A presentation about a new company in Finland which imports vegetables and fruits from Spain to Finland. Cooperating with Mrs. Tran Bich Ngoc Nguyen, Mrs. Hoai Bao Tran Le, Mrs. Vu Quynh Huong Bui, Mrs. Nguyen Thuy Duong Doan and Mrs. Pham Tram Anh Nguyen.

1. Antonios Gkekas

2. Business Description
 Import fresh Fruit – Vegetable from Spain to Finland
 Flexible price
 Target customer: end customer
 Head quarter: Helsinki – Finland

3. Headquarter-Helsinki
 Why?
Wholesalers are located near Helsinki
Import activities
Easy to employ
Fruit in Company-
Customers
Spain Helsinki

4. LOCATION OF HEADQUARTER: HELSINKI

5. Reason
 Capital
 Nearby wholesalers
 Potential workforce
 Distribution system

6. Helsinki – Capital of Finland
 The most populous and largest city
 600,000 inhabitants
 Advertise and market our company and products
widely
 Capital of Finland
 Center of business events
Opportunities to co-operate with international
partners

7. Why Helsinki ?
 Main wholesalers located in Helsinki
 Satotukku
 Tukkutalo
 Valora Oy
 Advanced business services
 Business environtment
 Much of economic activity of the nation is carried on
around Helsinki Harbor
 Metropolitan area with important worldwide businesses
having their headquarters here.

8. Why Helsinki ?
 An important trade and business destination
(Internationcal Trade shows: Educa
Helsinki, ect.)
 High level of education among the labour
force
 Helsinki is located optimally from the point of
view of national markets as well as the markets
of northwest Russia and the Baltic States.
 Good logistics network

9. Workforce in Finland
Young employees from universities and UAS
 Students from universities and
UAS
 Universities of Applied
Sciences:
Acrada UAS: 2346
Diaconia UAS: 3004
HAGA-HELIA UAS: 10500
Helsinki Metropolia UAS:
16000
Humak UAS: 1434
 Universities:

10. Helsinki – Capital of Finland
 Many people come to seek a job → more options for
companies
 English is used popularly
Most of people can speak English as well as their
second language ( over 80% population can speak
English)
→ advantage for international trading

11. Helsinki – Capital of Finland
More than 50% immigrant population in Finland lives in
Helsinki
Many Spanish people are in Helsinki
Spanish people with experience and skill => a good
choice for company?
Further information: Helsinki is in top 10 for
productivity in Europe

12. Challenges
 Highly operational cost (e.g maintenance or labor cost,
etc)
 Competitiveness
 Solution: Instead of Helsinki, we have some other
choices to place the headquarter such as: Turku,
Tampere.

13. Location and Planning
Sales-
Marketing
Administrative
Accounting
Staff
Senior Administrative
Manament
Customer
Service
Operations
Staff
Facilities
Management

14. TARGET MARKET - FINLAND
Reasons to choose Finland
1. The climate
2. Prices of fruits and vegetable in Finland comparing to
those in Spain
3. Being European Union (EU) members

15. TARGET MARKET - FINLAND
1. The climate
Harsh
climate, especially in
winter
→ lack of diversity in fruits
and vegetable
(Spain – better
climate, many different
types of fruits and
vegetable)
→ meet the demand of
customers in Finland

16. TARGET MARKET - FINLAND
2. Prices of fruits and vegetable in Finland
comparing to those in Spain
Fruits and vegetable grown
‐ in Finland-expensive
‐ in Spain-cheap
→ advantage to compete against domestic products

17. Prices of some fruits and vegetable of a
wholesaler in Spain
Product Approximate weight Average price (Euros)
per packaging
White grape (seedless) 5 kg 1.1
Valencia late orange 10 kg 0.75
Lemon 10 kg 1.0
Cucumber 5 kg 0.7
Spring onion 15 bunches 0.55
Broccoli 5 kg 1.65
Aubergine ”purple” 5 kg 0.8
Conference pears 4 kg 0.75
Green pepper 5 kg 0.75
Source:
http://www.fruitfromspain.com/uploads/2/4/7/7/2477920/wholesale_spanish_fresh_fruit_and_vegetable_fca_madrid_prices_-
_fruitfromspain.com_-_9_th_october_2012.pdf

18. TARGET MARKET - FINLAND
3.Being members of EU
Finland and Spain are in EU
→ same currency, customs tariffs, duty rate in
import and export
→ decrease risk and barriers in exchanging
currencies, importing and exporting goods

19. Target market
 Demand for fruits and vegetables is increasing
 High price of domestic products
 Lack of farmer
 Healthy lifestyle
 Lack of diversity due to climate
 Being a member of EU

