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| Switzerland |
| Proposed
Market Research and Development Programmes for the Target Market |
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As Switzerland
is a relatively new market with a high potential for Sri Lankan products,
it is important to carry put vigorous and systematic promotional programmes
in this market.
Sri Lanka’s exports to Switzerland indicate an increasing trend
in the past few years. However, analysis of the available data shows
that although certain products are well established in the market,
some other products have not achieved the same level of stability.
Export value of certain products such as leather travel goods, rubber
footwear, confectionery & bakery products have dropped considerably.
Thus it is vital to study the various reasons that caused this drop
in performance and take remedying action.
For this purpose, it is proposed that a market research in the Swiss
market should be undertaken, in order to identify the reasons and
work out appropriate strategies to improve this situation. This opportunity
also could be used to study market segments and identify niche markets
for our products and study market characteristics, tastes, fashions
etc. Based on these findings appropriate promotional programmes could
be carried out. This study will also help to identify new products
as well as identify ways and means of increasing the share of products
that are already in the market.
It is also proposed to organize a promotional programme in the form
of Mini Exhibition in Basle, Zurich and Geneva which are the commercial/business
centres in Switzerland. Product for these mini exhibitions will be
identified based on the findings of the above market study. It is
proposed to select around 5-8 exporters of potential products. |
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