HOW TO EXPORT TO THE EU ? MARKET ENTRY STRATEGY MARKET ACCESS REQUIREMENTS FINANCIAL ISSUES PRODUCT MARKET COMBINATION STRATEGIC ALLIANCES POSITIONING AND BRANDING DISTRIBUTION CHANNELS CODES OF CONDUCT EUREPGAP PRODUCT & PROCESS STANDARDS SOCIAL ACCOUNTABILITY ENVIRONMENTAL MGT SYSTEMS COST PRICE CALCULATION PRICING STRATEGIES EXPORT FINANCING CREDIT AND PAYMENT TERMS
MATTERS Find matters (crossroads) in the exporting process, where decisions need to be taken or critical success factors Define learning objectives for the training Identify general principles, theories that apply to these matters Use models where possible to visualize theory MODELS
MARGIN SALES PRICE MARKET PRICE TRADE COST PRICE BOTTOM UP ? TOP DOWN ? VARIABLE COSTS FIXED COSTS FINANCIAL PRINCIPLES COMMERCIAL PRINCIPLES
COST CALCULATIONS TRANSACTIONAL CONTEXTUAL TRANSFER PRICING AND DUMPING PRICE NEGOTIATIONS Example : Price in perspectives INTERNAL
MODELS MODULES View the theory and models from different perspectives to find correlating subjects Isolate each subject carefully Build training modules with the subjects.
Example - isolation We now need to define which issues will be dealt with in each of the subjects that are the building blocks for the module. To avoid overlap in the subjects we need to isolate each subject carefully: Costing and pricing calculations Only financial issues From EXW to DDP Cost and margin driven pricing No market driven pricing issues
MODULES METHODS Find the most appropriate working methods for each of the subjects in a module Lectures, (mini)case study, (panel) discussion, exercise, game, role play, field visit, etc.
Example – working methods Costing and pricing calculations Exercise – EXW/DDP Price elasticity for different products Visit - supermarket Transfer pricing and dumping Case study - WTO Price negotiations Role play – sales call
MATTERS METHODS Connect the subjects in the module to the matter in the export process - applicability Complete the module with a briefing.
Assignment – word document 1.Title of subject 2.Define the learning objective 3.Find the general principles, underlying theories and/or models. View them from different perspectives 4.Content list of subject 5.List a number of related subjects around the. 6.Select a working method 7.Send to
Assignment – Build a subject 1.Market segmentation 2.Risk management 3.HACCP and EUREPGAP 4.Website promotion 5.Strategic alliances 6.Packaging requirements 7.Export cost pricing 8.Digging for gold 9.Trade channel options 10. Offers and contracts