Competing in Europe
-
Upload
ethan-patton -
Category
Documents
-
view
31 -
download
0
description
Transcript of Competing in Europe
Competing in Europe Competing in Europe
Presented @ GATEWAY SEMINAR WATERFORD CEBBy John F. Whelan 2009
Introduction
Setting the scene
Changing landscape
Options for companies in difficulty
Managing the situation
Current issues
MarketMarket ResearchResearch
DistributorDistributorSearch &SelectionSearch &Selection
BrandingBrandingEC markEC markPromoPromo
>>tion>>tion
Examinership : an overviewCommercial requirements for survival in export markets;
good underlying business
sufficient working capital
long term funding – typically by way of equity investment.
WHEN THE TIDE GOES OUT WE SEE WHO HAS BEEN SWIMMING NAKED.
Warren buffet
PrefCerentiaCClCreditoCrsCUSTOMER
HOW CUSTOMERS ARE REACTING?
THERE ARE ATITUDES & BUYING PATTERNS CHANGING
HOW EASY IS FOR THEM TO SWITCH SUPPLIER?
OR STOP BUYING YOUR PRODUCT or SERVICE?
WHAT WILL HAPPEN WHEN THE RECOVERY KICKS IN?
• PET FOOD CO. BASED IN NAVAN,
CO. MEATH
• GED O’LEARY MD AND CO-FOUNDER
• SUPPLIES PET FOOD wholesalers in UK, Sweden, Holland, Denmark and Finland
• Tries to bring out new product every
• Latest new product, dry roasted ham bone with soft meat and bone both edible for dogs
PET TREATS.IE
• Currently investing in new equipment which will greatly reduce moisture content , and reduce the level of packaging , adds to the shelf
• Differentiates his product form the competition
• SALES have remained stable through out 2009
• Irish cost base a constant challenge
• Innovation vouchers , Stabilisation Fund , Go
Global fund have helped
PET TREATS.IE--contd
Informal Schemes of Arrangement
YOUR OLD MARKET PLAN IS OBSOLETE
NEW MARKET SEGMENTS ARISING FROM CRISES
CONSUMER REACTION VARIES ACROSS THE CATEGORIES
TRUSTED BRANDS LESS VULNERABLE TO DOWNWARD PRESSURE ON PRICE AND MARGINS
ImplicationsManufacturer margins may be under pressure as buyers resist price increases>>>>
……May be winners and losers depending on negotiating strength
……Larger players may take the opportunity to increase pressures on smaller companies who cannot absorb price increases
How Should Exporters React?
Avoid a market entry strategy which is based on price
Always vulnerable to being undercut
If you sell on price , you will loose on price
Develop a sustainable market position which is constantly reviewed/tested internally
Sustainable Market Position
CONSUMERS ;
Through the understanding of how consumers’ needs and wants are changing Irish companies should look to develop products which satisfy consumer needs
Innovation the key
Sustainable Market Position
Buyers ;
-will have an ongoing requirement to meet their customers needs.
As suppliers, Irish companies must know the role their products are playing within the buyer’s portfolio
The greater the overall value of the product the harder it will be to replace with a cheaper alternative
The IEA works to ensure that: International markets are easily accessible to Irish
exporters The cost of trading abroad is minimised The infrastructure to reach export markets
is efficient and cost effective Exporters are given maximum Government support to
develop their international business. The Regulatory burden on exporters is minimised
The IEA represents the whole spectrum of Irish exporters, including SME’s, multinationals, as well as service providers who are essential facilitators of our international trade.
>>>>>>>>>>>>Lobbying for your needs 24/7<<<<<<<<<<<<<<<<<<<<<<
Membership benefits
Export Advice & AssistanceVisa & Legalisation ServiceTenders for Public procurementCustoms and tariff adviseCountry Reports Export Documentation Legal Advice First Query service Transport costs, routes, regulationsBrand DevelopmentMarket Entry StrategyForeign Currency /Treasury adviseIP >Trade marks / Patent adviseExport Credit InsuranceGrant Funding
TRANSPORT AND LOGISTICS > Programmes and Assitance
PROPS>Promotion of Short Sea Shipping SKEMA >Knowledge platform for
maritime and logistics industry GDP>Good Distribution Practice for Life
Sciences industry Transport Volumes and destinations
(exports and imports) Dangerous Goods Safety Advisory
courses
Membership benefits
Export Programmes
Food & Drink export market development.
Life Sciences Ireland , supply chain development .
General product Export market entry , channel development
ICT/Software accelerator programme
Brand Audit and Clinics
Customs tariff /compliance, audits and clinics
IP audits and clinics
CONSULTANCY The IEA have a panel of consultants ready to assist members with specific expertise in ;
Market Research
Buyer Search
Market Development
Channel Sales Development
E – Commerce
European market strategies
Asia markets
Transport and Logistics
Customs and Tariffs
Patents and Trade marks
Agents and Distributors agreements
Export Credit insurance/Product Recall insurance
Export finance and currency management