Massive eksportmuligheder forvirrer virksomheder

19. februar 2019

De danske eksportmuligheder er større end nogensinde før. Alligevel skaber de mange nye markeder handlingslammelse hos flere virksomheder, da man ikke aner, hvor man skal starte og slutte. DI anbefaler derfor, at man gør sit hjemmearbejde grundigt.

March 29, 2019, the UK officially slams the door and leaves the EU, unless a hard-tested Theresa May manages to land a deal before.

So far, however, the arrow points to Britain saying goodbye to the EU flanked by a ‘hard Brexit’, and the outlook has already caused many to bite nails on behalf of Danish exports. However, whatever the trading conditions that might apply to trade with our UK neighbors in the future, it may be time to turn our eyes on distant shores. At Dansk Industri, it is pointed out that the opportunity to expand its business globally is greater and more varied than ever before.

“We are experiencing an ever-increasing globalization that has made the world smaller. Therefore, it has also become much easier to expand abroad. There are significantly fewer barriers, and this means, among other things, that more and more free trade agreements are constantly emerging, ”explains Jeppe Falck, chief consultant in the export sector at Dansk Industri.

His statement is backed up by the fact that the European Parliament, just the day before his statements, approved a new free trade agreement with Singapore. An agreement that benefits Danish businesses to that extent, as Singapore is Denmark’s 16th largest export market.

According to Jeppe Falck, Denmark is also in the shoes when it comes to trade abroad.

“The number of Danish companies expanding abroad has been consistently high for a number of years and still is. In Denmark, we have for many years experienced success with exports, and in general we just have our eyes on the big world. Although there are a few industries where it does not make sense to expand abroad, most Danish companies have an international orientation, ”he says.

Too many choices

However, the fact that Danish business is now facing more possible export destinations than ever before, presents a paradoxical luxury problem for many Danish companies, explains Jeppe Falck, who is a daily member of the Danish Industry Development Department, where he helps business organization members expand to other countries.

“In these years, you have to be much more aware of which markets you want to move into. The choices have become more than they have ever been because of globalization. It is worth gold for a small country like Denmark, but at the same time I feel hesitation and confusion as the opportunities have become so many, ”he states, mentioning new markets such as Korea, Japan and Singapore.

The problem is not just a trend that Jeppe Falck has noticed, but a real problem that he is often presented with.

“I speak daily with both small and medium-sized companies who feel that Denmark has become too small in terms of expanding their business – or that Denmark may not be the right country, as the product they offer is not suitable for our market. In many of the conversations, I recognize the problem. People want to expand, but are often paralyzed as there are so many opportunities today. They ask me, “Should I go to Germany or to Brazil”? And then I have to answer that I think we must first look at what they can offer as a company and where the need lies to find the best match ”.

Jeppe Falck explains that it has been significantly easier in the past for Danish companies to decide on an export destination, as the possibilities were fewer and the horizon more narrowed.

“In the ‘old days’ everyone was going to Germany, afterwards to England and then the dream of China followed, but now most of the world is open, and then the problem arises. For how to choose the right market? Over the past few years, we have seen an increasing tendency for companies to seek help in deciding which market to focus on. Of course, this is a luxury problem, but it is nonetheless what we are experiencing, ”he says.

Popular markets are no guarantee of success

According to figures from Statistics Denmark, Danish exports increased by 0.8% in 2018 compared to 2017, and if you look at Denmark’s largest export market, Germany, exports increased by 1.9% in 2018.

The fact that our neighboring countries remain our preferred export markets shows new figures from entrepreneurial company Seomondo. While our German friends account for 15.3% of Denmark’s total exports, Sweden follows 11.7% and the Brexit-threatened UK by 8.1%. As the remaining countries in the top 10 list of export markets, we find the United States, Norway, China, the Netherlands, France, Poland and Italy.

According to Jeppe Falck, there has also been a tendency in the past to always seek to expand to the same countries, and for this very reason, it can still seem like the sure recipe for success to expand to one of the top 10 countries. However, you can quickly get really wrong if you do not do a thorough analysis before your export adventure takes off, he explains.

“Traditionally, we have looked at market attractiveness a lot and said:” China and Germany are the biggest markets, and if we only get the classic half percent of that market, we are happy. “But what is missing from this approach is competitiveness. For good enough, Germany is a huge country, but you can quickly be crushed if there are competition parameters that you cannot live up to, ”he says.

Focus on your competitiveness

Jeppe Falck does not deny that over time exotic markets can intervene in the said top-10, but first and foremost requires Danish companies to do their homework and analyze where one’s competitiveness is strongest.

“It is extremely important to do a thorough home analysis to find out which markets are suitable for one’s competitive forces. It may be better to start in Portugal or Singapore because there is a match between what one produces and what the market actually demands. Therefore: First and foremost, use your own competitiveness rather than throw yourself into one of the large and traditional markets where your competitiveness is weak and where you are beaten ”, reads the advice from Jeppe Falck, who is the first step on the road recommends companies ask for help if they go with export dreams.

“I do not feel that Danish traders are afraid to apply abroad, but I feel that they have doubts about how to do it. Most people need help, but not many seek it. Those who are wise ask for help from colleagues, in networks, in organizations or in the authorities, and this usually gets them on the right track ”.

Nils Würtzenfeld

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