eu market survey 2003 - crecer

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their distinctive styling. Cristalleria Artistica La Piana SpA (C.A.L.P.) is the leading glassware manufacturer in Italy. Germany is Europe’s third manufacturer of glassware. In 2002, Germany produced about 145,000 tons of glassware. Germany’s production mostly employs simple styling and is price-competitive. Main German manufacturers are Nachtmann, WMF, Villeroy & Boch and Glaskoch. The latter is, according to Euromonitor, market leader in Germany. Ceramicware, China & Porcelain The ceramicware and china & porcelain industries are closely related to one another. In the EU, this sector is dominated by small and medium-sized enterprises. There are, however, some large manufacturers, like for example Villeroy & Boch, Royal Doulton Limited and Waterford- Wedgwood, which is probably one of the largest manufacturers in the world. According to estimates made by Cerame-Unie, the European ceramics sector records total sales of around € 2.7 billion of ceramicware, china & porcelain (this figures includes ornamental ware). Because the production of ceramics is fairly labour-intensive, the EU ceramicware sector is susceptible to the effects of competition, especially from low-wage countries in Asia and Eastern Europe. To cope with the fierce competition, many EU manufacturers have shifted their production, or part of it, to so-called low-wage countries. Despite these negative developments, EU manufacturers still dominate the ceramic market, because of their marketing efforts to create strong brands. The range of products they produce is vast; products differ greatly between manufacturers and depend to a large extent on public taste and disposable income. Table 4.5: Main manufacturers of ceramicware in the EU Manufacturer Brands Origin Waterford Wedgwood Plc Rosenthal, Wegdwood, Johnson Bros, Mason’s Ironstone Ireland Royal Doulton Limited Minton, Royal Doulton, Royal Albert and Enchantica United Kingdom Villeroy & Boch AG Villeroy & Boch Germany Royal Copenhagen Royal Copenhagen Denmark Richard Ginori 1735 Richard Ginori Italy According to Cerame-Unie, Germany, United Kingdom, France and Italy are the main producing countries. Germany is especially noted for its high technical skills of white porcelain. Important German manufacturers are Villeroy & Boch and Rosenthal, the latter majority -owned by Waterford/Wegdwood Plc. Rosenthal is market leader in Germany, Austria and Switzerland for luxury tableware and avant-garde tabletop design. The United Kingdom is the leading manufacturer of high-quality bone china and other fine ceramics. Other producing countries are France and Portugal. Especially in Portugal, production is fragmented and dominated by small manufacturers and artisans. Cutlery Within the EU, Germany, France and Italy are the leading cutlery-manufacturing countries. In the last decade, the EU cutlery sector has undergone major changes and attracted new global competitors. Famous companies disappeared, if their management did not embrace new technology and processes necessary to stay competitive. For this reason, Sheffield, England, is no longer a leading cutlery centre. Most EU manufacturers underwent massive modernization to keep up with the increasing competition from Asian countries. EU production is increasingly focused on premium-end products, including both traditional and design-led cutlery. This however, has produced only mixed success. Table 4.6 Main manufacturers of cutlery in the EU Manufacturer Brands Origin Albert SPA Broggi, Albert, Facix Italy Fissler GmbH Magic Germany Table de France Guy Degrenne, George Butler of Sheffield France Le Creuset Le Creuset France Zwilling J.A. Henckels AG Zwilling J.A. henckels and J.A. henckels international Germany WMF WMF Germany 32