20. Reason for the target
market, Finland
 Demand for fruit and vegetables: increasing rapidly
 Data through organic food research by Mary Allen
Smith
 2010: turn over reaches 80 million Euros
 1/5 of Finnish household by regular organic food (17% in
2008)
 2011: expected to 110 million Euros and so on
 1st half of 2011: 40% growth in sales of organic product
 A great demand on fruit and vegetables
 But, in comparison with other countries, the market
share is still low (1.2%)
 And the demands excess domestic supply
 A chance to jump to the market

21. Reason for the target
market, Finland
 Lack of local farmers
Finland imports most of its fruits and veggies because they do not have enough farmers
that farm fruits and vegetables for their country
 Trend of consumption
Finns have become more focused in recent years on leading a healthy lifestyle with more
consumption of fruit and vegetables. Because of increasing health
awareness, consumers prefer fresh fruit and vegetables over canned fruit and
vegetables, because fresh products are perceived as more healthy.
 Consumption of organic food
Although organic food is still a small niche market, consumption is increasing fast in
almost all countries. Since the food scares that hit EU countries in the 1990s and
2000s, many people are concerned about food safety. This factor, combined with
increasing awareness of health, diet and nutrition, has increased interest in organic
food products, including organic fruit and vegetables.

22. High price of the products
 Some typical fruits and Suomi Imported
vegetable
 S-market research Cucumber 3.35 E/kg 1.45 E/kg
 NO promoted price
Tomato 4.35 E/kg 1.65 E/kg
Apple 2.95 E/kg 2.39 E/kg
1.39 0.75
Carrot
E/pack E/pack

23. Lack of diversity
 Especially in winter.
 Domestic fruits:
Apples, plums, cherries and
berries
 Domestic vegetables:
Potatoes, cucumbers, tomatoes
, lettuces, turnips and onions.
 Everything else is imported
 Apples: Italia, Poland,...
 Oranges: Spain, Turkey,..
 Bananas: Columbia, Spain,..

24. Lack of diversity due to Finland's
changing climate
 Fruits need light, water, nutrients, carbon
dioxide, and warmth to grow.
 Spain is the appropriate country for
exporting fruits and vegetables to
Finland.
 Spain is the second largest exporter of fresh
fruit and vegetables in the EU, accounting for
18% of EU exports. Between 2004 and
2008, Spain’s exports increased on average by
2.7% annually, total €1.2 billion and 1.0 million
tones in 2008. The main exported product
groups in 2008 were canned olives, canned
Chart - Finland - Imports -
tomatoes, canned mushrooms and canned Evolution
peaches. Spain’s exports increased in value by
+2.7% on average per year.  New partner

25. TARGET MARKET - FINLAND
 Being members of EU
Finland and Spain are EU member states
 Common currency Euro.
 Zero-rated taxes for Intra-Community Trade.
 Spain products fulfill European strict requirements for
fruits and vegetables. ( There are already a lot of
Spanish fruits on Finnish market-pictures)
→ decrease risk and barriers in trading.

26. Target customer
 Need/desire
 A kind of food  eating habit
 Different taste
Deliver more choice for domestic customer
OR?

27. Target customer
 Demographics - Age: 18-65
 Independent income
 Free-will to purchase
 Consume large quantities

28. Target customer
 Life-style – Healthy
 WHO: 400g intake/day (not including potato)
 Awareness arising

29. Target customer
 Economic situation
 Average income and savings
 Economics recession in Finland
 Our service: reduce price and some seasonal discounts

30. Deciding factors
 Cultural
 Religions
 Sub-culture: “Vegetarian” or “Meat lover”
 Social
 Family members’ eating habits
 Reference groups

31. Deciding factors
 Personal
 Healthy lifestyle
 Stable income
 Economical
 Government interfere
 Fiscal policy

32. Deciding factors
 Business rivalry
 Own prestige and reputation
 Existing domestic competitors
 Substitute products

33. Product quality and hygiene

34.  EuropGAP (Good Agricultural Practices)
 Generic HACCP (Hazard Analysis and Critical Point)
 National legislation and specific requirements in
Finland

35. External Internal
 Clearness
- Taste
 Color
 Freshness
- Maturity
 Shape
- Nutrition
 Presentation
 Packaging

36. Before import
 Farms have GAP certification.
 Finding and understanding clearly special and specific
requirements about vegetable and fruit in Finland.
 Test/ Check products carefully.

37. References
 http://www.foodnavigator.com/Science-
Nutrition/Organic-fruit-market-surges-in-
Scandinavia
 http://trade.nosis.com/en/Comex/Import-
Export/Finland/Oil-seeds-oleaginous-fruits-
miscellaneous-grains-seeds-fruits-industrial-
medicinal-plants-straw-fodd/FI/12?f=I&p=A&e=G
 http://publications.theseus.fi/bitstream/handle/10
024/44073/Hall%20Hardi.pdf?sequence=1