Importing Fruits and Vegetables from Spain to Finland


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A presentation about a new company in Finland which imports vegetables and fruits from Spain to Finland.

Cooperating with Mrs. Tran Bich Ngoc Nguyen, Mrs. Hoai Bao Tran Le, Mrs. Vu Quynh Huong Bui, Mrs. Nguyen Thuy Duong Doan and Mrs. Pham Tram Anh Nguyen.

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  • Hello, dear Antonis,

    I can offer you principally stones fruit from Spain, but I can do too potatoes, watermelons, melons, capsicum, citrics from Spain and from Argentina ( satsumas ).

    Don´t hesitate contact me!

    0034 609 528092
    Are you sure you want to  Yes  No
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Importing Fruits and Vegetables from Spain to Finland

  1. 1. Antonios Gkekas
  2. 2. Business Description Import fresh Fruit – Vegetable from Spain to Finland Flexible price Target customer: end customer Head quarter: Helsinki – Finland
  3. 3. Headquarter-Helsinki Why? Wholesalers are located near Helsinki Import activities Easy to employ Fruit in Company- Customers Spain Helsinki
  5. 5. Reason Capital Nearby wholesalers Potential workforce Distribution system
  6. 6. Helsinki – Capital of Finland  The most populous and largest city  600,000 inhabitants  Advertise and market our company and products widely  Capital of Finland  Center of business events Opportunities to co-operate with international partners
  7. 7. Why Helsinki ? Main wholesalers located in Helsinki  Satotukku  Tukkutalo  Valora Oy Advanced business services Business environtment  Much of economic activity of the nation is carried on around Helsinki Harbor  Metropolitan area with important worldwide businesses having their headquarters here.
  8. 8. Why Helsinki ? An important trade and business destination (Internationcal Trade shows: Educa Helsinki, ect.) High level of education among the labour force Helsinki is located optimally from the point of view of national markets as well as the markets of northwest Russia and the Baltic States. Good logistics network
  9. 9. Workforce in FinlandYoung employees from universities and UAS  Students from universities and UAS  Universities of Applied Sciences: Acrada UAS: 2346 Diaconia UAS: 3004 HAGA-HELIA UAS: 10500 Helsinki Metropolia UAS: 16000 Humak UAS: 1434  Universities:
  10. 10. Helsinki – Capital of Finland Many people come to seek a job → more options for companies English is used popularly Most of people can speak English as well as their second language ( over 80% population can speak English)→ advantage for international trading
  11. 11. Helsinki – Capital of FinlandMore than 50% immigrant population in Finland lives in HelsinkiMany Spanish people are in Helsinki Spanish people with experience and skill => a good choice for company?Further information: Helsinki is in top 10 for productivity in Europe
  12. 12. Challenges Highly operational cost (e.g maintenance or labor cost, etc) Competitiveness Solution: Instead of Helsinki, we have some other choices to place the headquarter such as: Turku, Tampere.
  13. 13. Location and Planning Sales- Marketing Administrative Accounting Staff Senior Administrative Manament Customer Service Operations Staff Facilities Management
  14. 14. TARGET MARKET - FINLANDReasons to choose Finland1. The climate2. Prices of fruits and vegetable in Finland comparing to those in Spain3. Being European Union (EU) members
  15. 15. TARGET MARKET - FINLAND1. The climate Harsh climate, especially in winter → lack of diversity in fruits and vegetable (Spain – better climate, many different types of fruits and vegetable) → meet the demand of customers in Finland
  16. 16. TARGET MARKET - FINLAND2. Prices of fruits and vegetable in Finland comparing to those in Spain Fruits and vegetable grown ‐ in Finland-expensive ‐ in Spain-cheap→ advantage to compete against domestic products
  17. 17. Prices of some fruits and vegetable of awholesaler in Spain Product Approximate weight Average price (Euros) per packaging White grape (seedless) 5 kg 1.1 Valencia late orange 10 kg 0.75 Lemon 10 kg 1.0 Cucumber 5 kg 0.7 Spring onion 15 bunches 0.55 Broccoli 5 kg 1.65 Aubergine ”purple” 5 kg 0.8 Conference pears 4 kg 0.75 Green pepper 5 kg 0.75Source:
  18. 18. TARGET MARKET - FINLAND3.Being members of EU Finland and Spain are in EU → same currency, customs tariffs, duty rate in import and export → decrease risk and barriers in exchanging currencies, importing and exporting goods
  19. 19. Target market Demand for fruits and vegetables is increasing High price of domestic products Lack of farmer Healthy lifestyle Lack of diversity due to climate Being a member of EU
