going international entering foreign markets · going international entering foreign markets...
TRANSCRIPT
GOING
INTERNATIONAL
ENTERING FOREIGN
MARKETSMatthias Grabner
Sector Manager Technology
ADVANTAGE AUSTRIA
PART 1 : IMPORTANCE OF EXPORTS FOR AUSTRIA
• More than half of
Austria‘s wealth is
generated through
exports
Importance of International Trade for Austria
• EUR 131.2 bn exports of goods in 2016 (-0.2%)
• EUR 135.6 bn imports of goods in 2016 (+1.5%)
• EUR 54,3 bn exports of services 2016 (+3,7%)
• EUR 44,1 bn imports of services 2016 (+3,9%)Total Services
Source: Statistik Austria, WIFO, **) WIFO-Prognose
109,4
121,8 123,5 125,8 128,1 131,5 131,1
139,4
113,7
131,0 132,0 130,7 129,8133,5 135,7
143,2
38,2 40,7 40,2 39,0 38,8 38,7 37,5 38,4
52,155,4 55,4 53,2 53,0 53,1 52,2 53,0
2010 2011 2012 2013 2014 2015 2016 2017**)
Exporte lt. Statistik Austria in Mrd. EURO
Importe lt. Statistik Austria in Mrd. EURO
Exportquote Waren lt. Statistik Austria in %
Exportquote Waren fob+Dienstleistungen in %
Importance of International Trade for Austria
Austria’s ICT sector
• 18,444 companies
• 108,628 employees (4% overall)
• 21.2 Billion EUR revenue (5% of all companies)
• Average 8.3% of revenue spent on R&D
• Fastest growing sector overall
• Added value rate of 1 : 2.35 on economy overall
Austrian ICT – main fields of business
9
6,8% 6,0%
17,0%
29,4%
2,8%1,2%
1,8%
8,2%
12,7%
1,3% 0,2%
2,0% 2,8% 7,8%
Hardware retail
hardware installation andmaintainance
Development, customization,installation and maintainance ofstandard softwareDevelopment and maintainance ofindividual software
software retail
Providing
Outsourcing
Support
Consulting
Hosting
Source: KMU Forschung Austria
Austrian ICT – Customer structure
10
Source: KMU Forschung Austria
78%
16%
6%
Austria EU Other
9,7%
9,0%
18,9%
8,7%7,8%3,2%
42,7%
Private Public
Manufacturing Finance
Telecom & Media Energy
Other
Importance of International Trade for Austria
• 56,000 exporters
• 52.2% GDP‘s export ratio, 6 in every 10 Euros
• HRK 100.676 export per capita
• EUR 189-93 bn (stock) Austrian FDI abroad, employing 801,000
• EUR 148.17 bn (stock) inward FDI, employing 251,000
PART 2 : ADVANTAGE AUSTRIA
• Internationalization Agency
• Encouraging and developing export strategies
• Innovation Agency
• Aim: Boosting the innovative capacity of Austrian
companies
ADVANTAGE AUSTRIA –
Our business segments
• Encourages international activities by identifying
business opportunities abroad.
• Supports cross-border commercial activities.
• Globally positions Austria as an attractive business
location and a reliable business partner.
ADVANTAGE AUSTRIA –
Internationalisation Agency for
the Austrian Economy
• Entrusted with governmental responsibilities:
statutory obligation to promote foreign trade
• Financed through membership contributions (not tax revenue)
• Creation of a customer-oriented service organisation
• Business development
• Knowledge transfer at home and abroad
The Austrian Federal Economic Chamber
ADVANTAGE AUSTRIA
Austria‘s official trade promotion organization
Austrian Federal Government
• Business framework
• Trade policy
• Export credit guarantees and financing
Austrian Federal Economic Chamber
• Austrian Federal Economic Chamber and its international arm:
ADVANTAGE AUSTRIA
• AUSSENWIRTSCHAFT PLUS – ADVANTAGE AUSTRIA
platform together with regional chambers of commerce
• International network of service centres and marketing offices
Who offers export support?
Private agencies
• Prisma Kreditversicherungs AG, Coface Austria, etc.
• Consultants
• Principal bankers, forwarding agents, etc.
Who offers export support?
