EBA Expert Talks: Competencies and Problems of Entering the EU Market
Entering and successful work of the company at the EU market requires the same skills and competencies as European partners have. In practice, Ukrainian business approaches do not always coincide with the western ones. Profitable contracts could be lost due to different speed of decision-making and slow answer to price request. Inability to calculate correctly the unit cost and price of goods, to estimate the contract profitability leads to voluntary refuse from the proposed deal.
Choice of unit cost calculation methods for different types of business was discussed during the event. Attendees founded out about approaches to market potential estimation, hard and soft tools of increasing goods quality. They realized necessity of business planning, its difference from the forecasting. “Wrong management decision and lack of competency threatens losing money. Doing business in EU requires learning and using the European approaches. It is not such an expensive, difficult and long process as someone could think,” – recommends Valeriy Povorotniy, Business Coach of Management Development Solutions.
Participants shared personal experience and difficulties of entering the EU markets. Igor Botshtein told about perception of goods by the foreign customers: “The price is a key purchase factor for Ukrainian buyers. Europeans pay more attention to the package design and handiness, emotions from the product usage”.