Export and Overseas Market Challenges

Desired outcome

We have commenced sales of our innovative device, which has no equivalent worldwide, in the Turkish market. However, venturing into the international market presents numerous challenges. To overcome these obstacles, a thorough analysis of both the sector and the company is required, culminating in the creation of a marketing campaign based on real data.

Initial Problem Description

The concrete issue we want to address is how to approach the sale of our unique product to the international market, what various challenges exist, and how to overcome them. When dealing with these challenges, how should we establish the necessary network? How can we reach the right employees and follow a path to make sales? What should we pay attention to?

Context

Management of the procurement chain and determination of starting points
As known, the textile production chain is as follows:
Yarn manufacturer → Fabric manufacturer (weaving or knitting) → Dyeing company (printing or finishing company) → Garment → Customer (Defacto, Hugo Boss, etc.) → Retail Sales | 3rd Party Laboratories
Our device can be used in companies that working on Fabric manufacturer (weaving or knitting), Dyeing company (printing or finishing company), Garment, Customer, 3rd Party Laboratories. Fabric manufacturers and customers indicate that the dyeing company should control its own production using the device of the dyeing company first. The dyeing company, in turn, indicates that the customer, who will exert pressure and ensure control, should push for the adoption of this technology. Consequently, during the correct initiation of the sales channel, extra difficulties are encountered. To overcome this situation, it is necessary to determine a correct sales strategy.

Connection to cross-cutting areas

By making test measurements and evaluations independent of individuals, sustainable outcomes for companies are ensured, guaranteeing accurate results each time. The digitization of testing processes begins with recording measurement results in a virtual environment and automatically integrating them into their SAP programs for reporting.

Additionally, laying the foundations of Industry 4.0 enables objective assessments in textile laboratory measurements, allowing measurements to be conducted independently of humans and with very low margins of error.

Input

The increasing interest and necessity for technological devices capable of providing objective assessments in the textile laboratory measurements stem from the fact that human eye-based measurements still prevail, leading to subjective result values. To achieve more objective measurements and avoid factors that influence human eye-based assessments, there is a growing demand for technological devices capable of providing objective evaluations within the industry.

Expectations

Access to Reliable Data Sources: Determination of reliable and up-to-date data regarding the number of companies involved in our industry, such as dyeing, fabric weaving, garment manufacturing, and purchasing of finished products, along with their production capacities and technological objectives, and identification of channels for accessing this data.

Local Regulations and Legislations: Access to legal regulations concerning the introduction of the product to the market, warranty periods, customer expectations, and distribution processes in the market. Identification of bureaucratic processes and legal regulations regarding the establishment of dealerships or direct sales.

Logistics and Distribution Channels: Establishing an effective distribution and technical service network abroad.

Competitive Analysis: The product we commercialize (colorfastness evaluation device in textiles) is unparalleled in the global market. Currently, non-technological methods are being utilized. Therefore, initial investment is required for customers to purchase this product. It is essential to first determine the necessity of using the product and devise an effective marketing strategy.

Customer Preferences and Behaviors: Each market has its unique customer expectations and behaviors. The most suitable method for our developed product would be to conduct demonstrations at the purchasing firms. Requirements need to be identified to manage this promotional process, which requires considerable time and personnel. Identification of the correct contact persons during this demo process is crucial.

-Selection of Correct and Effective Agents, Distributors, or Representatives Abroad:
-CHANNELIZING TO THE TARGET MARKET, FINDING THE RIGHT MARKET: Establishment of correct distributor channels that will ensure finding the right individuals and companies for the introduction of the device and simultaneously managing the technical service process effectively.
-BEST MARKETS IN TEXTILES, TOP 5 MARKETS: Identification of large customers who can be defined as big clients and can refer us to their customers (such as Intitex, Hugo Boss, etc.). Determination of the correct first five target market countries and estimation of the commercial volume.

-How will we communicate with the BIG AND LEADING COMPANIES mentioned above and how will we CONVINCE THEM TO BE OUR REFERENCE AFTER SALES?
-REACHING THE RIGHT CONTACT IN GLOBAL COMPANIES:
How should it be when DEALER CHANNEL IS CREATED?
How should it be when DEALER CHANNEL IS NOT CREATED?
-How do we ensure clear communication for understanding the value proposition of the product, and how do we better prove the value of our product?

-COST Calculation: We have manufactured the device and are selling it domestically. How should costs be calculated in foreign markets on a country-specific basis, and how should the foreign sales price be revised? Also, how will we determine the price of a device with no equivalent?

-SECURITY:
-How can we provide support for our foreign devices when there are technical and mechanical issues or during periodic maintenance and calibrations? How can we protect our know-how? What are the legal procedures regarding this, and what precautions can we take?

-Company Approaches:
COMPANIES' POSITIVE AND NEGATIVE APPROACHES TO TECHNOLOGY, methods for persuading them to transition to technology despite being able to conduct measurements with classical methods, should be determined.

We expect a detailed analysis followed by a strategy and marketing campaign based on real data, along with strategic step recommendations concerning the specified items.

Desired Team Profile

The team members should have skills in textile technology. We know that this skills are hard to find, so any technical background would work as well.
The team should have marketing skills, creating market reports
Besides above team should have skills in project management, strategic thinking and data analysis.

Additional Information

Our device, which performs evaluations using a textile test method that complies with ISO standards, has been certified by accreditation companies and standards institutes, ensuring that measurements can be safely conducted. Additionally, there are no obstacles to opening up our device, which also holds a CE certificate, to international markets.

Related Keywords

• Imaging, Image Processing, Pattern Recognition
• Textiles Technology
• Optical Technology related to measurements