Jornadas Emprendedores Granada2013. Juan Carlos Barragán Espinar “Estrategias de éxito en un plan de internacionalización”

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  • Introduce yourself and the company


  • 1. IsInternationalisationthe Solution?TOSTADEROS SOL DE ALBA
  • 2. Tostaderos Sol de Alba – Almacenes Barragán Espinar Group, Family-OwnedAlmacenes 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
  • 3. Business developmentTostaderos 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 (– Commercial Branch (Mexico): 2012
  • 4. International MarketsAlgeriaArgentinaAustraliaBrazilCzech RepublicDenmarkEgyptGermanyGreeceIndiaIsraelItalyLibyaLithuaniaMacedoniaMalaysiaMaltaMoroccoMexicoNetherlandsPortugalPolandRepublic of MauritiusSaudi ArabiaSwedenSwitzerlandTurkeyUnited Arab EmiratesUnited KingdomUruguayUSAVenezuela
  • 5. 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• ProximityNon EU countries:• Emerging economies:• Large growth potential• Similar countries: culturally,economically and sociologically• Proximity
  • 6. Tostaderos Sol de AlbaExport = Internationalisation ?
  • 7. 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?
  • 8. Tostaderos Sol de AlbaBusiness Internationalisation• CULTURAL PROCESS to develop capabilities for doing business indifferent countries/markets• There is no ideal universal model• Each company must look for its own model of internationalizationaccording to their idiosyncrasy
  • 9. Tostaderos Sol de Alba• Determination• Total company commitment: managementand 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 consistencyBusiness Internationalisation: Keys to success
  • 10. 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 andcustomers
  • 11. 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
  • 12. Is Internationalisation the Solution?YES, IT IS!