AWS. Strategy Development and Partner Identification in the US Market. Mr. Steve Lanier. Managing Director

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1 Strategy Development and Partner Identification in the US Market Your Partner in Export & Investment Promotion Mr. Steve Lanier Managing Director

2 Company Profile Based in Washington, D.C. 20 years of experience 6 employees Ongoing industry relationships

3 Our Clients

4 Strategy Development

5 Strategy Development Market Research Current Market Size and Trends Is the market growing for the product area? Where are the pockets of growth What are the buying patterns of end-users and consumers? Are they changing? What industry trends are occurring in the sector consolidation, green focus?

6 Strategy Development Market Research Case Study Industrial Cleaning Machines - Company produced cleaning equipment for assembly line or stand-alone use - Identified business trend of outsourcing /renting equipment - Target included equipment rental companies who had significant interest

7 Strategy Development Market Research Competitor Situation What are the characteristics of the competitive environment? Are there many competing or similar products on the market? Is the market dominated by one large company or is the market fragmented?

8 Strategy Development Market Research Case Study Engine Controls - One competitor controlled 80% of the market - Distributors had exclusive agreements - Identified complementary product distributors and manufacturers

9 Partnership Strategies

10 Partnership Strategies Use Systematic Approach Understand market trends Determine time and resources available Complete systematic research - use multiple sources trade shows, databases Do not get married too soon Understand types of partners and options

11 Partnership Strategies Importer/Distributor Advantages Can offer national coverage Offers warehouse and stocking ability Has capacity to manage large volumes Provides after-sales-service Disadvantages Tend to be box movers Little capacity or desire to educate customers Controls distribution and end-user clients not known

12 Partnership Strategies Sales Representative or Agent Advantages Works in close relation with manufacturer to produce customized products Close relation to clients and clients are known Willing to educate clients about the product Especially desirable for technical, customized or high end products Disadvantages Usually small with 1-5 people Sales coverage only regional Rarely offers warehouse or after-sales-service

13 Partnership Strategies Complementary Manufacturer Advantages Offers warehouse, national coverage and after-salesservice Often can work with technical and customized products Disadvantages Difficult to identify a good partner that is not a competitor Often controls the complete marketing process Can demand to use their own brand name on products

14 Partnership Strategies Own Sales Office Advantages Complete control of the marketing and sales process Clients are known and long-term relationships can be developed Disadvantages Requires significant investment most costly and risky option Requires significant time to develop a marketing and client support network

15 Lessons Learned

16 Lessons Learned Strategy Always opportunities in the US and world markets must find niche Market research is important even if facts are already known, must be analyzed Trends and competitive situation important can guide strategy when seeking a partner

17 Lessons Learned Partner No right solution each option and partner has positive and negative aspects Complete systematic research andthoroughly evaluate potential partners Do not get married too soon

18 Thank you Steve Lanier 1247 Wisconsin Avenue NW Suite 201 Washington, DC T: F: