1

AMITY BUSINESS SCHOOL

(AMITY UNIVERSITY, NOIDA)

“EXPORT PLAN”

SUBMITTED TO: SUBMITTED BY:

Mr. ASHOK SHARMA MUKESH KUMAR SINGH
(32)
PROGRAM LEADER ASHISH BHARDWAJ (13)
MBA-MKT & SALES (2007-09) MANAS RASTOGI (28)
AMITY BUSINESS SCHOOL MANISH KUMAR (29)
AMITY UNIVERSITY, NOIDA
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OUR BUSINES PLAN IS A EXPORT PLAN

OF HANDICRAFTS FROM INDIA TO
GERMANY.
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TABLE OF CONTENTS

Executive summary ……………………………………………………4

Mission and
history .............................................................…...5

The Present scenario of crafts and art works….……………..6

Steps of the plan………………………………………………...8

Selection of the product………………………………………...9

Evaluation of the product……………………………………...10

Goal settings…………………………………………………….10

Industry analysis…………………………….………………….10

Company analysis………………………………………………14

Probability of success…………………………………………..16

Market factor assessment……………………………………....17

Supporting functions…………………………………………...26

Marketing strategy……………………………………………..26

Sales forecast……………………………………………………28

Business plan summary………………………………………...29

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We, INDIAN ART AND CRAFT PVT LTD is interested in giving our customers’
interior a touch of class, a feel of elegance and a measure of comfort, come to us. It is a
measure of our success that we have satisfied clients and trustworthy in abroad. Our
premium quality products are appreciated all over the world. We manufacture ethnic and
traditional Indian handicrafts in wood and aluminum. Each and every article,
painstakingly handcrafted by our skilled craftsmen, who have been mastering these arts
for generations. Created with an unerring eye to detail and a stringent check over quality,
as per our own designs or according to your designs and specifications. Our exclusive
range of products includes aluminum bowls, trays, photo frames, vases etc. and fine
quality of wooden products includes crosses, candle holders, boxes, trays, cabinets and
many more.

India has a rich history of Handicrafts. The significance of handicrafts lies in its self-
sufficiency and use of materials. Handicrafts depict craftsman's talent in a way different
from the machine -made counterparts. Handicrafts, also known as craft work is a type of
work where useful and decorative devices are made completely by hand or using only
simple tools. We have earned a respectable position as leading manufacturers and
exporters of Wooden and Aluminum handicrafts. At INDIAN ART AND CRAFT PVT
LTD, all the handicrafts and art works undergo through various stages of production,
which may not necessarily be entirely done by hand. Even if only one stage of the work
is done manually, the final product will be called a piece of handicraft. We have engaged
traditional and creative designers as we believe that innovation plays a key role in
shaping of traditional handicrafts. A combination of skill and sincere workmanship
combines to create appealing handicrafts. We collect our products from states like UP
(Saharanpur), Jammu & Kashmir (Srinagar), Karnataka, Kerala and Tamilnadu .we also
have our own production in Noida. We have a very successful distribution chain in the
Indian market. We have experienced that there is not any tough task to perform while
distributing these products. As our business in reaching towards saturation in the Indian
market, we are planning to export our products in the international market.

As a result of a rigorous planning process, we have identified five strategic imperatives

on
which it must deliver in order to maximize its potential for impact:

1. Ensure that all ingredients in the network are meeting our high standards of
performance
2. Strategically add value to the products
3. Explore new themes as a way to expand impact
4. Position our business as a major participant in each and every platform
5. Build an infrastructure to support the initiatives that follow from imperatives 1-4
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Mission and history:

Our mission is to make our business break all the horizons and provide our customers a
unique experience by providing very good products and services. we want to expand our
boundaries in other continents also. So we are now focusing on the expansion part.

INDIAN ART AND CRAFT PVT LTD traditional Indian handicrafts, launched in
1999, We realized that Indian handicrafts across the world drew lot of attention and
appreciation for their traditionality, and aestheticity. However, there was a gap in the
supply of the genuine, traditional Indian handicraft products in the market. We took up
the project Crafts in India to provide the appreciators of Indian art an outlet from where
they could purchase ethnic Indian handicraft products executed in traditional techniques,
designs and colors. The idea was to make ethnic Indian products accessible across the
globe with a simple click on a mouse. Besides commercial interest, the genuine desire to
promote Indian handicrafts, and create sustainable environment for the craftsmen and
artists, guided us in our endeavor. Our locational factor too helped us to access the
information on traditional art forms and their practitioners.

Today, we have emerged as one of the credible names in providing exquisite Indian
handicraft products all across the country. Most of craft products displayed on our site are
directly procured from the craftsmen. The idea is to improve their compensation by doing
away with the middlemen and also ensure that you receive the product of at a reasonable
price.
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Present scenario of crafts and art works

The roots of Indian art and crafts are entrenched very deep and they are capable of
influencing the generations passing by. The present status of craft in India owes much to
the rich craft traditions of the past. Most of the crafts from the past continue to flourish
due to their utilitarian nature, their availability to the common people, and popularity in
domestic and foreign markets.

There is a great demand for rich brocades and zari work. The repertoire of saris ranges
from Banarsi Amru, Tanchoi from Surat, Paithani, Patola, and Kancheevaram to the
cotton saris from the tribal regions of Bihar and Madhya Pradesh etc, to enchant the
modern Indian woman. There is a profusion of materials available to the consumers these
days. One can get a variety of garments made of different silks and mixed fabrics.
Richly embroidered garments, woven shawls and household items are in vogue these
days. Mainly craftsmen from Kashmir, Punjab, Gujarat, Rajasthan, Madhya Pradesh,
North Eastern states etc create these products. There is a flourishing market for pherans
and tablecloths from Kashmir. Woolen shawls from Himachal and North Eastern states
too are popular.

Products like bed sheets, table mats, napkins, household furnishings etc made out using
the various styles of textile printing ranging from tie and dye, block printing, hand
printing etc are in great demand now a days.

