EMEA-wide New Product
Launches- Quickly, Inexpensively and with Limited Financial
Risk
Selling ICT products in Europe, the Middle East and Africa
(EMEA) is the same as in the United States – except
that it is different. The basic rules of business are roughly
equivalent. Further, even before the Enron/WorldCom revelations,
one could have cogently argued that the level of business
ethics throughout Europe is generally higher than that in
the US. The problem rests in the lack of an extended homogeneous
market. Depending upon how one configures the area, just
in Europe there are from 40 to 44 independent nations, with
36 different languages – and even more distinct cultural
regions. Because of these differences and those of varying
levels of economic development, channel consolidation within
EMEA will most probably never reach the level attained in
the US. As such, committing one’s sales efforts to
a few major area distributors would generally be a prescription
for marketing failure.
Marketing success within EMEA does not have to be expensive,
but it does require an effective strategy and the creation
of an executable business plan. No matter how good one’s
technology is, it will not save one from poor planning.
Takan can help you to create advantage from your technology.
It is not necessary to make this an extended exercise, but
it is important to set clear objectives regarding product
positioning, target customers, and preferred channel partners
prior to launching your products throughout EMEA.
Takan can help you:
 Create
an effective EMEA-wide strategy and business plan
Well-designed strategy and business plan that will permit
maximum area coverage for your products quickly at minimal
marketing expense and with limited financial risk
Develop regional and market-specific sales strategies
Modified sales strategies which will correspond to the level
of economic development and infrastructure support available
in various regions, countries, and industry verticals
Perform an essential evaluation of channel options
and players
Selection of those channels and players that will provide
the quickest and most economical path to the target client
verticals, product acceptance, and brand recognition and
development
Create & evolve information feedback channel
Your products and services will be sold more effectively
if there is a better understanding of your EMEA customers’
needs and expectations. Formal internal communications channels
can be created to meet this requirement, which may also
contribute to the development of future products and/or
service offering for the area
Implement strategy and plan throughout EMEA or in
specific regions or niches
Even the best of plans requires proper execution to succeed.
Takan’s associates are well known and respected throughout
the EMEA ICT industry and have verifiable heritages of successfully
introducing and developing new products or re-defining existing
products to area distributors, resellers, integrators, consultancies
and end users. Regardless of how tightly we construct a
strategy and business plan for your organization, there
is no substitute for our in-depth industry-specific knowledge
and professional sales and marketing competencies. We stand
ready to assist you in ensuring your marketing and sales
successes throughout EMEA or in specific regions or niches.
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