jornadas emprendedores granada2013. juan carlos barragán espinar “estrategias de éxito en un...
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Is Internationalisatio
n the Solution?
TOSTADEROS SOL DE ALBA
Tostaderos Sol de Alba – Almacenes Barragán Espinar Group, Family-Owned
Almacenes Barragán Espinar, Established 1969Wholesale distribution of confectionery: Nestlè, Haribo, Wrigley, Kraft, Storck, Suchard, Perfetti, Panini, Vidal, Ferrero, Fleer, Fini-Sánchez Cano, Laica, etc.
Tostaderos Sol de Alba, Established 1978Manufacture of nuts & snack foods: Crunchy Snack Corn, Sunflower Seeds and Nut Mixes
Business development
Tostaderos Sol de Alba, S.A.
Almacenes Barragán Espinar
– Almacenes Barragán Espinar, est.: 1969
– Tostaderos Sol de Alba, est.: 1978
– First ‘export’ order: Ceuta - Morocco: 1991 (Indirect)
– First export order - Holland: 1996 (Passive)
– First order Morocco: 1997 (Direct)
– Creation Export Department: 2000
– Strategic Plan ‘PRE’: 2007
– Internet B2C (chuchesonline.com): 2009
– Commercial Branch (Mexico): 2012
International Markets
AlgeriaArgentinaAustraliaBrazilCzech RepublicDenmarkEgyptGermany
GreeceIndiaIsraelItalyLibyaLithuaniaMacedoniaMalaysia
MaltaMoroccoMexicoNetherlandsPortugalPolandRepublic of MauritiusSaudi Arabia
SwedenSwitzerlandTurkeyUnited Arab EmiratesUnited KingdomUruguayUSAVenezuela
What does the Mediterranean Basin offer us?
EU countries:
• No barriers:• Physical barriers: no customs• Technical barriers: legal requisites• Fiscal barriers: tax harmonization
• Common currency• Similar countries: culturally, economically and sociologically• Proximity
Non EU countries:
• Emerging economies: • Large growth potential• Similar countries: culturally, economically and sociologically• Proximity
Tostaderos Sol de Alba
Export = Internationalisation ?
Tostaderos Sol de AlbaExport
• Sell our products and/or services in other countries
• Requires no direct presence in the local market
• Within EU not export…or is it?
Tostaderos Sol de AlbaBusiness Internationalisation
• CULTURAL PROCESS to develop capabilities for doing business in different countries/markets
• There is no ideal universal model
• Each company must look for its own model of internationalization according to their idiosyncrasy
Tostaderos Sol de Alba
• Determination• Total company commitment: management
and team• Are we ready?
• Product and/or service adaptability • Qualified staff• Technology• Capability
• Budget: human and financial resources• Defined International Plan: market selection,
marketing plan, international exhibitions, etc. • Constant innovation • International Certifications: ISO, IFS, BRC,
Kosher, Halal, etc.• Patience, perseverance and consistency
Business Internationalisation: Keys to success
Business Internationalisation: Advantages
• High growth potential• Risk diversification • Increasing number of clients • Resource optimization • Internal improvements • Learning • Better image of the company with suppliers, banks and
customers
Business Internationalisation: Obstacles
• Internal Change Management• Competition: local, national, international• Cultural and language barriers• Country – specific legislation• Customs duties / tariffs• Currency fluctuation• Instability: political, economic, social (changing world)• International transport: transit time, extra cost, etc.• Investment• International payment methods
Is Internationalisation the Solution?
YES, IT IS!
COME ON!GO AHEAD