India has an obsession with gems and jewelry since ancient times when India was
referred to as the 'golden bird'. This obsession is strong till date and India has become the
largest importer of gold in the world. A variety of local jewelry traditions (of different
states) are present in India with the modern day gem and diamond cutting and polishing
industry. The present day jewelry tradition of India is a fine example of assimilation
between traditional and modern designs and techniques.

The increasing demand for Indian jewelry and gems has made this craft tradition into a
full-fledged large scale organized industry, which is growing by the day. Gems and semi
precious stones are not only used in making jewelry, but for medicinal purposes. People
wear them under the prescription of astrologers, as it is strongly believed in India that
Gems and semi precious stones, affect ones future and destiny.

Carpet weaving industry is the largest export oriented craft industry from India. Not only
there is a great demand for costly silk carpets from Kashmir, which has become the status
symbol in traditional Indian homes, but there is also demand for woolen and non-woolen
carpets. A variety of floorings and traditional durries are flooding the markets these days
and decorating the floors of Indian homes.

There is a huge domestic market for a hoard of utilitarian craft items such as bedcovers,
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sheets, cushions, curtains, tablemats, bags, metal furniture, mats, boxes, cabinets, wood
furniture, toys, utensils, garden pots, terracotta items, brass and silverware, leather
products, papier-mâché products, cane, jute and coir items, carpets, rugs, durries etc.
Most of the units producing utilitarian craft items have attained the status of small-scale
industry.
The demand for decorative items such as traditional wall hangings, silver cutlery, brass
pots, embellished wooden sculptures, marble and wood inlay work, silk carpets, wrought
iron furniture and decorative pieces, traditional paintings, enameled furniture, stone and
wood carvings, metal, wood and stone sculptures etc is also on the rise in India and
abroad.
The popularity of these handicraft products is increasing in the domestic markets due to
the increasing demand for traditional
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BUSINESS PLAN
A business plan is a document that summarizes the operational and financial objectives
of a business and contains the detailed plans and budgets showing how the objectives are
to be realized. Because the business plan contains detailed financial projections, forecasts
about your business's performance, and a market plan, it's an incredibly useful tool for
business planning. For anyone starting a business, it's a vital first step.

OUR BUSINES PLAN IS A EXPORT PLAN OF HANDICRAFTS FROM INDIA TO

GERMANY.

International Business Plan: Purpose

The purpose of the International Business Plan is to prepare our business to enter the
international marketplace. This plan will serve as a step-by-step guide to lead us through
the process of exporting our product to an international market. The whole plan is divided
into sections. Once the business plan is completed, an in-depth analysis of our readiness
to export can be completed. Again there is one very important thing which has given us.

Our business plan is a export plan. For exporting a product from

INDIA to other countries, needs a very good evaluation. So our plan
includes these following steps:

• SELECTION OF THE PRODUCT WITH EXPORT POTENTIAL

• PLANNING
• GOAL SETTING (long-term goals AND short-term goals)
• INDUSTRY ANALYSIS
• BUSINESS/COMPANY ANALYSIS
• DETERMINING PROBABILITY OF SUCCESS
• MARKET FACTOR ASSESSMENT (COUNTRY/RATING)
• SUPPORT FUNCTIONS
• MARKETING STRATEGY
• SALES FORECAST
• INTERNATIONAL BUSINESS PLAN SUMMARY
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1. SELECTION OF THE PRODUCT:

We deal in handicraft and art items like metalware, woodware, handprinted textiles and
leather, wood and cane wares, embroidered and crocheted goods, shawls as artware, zari
goods, laces, fashion jewelry, Paintings, Notebooks & Albums, Marble Inlay Work,
Furnishing, wooden handicraft, Sculpture, and other handicraft products.
We have experienced that there is a great potential for products like ------- Hand-knotted
carpets, Art metalware, Hand-printed textiles, Marble inlay work, Furnishing,
Sculpture, wooden handicraft and other handicraft products etc.

These are the basic reason of choosing these products for export:-

• The reputation of India in the “handicraft export business”. India is one of the
important suppliers of handicrafts to the world market. The Indian handicrafts
industry is highly labor intensive cottage based industry and decentralized, being
spread all over the country in rural and urban areas. EU member states and Asian
countries, China and India in particular, are major suppliers of giftware and
handicrafts to the German market. Handicraft Industry has been globally
considered, as the rich heritage of India. This is why Indian Handicraft is in huge
demand all over the world due to its unique appeal and craftsmanship. Indian
Handicrafts are available in brass, metal, wood, stone, beads, such as Paintings,
Notebooks & Albums, Marble Inlay Work, Furnishing, Sculpture, Artificial
Jewelry and other handicraft products.

• The wooden handicrafts industry plays an important role in the Indian

economy. This industry requires low capital investment and other resources. The
wooden handicraft sector provides a high ratio of value addition, and has emerged
as one of the major sources of foreign exchange earnings for India

• Our success in the domestic market which says that there is no such complexity
in distributing these products.
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2. EVALUATION OF THE PRODUCT

In this stage there is a need to identify some unmatched features provided in our products,
and the reason of the sale of our products in the international market

The first part----For making the customers know about our product and make them buy
is not a big deal. We can use the name of INDIA for it. Not only that our product quality
is very good. We use the best ingredients in our products. Again we are offering our
products at a very competitive rate. We also have a proper testing department which
passes the product through a test. in this test the testing department verifies that the
products are not hazardous. These main things make our product different from the
others.

The second part---- There is a huge demand of these types of products in the countries
like GERMANY.

So based on these points we have decided that these very products will be exported
to GERMANY.

3. GOAL SETTINGS:-

Long term goals: Our long term goal is to increase the international market coverage and
to increase the exports by 15% annually. Within 5 years of the start we, atleast, want to
get the desired increment in the exports. Not only this, we also want to reach to the
countries which are having similar cultural attributes.

Short term goals: first year goals- Attend export seminars, select a freight forwarder
etc.
From the second year we will try to use our one year experience in Germany. We will try
to build a strong relationship with the customers and we will also try to identify some
bulk buyers. After spending one year in the German market, we will surely have a
insight of the ways of doing business. We will to be familiar with the market conditions
and to know the rules as far as possible, so that we can try to get some relief from the
GERMAN GOVT.