In contrast to the metalware sector, brand awareness in the cutlery sector is low. Many manufacturers use the company name, which mostly acts as an umbrella brand. This low brand awareness is a major cause of the lack of success of EU manufacturers. Woodware As can be seen in the previous chapter, the woodware sector is very small segment in the EU table- & kitchenware market. At the moment, no major manufacturer is active in the production of wooden table- & kitchenwares and wooden products are generally sold under private-label brand names. Major retailers like Ikea sell wooden table- & kitchenware, for example chopping boards, under private label. These products are mostly made by small manufacturers. East European countries like Poland, Czech Republic and Hungary are also important production countries. These countries enjoy short transport distances to the EU markets, enabling them to produce at competitive prices. Furthermore, they have a suitable supply of hardwood. 33
Page 1 and 2: EU MARKET SURVEY 2003 TABLEWARE, KI
Page 3 and 4: Table of Contents EU Market Survey
Page 5 and 6: REPORT SUMMARY This survey profiles
Page 7 and 8: Opportunities Because of the increa
Page 9 and 10: After having read Part A, it is imp
Page 11 and 12: 1 PRODUCT CHARACTERISTICS This surv
Page 13 and 14: 2 INTRODUCTION TO THE EU-MARKET The
Page 15 and 16: 3 CONSUMPTION This chapter presents
Page 17 and 18: Figure 3.4 Value of consumption tab
Page 19 and 20: Glassware is the largest table- & k
Page 21 and 22: etailers are aggressively designing
Page 23 and 24: popularity of certain products. Coo
Page 25 and 26: 3.3 Consumption patterns and trends
Page 27 and 28: Social diversity The modern consume
Page 29 and 30: 4 PRODUCTION Over the last decade,
Page 31: The EU plasticware market is domina
Page 35 and 36: Looking at the Eurostat statistics
Page 37 and 38: product is rising. The import of pl
Page 39 and 40: showed a tremendous development in
Page 41 and 42: The importance of relatively small
Page 43 and 44: Origin of imports In total, the EU-
Page 45 and 46: Origin of imports Like the china &
Page 47 and 48: Origin of imports Thailand and Chin
Page 49 and 50: The other developing countries (exc
Page 51 and 52: 6 EXPORT Total exports by the EU Th
Page 53 and 54: EU destinations, the United States
Page 55 and 56: Overview In the figure below we hav
Page 57 and 58: The third option is called the long
Page 59 and 60: Both supermarkets and hypermarkets
Page 61 and 62: Table 7.2 France major retailers se
Page 63 and 64: Table 7.6 Spain’s major retailers
Page 65 and 66: 8 PRICES Price is an important aspe
Page 67 and 68: 9 REQUIREMENTS FOR ACCESS 9.1 Non-t
Page 69 and 70: In 25 years, fair trade has develop
Page 71 and 72: NEN-EN-ISO 8442- 7:2001 NEN-EN-ISO
Page 73 and 74: These standards have been implement
Page 75 and 76: Lomé Convention Products originati
Page 77 and 78: PART B EXPORT MARKETING GUIDELINES:
Page 79 and 80: In Chapter 9, the requirements for
Page 81 and 82: E. Observe activities in the branch
Page 83 and 84:
Partnership According to the Intern
Page 85 and 86:
If your price is too low, it mostly
Page 87 and 88:
PRODUCT PROFILE: MUGS Market requir
Page 89 and 90:
Production capacity Although some f
Page 91 and 92:
11.4 Financing Obtaining financial
Page 93 and 94:
12 DECISION MAKING 12.1 SWOT and si
Page 95 and 96:
Presentation of product characteris
Page 97 and 98:
13.4 Handling the contract Differin
Page 99 and 100:
13.5 Sales promotion One of the maj
Page 101 and 102:
A ‘ranking strategy’ is very im
Page 103 and 104:
GLASSWARE Hs code Description 7013
Page 105 and 106:
9290 Knives with fixed blades of ba
Page 107 and 108:
Leading EU suppliers, per EU countr
Page 109 and 110:
Import of table- & kitchenware by G
Page 111 and 112:
Export of table- & kitchenware by F
Page 113 and 114:
APPENDIX 4.1 STANDARDS ORGANISATION
Page 115 and 116:
British Glass Manufacturers Associa
Page 117 and 118:
MACEF (September and January/Februa
Page 119 and 120:
FRANCE Art & Decoration Internet: w
Page 121 and 122:
Verwey Chemical Laboratory (Testing
Page 123 and 124:
APPENDIX 6 LIST OF ACP COUNTRIES Th
Page 125:
APPENDIX 8 LIST OF PROCESSES WHICH
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