Chinese Manufacturer wants to

expand in Europe

Expand existing EU business

Go direct (own brand)

Start new business

Traditional distribution

models

Cost comparisons

Risks of changing this ?

Waranty procedures and

spares

Target Market

overview

Competition

research

Potential

customers:

Agents

Distributors

Consumer reports

on customer

satifaction

Desktop research

(Internet, literature,

meeting)

Collecting data and

information

(telephone enquiries or

web panes, personal

interviews, exhibitions)

Detailed analysis

(reports &

database)

ABC’s

Methodology of Finding new customers in

Europe

M:\abcnv\m

arketing\./.. finding new customers in europe detail

Financial overviews

Cost compairisons

Pricing models

USP”s per competitior

Volumes in quantities and

value per market segment

Pricing models

Law and legislation?

Compare closest competitor

Test assumptions

ITERATIONS

Step/step 6x

Marketing strategy comaprison

Reverse engineer the concept

Critical success-

factors

Local trade shows

Domain research

(background

information EU)

Research of

distribution

channels

Product

specifics

Wish/vision/

ambition

Complete list with

individual names,

current suppliers,

price levels,

volumes

Press articles and

comments

€1000

€2000 €2000 €2000

€500

€1000

€1000TOTAL €8000 (bundled) or

€9500

End user validation