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American (and other countries’) producers have good chances in Europe

Guest post by: Michael Richter

Article Overview: In his article ‘Can the U.S. Increase Exports?’, published Apr 26, 2010, in ‘Managing Automation’, Robert Malone doubts that the export increase as called for by the Obama administration is realistic. Even if, all efforts are worthwhile.

American (and other countries’) producers have good chances in Europe

Seekirch, May 26th, 2010

In his article ‘Can the U.S. Increase Exports?’, published Apr 26, 2010, in ‘Managing Automation’, Robert Malone doubts that the export increase as called for by the Obama administration is realistic. Even if, all efforts are worthwhile.

Albeit, the European continent consists of a multitude of single markets with innumerable market segments. 27 of these markets form the European Union and they count for nearly 500 million inhabitants. Many of them have an industrialized basis – but there are also some comparable to the overall economic structure of America (e. g. agricultural products and more).

Germany with its 80+ million inhabitants – thus by far smaller than the U.S. – exported in 2009 for abt. 816 billion Euros. This represents nearly 30 % of its 2.407 billion GDP. In the past the proportion was even higher than 30 % but the worldwide financial turmoils have also have its effect to these figures.

Although the Euro is a strong currency the export possibilities for American (and other) companies should be excellent. Many of them, especially those of an SME-size, should have bright chances due to the fact that many products still are unknown to Europeans and thus they just have to buy what is available. Whether it’s from France, Hungary or China.

America certainly doesn’t only exist out of cars, vacs, white products or the aerospace industry.

The American producers – especially of investment goods or long-lasting consumer goods - still are, except just a few as mentioned before, too much a miracle and the Europeans consumers can’t choose them.

Due to the fact, that Germany – but not only Germany – has an improvable export:import ratio it seems advisable to more American companies to study the German/European markets more in detail in order to increase their exports and at the same time lower the dependency on the American market/s and/or only a few buyers.

This will for sure not lead immediately to the results the Obama administration is heading for, but it will certainly – as a few companies already have proven – be successful and also stabilize the respective company. In fact the investment for the relevant tasks is lower than may be feared especially if there is a partner in Europe who has some international marketing experience and thus needs less time to establish a good basis.

The advice therefore can only be: Go ahead and conquer Europe …

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Article Tags: Europe, marketin



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