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CBI EXPORT GUIDELINES
Do a financial analysis
Exporting involves taking risks,
the financial part is certainly one of them. Chapter 5 deals with finance in
more detail. The financial analysis should also be used to make the decision
whether or not to export. If your profit and loss projection of the export
venture is not positive, you can still decide not to export, as the financial
risks are too high.
Yes or no?
If your company is not able to
meet these mentioned minimum demands, is not export ready and/or is not able to
adapt to them on the short run, it is not advisable to start exporting to the EU.
On the other hand, if you feel comfortable with these demands, you could
consider exporting to the EU. Then, continue with chapters 2-5 of these
guidelines.
2 Product – and country
selection
When the decision to export has
been made, the exporter should focus on a limited range of products and a
particular country. There are a variety of sources of information that can help
the exporter select his or her product and country to export to.
Product selection
Selecting a product for export is
challenging and requires research to be conducted. For example, in the medical
devices and disposables market, products can be categorized as being primarily
high volume, low value products or high value, low volume products. An
appropriate illustration would be gauze as high volume, low value product; and
diagnostic equipment as high value, low volume product.
Low value products typically are
faced with significant competition from other DC. It its very important in such
a case to select a product that offers some differentiation and added benefit to
the end-use and market the added value of your product.
Regarding the more complex high
value products, additional regulatory requirements are required and it is likely
there will be significant competition from established manufacturers of medical
devices that have been active in the region for a significant length of time.
EU-country selection
After having identified a
particular product, or a range of products, for export, a target country has to
be identified. You can select your export market in a number of ways.
a) EU-imports
Foreign trade statistics can be
used to identify to which countries within the EU products have been and are
being imported. Analyzed over time, import statistics can reveal if a particular
market is stable, in decline or on the increase. The CBI market survey ‘The
medical devices and disposables market in the EU’ includes important import data
that can help you choose a target country. For example, looking at the EU
imported value from DC for a specific product can tell you whether trade
relations exist between your country and the EU and how these have been
progressing in recent years. It is possible to go into more details by looking
at the CBI sector surveys covering the market in individual EU countries.
The data used in the CBI market
surveys is Eurostat data. If you want to get more detailed import data you can
visit the Comext website and make your own extractions. The EU Export Helpdesk
also has a Eurostat database which is easier to use however provides less
detailed information.
Sources
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