Europe Trade Practice 2021

From March to June 2021, on Wednesday afternoon, this course organizes presentations or excursions with various representatives of European Companies established in Korea. The purpose is to gather various expatriates to discover the potential of European companies and institutions, their presence here in Korea, and the good and bad of being a European in Korea. 

 Furthermore, our students are interested to learn what requirements and skills are needed by European companies to get an internship or a job.
Thus during three month, guided by motivated students, different companies and institutions are invited to visit us and briefly introduce themselves, respond to the students questions, and have an enjoyable experience presenting their homeland and their objectives in Asia.

Our students are studying German or French and European Trade or other subjects. English skills are required. Most of them are in the 3rd or 4th academic year. Also our international exchange students can participate in this class.
In order to graduate, each team of students supervising one of the six topics will have to make a presentation and remarks on the website of this class.

Classes always on Wednesday, 3.00 – 6.00 pm, time depending on guests or visits.
Meetings are online with "Zoom"
(please watch https://cyber.inu.ac.kr for Zoom-meeting information!)
otherwise Room 502, College of Humanities, Bldg. 15

01      March 3rd  Introduction (file)


02      March 10th History of Korean-European relations (file)


03      March 17th about companies; European Companies in Korea (file)


04      March 24th intercultural aspects (file 1) (file 2) (video)


05      March 31st job application, letter of application, CV (file)


06      April 7th    job interview (file) (G/F shared class)


07      April 14th  how to do powerpoint (1) (file PPT) (file PPT in Zoom)


08      April 21st   how to do powerpoint (2)


09      April 28th  presentation of Mr. Ralf Kairos


10      May 5th      (holiday) presentation of Ma petite Corée/student team 1 (Fashion/Adidas)


11      May 12th    presentation of Austrian Embassy, Mr. Philipp Winkler, Commercial Attaché & Deputy Trade Commissioner


12      May 19th    (holiday) presentation of student team 2 (Automotive/Volkswagen) and presentation about European companies in Songdo (file) (French Embassy is canceled, sorry!)


13      May 26th    presentation of companies/student teams 3 (French cars) and 4 (Fashion)


14      June 2nd    presentation of TN Consulting, Mr. Thierry Nannette

15      June 9th     test, remarks about the class

 Contact to our professors:
- Michael Menke (German)   mmenke@hotmail.com   010 6286 5881 (also Kakao,  WhatsApp)

- Fabien Leclercq (French)    flecle77@gmail.com      010 9942 7969 (Kakao, WhatsApp)

Information about the class you will find also on https://cyber.inu.ac.kr

Ralf Kairos

is a company who helps their clients get the most out of their business processes, internal control and risk management environments through an optimal use of information and technology.


Based in Seoul and Paris, they provide vendorindependent, hands-on, quality assurance and consulting cybersecurity services.

 They believe the information system is a lever upon which organizations should further base their digital transformation.

Their favorite angles? traditional control mechanism, system architecture analysis and improved data asset management.

Mr. Julien PROVENZANO introduced the company.

Company link: https://www.ralfkairos.com/


Ma Petite Corée / Team presentation Adidas

Ma Petite Corée is a web based trading company for Korean products abroad, specialised in K-Pop and cosmetics.

Website: https://mapetitecoree.com/



Mr. Arthur Mademba, Founder and CEO, introduces the company.


When Arthur Mademba-Sy, a Parisian native, began exporting trending Korean products to France, the demand sparked the French taste for more.

Arthur moved to Daegu, Korea in 2011 as an exchange student while pursuing a master’s degree in digital marketing. 

In Korea, he met his future wife, decided to stay and dabbled in many side projects – from creating I Love Daegu t-shirts, supporting local restaurants with their digital marketing, to establishing an e-commerce site for cozy pajamas. 

He enjoyed the business of e-commerce, and wanted to connect back to his native roots. In 2017, he began exporting trending Korean products to France, starting with cosmetics and cute Korean socks, by marketing through social media channels. 

The demand led to the creation of his e-commerce site, Ma Petite Corée, and grew to a core team with expertise in sales, SNS marketing, and IT. 

Today, Ma Petite Corée sells a range of curated Korean products in the categories of cosmetics, fashion, stationary, K-pop paraphernalia, as well as a monthly surprise subscription box of trending Korean goodies. 


Student Team 1 presented the German Sport-company ADIDAS:


PPT summary (Adidas)

이동은, 김주형

1. Adidas has a long history. It has started with name "Dassler Brothers Shoe Factory". And it growth with Olypic and Hip-pop. It's technology developed futhermore. (ex) shoes, balls, train-clothes ...)

