110303_BI_hannoverimpuls Flat World Forum CeBIT 2011
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Transcript of 110303_BI_hannoverimpuls Flat World Forum CeBIT 2011
Türk-Alman Business Center | March 2011 | Seite 1
• Endfolie Variante 1
The
Türk-Alman Business Center –
Bridging Business Relations between Turkey and Germany
Dr. Hartmut Selle
Project Director International Affairs, hannoverimpuls
March 3, 2011
Türk-Alman Business Center | March 2011 | Seite 3
• The Instruments of hannoverimpuls
Strengthen the Strengths, Minimize the Weaknesses
The City and Region of Hannover are giving priority support to six key industriesusing the instruments of
• Mobilising and supporting start-ups
• Attracting and establishing companies
• Initiating corporate growth
Pushing the change of the regional
industrial sectors, creating qualified
jobs and corporate/economical Value
Türk-Alman Business Center | March 2011 | Seite 4
•
Some Thoughts about Turkish-German (Cultural)Relations
Türk-Alman Business Center | March 2011 | Seite 5
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•
Türk-Alman Business Center | March 2011 | Seite 8
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Türk-Alman Business Center | March 2011 | Seite 10
• Business Relations between Turkey and Germany
Türk-Alman Business Center | March 2011 | Seite 11
• Developing Economic Relations
Possibilities of An Economic Development Agency
Global / Transnational Level
Federal State Level
Municipal level
Industry Level: business needs of SME
National level
Türk-Alman Business Center | March 2011 | Seite 12
•
German International Business Culture
Source: Bitkom IT Summit, 2007
We would employ foreign IT Specialists, if
admistration efforts are not that high
Without immigration, our projects will leave
Germany
employment of foreign IT Specialist is necessary to
support international projects and cooperations
matches completely Does rather not matchRahter matches Does not match at all
Market Entry in Germany
Türk-Alman Business Center | March 2011 | Seite 13
•
Success Factors for International Expansion
• Market Knowledge – Prozess knowledge, communication expertise, Business Development Approach
• Market entry – vertical Know-How, customers, partners, sales channels
• Localized Marketing – Public Relations, PR work, collateral, localized information / translation, homepage, pricing etc.
• Internationalization – Strategy, lokalized knowledge, synergies in affinity of markets or market participants
• Market values – Behaviour in business, Mentality, Culture
First Steps in Germany
Türk-Alman Business Center | March 2011 | Seite 14
• Doing Business With Germans
The German …
… a difficult Partner or Customer?!
Türk-Alman Business Center | March 2011 | Seite 15
• Understanding German (Business) Culture
• A federal society with a number of equal powers, arguing and discussing
• Value individual opinions (allowing everbody to communicate his opinion?)
• Speak out directly what we think (probably rude?)
• Therefore have „rude“ and complex language (which still allows great literature?)
• Like to discuss issues until all opinions had been heard (long decision processes?)
• Going for the perfect solution (probably too bureaucratic?)
The Land of the „Dichter und Denker“ (Poets and Thinkers)
Türk-Alman Business Center | March 2011 | Seite 16
• Understanding German (Business) Culture
• … will ask detailed questions
• … will expect as much information as possible
• ... will allow „normal“ employees to say their opinion
• … will go for the perfect solution (and not for the most emotional one)
• … will expect your product fitting into his concept
• … may be hardly understandable in this decision making
Conclusions of a Turkish Company: German customers …
Türk-Alman Business Center | March 2011 | Seite 17
• Understanding German (Business) Culture
• … create a network of trust!
• and use this trust to bring in solutions and support for
the development of German-Turkish business
One Mission for taBC, NGlobal, hannoverimpuls and other partners …
Türk-Alman Business Center | March 2011 | Seite 18
• Support by Partner hannoverimpuls
Administration
•Visa
•Office- and Labspace
•Legal and Tax consultancy
•Access to govermental Organis.
•Recruiting
Market/Marketing
• Strategic Marketing Consulting
• Marketing & Sales Outsourcing
• Product Design
Financial
• Hannoverimpuls Funds
• European Regional Fund
• Financing by 3rd parties
Technology
• Technology Networks
• Partnering with local R&D
Türk-Alman Business Center | March 2011 | Seite 19
• Products to Support Business Expansion
• ProMAP – Product Market Analysis and Placement: Strategic Marketing, Workshop
• GeMS – German Marketing&Sales Solutions: M&S Outsourcing
• Plug&Work: Office-, Lab-, Production-Space, for free, for one year
Products to Support Business Expansion
Türk-Alman Business Center | March 2011 | Seite 20
• Support after setting up a Business in Hannover
Offi
ce in
Han
nove
r
Gro
wth
> S
ME
Innovation+Funding of
consulting service
Marketing/Design
Consulting
Seed Financing Credit / Loan
Guarantees
Financing in
Start-up Phase
Promotion of
Investments
Framework Program 7
Türk-Alman Business Center | March 2011 | Seite 21
• Business Relations between Turkey and Germany
Türk-Alman Business Center | March 2011 | Seite 22
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Türk-Alman Business Center | March 2011 | Seite 23
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Türk-Alman Business Center | March 2011 | Seite 24
• Produkt
Ansiedlung
ProMAPProduct, Market Analysis and Placement(Strategic Marketing to Prepare Business Expansion)
• Entwicklung einer umfassenden und sorgfältigen Unternehmensstrategie mit individuell ausgesuchten Spezialisten und Entscheidern aus dem Unternehmen
• Konzentration auf die Bedürfnisse der Unternehmen
• hannoverimpuls übernimmt 50 % der Gesamtkosten von ProMAP, wenn Hannover Ausgangspunkt oder Ziel der Expansion ist.
Türk-Alman Business Center | March 2011 | Seite 25
• ProMAP
ProMAP - Strategic Marketing to Prepare Business Expansion
● Product Market Analysis and Placement
● “Workshop”
● 3 Modules
● 1. Module: Market Analysis
● 2. Module: Product Analysis
● 3. Module: Workshop – defining a strategy for marketing based on mod 1 + 2
Türk-Alman Business Center | March 2011 | Seite 26
• GeMS
GeMS – German Marketing&Sales Solutions● Marketing & Sales outsourcing● In cooperation with Inline Sales GmbH● Services
● Market Studies● Key Account Management● Road Shows● Sales with own Sales Force● Telephone Marketing
● Fee-for-Service● Special Conditions for Customers of hannoverimpuls
Türk-Alman Business Center | March 2011 | Seite 27
•
• Rent-free work and office space for one year
• Intensive networking
• Comprehensive starter package including
• Strategic coaching
• IT support and free software
• Hannover Welcome Package
• and many added extras
• Competition with jury decision every 3 months
hannoverimpuls
Plug & Work –the start-up and expansion initiative