exporting made easy - borderbizcamp€¦ · • combilift was established in march 1998 by martin...
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Exporting
Made
Easy
Martin McVicar
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• Combilift was established in March 1998 by Martin McVicar and Robert Moffett.
• Both experienced in the materials handling sector.
Company Background
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Company Background
• Combilift, Monaghan.
• 250 employees
• €100 million turnover• €100 million turnover
• 9% of turnover in R&D
• 99% Exported
• Exporting to 50+ countries
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Combilift Production
890
1180
1500
1810
2010
1460
2050
2360
2650
16,000 Units
18 130320
450520650
890
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Combilift Production
Headquarters 120,000 Sq Ft
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• Australia
• Algeria
• Brazil
• Bahamas
• Barbados
• Canada
• Chile
• Columbia
• Europe
• Iceland
• India
Combilift 50+ Markets
• India
• Israel
• Libya
• Mexico
• New Caledonia
• New Zealand
• Oman
• Russian Federation
• South Africa
• Saudi Arabia
• Turkey
• U.A.E
• U.S.A.
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Combilift Range1,500Kg – 25,000Kg
Combi-CBCombi C-Series
Combi-RT
Combi-SC
Aisle-Master
Combi-SC
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10% Germany
4 x Markets = 50%
15% USA
15% UK
10% France
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Challenges in Export
• Language
• Culture
• Transport (getting product to customer)• Transport (getting product to customer)
• Customs Clearance (Outside EU)
• Regulations/Standards (USA V. European)
• Financial Risks- Plan for longer terms
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Designed to be Containerised
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• Innovative Product (New Combination)
• Concentrated on niche export market.
• Minimise Marketing costs into new markets.
• Monaghan = “Can Do”Attitude
Competitive Approach
• Monaghan = “Can Do”Attitude
• Happy Customer is free marketing
• Every Customer should be a referral customer
• Robust Simple Design – Export to any Market
• New Product to Market Quickly(12 Months)
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Required a Different Sales Strategy for each market:
– Europe - Advantage was Space Saving.
– U.S.A. – Safety - Safer product handling.
Global Distribution
– U.S.A. – Safety - Safer product handling.
– Scandinavia / Canada - Outdoor capability.
• Initially only appointed English speaking dealers.
• Combilift formed a joint venture with a forklift dealer in France.
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Branded Combi-Amlat for France
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Research & Development
•Strong R&D team including directors.
•Work closely with dealers and customers to develop products
•Invest 9% of Turnover in R&D
•Close Link between R&D and Sales & Marketing
•Dedicated R&D Facility
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• Overhead Guard Testing.
• Stability Testing.
Tested to Meet Global Standards
Stability Testing.
• Certification
ANSI B56.1
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Making it Easy to Export
• Innovation in getting Product to Market
• Price product in Customers Currency e.g.
US $, Can $, Aus $, Stg £, Euro
• Delivery cost included within Price.• Delivery cost included within Price.
• Custom clearance included
• Suggested Retail Price Lists for each market.
• Find the first customers in new markets yourself
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Reasons to Export
• Less Reliant on a single market.
• Large Global companies will only want to deal with global vendors.deal with global vendors.
• Feedback Globally assists with R&D.
• Growth can take place without developing additional products.
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From Experience it is easier to
export than to sell in home market
If Combilift can do it,
You can do it too.
Martin McVicar
Thank You