2. Adidas is a big and a global company. It's total sales is growing onwards and upwards. It's representative technic is the Boost. It's very good to run. Adidas has Reebok and TaylorMade.

3. Adidas has a good relationship with Korea. There is many stores and empliyees in Korea. Adidas support a korean soccoer team and korean sport grounds.

Advantage Austria / Austrian Embassy in Korea

Mr. Philipp Winkler explained to us Advantage Austria, which is a part of the Austrian Embassy related to business and economy.





Website: https://www.advantageaustria.org/kr/servicecenter/Buero-Seoul.en.html

AdvantageAustria.org offers easy access to a comprehensive business directory and provides key information about investment opportunities and the market environment in Austria.

Do you need personal assistance? A trade specialist in our Seoul office will try to help your business "to take advantage" of trade and investment opportunities in Austria. 

ADVANTAGE AUSTRIA is the official Austrian Foreign Trade Promotion Organisation as a department of the Austrian Federal Economic Chamber and the largest provider of services in the area of foreign trade.

ADVANTAGE AUSTRIA offices are the gateway to Austria for international companies looking for world-class suppliers. We act as a central contact partner playing a strategic role for companies wishing to move to Austria and, therefore, are looking for top-quality partners for their business dealings. Regardless of whether foreign businesses are looking for Austrian buyers, a suitable location for a company branch or import/export office or an overview of Austria’s internationally respected products and services, all roads meet at ADVANTAGE AUSTRIA.

With a network of more than 100 offices in 70 countries ADVANTAGE AUSTRIA is uniquely positioned to consult and guide Austrian enterprises worldwide.

ADVANTAGE AUSTRIA Trade Commissioners help Austrian companies find new contacts and strengthen existing business connections. We put sellers in contact with potential agents, importers and prospective partners. We also obtain e.g. credit ratings and assist with trade names and patent registration.

ADVANTAGE AUSTRIA publishes foreign trade newsletters, brochures etc. to promote export opportunities for Austrian companies. We organize trade missions and official participations in international trade fairs and provide advice and assistance for in-bound buying missions etc.

ADVANTAGE AUSTRIA unites a high degree of openness and international orientation with an extensive network of local Austrian contacts. These advantages ensure rapid, competent answers to any inquiries and solutions to any problems you might have.


Student Team Volkswagen / European Companies in Songdo

 Volkswagen Group

Volkswagen was founded in 1937 and was first created by Ferdinand Porsche. Currently headquartered in Wolfsburg, Germany, the current CEO is Herbert Diess. Last year, in 2020, they had a total asset of €488 Billion and takes was 252.6 Billion. And now about 304,174 employees work for the Volkswagen Group.

Outstatt is Volkswagen's new headquarters, a factory equipped with state-of-the-art facilities and high-level technology, and is also very famous as Volkswagen's automotive theme park.

The Volkswagen Group is the world's largest automobile group. Light cars, small cars, midsize cars, large cars, high-end sedans, SUVs, sports cars, super cars, hypercars, trucks, racing cars, GT, pickup trucks, electric cars, hydrogen cars, and all kinds of cars that run on wheels on the ground can be made.

Volkswagen is literally the most familiar and most-selling car brand to the German public, but I'll go over the description of Volkswagen in more detail later soon. Skoda is Czech's automobile company. the world's oldest automobile company.

Seat is Spain's only mass-produced car manufacturer/sales company. It is incorporated as a subsidiary of the Volkswagen Group.

Audi is one of the representative German premium cars. Audi: German premium car company. Acquired in 1964.  Now Bentley is not this cute little baby called Bentley here, but company Bentley, the British luxury handcrafted car company, is more than a premium.

Porsche, commonly called supercars and Porsche, a symbol of fast cars. It can be said to be the brother company of Volkswagen. It was acquired in 2009. And, Lamborghini is known as the car of various top stars in Korea, and it can be said to be an icon with a great symbolism. It is an Italian super manufacturer and was acquired by Volkswagen in 1998.

 Bugatti comes to the most expensive or fastest car in the world. In fact, it can be said that it is a hypercar manufacturer beyond the Bugatti supercar. It was acquired in 1998.

Moving on to the commercial vehicle field, SCANIA is Swedish commercial car manufacturer founded in 1891. Currently, it is one of the affiliates of the Volkswagen Group.

MAN is a German commercial vehicle manufacturer under the Volkswagen Group. They can make largest Low-floor bus, articulated bus, high decker bus, etc. Including various types of buses, Produces heavy duty trucks and tractors, largely industrial engines, and related industrial equipment.


