Transcript E-learning Vietnam - PowerPoint

Food Ingredients Asia
Sector Export
Marketing Plan
E-learning Session
Why Plan?
16 July 2015
Centre for the Promotion of Imports from developing countries
Agenda
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Introductions
Why do you need a SEMP?
Case Study: Wines from Bolivia
Critical Success Factors
Contents of a SEMP
Centre for the Promotion of Imports from developing countries
16 July 2015
Who are we?
Julian Lawson Hill
- export marketing expert
- 25 years experience in international business
- main focus: selling into Europe and North America
- delivering EMP training in Scotland (UK), Lithuania,
Indonesia, Philippines and Vietnam
- currently managing an export programme for high
growth companies
- working intensively on a one-to-one basis with
companies in the food and drink sector
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Centre for the Promotion of Imports from developing countries
16 July 2015
Who are we?
CBI Team
• Koos van Eyk
• Gerben de Witte
• Monique Habets
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Centre for the Promotion of Imports from developing countries
16 July 2015
Why Plan?
Why do you need a
sector export marketing plan?
(SEMP)
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Centre for the Promotion of Imports from developing countries
16 July 2015
Why have a Sector Export Marketing Plan?
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Increase exports
Increase economic growth
Increase prices obtained
Maximise value added in Vietnam
Improve profitability
Increase employment
Sustainable development
Centre for the Promotion of Imports from developing countries
16 July 2015
Case Study: Wines from Bolivia
October 2012: Workshop 1
• Identified bottlenecks
• Prioritised actions
• Tasks, timescales, responsibilities
January 2013: Workshop 2
• Wines from Bolivia established
• Tasks and responsibilities
• How it will be organised
• Route map
April 2013: Workshop 3:
• Organisation
• Financing
• Sectoral strategy and plan
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Centre for the Promotion of Imports from developing countries
16 July 2015
Benefits
November 2014: Market Visit
• Promoting Bolivian wine
producers in a unified way
• Raising awareness of “Wines
from Bolivia” as a brand
• Attracted interest from
European buyers
• Building credibility and a
reputation for quality wine
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Centre for the Promotion of Imports from developing countries
16 July 2015
Benefits
• Changing the mindset to quality
• Increasing professionalism
• Creating a positive image of Bolivia
• Creating pride in winemaking regions
• Inspiring SMEs
• Generating more employment
• Motivating the next generation of
winemakers
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Centre for the Promotion of Imports from developing countries
16 July 2015
Critical Success Factors
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Willingness to do it
Collaboration
Commitment of time and resources
Focus
Centre for the Promotion of Imports from developing countries
16 July 2015
Implications of Not Developing an SEMP
• Missing out on business opportunities
• Not benefiting from collaborative investments
• Duplicating effort and expenditure needlessly
• Slow to respond to changing market
requirements
• Slow to make decisions
• Less productive and less profitable
• Losing out to competitor countries
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Centre for the Promotion of Imports from developing countries
16 July 2015
The SEMP: Answers the Key Questions
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Where?
What?
Who?
Why?
How?
Who?
When?
How much?
Centre for the Promotion of Imports from developing countries
16 July 2015
Training – Our Approach
Remember – we are here to give you the
tools, not do the work for you 
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Centre for the Promotion of Imports from developing countries
16 July 2015
Any Questions?
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Centre for the Promotion of Imports from developing countries
16 July 2015