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Connecting Tunisia to Italy




Industry/Market of origin:  Electronic components/ Tunisia

Product/Service:  The client manufacturers a high quality array of capacitors, sensors. Protection devices and inductors.

Market Situation:  Northern Italy is widely recognised as a major European manufacturing hub. Suppliers worldwide compete at all levels of the value chain to be involved in the output of a huge variety of high quality equipment.

Objective:  Introduce the client into the market as a first or second tier supplier. Build a business case for market entry that will demonstrate a clear return on investment in line with agreed targets.

Strategy:  Benchmark the competitors and ascertain levels of demand and price points at various possible entry points to the value chain. Assist in the creation of dual language sales support material and presentations that will present the client as a professional international business who is serious about the market. Through contacts in regional chambers of commerce and industry bodies identify the potential buyers and introduce the client products.

Implementation: From the market intelligence gained it was clear that additional R&D work would have to be undertaken to meet local standards and requirements. Gaining input from potential customers assisted this process, and in turn led to buy-in of the redeveloped products.

Results:  Sales in year one failed to achieve expectations, but in year 2 sales of 380, 000 Tunisian Dinar (€197,000) were achieved. The client realized its objective of entering the South European market via Italy.





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