Volkswagen Company

 Volkswagen means national car in German. Volk (People's) + Wagen (means car in German) Hitler made it possible for German workers to freely travel around Europe by owning inexpensive German-made cars. To finish his purpose, as soon as he came to power, construction of the Autobahn was initiated as a public civil engineering project, and in 1934, he ordered Dr. Ferdinand Porsche to build a 1,000 Reichsmark national car that workers could save enough money to buy. At the time, however, German private car makers only had lineups centered on luxury vehicles, so there was no company that could meet this price.

Accordingly, this project is undertaken by the German Labor Front to create a separate company with a large amount of public subsidies. This was the start of the Volkswagen and in 1937, Volkswagen was officially founded.

 At present, Volkswagen produces vehicles in more than 50 regions in 14 countries and has a presence in more than 150 markets. In 2019, the Volkswagen brand sold 6.28 million units in the global market, the largest sales volume in the history of the brand.

Worldwide, more than 196,000 employees work at Volkswagen, 86,000 employees work at 10,000 dealerships, and Volkswagen continues to grow with the development of the automotive market. E-mobility, smart mobility and digital innovation are key strategies for the future.


Volkswagen in Korea

 Volkswagen operates a Korean subsidiary called Volkswagen Korea. Volkswagen Korea was first established on January 1, 2005, and has entered the Korean imported car market in earnest. Now it has 34 showrooms and 35 service centers nationwide. And all cars going to the showroom can only be sold after inspection at the PDI Center in Pyeongtaek.

 The Korean imported car market continues to grow. In 2020, it is over 16% and continues to update its all-time high. However, Volkswagen is relatively lagging behind other imported cars. Looking at the latest status of imported cars in April 2021, Mercedes-Benz accounted for 33.6% and BMW accounted for 24.4%, while Volkswagen accounted for only 4.3%.

Only five years ago, Volkswagen's market share was 10.68% and the total share of the Volkswagen Group was ranked first in Korea. This is because the sale of Volkswagen vehicles was banned due to the diesel gate in 2016. After the sale ban is lifted, Volkswagen is working very hard to recover the previous market share.

 As part of that, Volkswagen Korea is running various programs in Korea. Among them, they are participating in various educational projects. The think tomoroad contact contest held this June is an idea contest for the 4th to 6th grades of elementary school. This is a competition where a total of 100 teams are given classes on software and coding

 In addition, a program called Tomorrow School has been underway since 2019. This event is conducted in conjunction with the Ministry of Education of the South Korea and it is a program for students with disabilities and is conducted for students in special classes at special schools and general schools.


Future of the Volkswagen

Volkswagen held a “Way to ZERO” convention on April 29th. 'Zero' in the name means that they are going to make carbon zero. On this day, Volkswagen announced the details of its decarbonization strategy. They have already cut their carbon emissions by 22% between 2019 and 2020, but they said they plan to cut it by another 40% by 2030.

 In an effort to protect the environment and reduce carbon reduction, Volkswagen is working hard to make electric vehicles and they are actively entering the electric vehicle market. Volkswagen is producing a series of electric cars called 'ID', and recently launched the latest model, the high-performance electric car, ID4 GTX.

It was evaluated that Volkswagen entered the electric vehicle market late compared to other manufacturers, but recently, they are actively entering the electric vehicle market.

 Beyond making electric vehicles, Volkswagen has declared that they will also manufacture electric vehicle batteries. Volkswagen has said it will significantly increase its electric vehicle battery production at its Braunschweig plant in Germany, and aims to build a battery system of 500,000 units per year.

Volkswagen is also challenging self-driving cars. They have already announced that it plans to produce chips for self-driving cars directly. It will be interesting to see how Volkswagen can differentiate itself and become a market leader. 


 The second presentation was made by Professor Menke, introducing the European companies in Songdo and nearby. Unfortunately we could not visit the companies this year because of  COVID, but there is always a good opportunity to make contacts there because of job- or internship-opportunities.

weblink for the presentation file:



French Car Companies / Chanel

 Today we had two presentations of student teams:




French Car Companies




Renault has more than 120 years of history and is France's leading automobile company. it was established in 1899. in 1999, The Renault-Nissan Alliance was formed. Based on the partnership, in 2011, the Renault-Nissan Alliance became the world's third largest automotive group. in Korea, Renault is more known as Renault-Samsung than as Renault. Renault-Samsung is actually a subsidiary of Renault. Renault-Samsung has over 200 branches and service centers nationwide, including the Yong-in Research Center, Busan production plant, and Seoul office. Renault is characterized by its high stability. also, Renault focuses on the development of electric vehicles. Renault’s another feature is that Renault maintains its pride as the only French car brand currently participating in the f-1 competition. as Renault’s flagship model, Renault Espace is the world's first Multiple Purpose Vehicle (MPV), which appeared in 1984. and secondly, renault clio is a compact car, which has been produced since 1990.