  20. 20. Reason for the targetmarket, Finland Demand for fruit and vegetables: increasing rapidly  Data through organic food research by Mary Allen Smith  2010: turn over reaches 80 million Euros  1/5 of Finnish household by regular organic food (17% in 2008)  2011: expected to 110 million Euros and so on  1st half of 2011: 40% growth in sales of organic product  A great demand on fruit and vegetables But, in comparison with other countries, the market share is still low (1.2%) And the demands excess domestic supply A chance to jump to the market
  21. 21. Reason for the targetmarket, Finland  Lack of local farmers Finland imports most of its fruits and veggies because they do not have enough farmers that farm fruits and vegetables for their country  Trend of consumption Finns have become more focused in recent years on leading a healthy lifestyle with more consumption of fruit and vegetables. Because of increasing health awareness, consumers prefer fresh fruit and vegetables over canned fruit and vegetables, because fresh products are perceived as more healthy.  Consumption of organic food Although organic food is still a small niche market, consumption is increasing fast in almost all countries. Since the food scares that hit EU countries in the 1990s and 2000s, many people are concerned about food safety. This factor, combined with increasing awareness of health, diet and nutrition, has increased interest in organic food products, including organic fruit and vegetables.
  22. 22. High price of the products Some typical fruits and Suomi Imported vegetable S-market research Cucumber 3.35 E/kg 1.45 E/kg NO promoted price Tomato 4.35 E/kg 1.65 E/kg Apple 2.95 E/kg 2.39 E/kg 1.39 0.75 Carrot E/pack E/pack
  23. 23. Lack of diversity Especially in winter.  Domestic fruits: Apples, plums, cherries and berries  Domestic vegetables: Potatoes, cucumbers, tomatoes , lettuces, turnips and onions. Everything else is imported  Apples: Italia, Poland,...  Oranges: Spain, Turkey,..  Bananas: Columbia, Spain,..
  24. 24. Lack of diversity due to Finlandschanging climate  Fruits need light, water, nutrients, carbon dioxide, and warmth to grow.  Spain is the appropriate country for exporting fruits and vegetables to Finland.  Spain is the second largest exporter of fresh fruit and vegetables in the EU, accounting for 18% of EU exports. Between 2004 and 2008, Spain’s exports increased on average by 2.7% annually, total €1.2 billion and 1.0 million tones in 2008. The main exported product groups in 2008 were canned olives, canned Chart - Finland - Imports - tomatoes, canned mushrooms and canned Evolution peaches. Spain’s exports increased in value by +2.7% on average per year.  New partner
  25. 25. TARGET MARKET - FINLAND  Being members of EU Finland and Spain are EU member states  Common currency Euro.  Zero-rated taxes for Intra-Community Trade.  Spain products fulfill European strict requirements for fruits and vegetables. ( There are already a lot of Spanish fruits on Finnish market-pictures) → decrease risk and barriers in trading.
  26. 26. Target customer Need/desire  A kind of food  eating habit  Different taste Deliver more choice for domestic customer OR?
  27. 27. Target customer Demographics - Age: 18-65  Independent income  Free-will to purchase  Consume large quantities
  28. 28. Target customer Life-style – Healthy  WHO: 400g intake/day (not including potato)  Awareness arising
  29. 29. Target customer Economic situation  Average income and savings  Economics recession in Finland  Our service: reduce price and some seasonal discounts
  30. 30. Deciding factors Cultural  Religions  Sub-culture: “Vegetarian” or “Meat lover” Social  Family members’ eating habits  Reference groups
  31. 31. Deciding factors Personal  Healthy lifestyle  Stable income Economical  Government interfere  Fiscal policy
  32. 32. Deciding factors Business rivalry  Own prestige and reputation  Existing domestic competitors  Substitute products
  33. 33. Product quality and hygiene
  34. 34.  EuropGAP (Good Agricultural Practices) Generic HACCP (Hazard Analysis and Critical Point) National legislation and specific requirements in Finland
  35. 35. External Internal Clearness - Taste Color Freshness - Maturity Shape - Nutrition Presentation Packaging
  36. 36. Before import Farms have GAP certification. Finding and understanding clearly special and specific requirements about vegetable and fruit in Finland. Test/ Check products carefully.
  37. 37. References  Nutrition/Organic-fruit-market-surges-in- Scandinavia  Export/Finland/Oil-seeds-oleaginous-fruits- miscellaneous-grains-seeds-fruits-industrial- medicinal-plants-straw-fodd/FI/12?f=I&p=A&e=G  024/44073/Hall%20Hardi.pdf?sequence=1