competitive intelligence in international marketing (how to reach trade info on potential clients...
TRANSCRIPT
COMPETITIVE INTELLIGENCE IN INTERNATIONAL MARKETING
(How to reach trade info on potential clients and competitors in target markets)
COMPETITION IS THE DETERMINING FACTOR OF BUSINESS ON INTERNATIONAL AND
DOMESTIC LEVELS.
THERE IS A GREAT WAR GOING ON GLOBALLY. THE WAR IS FOR MARKETS AND THE ONLY
ALTERNATIVE IS TO OVERCOME THIS COMPETITION
FOR BUSINESSES, COMPETION IS A QUESTION OF
“TO BE OR NOT TO BE”
”WAR THEORY” HAS BEEN USED IN BUSINESS CONCEPTS PREVIOUSLY
ISO NORMS
BUSINESS THEORY WILL DEFINITLY USE MORE TOOLS OF “WAR THEORY” DUE TO THE DEVELOPING COMPETITION GLOBALLY
CARL VON CLAUSEWITZ, (THE FAMEOUS PRUSIAN GENERAL)
“We say therefore War belongs not to the province of Arts and Sciences, but to the province of social life… It would be better, instead of comparing war with any Art, to liken it to
business competition, which is also a conflict of human interests and
activities;”
“On War by Carl von Clausewitz” p.213 http://fulltextarchive.com/pdfs/On-War.pdf
THE SIMILARITIES BETWEEN WAR AND BUSINESS COMPETITON IS STILL EXISTING
AND IN FACT IT IS MORE THAN EVER
ON THE OTHER PART OF THE WORLD,ON THE EASTERN PART
SUN TZU (THE FAMEOUS CHINESE GENERAL) AND HIS BOOK “THE ART OF WAR”
REPRESENTS THE EASTERN APPROACH TO “WAR THEORY” AND “BUSINESS”
SUN TZU SAYS:“..If you know the enemy and know yourself, you need not fear the result of a hundred battles. “
“SUN TZU ON THE ART OF WAR” Translated from the Chinese
By LIONEL GILES, M.A. (1910)
WE HAVE TO KNOW 3 THINGS FOR SUCCESS “..if you need not fear the result of a
hundred battles”MARKETS – COMPANIES – HUMANS
COMPANIES FROM OUR OWN COMPANY TO COMPETITORS FROM
COMPETITORS TO POTANTIAL CUSTOMERS
COMPANIES OUR COMPANYCOMPETITORS ,POTENTIAL CUSTOMERS , HUMANS PERSONS (customer-competitor)EXPERTS (market-country-product)
WE NEED “DATA” TO UNDERSTAND THE MARKET REALITY
DATA CAN BE CLASIFIED IN 3 LEVELS:DATA = UNCONNECTED PIECES OF INFORMATION:
INFORMATION = INCREASED KNOWLEDGE DERIVED BY UNDERSTANDING THE RELATIONSHIPS OF DATA:
Matt H. Evans, “Basic Concepts” Excellence in Financial Management
INTELLIGENCE = THE ESSENCE OF INFORMATION THAT CAN LEAD US TO DETERMINE STRATEGICAL AND TACTICAL PLANS AND OPERATIONS.INTELLIGENCE IS AN OPERATIONAL INFORMATION.
INTELLIGENCE IS A RESULT OF CREATIVE INTERPRETION OF DATA AND INFORMATION
BUT NOT NECESSARILY BY A STEP BY STEP PROCESS.
