Jornadas Emprendedores Granada2013. Juan Carlos Barragán Espinar “Estrategias de éxito en un plan de internacionalización”
IsInternationalisationthe Solution?TOSTADEROS SOL DE ALBA
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
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 (chuchesonline.com):2009– Commercial Branch (Mexico): 2012
International MarketsAlgeriaArgentinaAustraliaBrazilCzech RepublicDenmarkEgyptGermanyGreeceIndiaIsraelItalyLibyaLithuaniaMacedoniaMalaysiaMaltaMoroccoMexicoNetherlandsPortugalPolandRepublic of MauritiusSaudi ArabiaSwedenSwitzerlandTurkeyUnited Arab EmiratesUnited KingdomUruguayUSAVenezuela
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
Tostaderos Sol de AlbaExport = Internationalisation ?
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?
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
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
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
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
Is Internationalisation the Solution?YES, IT IS!