4. INDUSTRY ANALYSIS

Generally considered a cottage industry, Indian Handicrafts and Gifts Industry has
outgrown its image to evolve into a rapid growing industry with a turnover from US $ 1.2
million to US$ 1.9 billion in the last decade. There has been a consistent annual growth
rate of more than 15 per cent over a 10-year period, from 3.6% to a respectable 10%
share in global handicraft exports. In 2005-2006 the exports of Indian handicrafts has
shown an increase of US$ 298.87 million, i.e. the exports increases by 10.02% over the
similar period during 2004-2005. Though India's share in international handicrafts market
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is just about 2 %, the world handicrafts market is estimated to be of the order of US $235
billion. The industry is expected to triple its export turnover to Rs. 39,000 crore by 2009-
10 that in turn will also create around 20 lakh new job opportunities.

Export Data (Product Wise) 2006-07---According to the provisional data available, the
export of handicrafts has shown an increase of Rs. 2761.29 crores, from Rs.14, 526.85 to
Rs.17, 288.14 crores (increase of 19.01% in rupees term). In dollar terms, the export
figures have shown an increase of US$ 528.70 millions, i.e. the exports increased by
16.11% over the similar period during 2005 - 06. Details are given below –

STATEMENT PRESENTING PROVISIONAL EXPORT FIGURES OF

HANDICRAFTS DURING THE PERIOD APRIL- MARCH 2006 - 07
COMPARED TO THE CORRESPONDING PERIOD OF APRIL- MARCH 2005 -
2006.

INCREASE
US$ IN
RUPEES IN CR. IN % INCREASE IN %
Items MILLIONS
(April-March) OVER 2005- OVER 2005-06
(April-March)
06
2005-06 2006-07
2005-06 2006-07
*44.2546 *45.3607
Artmetal
3662.98 4135.06 12.89 827.90 911.60 10.14
Wares
Woodwares 853.06 1180.02 38.33 192.76 260.14 34.96
Handprinted
2053.70 2465.18 464.07 543.46
Textiles 20.04 17.11
& Scaraves 4711.45 5860.35 1064.62 1291.94
Embroidered
110.23 216.82 24.91 47.80
&
24.39 21.35
Crocheted
347.05 392.45 78.42 86.52
Goods
Shawls as
274.86 386.09 96.70 62.11 85.12 91.89
Artwares
Zari & Zari
2513.52 2652.17 13.08 567.97 584.68 10.33
Goods
Imitation
14526.85 17288.14 40.47 3282.56 3811.26 37.05
Jewelry
Misc.
5.52 2.94
Handicrafts
Total 19.01 16.11
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During the period, the exports of Art Metalware, Woodware, Handprinted Textiles &
Scarves, Embroidered & Crochetted Goods, Shawls as Artware, Zari & Zari
Goods,Imitation Jewellery & Misc. Handicrafts showed an increasing trend of 12.89%,
38.33%, 20.04%, 24.39%, 96.70%,13.08%, 40.47% & 5.52% in rupees terms
respectively and 10.14%,34.96%, 17.11%, 21.35%, 91.89%, 10.33%, 37.05% & 2.94% in
US$ terms respectively. Overall an increase in the rupee terms was 19.01% and increase
in the US$ terms was 16.11%.

REVIEW EXPORTS DURING 2007 - 08 (APRIL)

According to the provisional data available the exports of Handicrafts have shown an
increase of Rs. 148.93 crores, from Rs.815.55 to Rs.964.48 crores, an increase of 18.26%
in rupees term. In dollar terms, the exports have shown the increase of 34.86 millions US$
i.e. the exports increased by 18.92% over the similar period in 2006- 2007. Details are as
under: -
STATEMENT SHOWING PROVISIONAL EXPORT FIGURE OF
HANDICRAFTS DURING THE PERIOD APRIL 2007 - 2008 COMPARED TO
THE
CORRESPONDING PERIOD OF APRIL 2006 - 2007.

US$ at the rate of *

RUPEES IN CR. INCREASE US$ IN MILLIONS
INCREASE IN
2005- 2006- IN % 2005-06 2006-07
ITEMS % OVER
06 07 OVER (April-March)
2005-06
(April-March) 2005-06 *44.2546*45.3607
ARTMETAL WARES 208.47 236.62 13.50 47.09 53.75 14.14
WOODWARES 34.45 46.85 35.99 7.78 10.64 36.76
HANDPRINTED TEXTILES 110.73 131.98 25.01 29.98
19.19 19.87
& SCARAVES 239.16 292.75 54.02 66.49
EMBROIDERED & 11.92 23.16 2.69 5.26
22.41 23.08
CROCHETTED GOODS 16.84 19.53 3.80 4.44
SHAWLS AS ARTWARES 16.90 22.64 94.30 3.82 5.14 95.54
ZARI & ZARI GOODS 177.08 190.95 15.97 40.00 43.37 16.84
IMMITATION JEWELLERY 815.55 964.48 33.96 184.21 219.07 34.55
MISC. HANDICRAFTS 7.83 8.43
TOTAL 18.26 18.92

During the period, the exports of Art Metalware, Woodware, Handprinted Textiles &
Scarves, Embroidered & Crochetted Goods, Shawls as Artware, Zari & Zari Goods,
Imitation Jewellery & Misc. Handicrafts showed an increasing trend of 13.50%, 35.99%,
19.19%, 22.41%, 94.30%,15.97%, 33.96% & 7.83% in rupees terms respectively and
14.14%,36.76%, 19.87%, 23.08%, 95.54%, 16.84%, 34.55% & 8.43% in US$ terms
respectively. Overall an increase in the rupee terms was 18.26% and increase in the US$
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terms was 18.92%.