EVEN A “SIMPLE” DATA CAN BE CONVERTED INTO INTELLIGENCE
DRIED FOOD IMPORTER/WHOLESALER /POTENTIAL CUSTOMER
EVEN “WASTE” COULD BE A SOURCE OF INTELLIGENCE
A COLOMBIAN DRIED FRUIT EXPORT COMPANY
LETS GATHER DATA FOR AGROFRUT FROM PIERS DATA BASE. (www.piers.com) (by subscribing)
AGROFRUT ALSO EXPORTED TO USA (FROM PANJIVA.COM)
COMPETITOR DATA OF COLOMBIAN COMPANYFROM FDA DATABASE
IMPORT REFUSAL REPORT
IMPORT REFUSAL REPORT
IMPORT REFUSAL REPORT
“PESTICIDES”
IF YOUR COMPETITOR HAS NEGATIVE RECORDS FROM FDA
AND YOU HAVE THE INFORMATION ON IT “YOU CAN TEACH YOUR “POTENTIAL CUSTOMER” HOW TO SEARCH “FDA’S
REFUSAL REPORTS”
FROM FDA DATABASE
WE BEGAN FROM WASTE (A SIMPLE DATA)
“THE NAME OF THE COMPETITOR” WHO HAD EXPORTED TO UK COMPANY
THE VALUE AND WEIGHT
HIS CUSTOMERS IN USA
NEGATIVE RECORDS WITH FDA
FROM A DIRECTORY GIVING FINANCIAL INFORMATION YOU CAN GET THE FINANCIAL STATMENTS OF THE COMPANY
http://www.bvdinSAMPLE FINANCIAL STATEMENTfo.com/CompanySearchResult.aspx?search=AGROFRUT OR D&B
DATABASES
SAMPLE FINANCIAL STATEMENT
FINANCE CREDIT RISK ANALYSIS
EVEN STREET MAPS COULD BE SOURCES OF INTELLIGENCE
A DRIED FRUIT WHOLESALER ON THE SAME STREET 100 METERS AWAY
UK IMPORTERS DATABASE WWW.UKTRADE.INFO
SEARCH BY COMPANY NAME AND DETECT IF THE COMPANY IS IMPORTING OR NOT
THE WHOLESALER IS NOT IMPORTING IN 2011 AND THE QUESTION IS “IF YOU CAN
CONVERT A WHOLESALER INTO AN IMPORTER OR NOT”
YOUR POTENTIAL CUSTOMER’S COMPETITOR
IS YOUR BEST PARTNER AND IF IT IS USED EFFECTIVLY IT OPENS THE DOORS OF AN
ACTIVE COMPETITION STRATEGY
UNITY OF INTELLIGENCE WITH STRATEGY CONCEPT
INTELLIGENCE + STRATEGY
EXCEPTIONAL ADVANTAGE
HOW COULD AN EXPORTER CREATE STRATEGIC ADAVANTAGE
INTELLIGENCE IS NOT RELATED ONLY TO INTERNET-PRINTED SOURCES OR OTHERS
HUMANS COULD BE SOURCES OF
INTELLIGENCEEVERYTHING COULD BE SOURCE OF
INTELLIGENCE
EVEN PRIESTS COULD BE SOURCES OF “INTELLIGENCE”
INTELLIGENCE STRATEGY CREATE EXCEPTIONAL ADVANTAGE STRATEGEM
FROM ONE SIMPLE DATA WE REACHED TO INTELLIGENCE
THERE ARA ALSO SYSTEMATIC ROUTES TO
REACH COMPETITIVE FOREIGN TRADE INTELLIGENCE
DEFINE THE TARGET MARKETS FOR YOUR SPECIFIC PRODUCTS
TRADE INFORMATION SECTOR
TRADE INTELLIGENCE SINGLE PRODUCT
TRADE INTELLIGENCE IS THE UPDATED INFORMATION
OUR PRODUCT IS “DRIED APRICOTS” TARGET MARKETS ?????
