Market Intelligence for Central & Eastern Europe


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Despite the fact that the CEE countries are experiencing an economic slowdown, the region remains an attractive consumer market as well as a target for FDI. The CEE countries have a lot in common from the cultural and historical point of view; however, one must be aware that there are quite significant differences in business environment and, above all, availability of reliable market intelligence data. Local knowledge and approach are thus of the highest importance and crucial for anyone wishing to enter the local market.

This presentation shows selected slides from a GIA white paper. To download the entire white paper that you are interested in, please visit

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Market Intelligence for Central & Eastern Europe

  1. 1. Market Intelligence for Central & Eastern Europe Webinar presentation October 15, 2009
  2. 2. Webinar Content Outline This document contains excerpts from GIA’s “Market Intelligence for Central & Eastern Europe” White Paper. For the free white paper, please visit or email •  Introduction and background •  MI in Central & Eastern Europe !  Country overviews •  Central & Eastern Europe •  Baltic region !  Challenges !  MI solutions and case examples (not included here) - page 2
  3. 3. Market Intelligence for Central & Eastern Europe
  4. 4. Introduction to market intelligence in Central & Eastern Europe Defining Central and Eastern Europe Baltics Eastern Europe Central Europe The Balkans
  5. 5. Introduction to market intelligence in Central & Eastern Europe •  190 million market (50% of Western Europe) •  2 million km2 (60% of Western Europe) •  20 countries (10 EU members) •  10 countries covered in this webinar - page 5
  6. 6. Introduction to market intelligence in Central & Eastern Europe Overview of basic economic indicators - page 6
  7. 7. Introduction to market intelligence in Central & Eastern Europe - page 7
  8. 8. Introduction to market intelligence in Central & Eastern Europe - page 8
  9. 9. Country Overviews - page 9
  10. 10. Czech Republic •  10.3 million people •  2nd highest GDP per capita of all new EU members •  Strong manufacturing industries, excellent infrastructure •  Strong FDI, regional HQs, R&D •  Automotive, electronics & electrical, mechanical engineering, environmental technologies, plastics and metallurgy •  10 years of growth up to 2008 •  Open liberal economy, export focused – positive trade balance •  Mature market = competitive, but has buying power and recognition of quality, open to new partners •  Prague / Czech / crown (CZK)
  11. 11. Poland •  38.5 million people (2nd in CEE) •  Largest consumer market in CEE •  Underdeveloped transport infrastructure •  Large differences between regions •  4th lowest GDP per capita in EU-27, 57% of EU-27 average (2008, PPS) •  Least hit by current crisis •  Electronics, cars, buses, aircraft, metal processing, clothes, furniture, agriculture + food & beverages… •  Warsaw / Polish / zloty (PLN) - page 11
  12. 12. Hungary •  10 million people •  Among first in CEE to introduce pro-market reforms (prior to 1989) •  Among top FDI destinations in CEE, hosting 30,000 firms with foreign $ •  Automotive, electronics, machinery •  Most developed biotech in CEE •  Serious troubles with state debt and personal loans, strongly hit by crisis •  From 4.9% in 2004 to 0.8% in 2008 •  Tourist destination for thermal caves, thermal lakes, largest lake, grassland •  Budapest / Hungarian / forint (HUF) - page 12
  13. 13. Slovakia •  5.4 million people •  No longer younger brother •  15 consecutive years of growth •  CEE’s 2nd to introduce Euro, 3rd by GDP per capita, no. 1 in 2007 by GDP growth, world‘s no. 1 in car production per capita •  Danube river, Tatra mountains •  50 km from Vienna, Austria •  Low costs, educated labour, 19% flat tax rate, liberal economy, labour code •  Automotive, electronics, machinery, metals, chemicals •  Bratislava / Slovak /EUR) - page 13
  14. 14. Romania •  21.5 million people (7th in EU) •  EU‘s 2nd poorest (GDP per cap.) •  32% of population in agriculture & primary production (agri = 10% GDP) •  Fast growing low-cost manufacturing •  Since 2000 – high growth, low inflation, low unemployment, flat income tax •  Issues: poverty, red tape, corruption •  Export items (esp. Germany & Italy): clothing & textiles, machinery, electrical & electronic equipment, metals, raw materials, cars, pharma, fine chemicals, agricultural products •  Strong in IT •  Good language skills of Rom. firms •  Bucharest / Romanian / leu (RON) - page 14
  15. 15. Bulgaria •  7.6 million people •  EU‘s poorest, 40% of EU-27 average GDP per capita (PPS), incl. 5 of EU‘s 10 poorest regions •  Potential for tourism (Black Sea, mountains) •  18% share of agriculture, important share of food industry, dairy, wine •  Biggest power exporter in the Balkan region •  A long fight with corruption ahead •  Currency pegged to Euro; high inflation •  Manufacturing = ¼ of GDP, neglected by FDI, low added value production •  New favorable tax legislation to support growth and FDI •  Uses cyrilic, trades with Russia •  Sofia / Bulgarian / leva (BGN) - page 15
  16. 16. Ukraine •  45.8 million – largest in CEE •  Largest territory of CEE states, incl. 2,782 km of Black Sea coastline •  Rich natural resources, •  Large metal, chemical and agricultural sectors; traditionally strong in aerospace, aviation and military industry; •  2nd largest army in Europe (after Russia) •  Still closely tied with Russia/CIS in trade •  Wide gap between poor and rich, very narrow middle class, vast grey economy •  Recent fall of local currency cuts imports •  5 cities over 1 million •  Uses Cyrillic, Ukrainian & Russian •  Kyiv/Kiev / Ukrainian (Rus.) / hryvnia (UAH) - page 16