Top Ten Destinations of India's Export for Handicrafts

2000 - 2001 Value 2001 - 2002 Value 2002 - 2003 Value (In
Rank Country Name
(In Million US$) (In Million US$) Million US$)
1 USA 294.8517 219.176 324.6047
2 UK 61.6174 56.1987 79.1673
3 Germany 37.554 30.4357 47.2585
4 France 31.013 29.4103 37.5341
5 Netherlands 29.243 25.8394 37.3164
6 Spain 21.8287 19.0162 30.4608
7 Italy 27.9376 19.89 24.0536
8 UAE 14.6376 12.205 20.9196
9 Canada 15.2344 12.8124 17.6554
Belgium-
10 9.0019 9.5755 14.5125
Luxembourg
Source: DGCI&S

Major Importers of Indian Handicraft Products:

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The dynamism of handicrafts industry in India is unparalleled - be it the traditional Indian

arts and crafts or a customized version of an overseas art form. Unlike in the past when
the industry was battling to carve a niche in the market, there is a great demand for Indian
handicrafts today that is being nurtured by different government and non-governmental
organizations. The sector is economically important from the point of view of low
capital investment, high ratio of value addition, and high potential for export and foreign
exchange earnings for the country. The export earnings from Indian handicrafts industry
for the period 1998-99 amounted to US$ 1.2 billion. The market is developing due to
the huge demand of its products in terms of utility, cost and aesthetics. The nine
items that account for nearly 63 percent of export turnover include art metalware,
woodware, hand-printed textiles, hand-knotted and embroidered textiles, leather goods,
stoneware, carpets and floor coverings. In 2006 Orissa, Jharkhand, Uttaranchal,
Chhattisharh, Jammu and Kashmir and the North-Eastern region have been focused on as
they have abundant growth prospects. In India handicraft sector is considered the second
largest employment generator after agriculture. Indian Handicraft is expected to triple its
export turnover to Rs. 39,000 crore (excluding carpets) by 2009-10 which will turn also
create around 20 lakh new employment opportunities. To centralize and better organize
the sector, the government has also initiated the concept of 'Towns of Excellence' that are
providing recognition to production areas where the handicrafts have been traditionally
developed. Today, there are 35 urban 'Haats' all across the country, that allow for the
allotment of built-up stalls to artisans on a fortnightly rotation basis at nominal costs.The
industrial revolution and the increasing productivity had slowed down the growth and the
quality of arts and crafts, but for some decades now, the scenario has changed and
machine-made products no longer attract the people. Presently handicrafts are being
considered as vocational media and it is also opted for style statement and the leisure
pursuit. Today, the crafts and craftspeople have a vital role to play in modern India – not
just as part of its cultural and tradition, but as part of its economic future.

The source of this information is Department of IT, Govt. of India.

5. COMPANY ANALYSIS:

We use the best ingredients in our products. Again we are offering our products at a very
competitive rate. We also have a proper testing department which passes the product
through a test. in this test the testing department verifies that the products are not
hazardous. These main things make our product different from the others. We deal in
handicraft and art items like metalware, woodware, handprinted textiles and leather,
wood and cane wares, embroidered and crocheted goods, shawls as artware, zari goods,
laces, fashion jewelry, Paintings, Notebooks & Albums, Marble Inlay Work, Furnishing,
wooden handicraft, Sculpture, and other handicraft products. We have experienced that
there is a great potential for products like – “Hand-knotted carpets, Art metalware, Hand-
printed textiles, Marble inlay work, Furnishing, Sculpture, wooden handicraft and other
handicraft products”.
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SWOT ANALYSIS OF THE COMPANY

Strengths
• Abundant and cheap labour hence can compete on price
• Low capital investment and high ratio of value addition
• Aesthetic and functional qualities
• Wrapped in mist of antiquity
• Hand made and hence has few competitors
• Variety of products which are unique
• Exporters willing to handle small orders
• Increasing emphasis on product development and design upgradation
Weaknesses

• Inconsistent quality
• Inadequate market study and marketing strategy
• Lack of adequate infrastructure and communication facilities
• Capacity to handle limited orders
• Untimely delivery schedule
• Unawareness of international standards by many players in the market

Opportunities
• Rising appreciation for handicrafts by consumers in the developed countries
• Widespread novelty seeking
• Large discretionary income at disposal of consumer from developed countries
• Growth in search made by retail chains in major importing countries for suitable
products and reliable suppliers. Opportune for agencies to promote marketing
activities
• Use of e-commerce in direct marketing

Threats ( Decline in India’s share due to)

Better quality products produced by competitors from Europe, South Africa, South Asia, etc.
Better terms of trade by competing countries
Consistent quality and increasing focus on R&D by competing countries
Better packaging
Stricter international standards
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6. DETERMINING PROBABILITY OF SUCCESS

There are many risks associated with international trade, the most common issues are
about intellectual property rights (IPR). While IPR issues may also arise domestically,
the mechanisms for protection often stop at country borders. Patent and copyright
protections are specific to each country with the laws, rules and remedies varying
accordingly. Consider the ramification of IPR theft on your existing business. Would sale
or use of your IPR in another country hurt you? Is your product unique enough or
difficult enough to reproduce to inherently protect you? You can help protect yourself
from illegal fakes coming into the any country by registering your products. Another
common risk is currency fluctuation. Currency fluctuations can cause difficulty while
processing a transaction. If we are selling a product or service that will be paid
immediately upon securing a contract, the risk associated with fluctuation is minimal.
However, if you conduct business that has a time-lag prior to payment, a fluctuation in
the exchange rate could cause deals to go sour. While currency fluctuation can be a
problem during a transaction, it can also open or close markets by changing our
competitiveness. For example, today the U.S. dollar is relatively weak when compared to
many major foreign currencies. This change may have made your product competitive in
an area where you were previously struggling.

But again we should not forget the uniqueness of our product and the image of Indian art
and craft products in the world. With over 82 million inhabitants, Germany is the largest
market for giftware and handicrafts items in Europe. A member of and situated within
the European Union, Germany is supplied with giftware and handicrafts from Germany
as well as the surrounding European countries such as France, Italy, Switzerland and the
United Kingdom and from all other parts of the world: Russia, Latin America, Africa and
Asia.

