How to become a successful supplier in the u s market
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How to become a successful supplier in the U.S. market. A presentation to the U.S./China Chamber of Commerce of Dallas November 12, 2004. Today’s Presentation:. Background on Eaton & Company Market Trends in the U.S. Key Criteria for Success Recommended Actions for an Aspiring Supplier.

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How to become a successful supplier in the u s market l.jpg

How to become a successful supplier in the U.S. market

A presentation to the U.S./China Chamber of Commerce of Dallas

November 12, 2004


Today s presentation l.jpg
Today’s Presentation:

  • Background on Eaton & Company

  • Market Trends in the U.S.

  • Key Criteria for Success

  • Recommended Actions for an Aspiring Supplier


Who is eaton company l.jpg
Who is Eaton & Company?

  • Established in 1987.

  • Focus on developing global market opportunities for U.S. and global manufacturers.

  • Clients include:

    • Sara Lee

    • Johnson & Johnson

    • Procter & Gamble

    • Kimberly-Clark

    • Gillette

    • American Airlines

    • General Electric

    • Boeing


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Who is Eaton & Company? (continued)

  • Major Successes:

    • Assessed market opportunities and forged a powerful partnership with Wal-Mart for an electric appliance manufacturer.

    • Created a distribution network for a U.S. paper manufacturer in Eastern Europe and Russia.

    • Developed a highly successful marketing strategy for a U.S. baby formula manufacturer in China.



The retail trade has changed more in the past 10 years than in the previous 30 l.jpg
The retail trade has changed more in the past 10 years than in the previous 30.

  • Decline in sales per square foot/channel erosion

  • Consolidation – 4 major chains do 40% of business

  • Growth of alternate channels:

    • Clubs, chain drug, convenience & petroleum, dollar stores

  • Decline of wholesale class of trade

  • Growth of Wal-Mart as dominant price leader


  • Consumers have also changed l.jpg
    Consumers have also changed… in the previous 30.

    • No longer single mass market

      • High degree of fragmentation through ethnicity, health-orientation and various groups

  • Lifestyles have changed consumer shopping behavior

    • Consumers are more sophisticated

    • Dual-income families, emphasis on trade, variety and time-saving

  • More channels fulfill consumer needs

    • Consumers have more channels where they can purchase food and they explore these channels aggressively


  • Wal mart is also under pressure from all sides l.jpg
    Wal-Mart is also under pressure from all sides… in the previous 30.

    Wal-Mart Challenges



    Given this environment retailers have developed highly demanding criteria for a successful supplier l.jpg
    Given this environment, retailers have developed highly demanding criteria for a successful supplier.


    Slide11 l.jpg

    Technology becomes a strong weapon in tracking down different tastes of multiple consumer groups. Manufacturers can play a uniquely important role to help retailer achieve this goal.


    How can a new supplier become successful l.jpg
    How can a new supplier different tastes of multiple consumer groups. Manufacturers can play a uniquely important role to help retailer achieve this goal.become successful?


    This effectively breaks the whole marketing exercise into three key stages l.jpg
    This effectively breaks the whole marketing exercise into three key stages:

    I. Learn about your product, your customer, and your market.

    II. Develop a strategy.

    III. Execute and evaluate this strategy on its financial results.


    Learn about your product your customer and your market l.jpg
    Learn about your product, your customer, and your market. three key stages:

    Product

    Competitors

    Customer

    Your Company

    Overall Market Conditions


    Slide15 l.jpg

    - Growth three key stages:

    Acquisitions

    New Product/Service

    Partnership

    Loyalty Programs

    - Increased Customer Base

    New Market Expansion

    New Customer Incentives

    Different Channels

    Cost-Cutting Programs

    - Increased Profits

    Emphasis on High-Margin Products

    Supply Chain Evaluation

    Pricing

    - Defense Against Competition

    Promotion

    New Products

    Once this assessment is done you have to look at yourself and decide what’s your strategy:


    Key things to remember l.jpg
    Key things to remember… three key stages:

    • In a new market, look for alliance or partnership:

      • Distributor

      • Retailer

      • Manufacturer

  • Always try to develop a unique selling proposition:

    • Product

    • Terms

    • Price

  • On-going monitoring of your activities is key for successful performance


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