Swiss Trade - SwissCham

12 Swiss Trade November 2010
Tools for capturing new markets
Establishing a presence in a new market is a complex procedure. Roger J.M.
Hutter, board member of the Swiss-Czech Chamber of Commerce (HST) and
Managing Director of SwissCEE Agency, encourages us to regard working with
or in other countries as an opportunity, rather than a risk.
Consultancies
Written by Ivonne Büttner
What challenges does a firm face
when thinking about market expansion?
It is not something to decide half-heartedly,
everyone has to be committed. Cultural
differences often turn out to be the biggest
hurdle. If the intercultural aspects aren’t
managed properly the SME is bound to
fail within the next two–three years. The
best example are the Swiss-German relations.
We are neighbours, speak the same
language, have a similar mentality – but
of all the expansions the ones to Germany
are most likely to fail.
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What can private consultancies do to help?
The first step is to identify the most suitable
market, the country most compatible
with the product and the resources
of the SME. A consultancy
then accompanies the project from
A to Z; applying for subsidies, recommending
trustworthy partners
for tax and legal matters, everything
concerning outsourcing or
off-shoring, recruitment or temporary
management. As soon as the
project has outgrown the fledgling stages
– usually after nine to twelve months – the
work of the business developer is done.
Roger J.M. Hutter
Outsourcing or off-shoring?
The Swiss are stereotypically cautious.
An SME with little international ex-
perience probably starts out with outsourcing
to a neighbouring market like
Germany. After a while they consider a
market where profits are higher – in eastern
Europe, for example. After being successful
in a market for a couple of years,
the time for off-shoring has come. They
establish a local branch, open up offices,
recruit personnel, buy machines
and so on.
How do consultancies and the
chambers cooperate?
A reputable consultancy has to
have a close working relationship
with the chambers. Normally,
the chambers are the first
source of information. They
have the contacts and the established
network, and basically hold together the
Swiss communities abroad. Consultancies
step in when matters get operational.
They are your partners on location, coordinating
all the steps necessary to export
goods successfully.
O R D E M E P R O G