Transcript Essex Uni Pres - Your Export Department

Jim Fanshawe
[email protected]
Agenda
• Introduction
• Reactive to Proactive – My No 1 Lesson
• Bite sized chunks – The Phases
• Strategic
• Tactical
• Operational
• Market Development
• Parting Words
Introduction
Reactive to Proactive
Break things down into bite-sized chunks
•Strategic
•Tactical
•Operational
Resources
Economic
Issues
Country and
consumer
Cultural,
social,
demographic
What makes an attractive
export market for me?
How many markets
can we realistically
handle?
Strategic
How do I identify
my best target
markets?
Legislation,
ease of doing
business,
shipping
times
What about the
practical issues?
Duties and
licenses?
Priority list?
Starting Point – An example
• Country Name
• World Bank Income Level
• Ease of Doing Business, World
Ranking (out of 189)
• Population millions
• GDP Growth (2014, 2015, 2016)
• GDP trend '15 to '16
• Av monthly Wage $
• Income share by highest 10%
• Av alc consumption per capita in litres
of pure alcohol
• of which spirits
• Alcohol Prohibition Enforced
• %age of household expenditure on
food and drink
• World Bank Spirits Consumption Data
($millions)
Apply Exclusions
• Alcohol Bans
• Small Population
• Low alcohol consumption per capita
Gateway System - Example
But other factors are important too
• EU vs Rest of World split
Gateway System
Where to get help at the Strategic Phase
•
•
•
•
•
•
Internal Review, Diagnostic Tools
World Bank
World Health Organisation
IMF
Eurostat
Market Access Database
•
•
•
•
•
Trade Associations and governing bodies
Trade Journals
HMRC
World Trade Organisation
Sub-contract export departments, 3rd party
consultants, market researchers
What about your company culture?
Direct, Distributors,
Agents, Franchise
What’s our optimal route to
market?
What resources do
we have internally?
Tactical
Suitability
What trade fairs should we
visit or exhibit at?
Impact internally vs
outsourcing
What does my ideal overseas
partner look like? How do I
find them?
Language, time and
cultural barriers
Where to get help at the Tactical Phase
• Internal Review, Diagnostic Tools
• Export advisors, consultancies and subcontract export departments
• In-country chambers of commerce
• Networking
• UKTI ?
Choosing route to market and overseas partners
•
•
•
•
•
•
Jobfair?
Catalogue collectors
Visit
Other UK suppliers / References
Agent vs distributor
UKTI ?
Travel
Cert of Origin, EUR1
What documentation do we
need?
Paperwork and
bureaucracy
Can we handle the extra
administrative burden?
What are the
implications on
my time?
Operational
What about the
financing ?
Operational finance,
L/Cs, FX, Incoterms
How can we fulfil the extra
orders?
Production capacity,
packing, despatch
Timing of the Operational Phase
• Should feed in to the research phase of your market entry.
Anonymous of Suffolk
•
SASO certs after the event
• Serious impact on margin and
future development of the
market
Horticultural product to Canada
•
English and French onto a small packet?
• Canadian English and Canadian
French!
Where to get help at the Operational Phase
•
•
•
•
Chambers of Commerce
UK Export Finance
MAS East
Knowledgeable Logistics Company
• Bank
• Foreign Exchange Specialist
• Sub-contract export departments
Market Development
Market Development
Overseas Partner wants
• Exclusivity
• No competition
• Rock bottom price
• High margin
• You to do all the marketing
• A perfect product
• As little liability and responsibility as
possible
You the Exporter wants
• Maximum market penetration
• Proactive distributors
• Good price
• High margin
• Support with localised marketing and
promotion
• Limited liability for in market
conditions
Market Development
Parting Words
• It’s not all glamour!
• Bite sized chunks
• Research yes – but get out there and see it.