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Pilot Project: Target Market USA USA Aims of the Pilot Project.

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Presentation on theme: "Pilot Project: Target Market USA USA Aims of the Pilot Project."— Presentation transcript:

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3 Pilot Project: Target Market USA USA

4 Aims of the Pilot Project

5 Trainings concerning market research and foreign advertisement by including recent graduates as well as foreign trade specialists within the firms to pilot action plans. Aims of the Pilot Project

6 Pilot Project Team

7 Pilot Project: Target Market USA

8 « How to Make the Pilot Project Efficient for Both the Participants and the Cluster in General ?» Are the Firms Ready for USA? Which segment within USA market would be more profitable and sustainable for the firms? Are the fairs chosen appropriate for the firms ? Which alternative activities offered would be most efficient in enhancing the exportation of the firms

9 Through Introduction Meetings and Firm visits, opinions on the USA market were obtained

10 Largest Market of the World It is our 3rd most important market but… The customer finds us! We ship to the client by adding everything with the tag and the price! We were able to meet all the conditions but we gave up! It is a lot of burden! There aren’t 5 firms in total, which would comply with these criteria within Gaziantep! Belgium has 250, Gaziantep has 900 weaving looms!!! China is not a competitor, their products lack quality and are expensive!!! 10 out of 100 carpets in USA market are from Gaziantep!!! Considering what the firms said: “We Would Like to Export to the USA! BUT!”

11 What did we set as priorities after firm visits? What actions did we take?

12 Pilot Project: Target Market USA

13 Trainings were carried out for the Exportation Supervisors of the Pilot Project in Gaziantep Carpet Firms and Guidelines were prepared.

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15 Transfer to Active Marketing EXPORTATION IDENTIFICATION

16 Characteristics of the USA Market In 2012 there is a great number of purchase higher than prior to the great fall in 2009 Starting from 2006, two most prominent partners of the USA, Canada and Mexico are no longer important China predominantly settled in USA exportation WITHIN 10 YEARS

17 Economic Condition Reflected at the Carpet Sector in USA Market USA carpet market has narrowed by 4% within the last 4 years. After the crisis of 2009, the carpet market narrowed by 21% however in 2012 the volume went back up to 22,3 billion dollars. Household purchases make up to 71% of the total purchase within USA. During the term of unemployement in USA rised up to 9,3 % to 4,6 %; therefore expenses diminished by 14% compared to 2006.

18 Reflections of the Improved Economic Relationships between USA and Turkey on Carpet Market Dual foreign trade of Turkey has 8,5 billion dollars deficit in favor of Turkey USA Strategic Partnership! BUT!

19 Target Activities in USA Market for Exportation from Turkey Share in Carpet Importation % Carpet Importation from Turkey General Importation from Turkey States2011 Georgia31, New York13, California7, Texas6, Illinois3, Florida1, Total % of the Exportation from Turkey to Georgia is made up of exportation of carpet. Exportation of the sector is 2,3% of the total exportation to New York.

20 Competition in USA Carpet Sector  Competition between the players in USA Carpet Sector is developing within a negative environment.  With the effect of crisis number of firms operating within the sector diminished by 24%.  Despite crisis carpet exportation in USA increased by % 6,24 and competition between countries have been ignited.

21 Value chain evaluates the structure of the firms within 4 main fields through the efficiencies of the sector activities: Access to Raw materials Production- Product Development Marketing and Sales Services … Value chain evaluates the structure of the firms within 4 main fields through the efficiencies of the sector activities: Access to Raw materials Production- Product Development Marketing and Sales Services … Exportation Evaluation: Value Chain Method

22  There are about o weaving looms in Gaziantep Carpet Cluster.  The least number of looms included in the analysis is 3 and the most goes up to firms have a much bigger capacity than the average;  When the number of employees for each loom is considered it is anticipated to have a number close to 18; a research made in 2011 for 137 firms shows that this number is 14,29.  There are about o weaving looms in Gaziantep Carpet Cluster.  The least number of looms included in the analysis is 3 and the most goes up to firms have a much bigger capacity than the average;  When the number of employees for each loom is considered it is anticipated to have a number close to 18; a research made in 2011 for 137 firms shows that this number is 14,29. Key Success Factors: Production and Product Development It is hard to build a one mutual strategy.

23 C) Potential Offered by the USA Market By Participant Firms of the Pilot Project : Exportation Potential Identification will be carried out with a Cluster Approach Quality certificates are not in priority…

24 Most important market for the firms included in the evaluation is Middle Eastern region which includes Iraq and Saudi Arabia but 41% also makes sales in USA market. Research completed in 2011 done for 137 firms indicates that EU countries follow Middle Eastern and Arabic countries. Most important market for the firms included in the evaluation is Middle Eastern region which includes Iraq and Saudi Arabia but 41% also makes sales in USA market. Research completed in 2011 done for 137 firms indicates that EU countries follow Middle Eastern and Arabic countries. Key Success Factors : Marketing and Sales

25  Firms are mostly exportation based and there is an domestic market-foreignl market balance.  Expanding the brand market share in domestic market makes up a strong base for exportation  Most vulnerable parts of the sector for exportation is exporting the same product, to same markets…  Firms concentrate on the same kind of products.  Firms are mostly exportation based and there is an domestic market-foreignl market balance.  Expanding the brand market share in domestic market makes up a strong base for exportation  Most vulnerable parts of the sector for exportation is exporting the same product, to same markets…  Firms concentrate on the same kind of products. Key Success Factors: Marketing and Sales

26 Regulation Constraints in USA Market for the Firms in Pilot Project

27 Aims of the Pilot Project USA

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29  Advertisement concerning the Exporter/ Wholesaler profile in USA Market was suggested.  Instead of exportation the Agencies were recommended to open a Liaison Office of our firms in USA.

30 Aims of the Pilot Project USA

31 Problems in Applying the Pilot Project

32 Thank You


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