The size of the total German giftware and handicrafts market varies according to the
definition of giftware and handicrafts. With its present size around DM 29.5 billion it
corresponds to a broad definition of giftware and handicrafts that includes the following
items: home furnishings, artmetalware, table accessories, Christmas decoration,
woodware and furniture, imitation jewellers, artificial flowers/plants, scents/cosmetics,
sweets, toys/computer games, books, discs/videos, watches/jewellery, certain
apparel/textile items and others. The German giftware and handicrafts market grew from
DM 29.1 billion in 1998 to DM 29.5 billion in 1999, and it is growing till now at a good
rate of 8.9% per annum. Success rate of small business houses are also very high.

“Research shows that small business failure rates among new businesses are
significantly lower for new businesses that have developed a business plan.”

So, by analyzing all the pros and corns of the business we can never neglect the success
of these products.
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7. MARKET FACTOR ASSESMENT:

This part includes demographic, political, Social/Cultural and economical analysis. It also
includes the Market Access, Product Potential and Local Distribution and Production
analysis.

Geography

Area: 357,000 sq. km. (137,821 sq. mi.); about the size of Montana.
Cities: Capital--Berlin (population about 3.4 million). Other cities--Hamburg (1.7
million), Munich (1.2 million), Cologne (964,000), Frankfurt (644,000), Essen (603,000),
Dortmund (592,000), Stuttgart (582,000), Dusseldorf (568,000), Bremen (543,000),
Hanover (516,000).
Terrain: Low plain in the north; high plains, hills, and basins in the center and east;
mountainous alpine region in the south.
Climate: Temperate; cooler and rainier than much of the United States.

Government

Type: Federal republic.

Founded: 1949 (Basic Law, i.e., Constitution, promulgated on May 23, 1949). On
October 3, 1990, the Federal Republic of Germany and the German Democratic Republic
unified in accordance with Article 23 of the F.R.G. Basic Law.
Branches: Executive--president (titular chief of state), chancellor (executive head of
government); legislative--bicameral parliament; judicial--independent, Federal
Constitutional Court.
Administrative divisions: 16 Laender (states).
Major political parties: Social Democratic Party (SPD); Christian Democratic Union
(CDU); Christian Social Union (CSU); Alliance 90/Greens; Free Democratic Party
(FDP); Left Party (LP).
Suffrage: Universal at 18

Economy

GDP (2007 est.): $3.1 trillion.

Annual growth rate: (2006) 2.7%; (2007) 2.5%.
Per capita income (PPP, 2006): $31,900.
Inflation rate (consumer prices, 2007): 2.2%.
Natural resources: Iron, hard coal, lignite, potash, natural gas.
Agriculture (0.9% of GDP): Products--corn, wheat, potatoes, sugar, beets, barley, hops,
viticulture, forestry, fisheries.
Industry (29.1% of GDP): Types--car-making; mechanical, electrical, and precision
engineering; chemicals; environmental technology; optics; medical technology; biotech
 18

and genetic engineering; nanotechnology; aerospace; logistics.

Trade (2006): Exports--$1.03 trillion: chemicals, motor vehicles, iron and steel products,
manufactured goods, electrical products. Major markets--France, U.S., and U.K.
Imports--$844 billion: food, petroleum products, manufactured goods, electrical products,
motor vehicles, apparel. Major suppliers--France, Netherlands, U.S.

Germany is the world's third-largest economy and the largest in Europe. The German
economy showed substantial improvement in 2007 at 2.5% growth due to the effect of
recent economic reforms and strong global economic growth. The export-led recovery is
now filtering through to the domestic economy where private consumption has long been
at a low level. With a more sluggish global economy, lower growth is expected for 2008.
From the 1948 currency reform until the early 1970s, West Germany experienced almost
continuous economic expansion. Real gross domestic product (GDP) growth slowed
down, and even declined, from the mid-1970s through the recession of the early 1980s.
The economy then experienced 8 consecutive years of growth that ended with a downturn
beginning in late 1992. Since unification, Germany has seen annual average real growth
of only about 1.5% and stubbornly high unemployment. In 2006, Germany had its best
year since 2000 with 2.7% growth; for 2007, growth was at 2.5% despite a 3 percentage
point VAT hike at the beginning of the year. The government forecasts 1.7% growth in
GDP for 2008. Unemployment in 2007 dropped to an annualized average of 9.0%
nationwide, but it is still significantly higher--15.1%--in the German states that make up
the former East Germany.
Germans often describe their economic system as a "social market economy." The
German Government provides an extensive array of social services. The state intervenes
in the economy by providing subsidies to selected sectors and by owning some segments
of the economy, while promoting competition and free enterprise. The government has
restructured the railroad system on a corporate basis, privatized the national airline, and is
privatizing telecommunications and postal services.
The German economy is heavily export-oriented, with exports accounting for more than
one-third of national output. As a result, exports traditionally have been a key element in
German macroeconomic expansion, accounting for over half of the economic growth in
recent years. Germany is a strong advocate of closer European economic integration, and
its economic and commercial policies are increasingly determined within the European
Union (EU). Germany uses the common European currency, the euro, and the European
Central Bank sets monetary policy.
In the early-mid 2000s, Germany adopted a complex set of labor/social welfare reforms
to overcome structural weaknesses of the German welfare state and to create policies
more conductive to employment. Defying a skeptical German public, the coalition
government of Chancellor Angela Merkel initiated additional reform measures, such as
the gradual increase in the mandatory retirement age from 65 to 67--a move that would
add 2.5 million to the workforce by 2030. Subsequently, however, there has been active
political debate and some rollback of these labor reforms; most notably the government
decided to extend the payment period of unemployment benefits to older workers in early
2008.
 19

