The document discusses current trends in the European market that are important for exporters to understand. Virtualization and increased use of information and communication technologies are changing how products are marketed and purchased. Corporate social responsibility is also becoming more mainstream as consumers demand certification of fair working conditions and environmental standards. Developing an efficient supply chain with accurate information, carbon footprint tracking, and cold storage is key to success. While florists remain an important market segment, opportunities also exist in direct sales, niche products, and supermarkets. Exporters should conduct market research, select targeted segments, communicate effectively, and ensure high quality standards throughout the supply chain.

1. Centre for the Promotion of Imports from developing countries
Trend and
developments in the
European market
Arno van der Maden
June 2014

2. Content
 Current trends and developments
 Better understanding what drives your
customers
 What opportunities does this create for your
company?
 What actions do you need to take in your
company?
1 June 2014Centre for the Promotion of Imports from developing countries

3. Key Trends
Virtualisation and ICT in the marketing
process
CSR becomes mainstream
Supply chain development
Marketing trends
2 June 2014Centre for the Promotion of Imports from developing countries

4. Virtualisation
3
ICT
Distant
buying
Virtualisation
Direct
link
grower-
final
buyer
Tracking
& tracing
Web
shops
• Disconnect physical
and marketing
• Information 100%
correct
June 2014Centre for the Promotion of Imports from developing countries

5. Virtualisation and ICT
 Virtualisation
 Web shops
 Direct buying
 Direct link grower and final buyer (=
consumer)
 Tracking and tracing
Centre for the Promotion of Imports from developing countries4 June 2014

6. CSR becomes mainstream
5
Corporate
Social
Responsibility
Working
conditionsFair
trade
CO2
Residues
Certification
June 2014Centre for the Promotion of Imports from developing countries

7. Corporate Social Responsability
 Working conditions
 Certification
 Residues
 CO2 / Carbon Foot Print
 Fair Trade
Centre for the Promotion of Imports from developing countries6 June 2014

8. Supply chain development
7
Supply
chain
Cold
Chain Information
Efficient
logistics
Sea
transport
Carbon
footprint
June 2014Centre for the Promotion of Imports from developing countries

9. Supply chain
 Information
 Efficient logistics
 CO2 / Carbon Foot Print
 Sea transport
 Cold chain management
Centre for the Promotion of Imports from developing countries8 June 2014

10. Marketing trends
9
Marketing
trends
Super
markets
Florist
remain
dominant
Niche
products
Direct
sales
June 2014Centre for the Promotion of Imports from developing countries

11. Marketing trends
 Florists remain dominant
 Niche products
 Direct sales
 Supermarkets
 Choice of market segment
 Auction clock under pressure
 Bouquets manufacturing near consumer
market
Centre for the Promotion of Imports from developing countries10 June 2014

12. Exercise
 What are the 3 most important messages
for you?
 Which opportunities can you identify?
 Considerations for action?
Centre for the Promotion of Imports from developing countries11 June 2014

13. Possible actions for exporters
Do proper market research
Follow a market oriented approach
Select and know your market segment
Visit your customers
Communication is key
Build your image
CSR all the way
Pay your royalties (if applicable)
Story telling
Look for strong chain partners
Quality down the chain is also your responsibility
12 June 2014Centre for the Promotion of Imports from developing countries