Beta 1


Title Market analysis of Albania
Translated title Market analysis of Albania
Author Torres Duran, Angela (Copenhagen University College of Engineering, IHK)
Rehman, Kirren (Copenhagen University College of Engineering, IHK)
Supervisor Schultz Vemming, Knud (Copenhagen University College of Engineering, IHK)
Institution Ingeniørhøjskolen i København, IHK, DK-2750 Ballerup, Denmark
Thesis level Bachelor thesis
Education Diplomingeniør, Eksport
Education Bachelor of Engineering
Publication date 2012-12
Abstract The objective of this report is to find possible entry opportunities for the hearing aid distributor Oticon A/S into the Albanian market. Oticon is already present in the market. It has a distributor in Tirana, which is the capital and most populace city in Albania. However, whilst Oticon is present in the market, sales volumes have been very unsatisfactory.

This research reveals that there is a potential medium size market for Oticon. The number of citizens found with hearing problems in Albania supports the evidence of a need in the market. Furthermore, the Albanian Hearing Loss Association (ORLu) states that there are around 350,000 registered and an estimated additional 100,000 unregistered sufferers of hearing loss. This research also determines that many Albanian citizens do not visit an Ear, Nose & Throat specialist, when suffering hearing problems or loss. However, the main reason for this seems to be a high level of systematic corruption, which is present at every level in Albanian society. The results attained from this analysis were arrived at by utilizing the secondary data collection to acquire a general overview of and familiarity with the market. The data collected from Albanian websites and ministries have been translated to English. Several interviews were carried out with different Albanian organizations. The interviews were carried out over the phone, and in some cases in person. Furthermore, in order to understand how Oticon operates, and to gain information about its products, two personal interviews were carried out at Oticon’s headquarters in Denmark. In order to understand the Albanian mindset and culture, three interviews were done in Denmark. In addition, different companies and organizations were contacted to seek a better understanding of the hearing aid industry. The collected data, from both the secondary research and the interviews show that in order to get a deeper market understanding, more than two hearing aid users must be interviewed. It is also essential to interview people suffering from hearing problems and who do not have use of a hearing aid. The findings also reveal that there is little focus on pediatric auditory care. The official 2010 statistic reports that there are annually approximately 2,500 new cases of hearing problems in children, and about 1,500 cases of hearing loss in newborns. The Albanian state does not provide any support for the hearing impaired.
During this research, it was also discovered that Oticon’s current distributor in Albania may have a market monopoly. This is disadvantageous for Oticon as the distributor may have more control of what products are sold than Oticon has, thereby impeding efforts to further develop the market. There is evidence that potential customers are not exposed to the whole product range offered by Oticon as there are only two specific types of the Oticon hearing aids being sold in Albania. Finally, this market analysis reveals that there is a potential for Oticon and the hearing aid industry in general to grow on the Albanian market. This potential can be realized, when Albania gains a more developed and transparent, economic and political structure.




Abstract The objective of this report is to find possible entry opportunities for the hearing aid distributor Oticon A/S into the Albanian market. Oticon is already present in the market. It has a distributor in Tirana, which is the capital and most populace city in Albania. However, whilst Oticon is present in the market, sales volumes have been very unsatisfactory.

This research reveals that there is a potential medium size market for Oticon. The number of citizens found with hearing problems in Albania supports the evidence of a need in the market. Furthermore, the Albanian Hearing Loss Association (ORLu) states that there are around 350,000 registered and an estimated additional 100,000 unregistered sufferers of hearing loss. This research also determines that many Albanian citizens do not visit an Ear, Nose & Throat specialist, when suffering hearing problems or loss. However, the main reason for this seems to be a high level of systematic corruption, which is present at every level in Albanian society. The results attained from this analysis were arrived at by utilizing the secondary data collection to acquire a general overview of and familiarity with the market. The data collected from Albanian websites and ministries have been translated to English. Several interviews were carried out with different Albanian organizations. The interviews were carried out over the phone, and in some cases in person. Furthermore, in order to understand how Oticon operates, and to gain information about its products, two personal interviews were carried out at Oticon’s headquarters in Denmark. In order to understand the Albanian mindset and culture, three interviews were done in Denmark. In addition, different companies and organizations were contacted to seek a better understanding of the hearing aid industry. The collected data, from both the secondary research and the interviews show that in order to get a deeper market understanding, more than two hearing aid users must be interviewed. It is also essential to interview people suffering from hearing problems and who do not have use of a hearing aid. The findings also reveal that there is little focus on pediatric auditory care. The official 2010 statistic reports that there are annually approximately 2,500 new cases of hearing problems in children, and about 1,500 cases of hearing loss in newborns. The Albanian state does not provide any support for the hearing impaired.
During this research, it was also discovered that Oticon’s current distributor in Albania may have a market monopoly. This is disadvantageous for Oticon as the distributor may have more control of what products are sold than Oticon has, thereby impeding efforts to further develop the market. There is evidence that potential customers are not exposed to the whole product range offered by Oticon as there are only two specific types of the Oticon hearing aids being sold in Albania. Finally, this market analysis reveals that there is a potential for Oticon and the hearing aid industry in general to grow on the Albanian market. This potential can be realized, when Albania gains a more developed and transparent, economic and political structure.




Pages 155
External partner Ledere og medarbejdere i private virksomheder
Admin Creation date: 2012-12-20    Update date: 2013-10-11    Source: ihk    ID: ihk-12725994    Original MXD