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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

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
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
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
who is eaton company continued
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
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
Consumers have also changed…
  • 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
given this environment retailers have developed highly demanding criteria for a successful supplier
Given this environment, retailers have developed highly demanding criteria for a successful supplier.
slide11

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.

this effectively breaks the whole marketing exercise into three key stages
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
Learn about your product, your customer, and your market.

Product

Competitors

Customer

Your Company

Overall Market Conditions

slide15

- Growth

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
Key things to remember…
  • 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