Fifteen years after reunification (October 3, 1990), Germany had made great progress in
raising the standard of living in eastern Germany, introducing a market economy and
improving its infrastructure. At the same time, the process of convergence between east
and west is taking longer than originally expected and, on some measures, has stagnated
since the mid-1990s. Eastern economic growth rates have been lower than in the west in
recent years, unemployment is twice as high, prompting many skilled easterners to seek
work in the west, and productivity continues to lag. Eastern consumption levels are
dependent on public net financial transfers from west to east totaling about $13 billion
per year. In addition to social assistance payments, the government will extend funds to
promote eastern economic development through 2019.
The United States is Germany's second-largest trading partner, and U.S.-German trade
has continued to grow strongly. Two-way trade in goods totaled $184 billion in 2007.
U.S. exports to Germany were $ 71 billion while U.S. imports from Germany were more
than $113 billion. At nearly $45 billion, the U.S.'s fifth-largest trade deficit is with
Germany. Major U.S. export categories include aircraft, electrical equipment,
telecommunications equipment, data processing equipment, and motor vehicles and parts.
German export sales are concentrated in motor vehicles, machinery, chemicals, and
heavy electrical equipment. Much bilateral trade is intra-industry or intra-firm.
Germany has a liberal foreign investment policy. For 2005, the most recent year for
which statistics are available, German investment in the U.S. amounted to 233 billion
euros (29 % of all German foreign direct investment, or FDI; the U.S. is the number-one
destination for German FDI), while U.S. investment in Germany was 45 billion euros
(11.5 % of all FDI invested in Germany; U.S. is third-largest source of FDI in Germany).
U.S. firms employ about 510,000 people in Germany; German firms likewise employ
about 746,000 people in the United States.
Despite persistence of some structural rigidities in the labor market and extensive
government regulation, the economy remains strong and internationally competitive.
Although production costs are very high, Germany is still an export powerhouse, and unit
labor costs have decreased in the last 10 years. Additionally, Germany is strategically
placed to take advantage of the rapidly growing central European countries. The current
government has addressed some of the country's structural problems, with important tax,
social security, and financial sector reforms.

Cultural/social analysis

Most inhabitants of Germany are ethnic German. There are, however, more than 7
million foreign residents, many of whom are the families and descendents of so-called
"guest workers" (foreign workers, mostly from Turkey, invited to Germany in the 1950s
and 1960s to fill labor shortages) who remained in Germany. Germany has a sizable
ethnic Turkish population. Germany is also a prime destination for political and
economic refugees from many developing countries. An ethnic Danish minority lives in
the north, and a small Slavic minority known as the Sorbs lives in eastern Germany. Due
to restrictive German citizenship laws, most "foreigners" do not hold German citizenship
even when born and raised in Germany. However, since the German government
undertook citizenship and immigration law reforms in 2002, more foreign residents have
had the ability to naturalize.
 20

Germany has one of the world's highest levels of education, technological development,
and economic productivity. Since the end of World War II, the number of youths entering
universities has more than tripled, and the trade and technical schools of the Federal
Republic of Germany (F.R.G.) are among the world's best. With a per capita income level
of more than $28,700, Germany is a broadly middle class society. A generous social
welfare system provides for universal medical care, unemployment compensation, and
other social needs. Millions of Germans travel abroad each year.

Market Access

EU member states and Asian countries, China and India in particular, are major suppliers
of giftware and handicrafts to the German market. We will first have a comprehensive
product literature and data sheets professionally translated into German. Although
English is widely understood, a well-prepared translation gives an important marketing
edge, particularly in the initial presentation. We will appoint an agent or distributor who
can maintain a stock sufficient to answer short-notice orders. Before appointing any such
agent we will look at the traditional chain of supply in the GERMAN market.
Distribution channels are varied and similar to the United States. There are certain
restrictions, however, concerning multi-level networking systems, i.e., so-called snowball
or pyramid distribution systems.

Documentation and legal requirements

For doing business in GERMANY imported goods must be accompanied by a customs

declaration, which has to be submitted in writing, and an invoice in duplicate. Normally
the German importer files this declaration. The commercial invoice must show the
country of purchase and the country of origin of the goods. The invoice should contain:

Name (company) and address of seller and buyer;

Place and date of issue;
Number, kind of packages;
Precise description of articles
Volume or quantity in normal commercial units;
Invoice price (in invoice currency);
Terms of delivery and
Payment.

In addition, a certificate of origin may be required in some cases.

Custom duties

Customs duties vary according to material and product. Though duties are high for a few
items, i.e., dried flowers, potpourri (16.7-20 percent), T-shirts (12.0-13.2) and hand-
woven, woollen blankets (13.4 percent), the majority of customs duty rates falls in the
range of 5-8 percent. For example:
Customs Duties (in percent)
 21

Ceramics : 4.1 - 7.5

Toys : 5.6 - 6.3
Stationery : 8.4
Plush animals : 6.0
Quilts/blankets : 7.5
Candles : 2.8
Silver jewellery : 2.5

In addition, there is a 19 percent sales tax, which is eventually passed on to the consumer
in form of the value-added tax (VAT). But the VAT has to be paid when entering the
German market by the exporter/German importer.

Items that originate from certain animal species, i.e., snakeskin or hides of some animal,
it must be ensured that the export of these products complies with the Convention on
Endangered Species (CITES). Regarding sample orders, exporters should be aware that
one sample with a maximum value of DM 50 each or, five identical samples of one
product group not exceeding a total value of DM 50, are usually customs free.

Product Standards

In view of the wide field of products that could be considered as giftware and handicrafts,
it is difficult to name standards. Compliance with EU standards and regulations is
strongly suggested. There are, however, only few product groups in the giftware and
handicrafts field that have to follow standards. It is essential that CE-labelling be
observed where required. The CE-mark (including conformity statement and technical
documentation) is mainly required for toys (88/378/EEC standard). While the quality
regulations for candles are obligatory assuring a certain level of quality, the toy
regulation and the electronic standards have to be observed because of safety
considerations:

Tariff barriers

Germany's regulations and bureaucratic procedures can be a difficult hurdle for

companies wishing to enter the market and require close attention by U.S. exporters.
Complex safety standards, not normally discriminatory but sometimes zealously applied,
complicate access to the market for many products. We will do our homework homework
thoroughly and make sure we know precisely which standards apply to their product, and
that they obtain timely testing and certification.

