STIA entra Chile –
Analysis of a new market
TEAM MEMBERS
Elisabeth Fößleitner
 Project Manager
Activities:
 business situation in Chile
 external trade
Elisabeth is the manager of our project team. One of her
areas of responsibility is to investigate the business situation
about Chile. This means that Lisi concentrates on external
trade and she tries to find information about business behaviour in Chile.
Lisa Kronberger
 Team-member
Activities:
 business behaviour in Chile
 external trade
Lisa is the assistant of the project manager. Her task is to
define the import conditions for Chile and to find out how to
deal with corruption.
Elisabeth Fößleitner
Corina Hechl


Lisa Kronberger
Julia Planitzer
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STIA entra Chile –
Analysis of a new market
Corina Hechl

Team-member
Activities:
 market cultivation
Corina is the reporter of the project. Payment transactions
are the most important issue, which she is dealing with. She
is in charge of producing an analysis of potential clients and
a report about the potential for growth of the new market
Chile.
Julia Planitzer

Team-member
Activities:
 legal documents for import
 agency abroad
Julia represents the assistant of the reporter. Her activity involves the legal documents for import and the establishment
of an agency abroad.
Elisabeth Fößleitner
Corina Hechl


Lisa Kronberger
Julia Planitzer
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STIA entra Chile –
Analysis of a new market
STIA
Company profile:

Benedictine monastery of Admont is the 100 % owner of STIA – Holzindustrie GMBH.

The monastery was founded in 1074 and has been involved in wood processing ever
since, hence the company’s motto “Quality wood for 900 years”.

STIA is committed to environmentally-responsible manufacturing and mainly uses wood
form ecologically sustainable managed forestry: For each tree cut, four new are planted.
Therefore STIA was awarded with the PEFC (Pan European Forest Certification).

STIA was founded in 1972.

STIA combines century-old tradition of craftsmanship with sophisticated modern manufacturing techniques.

350 employees, one of the most important employers of the region

Production Capacity for wooden floorings: 1 500 000 m², biggest manufacturer in Central
Europe

Annual turnover: about 55 million Euro

Export rate: 80 %
So, STIA HOLZINDUSTRIE is one of the most progressive and innovative producers of
WIDE PLANK FLOORINGS in the world.
Elisabeth Fößleitner
Corina Hechl


Lisa Kronberger
Julia Planitzer
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STIA entra Chile –
Analysis of a new market
ADMONTER ENTRA CHILE
–
ANALYSIS OF A NEW MARKET
Our main target is to set up a basis for the decision if the STIA Admont should enter the Chilean market of wide plank floors or not.
Our business contact with the STIA Admont started last school year, when we visited the
manufacturing plant and the business premises of the company. STIA is known as a big employer in our region, but actually we were surprised about the high-tech production process of
Admonter Natural Floors and the high end quality of Admonter Natural Floors which is appreciated all over the world - as an export rate of 80% of the whole production shows.
At the beginning of the recent school year Elisabeth, a team member of our project group,
introduced her plan to go abroad to us. She wanted to do a school exchange program in for
Chile for the summer term.
When we did a brainstorming concerning our project idea, we all found it very challenging to
connect the Elisabeth`s stay in Chile with the issue of our school project.
Project Research on the homepage of the STIA showed us, that they have not been present in
the Chilean market yet. Therefore we sent an enquiry to the export officer for North America,
Mr Hans Kalss, to present him our idea of setting up a market analysis.
Right from the beginning we intended to create a basis for decision-making for the STIA. At
the end of our project, STIA should be able to decide whether to enter the Chilean market or
not. It was not an aim of ours to make a decision concerning the market-entry, to realize the
market strategy or to find customers.
At our first meeting with Mr Kalss we found out that the STIA had already set up a market
analysis about Chile a few years ago. In the past it did not seem to be lucrative for them to
enter this market. STIA concentrated on markets that are more similar to the Austrian home
Elisabeth Fößleitner
Corina Hechl


Lisa Kronberger
Julia Planitzer
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STIA entra Chile –
Analysis of a new market
market. Admonter Natural Floors are well known on Germany’s, Italian and Switzerland’s
wide plank floors market. But they also sell well in the United Kingdom, Spain, The Benelux
States, Japan and some states of the US market … only to mention their bigger markets.
STIA doubled its production capacity within 3 years, and is still increasing it. Every year the
product range of Admont Natural Floors has been enlarged - So knew markets and new distribution ways have to be found for the high end quality products. As there had been intentions
to penetrate the South American market already, STIA welcomed our idea to do a market
analysis for Admont Natural Floors in Chile. STIA supports our research work generously.
Actually, the world of wide plank floors is quite new for all members of our project group,
but very fascinating: The material wood is coming with a variety of features depending on
wood species and where and how it is used. Wooden wide plank floors are traditionally very
common in North and Central Europe and Japan – but come to be paragon of high quality
living all over the world.
We are very happy to be allowed to accompany STIA on its successful way: An initially traditional product was transformed to a globally desired product. Admonter Natural Floors are
offered in many different wood species, with different natural surfaces, the employment of
different wood species offers the possibility to serve different customers segments. STIA develops products for different markets and the operation of various segments of the market
brings about individual distributions chancels. STIA always relies on local partners for the
sale of Admont Natural Floors in its foreign markets and supports them with adapted shop
concepts and all promotional material.
The outcome of this project - STIA entra Chile - will be presented at the oral exam for Alevel. The curriculum of Handelsakademie wants us to make experiences in project management and to conduct a project ourselves. We accept that the expectations of our project employer STIA are quite high about the outcome of our research work. Therefore we bring in all
our acquired knowledge and work hard to satisfy our project employer.
Elisabeth Fößleitner
Corina Hechl


Lisa Kronberger
Julia Planitzer
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