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Competing in Europe. Presented @ GATEWAY SEMINAR WATERFORD CEB By John F. Whelan 2009. Headlines 2009. Changing landscape. Banking Crisis. Introduction. Setting the scene Changing landscape Options for companies in difficulty Managing the situation Current issues. TIME to

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Competing in Europe

Presented @ GATEWAY SEMINAR WATERFORD CEB

By

John F. Whelan

2009



Changing landscape



Introduction
Introduction

  • Setting the scene

  • Changing landscape

  • Options for companies in difficulty

  • Managing the situation

  • Current issues



Market

Research

Distributor

Search &Selection

Promo>>tion

Branding

EC mark


Schemes of arrangement
Schemes of Arrangement

DEBTORS

SUPPLIER

W/CAPITAL

BANK


Examinership an overview
Examinership : an overview

Commercial 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


Impact
Impact ….

CONSUMER BEHAVIOUR


Prefcerentiacclcreditocrscustomer
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 treats ie
PET TREATS.IE

  • 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 contd
PET TREATS.IE--contd

  • 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


Informal schemes of arrangement
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  • YOUR OLD MARKET PLAN IS OBSOLETE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


Implications
Implications

  • Manufacturer 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
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
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 position1
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



Managing
Managing

VALUE

PRATICAL

FOCUSED



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 marketsis 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
Membership benefits

  • Export Advice & Assistance

  • Visa & Legalisation Service

  • Tenders for Public procurement

  • Customs and tariff advise

  • Country Reports

  • Export Documentation

  • Legal Advice First Query service

  • Transport costs, routes, regulations

  • Brand Development

  • Market Entry Strategy

  • Foreign Currency /Treasury advise

  • IP >Trade marks / Patent advise

  • Export Credit Insurance

  • Grant 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 benefits1
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
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


Thank you any john whelan 2009

THANK YOUANY ????John whelan2009


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