Bugatti is a luxury handmade car brand founded in 1909 by Etoré Bugatti. In fact, As company produces only a small amount, with a huge cost, and sells it to a small number of people, Bugatti is basically in a bad financial position. one common characteristic to all Bugatti is its unique horseshoe front grille. also, the purchase of Bugatti requires strict seven screening processes. bugatti’s flagship models are bougatti veyron, Bugatti's iconic super car, and Bugatti Chiron, the next series of the Bugatti Veyron.


Jean-Pierre Peugeot built a steel factory in 1810 during Napoleon's reign. Armange Peugeot built a car called Serpollet Peugeot which is type 1. Peugeot 604 was first released in Korea in 1979. In 1990, Peugeot returned with 306, 405, 406, 605, and 806. In 2003, Peugeot returned with 206 cc. Peugeot has a design lab called Peugeot Design Lab. E-208 - Peugeot's first electric car. 5008 - Official state car for French President Emmanuel Macron.


It was founded in 1919 by Andre Citroen. Citroen, along with Peugeot, belongs to the PSA Group. The first car in 1919 was the 400cc Type A. At that time, the popularity was considerable, and the humor which is "The first words a baby learns when he is born are mother, father, and Citroen." It is a low-profile brand in Korea. Therefore, the first start in Korea was not good. DS Automobiles has been launched as an independent brand since 2015. There is a reason why these cars, which have many advantages, are difficult to see on our roads. t is because of insurance and maintenance fees, and as you can see, the difference in insurance premiums is nearly double, and the more German cars like the Benz bmw Audi. Maintenance fees are two to three times more expensive for korean cars, assuming that the same door is fixed.



Chanel's story begins with Gabrielle Chanel. When she was 12, her father left Chanel in
orphanage. She learned sewing to help her livelihood there. She also worked as a
singer. She had a nickname Coco, which was taken from the title of a song she sang.
One day, She meets Arthur Capel who changes her life. Chanel made hats and they
were sold well. So, in 1910, with his capital, Chanel's first store called Chanel Mod was
opened. In addition, Capel helps Chanel to open a clothes shop in Deauville. She also
meets Ernest Beau who made perfume. With his assistance, she could make Chanel's
number 5 perfume. Later in 1924, Ernest Beau, Gabrielle Chanel and Pierre Bertimer
founded the company. Unfortunately, Chanel's boyfriend was a Nazi German diplomat,
so she was expelled from Paris. Chanel was forgotten.

After 14 years, Chanel prepared for her return. Chanel held a fashion show in Paris.
Unlike Europe, America was enthusiastic about Chanel. The United States brought Chanel
back to life, and this moved Europe again. Chanel is back. Now, Chanel is the world's
leading luxury brand.
Chanel has a wide range of products such as bags, clothes, jewelries, watches and
cosmetics. Chanel's the most famous product in Korea is a bag. Chanel's bags have
been produced since 1929 and it was inspired by the military bag and the equestrian
rider's attire. Classic bag, Boy bag, Chanel 19 are representative Chanel bags. Another
famous product of Chanel is perfume. Chanel No.5 perfume is sold every 30 seconds.
The advantage of Chanel is that it’s one of the representative luxury brands. Chanel's
value doesn't change over time. And Chanel's classic bags increase in price as time
The disadvantage of Chanel is that it’s difficult to purchase the desired product and it
takes a long time to enter the store. The price of chanel bag increases every year, not
because materials or subsidiary materials have been upgraded, but to increase the value.
As the number of people in possession of Chanel bags increases, Chanel raises the
price regardless of sales to add scarcity to their products. Lastly, the price is too
expensive than the quality of the product.
The 4P MIX strategy consists of price, place, product, promotion. First, production
Strategy focuses on small-variety production, high-sensitivity images for highlights the
scarcity of the product. Second price Strategy uses high price strategy. Third place
strategy, Chanel only allows luxury department stores to maintain its brand's high-end
image. Fourth, promotion strategy uses advertisement, fashion show, investment
The sales volume going up even though the price goes up it can explain Veblen effect
and Panoplie effect. First, Veblen effect. Because upper class consumers have the desire
that they want to stand out more than others, upper class consumers buy it despite the
high price, Second, Panoplie effect, customers who have fantasies to upper-class people
consume a expensive product by so doing they consider to themselves like upper-class
people. Chanel's sales in Korea in 2020 are about 930 billion won. It ranks second in
Korean luxury consumption.