Protecting the Intellectual Property

The EU’s legislative framework for copyright protection consists of a series of Directives
covering areas such as the legal protection of computer programs, the duration of
protection of authors’ rights and neighboring rights, and the legal protection of databases.
 22

Almost all Member States have fully implemented the rules into national law, and, the
Commission is now focusing on ensuring that the framework is enforced accurately and
consistently across the EU.
The on-line copyright Directive (2001/29/EC) addresses the vexing problem of protecting
rights holders in the online environment while protecting the interests of users, ISPs and
hardware manufacturers. It guarantees authors’ exclusive reproduction rights with a
single mandatory exception for technical copies (to allow caching), and an exhaustive list
of other exceptions that individual Member States can select and include in national
legislation. This list is meant to reflect different cultural and legal traditions, and includes
private copying "on condition right holders receive fair compensation.":

Trademarks

trademarks (“Marken”) are signs that serve to distinguish the goods and/or services of
one enterprise from those of another. They enable their holders to build up, expand, and
maintain a market position. Trademarks are regulated by the German Trademark Act,
which covers both trademarks that are used although not registered, as well as registered
trademarks. The Trademark Act further provides protection of commercial designations
(trade names and other company designations, such as titles, and the trading name of
works, e.g., for films and books). A German trademark is registered for ten years, after
which the term can be extended for another ten-year term. Additional fees become due if
the extension fee is not paid in a timely fashion.
The EU-wide Community Trademark (CTM) can be obtained via a single language
application to the Office of Harmonization in the Internal Market (OHIM) in Alicante,
Spain. It lasts ten years and is renewable indefinitely. For companies looking to protect
trademarks in three or more EU countries, the CTM is a more cost-effective option than
registering separate national trademarks. On October 1, 2004, the European Commission
acceded to the World Intellectual Property Organization (WIPO) Madrid Protocol. The
accession of the Madrid Protocol establishes a link between the Madrid Protocol system,
administered by WIPO, and the Community Trademark system, administered by OHIM.
As of October 1, 2004, Community Trademark applicants and holders are allowed to
apply for international protection of their trademarks through the filing of an international
application under the Madrid Protocol. Conversely, holders of international registrations
under the Madrid Protocol will be entitled to apply for protection of their trademarks
under the Community Trademark system

Designs

The EU adopted a regulation introducing a single Community system for the protection
of designs in December 2001. The regulation provides for two types of design protection,
directly applicable in each EU member state: the registered Community design and the
unregistered Community design. Under the registered Community design system, holders
of eligible designs can use an inexpensive procedure to register them with the EU’s
Office for Harmonization in the Internal Market (OHIM), based in Alicante, Spain. They
will then be granted exclusive rights to use the designs anywhere in the EU for up to
 23

twenty-five years. Unregistered Community designs that meet the Regulation’s

requirements are automatically protected for three years from the date of disclosure of the
design to the public.
European Trademarks

Since 1996, it has been possible to register Community Trademarks at the Office for
Harmonization in the Internal Market, Alicante, Spain (http://oami.europa.eu/). This step
often makes sense if an enterprise seeks protection not only in one country, but in at least
three or four EU member states of the European Union. The Community Trademark
offers financial advantages in addition to other significant advantages. For example, the
use of a Community Trademark in only one member state is sufficient to meet the
requirement of use for the entire territory of the European Union. It is advisable to
consider use of both community and single country protection systems simultaneously.

Product potential

Market insiders estimate the total volume of the seasonal items market, including
Christmas, Easter, Valentines Day and the German counterpart of Thanksgiving, at DM
7.7 billion. In 1997, about DM 3 billion were spent alone for Christmas decoration,
Christmas floristic items and Christmas trees only. Christmas items are usually imported
from China, Taiwan, Thailand, Philippines and India. However, Indian Christmas
decorations as candle stands or Christmas tree hangings and soft toys find a ready market
in Germany if they are moderately priced.

The present market volume of hobby and art supplies in Germany is estimated at about
DM 3 billion, while the total European market should amount to DM 12 billion. Insiders
believe that this specific market segment still offers some potential for new products. A
recent survey shows that apart from their school days, most of the Germans who do
regular DIY or hobby work are between 60 and 69 years (10.8 percent of the German
adults) old. With the fast ageing of the German population a stronger demand for hobby
and crafts is likely.

A few well-established German manufacturers of giftware and handicrafts items are:

Koziol GmbH, Erbach Krebs-Glas-Lauscha GmbH, Ernstthal

Barti GmbH, Garching Margarete Steiff GmbH, Giengen
Duni GmbH & Co. KG, Bramsche WMF AG, Geislingen
Rastal, Hoehr-Grenzhausen Rosenthal AG, Seib
Fartak, Lahr W. Goebel Porzellanfabrik, Roedental
GIES Kerzen, Glinde Walther-Glas GmbH, Bad Driburg
Jet Papier GmbH, Bernau
 24

But even then the GERMANS show good response towards imported products. If we will
get success in giving competitive offerings, our product will have huge potential for
getting success.

Major Distribution Channels in GERMANY

In Germany, giftware and handicrafts is distributed through five major channels:

 Wholesalers
 Importers/distributors
 Commission agents/sales representatives
 Department stores
 Mail-order
 Internet sales
 Tele-shopping

The individual channels are described in detail in the following.

Wholesalers:

Besides offering wide range of goods to retailers for direct sales, this channel also
supplies large quantities of individual articles. They are very particular in maintaining
consistency in the kind of products and their quality. One of the distinguishing features
of wholesalers is to provide distribution and storage facilities. Specialised wholesalers
deal in sales to retailers as well as to final consumers. They maintain high quality
standards and but have a narrower and in-depth range of arts and crafts.

Importers/distributors:

Most Indian giftware and handicrafts companies use importers/distributors to market and
sell their giftware and handicrafts lines. They buy and sell on their own account. Thus,
the companies take advantage of the distributor's expertise, his sales force and his
existing distribution channels. Distributors call on giftware and handicrafts retailers,
purchasing groups and supermarkets. The distributors' mark-up varies depending on the
giftware and handicrafts item, but at least 50 percent. While the mark-ups vary according
to the distributor; they usually also depend on the exclusivity of a product and on its
competitiveness in the overall giftware and handicrafts market.

Germany hosts more than 45,000 giftware and handicrafts retailers. Several retailers
import directly from the United States and sell to the German customer. Usually these are
small companies looking for items new to the market and handling small orders only.

