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Connecting South Africa to Italy




Industry/Market of origin:   Solar Lighting / South Africa

Product/Service:   Specialist manufacturers of solar products from lighting, solar home systems, fridges, freezers, mosquito killing machine to cookers. Affordable solar powered products.

Market Situation:   Client had experiences on-line demand from various South European markets for their range of products, but had neither the linguistic competencies, contact network nor an understanding of the businesses culture to a level where they could build an export market.

Objective:   Identify any barriers to entry. Introduce the company's product to potential distributors in a cost effective manner.

Strategy:   Having identified the competitors, benchmarked their offer and routes to market it was agreed that potential volume users would be contacted, their level of interest gauged and the product introduced in Southern Italy to wholesalers and distributors who had the most extensive sales networks.

Implementation: Potential distributors and re-sellers were contacted to gauge their level of interest in the entire product range, and from this research to define what was to become the South European market entry offer.

Results:   A network of 12 showrooms has been established within the first 2 months since market entry. Showroom display stock is heavily subsidised y the client, and sales satisfied from via regional fulfilment partner.

The company has since developed a multilingual website and is working with Copernicus on the Spanish and Greek markets





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