TRADE MAP IS A WONDERFUL TOOL
TURKEY EXPORT OF DRIED FRUIT IN 3 QUARTERS OF 2010-2011
(081310 HS)TURKEY EXPORT SHOWS THE COMPETITIVENESS POWER OF TURKEY APRICOT
PRODUCERSTURKEY EXPORT OF DRIED FRUIT IN 3
QUARTERS OF 2010-2011
WORLD IMPORT OF DRIED FRUIT IN 3 QUARTERS OF
2010-2011
(081310 HS)
UK COULD BE ONE OF THE TARGET MARKETS FOR DRIED APRICOTS (HS 081310)
UK TRADE INFO 2011 IMPORTERS LIST
DRIED FRUIT IMPORTERS OF 2011 AND THEIR NUMBER OF TRANSACTIONS DUE TO THE
MONTHS OF IMPORT
RETAILER
WHOLESALER
IMPORTER AND WHOLESALER
WHOLESALER
WE HAVE TO INTERPRET THE DATAOTHER IMPORTS AND TRANSACTIONS OF THE
WHOLESALER
OF COURSE WE CAN HAVE DIFFERENT ROUTES. GATHER INFORMATION FOR ALL THE
COMPANIES CONCENTRATE ON A SPECIFIC REGION
TARGET CUSTOMERS
IMPORTER OR WHOLESALER OR RETAILER OR
A MIX OF TARGET CUSTOMERS.
OR WE CAN CHOOSE “THE NEW” IMPORTERS
AS TARGETS (DUE TO THEIR NUMBER OF TRANSACTIONS AND OTHER INFO)
ACCORDING TO STRATEGY PRINCIPLES “CONCENTRATION OF WEIGHT”
or “CENTER OF WEIGHT”
LETS CONCENTRATE TO A REGION
INNER LONDON
THERE ARE 114 DRIED FRUIT TRANSACTIONS IN 2011
114 TRANSACTIONS IN LONDON IN 2011
20 DRIED FRUIT IMPORTERS IN INNER LONDON IN 2011.
THE IMPORTERS IN 2009 AND 2010 IN THE SAME REGION.
SOME ARE WHOLESALERS SOME ARE RETAILERS (AND IMPORTING AS
WELL) SOME ARE MANUFACTURING
WHOLESALERS (PACKING) (PERHAPS NEW)
COLLECT INFO ON EVERY COMPANY www.companieshouse.com
“NON SPECIALISED WHOLESALER” WITH THE REGISTRATION DATE
ADDRESS AND WEB SITE
CASH AT BANK & NET WORTH
CASH AT BANK & TOTAL CURRENT LIABILITIES
CURRENT EXECUTIVES
CURRENT DIRECTOR
THE DIRECTOR’S PAST
EVEN HIS AGE
COMPANIES HE WORKED PREVIOUSLY
THE TARGET MARKETTARGET COMPANY TARGET PERSON
DO IT FOR ALL OF THEM FOR INNER LONDON
LOCATE THE ADRESSES OF COMPANIES IN A MAP OF LONDON
ON TACTICAL LEVEL
STREET MAPS – TACTICAL INTELLIGENCEONE OF THE COMPANY’S LOCATION
PLUS LIMITED HORIZON BUSINESS CENTRE 84 GOODWIN ROAD EDMONTON LONDON N9 0BJ
08131000 Apricots:dried. Jan 2011 , Sep 2011 , Dec 2011
08134095 Other fruit: dried : nes Sep 2011 , Dec 2011
HORIZON BUSINESS CENTRE
THE COMPANY IS LOCATED AT THE HORIZON BUSINESS CENTRE
OUR TARGET COMPANY’S LOCATION
IMPORTANT MISSING POINTSDRIED FRUIT WHOLESALERS AND RETAILERS THAT HAVE NOT IMPORTED ARE NOT LISTED
IN THIS DATABASE
SO WE HAVE TO FIND THESE TYPE OF COMPANIES IN INNER LONDON
FRUIT ASSOCIATIONS AND ITS MEMBERS IN LONDON
THE NATIONAL DRIED FRUIT TRADE ASSOCIATION UK
LIST OF THE MEMBERS OF THE ASSOCIATION
LONDON
LONDON
ALSO FIND RETAILERS IN THE REGION30 COMPANIES IN A 30 KM.DIAMETER
“DECENTERILIZATION OF “OUR FORCES”
WE HAVE 30 TARGET COMPANIES AND WE CAN GATHER INFO FOR ALL OF THEM
THE BIG QUESTION IS TO FIND THEIR
CURRENT SUPPLIERSPRICES OTHER IMPORTANT INFORMATION
BRASILIAN EXPORTERS OF DRIED FRUIT
EXPORTING DRIED FRUIT TO UK
TURKISH EXPORTERS DIRECTORYTURKISH DRIED FRUIT EXPORTERS TO UK
TURKISH EXPORTERS EXPORTED DRIED FRUIT TO UK
EXPORTERS “EXPORT PRODUCTS”
AND “COUNTRIES”
SPANISH EXPORTERS TRANSACTIONS4 OF THEM EXPORTED TO ENGLAND.