ADVANTAGE AUSTRIA
Facts and figures
• More than 110 offices in 70 countries
• 27,000 Austrian clients
• 70 years of experience
• 800 employees
• 80 nationalities
• 1,200 ADVANTAGE AUSTRIA events
• 1,000 ADVANTAGE AUSTRIA publications
• Global business support
ADVANTAGE AUSTRIA
Our Services
Knowledge
International
market expertise –
better than
Google …
Platforms
Showcase the
competence of
Austrian
companies
abroad (fairs,
events, web)
Partners
Trusted partners
for
internationalization
(Sector Experts,
Distribution Partners,
Service Providers)
KNOWLEDGE
• www.wko.at/aussenwirtschaft
app, social media, notification services
• weekly e-publication, 5 printed magazines/year
• over 1,000 publications (country reports and updates, sector
profiles, reports on legal matters, magazines)
• Events (meetings with Trade Commissioners, Exporters‘ Day)
• One-to-One consultancy by our 800 employees
PLATFORMS
• www.advantageaustria.org
• FRESH VIEW (glossy brochures about sectors)
• Events in Austria: market place, B2B-Meetings
• Presentations abroad: Austrian Pavilions at world fairs,
Catalogue Displays, Austria Showcases/Presentations)
• International Group Missions for Austrian companies abroad
(trade missions, fact-finding missions)
• Establish networks of Austrian subsidiaries abroad (AUSTRIA
CONNECT)
Smart technologies
from Austria for the
cities of the future
• 200 country sites
• 28 languages (special focus on Eastern European languages)
• 1,000,000 visitors per year
• Market place with profiles of 15,000 Austrian businesses
• Business opportunities with detailed company information
• Listings of all events abroad including company profiles
• Overview of 30 industry sectors
www.advantageaustria.org
Austria’s International Business Platform
PARTNERS
• Support for new exporters (Export Centers in all 9 States)
• Consultancy for „Pros“ (internationalization, export financing,
technology consultancy, networks) at Vienna Headquarters
• Trade Commissions (market entry, in-market support,
investment advice, international procurement, crisis
intervention)
Type of Event
• Austrian Pavillions 68
• Group Stands (joint fair booth) 54
• Trade Missions 75
• Fact-finding Missions 70
• Forums 258
• Austria Showcases 68
• Catalogue Exhibitions 85
• Matchmaking Events 54
• Others 553
Total 1.285
ADVANTAGE AUSTRIA
Events (2017)
ADVANTAGE AUSTRIA –
Information for foreign markets
• www.advantageaustria.org:
1 million visits per year
• International newsletters:
30 Trade Commissions on five continents
• Various print publications:
FRESH VIEW, etc.
Market Entry Support
• Market potential and pricing structures
• General legal information
• Import procedure, distribution structure
• Competition assessment, market share
• Provision of business and credit information
• Identifying potential distributors
• First point of contact, organizing market visits
• Follow-up action
In-Market Support
• Organizing business trips
• Scheduling appointments, accompanied-meetings service
• Credit checks on foreign companies
• Support with preparation and submission of bids or tenders
• Intercultural consulting
• Evaluating the target market, market reports
• Distributor relationship management
Investment Advice
• Legal and tax framework
• Recruitment of staff
• Business location assistance
• Finding sector specialists
International Procurement
• Sourcing advice
• Export requirements
• Supplier contacts
• Finding quality control consultants
• Payment terms
Trends in Internationalization
PART 3 : GO INTERNATIONAL
– Motivate and train SMEs to become exporters – Cluster 1
– Accompany established exporters into new markets – Cluster 2
– Focus on the export of knowledge-intensive services – Cluster 3
– Support Austrian foreign direct investors in high-growth markets –
Cluster 4
– Communicating Austria – Cluster 5
Strategic Goal of go international V (April 2015 – March 2019):
Safeguard Austria‘s 5th place among EU-28 exporters (per capita)
Results to be achieved until 31 March 2019:
Number of new exporters: 8,000
Number of Austrian exporters, who are assisted in tapping into new
markets: 6,000
Number of Austrian services companies, which are accompanied onto
new markets: 2,000
Number of Austrian foreign direct investors, who are accompanied onto
foreign markets: 1,700
Number of international visits on global web portal
advantageaustria.org: 3.5 mio
Number of Exporters
12.500
18.000
22.500
29.000
34.000
40.000
44.000
50.000
56.000
62.500
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Start of the "go-international" program
Any questions?
Matthias Grabner
Sector Manager Technology & Health, ADVANTAGE AUSTRIA