The document discusses current trends in the European market that are important for exporters to understand. Virtualization and increased use of information and communication technologies are changing how products are marketed and purchased. Corporate social responsibility is also becoming more mainstream as consumers demand certification of fair working conditions and environmental standards. Developing an efficient supply chain with accurate information, carbon footprint tracking, and cold storage is key to success. While florists remain an important market segment, opportunities also exist in direct sales, niche products, and supermarkets. Exporters should conduct market research, select targeted segments, communicate effectively, and ensure high quality standards throughout the supply chain.
An Atoll Futures Research Institute? Presentation for CANCC
04 tendencias europa sector flores y follajes tropicales
1. Centre for the Promotion of Imports from developing countries
Trend and
developments in the
European market
Arno van der Maden
June 2014
2. Content
Current trends and developments
Better understanding what drives your
customers
What opportunities does this create for your
company?
What actions do you need to take in your
company?
1 June 2014Centre for the Promotion of Imports from developing countries
3. Key Trends
Virtualisation and ICT in the marketing
process
CSR becomes mainstream
Supply chain development
Marketing trends
2 June 2014Centre for the Promotion of Imports from developing countries
5. Virtualisation and ICT
Virtualisation
Web shops
Direct buying
Direct link grower and final buyer (=
consumer)
Tracking and tracing
Centre for the Promotion of Imports from developing countries4 June 2014
7. Corporate Social Responsability
Working conditions
Certification
Residues
CO2 / Carbon Foot Print
Fair Trade
Centre for the Promotion of Imports from developing countries6 June 2014
9. Supply chain
Information
Efficient logistics
CO2 / Carbon Foot Print
Sea transport
Cold chain management
Centre for the Promotion of Imports from developing countries8 June 2014
11. Marketing trends
Florists remain dominant
Niche products
Direct sales
Supermarkets
Choice of market segment
Auction clock under pressure
Bouquets manufacturing near consumer
market
Centre for the Promotion of Imports from developing countries10 June 2014
12. Exercise
What are the 3 most important messages
for you?
Which opportunities can you identify?
Considerations for action?
Centre for the Promotion of Imports from developing countries11 June 2014
13. Possible actions for exporters
Do proper market research
Follow a market oriented approach
Select and know your market segment
Visit your customers
Communication is key
Build your image
CSR all the way
Pay your royalties (if applicable)
Story telling
Look for strong chain partners
Quality down the chain is also your responsibility
12 June 2014Centre for the Promotion of Imports from developing countries