting and career. They have the free will
to decide in which direction they will build they life, but with lots of understanding from firm, where
they work, and family it is easier.

Assignment 3
Unite 9- International markets (investment in Croatia)
Current GDP (2012.): 49,591 million
Growth rate (2012.): -0,9%
Foreign Direct Investment in Croatia 2010.-2014.
2010.

2011.

2012.

2013.

370 mil.

1091,1 mil.

1055 mil.

436,9 mil.

We can see a significant fall in FDI from 2012. to 2013. (60%)

Croatian investment climate: Croatias legal framework accords equal treatment to foreign
and domestic investors for all types of business. Around 60% of the countrys GDP is
generated by the services sector: Tourism is absolutely vital for Croatia, as its this aspect of
the service sector that creates the most income and employment. The main interest in investing
in Croatia comes from Europeans .There are no reviewing or screening mechanisms to
exclude foreign investment, nor are there any restrictions to foreign investment, but Croatian
investment climate is getting worse year in year out. Croatia has to improve legal certainty,
non stabilized tax policy and reduce corruption in order to keep present foreign investors and
attract new ones. Foreign investors must have confidence in the politics and the economy of
the country in which they are doing business.
Croatian investment rating:
Moody's Ba1 / Stable
Standard & Poor's BB / stable

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References:
http://www.dzs.hr/
http://www.mfin.hr/hr/statistika-i-izvjesca

Assignment 4
Unite 10-Ethics
Most ethical companies in the world:
1.
2.
3.
4.
5.

Levi Strauss & Co.

Apple
Google, Inc.
L'OREAL
PepsiCo, Inc.

Levi Strauss & Co.

Marina Beovi G1

Assignment 5
Unit 11- Leadership
Starbucks

Howard D. Schultz (1953) is an American businessman. He was born in Brooklyn and at age
of 3 years old he moved with his family in Canarsie. With a football scholarship he escaped
from Canarise to Northern Michigan University in 1970. With a Bechelor of Science degree in
communication he found work as a salesman for Hammarplast, a company famous by selling
European coffee makers in United States. Soon, he noticed that he was selling more coffee
makers to a small operation in Seattle, known as the Starbucks Coffee Tea.
Starbucks was founded in 1971 by Jerry Baldwin, Gordon Bowker and Zev Siegl just to sell
coffee beans. The year 1981 was important because Shultz saw the importance of Starbucks.
In 1982, Schultz was hired as director of retail operations and marketing. Next year he visited
Italy, in Milan, and he was struck by the number of coffee bars. For Schultz, Italy was of great
importance because he realized the fact of future development of Starbucks. The principal
idea of modern Starbucks was sell just not coffee beans but coffee drinks. The owners let him
establish a coffee bar in a new store opened in Seattle. During two years, Schultz purchased
Starbucks with the help of investors. Finally, he became CEO and chairman of Starbucks.
Starbucks is a coffee shop company and their aim is to be the best brand in all over the world.
But importance of Starbucks is to be more than regular coffee shop because people are
coming to have a nice time before the work and to enjoy a midafternoon. This fact can be
confirmed with a catchword of the company: Our mission to inspire and nurture the human
spirit one person, one cup, and one neighborhood at a time.
Being a successful company Starbucks believe in the importance of caring for our planet
working with and encouraging others to do the same. They continue to make progress in the
environmental efforts, in the reduce of the water. The company is close to achieve their aim to
save 25% of the water until 2015.
Starbucks admit that they must constantly develop innovative and flexible solutions in their
business. Since then they have achieved a number of goals, and created new ones. With
others, they encountered obstacles and faced unforeseen challenges as our operations became
more global and complex, growing to a nearly $15 billion a year business with approximately
20,000 stores in more than 60 countries. Every goal was a progress forward and they learned
valuable lessons for their future direction. The goals are to find collaborators who can share

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their expertise and amplify the efforts of the company, also, crate innovative solutions, and
use that that they have learned to inform their next steps.

References:

1. http://www.ukessays.com/essays/marketing/starbucks-the-company-philosophymarketing-essay.php
2. http://www.forbes.com/sites/davidkwilliams/2012/07/24/top-10-list-the-greatestliving-business-leaders-today/
3. http://www.starbucks.com/responsibility
4. http://news.starbucks.com/uploads/documents/Responsibility_Report_2013.pdf

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Assignment 6
Unit 12- Retail industry
Retail industry

1. Situation in this sector is similar to other European countries. Consolidation of

retailers is nowdays a trend in all developed countries. Big retailers are taking a
market share from the smaller ones. It's hard to survive on the market as a smaller
retailer with a one or a few stores unless you are focused on some segment of market
(specialized stores) or your strategies is based on some differentiation, i.elocation.
Trade is a second biggest sector in Croatia with approximately 10% of share in GDP
and a retail makes about 50% of trade in total. According to the data of AZTN in
2012., in Croatia we have situation in which ten biggest retailers are holding 79% of
market share. The biggest one is Konzum with market share between 25-30%. Lidl
and Kaufland (Schwarz group) are second biggest and their share on market is
between 15-20%. In top 10 are also following retailers: Plodine, Mercator, Tommy,
Spar, Billa, Diona, Studenac. Allexcept Studenac have revenue more than one billion
HRK.
2. There are no monopolise, we only have example in which you can buy some
specifized good from just one retailer.
3. Some of business strategies of retailers are: retailers are merging with producers and
now they becoming procuders. They have their own brands which production cost are
30% lower than same standard goods. Most of them are opening on-line stores etc.
Every retailer has his own strategies, for example Konzum can't expand any more
because of the law which regulates fair market competitions, so they are expanding on
the foreign markets. Also for example Spar has strategies of opening many small
stores in every neighbour hood etc.
4. Customer loyalty is very important for retailers. They are trying to communicate with
customers by giving them a loyalty cards. It is good for customer because they get
some benefits for using them and it is good also for retailers because they get data and
preferences of customers. Almost all above listed retailers have loyalty cards.

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5.