WORLD TRADE GROWTH

GLOBALIZATION

Way of lifeWay of production Keeping in touch with the universal dimension of international trade.

PROMOTION OF EXCHANGES

SME’s and MarketDefinition of the two terms of this relationshipSME’s : different definitions in EuropeRole of SME’s in the Market

COMPETITION

The Strategy will change from export to 1 Direct investments 2 Cooperation with local agents 3 Distribution 4 Joint ventures

Key Factor: Services intensive sectors

Technical Assistance

MARKETING STRATEGY OF A SMALL FIRM

1st step:

analysis of consumer behaviour• Persons• Organisations ≻ firms – public org.

WHO DOES IT IN A SMALL FIRM?

2nd step:

Costs of a marketing programmeInformation barriersRole of InternetTechnical barriers

3rd step:

Marketing mix:• Comunication• Characteristic• Price• Distribution

HOW IT WORKS IN A SME

GLOBALIZATION:New Countries with a lower labour cost

The cases of China and IndiaNew strategies for european firmsNew markets

U. A. E.Russia

Enlargement of E.U.

HOW TO FACE IT

SCHEME OF A MARKET RESEARCH

Information about the countryEconomic and social structure Foreign trade

Analysis of distributed products

Analysis of the different channelsDistribution:

Indipendent Associated Concentraded Specialized Other firms

STRATEGIC POINT

Collect datasAnalysisData processingDecisions

Recognizing the real behaviour of the consumer.What he needs and what is expected from the product.

HOW TO ENTER IN A MARKET

SME’s ≻ Trade fair

≻ Local firms

Marketing Research • Analysis of the market with datas• Research on the field

Role of the Research

Avoid Risks• Financial• Logistic• Capacity of production

Theory of marketing:

Start from the market

EU PROGAMMES FOR SME’S

An overview of the main funding opportunities available to european SME’s

Assistance• Non financial• Financial

FOUR CATEGORIES

1. Funding opportunities available directly

Environments (life III)Research (sixth framework progamme)Education (information Society)(Socrates)Energy (renewable energies) (energy efficiency)Transport

2. Structural Funds

Programmes managed at national and regional levelHelp to reduce disparities in the development of regions.Promote economic and social cohesion within the E.U.

Three objectives:

1) development SME support structures in the least favoured regions2) conversion of regions facing difficulties (job opportunities)3) modernising systems of training and promoting employment

INSTRUMENTS

ERDF – European Regional Development FundESF – European Social FundFIFG - Financial Instrument for Fisheries guidanceEAGGF - European Agricultural guidance and guarantee Fund

COMMUNITY INITIATIVES

Common solutions to problems affecting the whole Union

INTERREG III• Transnational Cooperation

URBAN• Regenerate Cities

EQUAL• Elimination of the factors leading to

inequalities and discrimination in the labour market

LEADER +• Local development through SME in rural

areas

3. FINANCIAL INSTRUMENTS

Managed by the European Investiment FundMulti – annual programme 2001 – 2005(€ 350mln provided by the Commission)Indirect Assistence with national financial intermediares to be implementedTwo instruments

• Venture capital• Guarantee instruments

4. NON FINANCIAL ASSISTENCE

Business Cooperation • AL Invest• Asia Invest • Executive training programme (Japan –

Korea)• Gateway to Japan

OTHER PROGRAMMES FOR COOPERATION

Phare

Meda

NATIONAL BEST PRACTICES

Services support to SME’sExport ConsortiaRole of Chambers of CommerceDesks abroad to analyse markets