1. CBI Centre For the Promotion of Imports from developing countries
Industrial Expro Seminar
The Hague
November 2013
By: Jan Oude Elferink
JOE (Global)Automotive Support B.V.
Instructions on how to use the CBI corporate PowerPoint presentation
The CBI corporate PowerPoint presentation can be used to support you when introducing the CBI. In the notes under every sheet you will find an explanation of the sheet content. All sheets can also be used without the notes page (in case you cannot print the presentation).
Building Blocks
Available sheets can be used as building blocks and may be used at one’s own view. Sheets you don’t want to use can and may be hidden. You can do this by: clicking on the right mouse button > than click “hide dia”.
References
On several slides you will find a ‘looking glass’. When you click on this you will enter a slide that offers more “in-depth” information on that particular topic. When you want to leave that “in-depth” slide, just click on the CBI logo (the blue ribbon).
Making adjustments to the slides
It is NOT allowed to adjust slides. Of course it is allowed to add your own slides. These slides should always be in the CBI housestyle. You may use slide 16 (which is an empty spread) to add extra information and/or copy for more information.
In case you find an error in the information or want to add essential information to one of the existing sheets, please contact

2. Segmentation/Product-Market combination & Distribution Channels
By: Jan Oude Elferink
JOE (Global)Automotive Support B.V.

3. Product Market Combinations
Explained in a simple way,
Product Market Combinations (PMC)
is the concept of matching products with markets!

4. Product Market Combinations PMC
Formulating PMC’s push you to make an explicit choice as to...
what you want to sell
Where you want to sell the product
And to whom you want to sell the product

5. Product Market Combinations
There are different ways of going about this:
Using market research to find/identify markets/buyers for your existing products (Product Marketing approach)
Or...
Using market research to identify what kind of products are demanded by your target market and then developing products for that market (Market Oriented approach)

6. PMC e.g.
Here are examples of PMCs developed by companies that manufacture motorbike engine parts:

7. PMC e.g. 1: Our company make high standard components
We want to sell these to the Italian, UK & German Motorbike manufacturers

8. Creating new PMC’s

9. Exceptions Some companies do not always have an own product
What they sell is know-how & technology
It is difficult to get information on volumes etc. The
majority of the activities is project(s)linked
In 98 % they deal with the OEM’s directly (B2B)
Product Market Combination
1st. The competition of the existing customer base (in the automotive f.e. Volvo-Scania-MB/ Honda-Toyota-GM
The system/1st.tier suppliers from the OEM’s
New Product Market Combination
2nd. Large OEM’s from other market segments ( f.e. Philips Medical Equipment, Canon Copiers)
The vendor base from these OEM’s

10. Distribution Channels
Go to the website:
Click Market Intelligence and select Aumotive Parts & Components
Select Module Chaneels and Segments
Download Pdf file “CBI Market Channels and Segments Automotive Parts and Components
Open the document

11. Product Market Combinations
15:00
Product Market Combinations
Individual Assignment:
For your own enterprise : what product can be sold to what type of client, in what segment (geographical or customer type)
TIP:
The more detailed/elaborate your product and market description, the easier it becomes to develop an effective Market Entry Strategy.
Different PMCs may demand different Market Entry Strategies e.g. in regards to Promotion, Communication etc.

12. Product Market Combinations
What is your Market definition?
Your potential buyer?
(Importer/Wholesaler or Retailer?)
Or....
Your potential end-user?

13. Key results you are looking for...
Market segment (define!!!!)
Product preferences
Pricing
Potential trade channels
Potential trade volumes
Competition

14. Then to your product... Why would he buy your product?
What is so special about your product? (USP)
How does your product compete with other similar products in that market in terms of Quality? Price? Availability?
What added value does your product have?
Are you able to meet the potential trade volumes? (your production capacities)

15. Formulating your Market Entry Strategy
- Where do I want to sell my product? (Country region) - Where do I position my product? (Market segment?) - What should be my pricing strategy? - How do I sell my product? (Distribution channel) - How do I have to promote my product? - What information do I have to provide? - What other services do I have to offer?

16. Formulating SMART Export Objectives
As part of your Market Entry Strategy, you will need to formulate SMART Export Objectives
How much of your product will you sell?(sales target)
In which market? (country, region)
In which market segment (low, mid, high)
Through which Distribution channel? (Wholesaler, Retailer)
- In what period of time?

17. S - Specific M - Measurable A - Attainable R - Relevant T - Time bound
Formulating SMART Export Objectives
SMART in this context stands for:
S - Specific
M - Measurable
A - Attainable
R - Relevant
T - Time bound

18. Back to the motor engine parts example:
Export Objective for our parts in Italy, UK & Germany:
It is our objective to sell at least for Euro in these markets by the end of 2014, Euro in 2015 and > Euro in 2016
To achieve this, we will undertake 4 direct marketing trip per year to visit and present our product to our potential clients.
Export Objective for new markets:
It is our objective to sell at least for Euro in the garden- &
forest equipment industry by the end of 2015, Euro in 2016 and
> Euro in 2017.
To achieve this we will participate to 2 international fairs per year and we will undertake 4 direct marketing trips per year

19. Conclusions
- With time, you will develop the skills and capacities to identify the different preferences of different markets
A lot of this will come from the interaction with your first buyers. They will help you to better understand the sometimes subtle but essential differences in different countries, market segments etc.
Don’t forget that you can use the CBI website as a useful resource!

20. Conclusions
developing a PMC is an important exercise that forces you to take a closer look at your target market.
It helps you take more informed strategic decisions!
- It makes you better prepared for Market Entry
- And helps you to be more realistic about the opportunities for your products on the target market.