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Report
Food Ingredients Asia
Sector Export
Marketing Plan
Contents of the SEMP
17 July 2015
Centre for the Promotion of Imports from developing countries
Agenda
Introductions
SEMP Framework
Internal: Core Competences and USPs
External: Opportunities in the EU and
how to access the EU market
• Drawing Conclusions
• Develop market entry strategy
• Export Action Plan
•
•
•
•
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Centre for the Promotion of Imports from developing countries
17 July 2015
SEMP – Sector Export Marketing Plan Framework
3. Market Research
EU markets countries / sectors
1. Select sectors
2. Sector ‘audit’ home country
Market
opportunities
Competencies
(USP’s)
Market access
requirements (CSF)
4. Conclusions
(Gap Analysis)
5. Market entry strategy
6. Sector Export Marketing Plan
Operating Plan
Monitoring and Adjustments
SEMP – Sector Export Marketing Plan Framework
1. Select sector in home country
3. Market Research in
EU markets (countries / sectors)
2. Sector ‘audit’ home country
Market
opportunities
Competencies
(USP’s)
Market access
requirements (CSF)
4. Conclusions
(Gap Analysis)
5. Market entry strategy
6. Sector Export Marketing Plan
Operating Plan
Monitoring and Adjustments
4
OR….
How will we
get there?
Where we are now
Where we want to be
SEMP – Sector Export Marketing Plan Framework
1. Select sector in home country
2. Sector ‘audit’ home country
Competencies
(USP’s)
1. Select Sector in Home Market
• Market size and growth:
• Value / percentage Gross National Income
• Employed people
• Size of individual companies / organisations
• Level of competence (product quality, production facilities,
techniques & volume, logistics networks, ..)
• Phase of development
• Level of internationalisation
• Stakeholder commitment
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Centre for the Promotion of Imports from developing countries
17 July 2015
2. Sector ‘Audit’ in Home Country
•
Sector profile / characteristics:
•
Core activities (sector definition):
•
What

PRODUCTS
•
For whom

MARKET SEGMENTS
(buyer groups)
•
Critical Success Factors
•
Positioning in Home Market
•
Shared strategy of stakeholders?
•
Shared objectives?
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product market
combinations
Centre for the Promotion of Imports from developing countries
17 July 2015
2. Sector ‘Audit’ Continued
•
Home market size / trends / forecast growth
• Is there a need to export?
•
Market structure and characteristics
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•
Buyers: market segmentation, Critical Success Factors, trends /
movements
•
Competitors: concentration, intensity competition, strategy
•
Supply chain: flows, relations & proportions, trends / movements
•
Strategy / marketing instruments and techniques
Centre for the Promotion of Imports from developing countries
17 July 2015
2. Sector ‘Audit’ Conclusions
Strengths
Weaknesses
1.
Low labour costs
1.
Insufficient market knowledge
2.
Access to high grade natural resources
2.
Weak marketing (production driven sales)
3.
Strong support from government
3.
Poor product quality & control
4.
Others…..
4.
Others…..
Core Competences
Room for improvement
Unique Selling Points
Issues to be addressed
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Centre for the Promotion of Imports from developing countries
17 July 2015
SEMP – Sector Export Marketing Plan Framework
1. Select sectors
3. Market Research
EU markets countries / sectors
2. Sector ‘audit’ home country
Competencies
(USP’s)
Market
opportunities
Market access
requirements (CSF)
Comparative Competitor Analysis
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Country
Perceptions
Customer
Intelligence
Market
Intelligence
Competitive
Intelligence
Centre for the Promotion of Imports from developing countries
17 July 2015
Market Research EU Markets
•
Market size, trends and forecast growth
•
How the market works (value chain analysis)
•
Competition and pricing
+
•
STEP (social, technological, economic, political)
•
Market access requirements (legal, environmental)
•
Buyer requirements
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Centre for the Promotion of Imports from developing countries
Market
Attractiveness
v.
Ease of
Market Entry
17 July 2015
Importance of Focus
FOCUSING
• Increases your chance of
success
• Reduces risks of market entry
failure
• Enables more efficient use of
resources
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Centre for the Promotion of Imports from developing countries
17 July 2015
3. EU Market Research Conclusions (OT)
Opportunities
Threats
1.
Increasing demand for honey
1.
Fierce competition
2.
Positive health effects of organic
honey have raised demand
2.
Well established market players
3.
Others…..
3.
Strong support from CBI
4.
Others…..
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Centre for the Promotion of Imports from developing countries
17 July 2015
3. EU Market Research Conclusions

-
Strategic: whether to enter the market or not
Which market(s) to focus on

-
Tactical: the approach to take in the market
Whether product / packaging requires modification
Pricing strategy
Promotional strategy
Distribution channel

-
Operational: Logistics of getting product to customers
Distribution and product delivery
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Centre for the Promotion of Imports from developing countries
17 July 2015
SEMP – Sector Export Marketing Plan Framework
3. Market Research
EU markets countries / sectors
1. Select sectors
2. Sector ‘audit’ home country
Market
opportunities
Competencies
(USP’s)
4. Conclusions
(Gap Analysis)
Market access
requirements (CSF)
4. Conclusions
Identifying the issues which need to be addressed at a sectoral
level in order for the country to succeed in the EU market
Country
Image
Skills
Market
Research
Quality
Marketing
Collaboration
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Innovation
Sustainability
Centre for the Promotion of Imports from developing countries
Financial
Resources
17 July 2015
SEMP – Sector Export Marketing Plan Framework
3. Market Research
EU markets countries / sectors
1. Select sectors
2. Sector ‘audit’ home country
Market
opportunities
Competencies
(USP’s)
4. Conclusions
(Gap Analysis)
5. Market entry strategy
Market access
requirements (CSF)
5. Market Entry Strategy
 Vision: what we aim to achieve
 Mission: SMART objectives / targets
 Competitive Advantage: advantages our country has over other
countries in the sector
 Positioning: how we differentiate our country from our competition
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Centre for the Promotion of Imports from developing countries
17 July 2015
SEMP – Sector Export Marketing Plan Framework
3. Market Research
EU markets countries / sectors
1. Select sectors
2. Sector ‘audit’ home country
Market
opportunities
Competencies
(USP’s)
Market access
requirements (CSF)
4. Conclusions
(Gap Analysis)
5. Market entry strategy
6. Sector Export Marketing Plan
Operating Plan
Monitoring and Adjustments
6. Sector Export Marketing Plan
• Tasks
 Internal e.g. Business support needs, improving quality, training etc.
 External e.g. Marketing and promotion, developing brand image
• Timescales
• Responsibilities (companies, stakeholders, donors etc.)
• Budget (companies, stakeholders, donors etc.)
• Monitoring and reporting
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Centre for the Promotion of Imports from developing countries
17 July 2015
Any Questions?
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Centre for the Promotion of Imports from developing countries
17 July 2015

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