Ingredientes naturales en las ferias internacionales fortalezas y debilidades


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Ingredientes naturales en las ferias internacionales fortalezas y debilidades

  1. 1. Natural Ingredients Trade Fairs: a SWOT analysis Bogota, Colombia September 2012 Joost Pierrot & Christophe Landuyt
  2. 2. The European Trade fair landscape  Types of trade fairs  Sources of information  Selecting the right trade show  Company related criteria  Show related criteria  Exercise
  3. 3. Trade fairs inEurope  Types of trade fairs  Range (broad - specialised  Reach (horizontal - vertical)  National - international  Product oriented - knowledge oriented  The internet  Google / Yahoo  Industry specific portals  Exhibitions portals
  4. 4. Trade fairs inEurope  Sources of information  Industry peers  Industry federations  (Potential) customers  The internet  Google / Yahoo  Industry specific portals Exhibitions portals
  5. 5. Selecting the rightshow  Company related criteria:  Hunger for new markets  Need to deepen existing markets  Budgeted operation  Tradition of trade show participations  Margin for increased demand
  6. 6. Selecting the rightshow  Show related criteria:  Distribution ≈ catchment area  Fitting in marketing strategy  Easily accessible for target groups  Suitable period for target groups  Reputation and image of show
  7. 7. Selecting the rightshow Alternatives Hi Ni Europe, Appropriate trade fair SIAL, PARIS ANUGA, KOELN Event XYZ FRANKFURT Weight Points Product Points Product Points Product Points Product w p wxp p wxp p wxp p wxp Criteria i Target group Significance for market Quota of trade Booth costs Accessibility Frequency Total 100
  8. 8. For moreinformation:WWW.CBI.EU