How to conquer Austria
What goods produced in Kazakhstan are in great demand in Austria? How to promote your products in Austria, and then in other countries? Senior key expert of the project "Reform and modernization of the civil service of the Government of Kazakhstan" Maximilian Foedinger answered this question in an exclusive interview to palata.kz
In addition, Mr. Foedinger teaches MBA program at the Austrian university only for Russian-speaking students, and works as a business coach for business in Kazakhstan, which plans to organize export of its products.
- Mr. Foedinger what questions do Kazakh businessmen most frequently ask you?
- I would like to note that I am annually invited to various forums and workshops, I work with the businessmen of Astana and Almaty, advising them on marketing. First of all your business is interested in how to organize the delivery of their products to the EU countries. We also discuss the quality of the goods for export, the options for its positioning, discuss what Europe needs from Kazakhstan.
- Then let me ask you, which Kazakhstani goods, in your opinion, can be in demand the EU?
- There are a lot of options. Of course, the EU has its own products and manufacturers. But at the same time there is always a high demand for the products of the agricultural sector. Kazakhstan has huge opportunities of agricultural production. I always say: guys, you need to export raw materials and finished products. And my first recommendation - do not supply goods with low added value, supply goods with high added value. And this is the most important thing. And I always say, guys, goods that you successfully sell here, at home, can simply be not in demand in Europe or in the United States. You must be able to adapt your products to new markets. The appearance of the goods plays an important role here, and it is not just packaging. If you want to supply food products to the EU, they must have special, good taste. Here is an example. If Austrian companies want to export their sausages, pates, for example, to Hungary, they should take into account the tastes and preferences of Hungarians. Things that Austrians like, Hungarians may not like. Therefore, Kazakh businessmen should understand that the EU market is not the only one a single market, where you can sell anything. Exported products must be adapted to each country of the EU, it is very important that the strategy of product promotion is developed for each country, do you understand?
- What other recommendations you give to Kazakh businessmen?
- I always recommend to start export, whenever possible, from Austria. Because Austria is in the heart of Europe. We like Kazakhstan, we speak some Russian. Austria - is a good starting point. And besides, our country has very convenient geographical location. From Vienna on the plane you can fly in just two hours to nearly all European capitals. Budapest, Prague, Bratislava are very close. Of course, Germany is also an option for export, but a little more complicated. Italy - is also an option, but too complicated. Everywhere there are nuances that are important to know and to take into account.
- Tell us, please, what Kazakhstani goods our companies export or attempt to export to Austria?
- Right now I can see only textiles. It's not much of it in our country, but is very popular in our country. Educated people in Europe know that the main item of export from Kazakhstan is oil and petroleum products, it is about 92% of the total share of exports. Therefore, during promotion of products that are not related to the oil, it is very important to talk about Kazakhstan, promote its image. This is not an easy task. I'll tell you how the Italian manufacturers of food products promoted them abroad. They did not carry out a frontal campaign of its products, at first they promoted the image of their country. Italy - it is music, it is the world of fashion, good design. And only after that the Italians began to offer their products - pasta, tomato paste. The image of the country is the most important thing. Or consider Japan, which produces the highest quality technology in the world, it is a country - a leader in the field of technology. But everyone knows Japan, and as a country with great cultural traditions. Now Kazakhstani investors actively purchase hotels in Austria. If I am not mistaken, in Vienna three hotels are owned by Kazakh businessmen. This is also an option for export. Small-medium business also has export opportunities. Kazakhstan has huge opportunities to supply textiles, food products, I see it.
- Thanks for the interview!
Zhanar Serdalina
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