Poland also proved to be resistant to external shocks

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Poland also proved to be resistant to external shocks ‒ mainly due to the country’s significant internal market and diversified export structure. The risk of financial crisis also held steady on a low level (public sector debt amounts to 55.0 percent GDP while the EU27 average equals 80.0 percent GDP). The sectors which are most attractive for investors include power generation, environmental technologies, defence equipment, IT products and services, gas related and medical equipment. Moreover the European Football Championships of 2012 being organised by Poland and Ukraine has proved to be major stimulating factor for the development of construction, service and tourism sectors. Investments
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76 The Report Poland 2012 POLISH EXPORTS & POLISH BRANDS In just slightly over 20 years ago the transition process to market economy began and in this short time Polish brands have already managed to compete head to head with some of the world’s most recognised brands. Throughout this time these Polish companies have gained more experience and developed their products to be suitable for foreign markets. The membership in OECD and EU has allowed Polish companies to enter more and more foreign markets with their competitive products, both in terms of price and quality. Especially in time of crisis Polish firms proved to be able to well manage their products and gained recognition in different markets. But what does Poland actually export ? Poland is usually associated with historical figures such as Pope John Paul II, or Chopin rather than certain products. While France is associated with its perfume, fashion and wine, Russia vodka, and Belgium chocolates, Poland lacks an image that brings a particular product to mind. Nevertheless there are a number of Polish brands which have proved to be highly successful abroad Polpharma(pharmaceuticals), Dr Irena Eris (cosmetics), Bumar (defense), Solaris (automotive), Inglot (comsetics), Sunreef Yachts (watercraft), Wedel (sweets) to name just a few. Moreover Poland became a major exporter of sectors such as cosmetics, IT, transportation, machines, boats, goods made of glass, furniture. Apart from that many Polish products are exported under foreign names, usually when it is too expensive to promote a new product abroad. However, it is anticipated that despite the insufficient funds to promote some of the brands abroad, their high quality products will become the best advertisement. As a result of the globalisation process, the market has been flooded by cheap, low quality products creating a niche for good quality, traditional products. That is where Polish brands come in. Polish brands Euro 2012 enhanced the demand for the wireless technology products and improvement of athletic facilities. Moreover foreigners are encouraged by the Polish government to invest in medical equipment, the value of which is estimated at almost 6 billion PLN. About 70 percent of all medical equipment is imported, since Polish manufacturers are not very competitive, lack the latest technologies and investment capital. Nevertheless the FDI may decrease in 2012 due to the uncertainty of the
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