Export strategies adopted by Romanian SME

• Author: Boscor D.
• Pages: 227-232

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 8 (57) No. 1 - 2015

Export strategies adopted by Romanian SME

Dana BOSCOR1

Abstract The purpose of the present paper is to analyze the export strategies adopted by

Romanian small and medium sized enterprises, strategies based mainly on market niches.

The paper applies a conceptual approach combined with analyses of statistics and secondary

material and presents the importance of focusing on quality, branding strategies, innovation.

The government has also an important role in supporting these companies to approach

international markets.

Key words: export strategies, differentiation, innovation, market niches.

1. Introduction

The most important objectives of the National Export Strategy in the period 2005-

2009 were: the focus on high value added products like ecological agriculture, rural

tourism, IT niches, the use of field branding strategies, the increase of export

promotion activities and more transparency in selecting companies benefiting from

support for participation at fairs and exhibitions.

Analyzing the structure of Romanian exports in 2013 (table 1) it can be

noticed that the products of the machine building industry and transport equipment

have the highest share in total exports, followed by metallurgy and wood processing.

This result is also linked to the objective of the National Export Strategy 2014-2020

of stimulating high value added investments in strategic fields as: machine building,

agriculture, electronics, IT, food industry and renewable energies.

Categories Share in total exports

Products of the machine building industry and transport equipment 42.5%

Metallurgy and wood processing 33.6%

Food products 7.1%

Chemical products 6.1%

Raw materials 6.1%

Fuels 4.6%

Table 1. Structure of Romanian exports 2013

Adapted from www.minind.ro/strategia_export/SNE_2014_2020.pdf

1 Transilvania University of Brasov, dana.boscor@unitbv.ro