  17. 17. Baltic States •  Northern part of Europe •  Re-gained the independence from Soviet rule in 1991 •  EU member countries since 2004 •  Relatively new market economies •  In total 7 mill inhabitants •  Strategic location: Baltics as the bridge to Russia and CIS markets !  Good transportation infrastructure linking EU and CIS – railways, ports, road and airway !  Understanding two business cultures: Western business manners and post-soviet business thinking •  Competitive and educated labour force - page 17
  18. 18. Estonia •  1.4 million – “small, but kicking” •  Likely to be the 1st one in the Baltics to adapt euro (target in 2013), most stable of the Baltic countries •  Lower inflation and CA deficit, higher GDP per capita than in Latvia and Lithuania •  Least energy- dependent - locally mined oil-shale generates 90% of electricity; many investments into green energy •  Top industries - machinery, electronics, wood processing •  Promising sectors of IT and biotechnology •  Modern tax system - flat income tax with 0% on reinvested profits •  Close links to Finland and Sweden (FDI, exports) •  Tallinn / Estonian / Estonian kroon (EEK) - page 18
  19. 19. Latvia •  2.3 million – population declining •  Has had the highest GDP growth rates in 2005-2007 and now the steepest decline •  Centre of attention due to the IMF loan •  Currently 2nd highest unemployment rate (18.3%) in the EU (Eurostat, Aug 2009) •  Currently in peak-period of EU financing for 2007-2013, utilizes and reviews support programmes •  Developed metalworking, wood manufacturing and food sector •  Country with strong R&D traditions: specialists work in materials science, biotechnology, pharmaceuticals, ICT, and other fields •  Good opportunities for M& A in production and sales sector •  Capital Riga hosts 1/3 of the population •  Riga / Latvian / lats (LVL) - page 19
  20. 20. Lithuania •  3.4 million – nearly ½ the Baltic population •  Good transport and IT infrastructure •  Traditionally developed food, wood and textile industries •  Promising sectors: mechatronics, laser technologies and ICT •  3rd lowest tax burden in the EU (29.9% of GDP in 2007) •  Strongly linked with the other two Baltic countries (FDI, trade, politics) •  Issues with energy supply after closing of Ignalina nuclear plant in 2009 •  Currency pegged to EUR while other currencies in CEE have lost value – this has hurt exports •  Vilnius / Lithuanian / litas (LTL) - page 20
  21. 21. Challenges to market intelligence in Central & Eastern Europe - page 21
  22. 22. Challenges to market intelligence in Central & Eastern Europe •  Cultural and language diversity must be taken into account •  Availability of information sources varies greatly •  Bureaucracy •  Determining and understanding market size and potential •  Choosing the target market & obtaining comparable data
  23. 23. Thank You for Your Attention These slides are excerpts from Contact Us the GIA White Paper: “Market Intelligence for Central & Eastern For additional information about the Europe”. Global Intelligence Alliance and our services, please send email to or log on Download the entire White Paper to the GIA website for the contact information of the GIA company for Free nearest to you. The report has been published under the GIA White Paper series and is available for free download at
  24. 24. About GIA
  25. 25. GIA is a strategic market Intelligence and advisory group Global Intelligence Alliance (GIA) was formed in 1995 when a team of market intelligence specialists, management consultants, industry analysts and technology experts came together to build a powerful suite of customized solutions ranging from outsourced market monitoring services and software, to strategic analysis and advisory. Today, we are the preferred partner for organizations seeking to understand, compete and grow in international markets. Our industry expertise and coverage of over 100 countries enables our customers to make better informed decisions worldwide. GIA Industry White Paper 2 / 2010: Native or Web Application? How best to deliver content and services to your audiences over the mobile phone
  26. 26. Access local knowledge in over 100 countries GIA Group has 12 offices on 4 continents. Together with affiliated GIA Member companies, certified GIA Research Partners and consultants, GIA provides access to local knowledge in over 100 countries. All GIA Network companies adhere to GIA’s Research and Analysis Quality System as well as the SCIP Code of Ethics. - page 26
  27. 27. We understand your business With a track record of supporting thousands of clients Industry Practices around the world, we bring you practical expertise in your Automotive Chemicals markets, as well as knowledge from our practices covering Construction & Property Development 11 industries and all the key business functions. Consumer & Retail Energy, Resources & Environment Financial Services Private Equity Logistics & Transportation Manufacturing & Industrial Pharmaceuticals & Healthcare Telecommunication, Technology & Media Functional Practices World Class Market Intelligence MI for Strategic Planning MI for Marketing & Sales MI for Product & Innovation Management MI for Supply Chain Management M&A and Partnering
  28. 28. International Global Intelligence Alliance Group Baltic Region Gateway Baltic Belgium Global Intelligence Alliance Belgium Brazil Global Intelligence Alliance Latin America Canada Global Intelligence Alliance Canada Central & Eastern Europe EasyLink Business Services China Global Intelligence Alliance China Finland Global Intelligence Alliance Finland France RV Conseil Germany Global Intelligence Alliance Germany Hong Kong Global Intelligence Alliance Hong Kong India Global Intelligence Alliance India Japan McRBC Netherlands Global Intelligence Alliance Netherlands Russia ALT R&C. Singapore Global Intelligence Alliance Singapore South Africa Butterfly Effect Intelligence Tunisia Tunisie RV Conseil UK Global Intelligence Alliance UK United Arab Emirates GCC Consulting USA East Coast Global Intelligence Alliance USA East Coast USA West Coast I.S.I.S. – Integrated Strategic Information Services, Inc.