FOR RETAILER PRICES GO TO THE IMPORTERS WEBS
WEBS ARE SOURCES OF TRADE INTELLIGENCE
DRIED APRICOTS
141/160Sx12 X 500 GR
LOGIN FOR PRICES
WEBSITES ARE SOURCES OF TRADE INTELLIGENCE
EKVADOR EXPORTER’S BILL OF LADINGhttp://www.datasur.com/ (15 COUNTRIES)
EXPORTADOR DIRECCION DESCRICPION ARANCELARIA PAIS ORIGEN PAIS DESTINO PUERTO EMBARQUE FECHA EMBARQUE AGENCIA TRANSPORTE BULTOS TIPO BULTO US$ FOB EMBARCADOR
TERRAFERTIL S.A.
3-4 DIVINY DRIVE PURTADOW CRAIGAVUN BT 63 SWE
LAS DEMAS FRUTAS U OTROS FRUTOS ECUADOR UNITED KINGDOM
GUAYAQUIL (PUERTO) 1/1/2010 0:00
CROWLEY AMERICAN TRANSPORT INC ECUADOR S.A. 334 CARTÓN 67.635,00 CYPRO FOOD LTD
TERRAFERTIL S.A.
3-4 DIVINY DRIVE PURTADOW CRAIGAVUN BT 63 SWE
LAS DEMAS FRUTAS U OTROS FRUTOS ECUADOR UNITED STATES QUITO 1/7/2010 0:00 OTROS 6 CAJA («BOX») 855,00
KENDALL FROZEN FRUIT
EKVADOR EXPORTER VALUE OF CARGO ENGLISH IMPORTER
STATISTICS IS A GUIDETOP 3 COMPETITIOR COUNTRIES FOR UK
MARKET OF HS 081310
HOW TO FIND FRANCE, ITALIAN AND USA DRIED APRICOTS MANUFACTURERS
THE FIRST SOURCE COULD BE PANJIVA
AND
FRENCH AND ITALIAN MANUFACTURERS DIRECTORY
6 FRENCH SUPPLIERS OF DRIED APRICOT TO USA
24 FRENCH SUPPLIERS OF APRICOTS TO USA
MARKET ACCESS MAPTHE CUSTOMS TARIFF ADVANTAGEUnited Kingdom applies to imports
of (081310) Apricots, dried originating from all possible countries.
WE KNOW THE TARGET MARKETWE KNOW OUR COMPETITORS IN OUR COUNTRYWE KNOW OUR COMPETITORS IN THE WORLD
AND UK WE KNOW OUR POTENTIAL CUSTOMERS
WE KNOW THE IMPORTERS & EXPORTERS & RELATIONS
WE KNOW THE RIGHT TIME WE KNOW THE PRICES WE KNOW STRATEGY
WE KNOW STRATEGEM
THE LAST STEP WE HAVE TO KNOW 3 THINGS FOR SUCCESS “If you need not fear the result of a hundred
battles”MARKETS – COMPANIES – HUMANS
TRADE INTELLIGENCE IS THE KNOWLEDGE OF COLLECTION AND INTERPRETATION OF
,“DATA” & INFORMATION FOR OPERATIONAL PURPOSES
FROM THE MOST APPROPRIATE SOURCES