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
DECIDE !
Market
Research
Promo
>>tion
Distributor
Search &Selection
Branding
EC mark
Schemes of Arrangement
W/CAPITAL
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
….
CONSUMER
BEHAVIOUR
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 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
• 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
YOUR OLD MARKET PLAN IS OBSOLETE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
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
Is it all Doom and Gloom?
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
CONSUMERS ;
Through the understanding of
how consumers’ needs and
wants are changing Irish
companies should look to
develop products which
satisfy consumer needs
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
Can the IEA help??
Yes
Managing
VALUE
PRATICAL
FOCUSED
Managing Your export Business
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 markets
is 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
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 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
 The IEA have a panel of consultants ready to assist members with specific
expertise in ;
CONSULTANCY

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