Commission agents:
 25

Commission agents provide Indian companies with direct access to the German market
and direct control. Independent commercial agents are normally working on a 15 percent
commission and operate on a regional basis. They concentrate on specialist retailers,
purchasing groups and department stores. Commission agent contracts are based on
stringent EU and German regulations. As an Indian firm wishing to appoint an agent, we
should make sure that such standard contracts meet its expectations. In order to facilitate
market entry efforts by the agents their initial commission is often a few percent higher
than the "usual" commission. These additional payments are to reimburse the agent for
substantial advertising and any special efforts facilitating the new product's market entry.

Department Stores:

As an Indian company interested in establishing business contacts with major department

stores, mail-order houses and retailers may also choose the direct approach. Department
stores in particular, prefer to deal directly with manufacturers. Their buyers are very
specialized and only handle a limited range of products. At some occasions department
stores also buy through independent commercial agents. Quite often they have their own
buyers as well as a few agents that usually work with them and who know their
assortments. If a department store decides to import a particular giftware and handicrafts
item, it places bulk rather than small orders.

Mail Order:

On an average, each German consumer buys products totaling to DM 500 each year from
mail-order houses. There are about 200 mail order companies in Germany. In Europe,
Germany is the largest mail order market, followed by Great Britain and France. The
total European market volume for mail order products is estimated at approximately DM
90 billion. Of the 20 major mail order companies in Europe, 12 have their headquarters
located in Germany. Among them are the world's largest mail order companies: Otto
Versand in Hamburg and Quelle Schickedanz AG & Co. in Fuerth. In addition, several
German mail order companies operate in other European countries, as well.

Internet Sales:

Germany has become market leader among the EU countries with regard to sales. . A
typical German Internet user and a major German mail-order publication is between 20-
39 years old, is highly educated and earns more money than the average German
consumer. This age group consists of about 4.5 million Germans. 70% of these
consumers are male. Already today, the Internet is a major sales channel for German
mail-order houses.

Teleshopping:

QVC and HOT are the two tele-shopping channels in Germany. They operate all over
Germany and offer various types of giftware and handicrafts; jewellery, fashion, health,
beauty; household consumer goods; collectibles and home accessories.
 26

8. SUPPORT FUNCTIONS

On our website ( www.indianartandcraft.com) the customers can see the product. We

have uploaded all the designs. Customers can see each and every product. If they want
their own designed product, they can send their quotations along with the design. We will
try to give the exact design in a very competitive rate. We have enough potential to
deliver the products on time.

Only few product groups in the giftware and handicrafts field that have to follow
standards. It is essential that CE-labelling be observed where required. The CE-mark
(including conformity statement and technical documentation) is mainly required for toys
(88/378/EEC standard). While the quality regulations for candles are obligatory assuring
a certain level of quality, the toy regulation and the electronic standards have to be
observed because of safety considerations. we will fulfill all these requirements.

If required, we will have literature in language other than English. We will have it in
GERMAN also so that it can have a proper appeal.

We are using the local agent as our representative in GERMANY, so he will forward all
the customer disputes to us (if there is any).He will help us in communicating with the
customers. In case of handicrafts warranty and servicing is not required, there is no need
of keeping theses thins in mind. But, even if there is some assistance required, we will
provide each and every service within a reasonable time.

9. MARKETING STRATEGY

As we are entering the market for he first time, we will use Penetration Pricing, by
charging a low price in order to penetrate market quickly and it will be appropriate to
saturate market prior to imitation by competitors. Our pricing will be based on
flexible cost plus pricing. but we will keep these things in our mind:-
• Currency Fluctuations
• Inflationary Environment
• Government Controls, Subsidies, Regulations
• Competitive Behavior
• Sourcing

Regarding terms of sale, we will try to do several things:-

• Obtain export license for exporting, it is not very tough to gat a export
license for Germany (German antitrust law does not, in the absence of a dominant
 27

market position, restrict the owner’s freedom to use her/his industrial property
rights, including the exploitation of a patented innovation).
• Obtain currency permit,
• Packaging of goods for export,
• Transport goods to place of departure,
• Prepare a land bill for landing,
• Prepare all the custom export papers,
• Obtain the insurance and certificate of policy,

Discount policies:

We will use a slab for discounting to the customers. For eg:-

5% discount for --------

5-10% discount for-----
10-15% for ----------

Competitive Situation

German giftware and handicrafts consumption is growing more or less in line with the
relatively slow growth rate of income during the last years. Thus, expectations for
additional growth are not very high. Annual growth rates of between 1.5-2 percent are
forecast for the next few years for the overall giftware and handicrafts market. In general
the market shows good business opportunities if prices and quality are competitive and
delivery schedules are fulfilled.

Apart from its own producers, Germany is supplied by giftware and handicrafts from
nearly all of the European countries. German firms often import specific product groups
from a particular country. Major suppliers of pottery are, for example, Spain and
Portugal; fine exclusive stationery comes from Italy, France and Switzerland; candles
from Poland, China and Portugal; dried flowers from the Netherlands etc.

Fierce price competition in Germany is intensified by the increasing quantity of Chinese

and Asian made products on the market. For India this situation coupled with the
relatively strong Indian rupee which means that firms proving to be most successful in
the recent past have offered niche market giftware and handicrafts, i.e., exclusive to
Indian handicrafts items or new-to-market products.
We will use this opportunity as a mean of penetrating the market.

Promotional strategies

We are not a big company which needs huge promotion in other countries. We are
exporting handicraft and art items, so we don’t think, we need an intensive promotional
 28

strategy. But if it is necessary according to the market conditions, we will our agent’s
advice in it. We can have the print ads in newspapers and some popular magazines.

10. SALES ESTIMATES

Forecasting sales of our product is the starting point for our financial projections. The
sales forecast is extremely important, so it is important to use realistic estimates. As we
are entering into exporting for the first time, we don’t have any data for forecasting. We
will have to the data of other companies. There are 58 Indian companies in the handicraft
14 in the giftware in the export market.

By looking at the sales figure of each and every segment of the product category, we
have estimated that in the first year we can export atleast 20-30 crores (based on the
values shown by the data published by IT dept. of INDIA).

The cost of goods sold internationally is partially determined by pricing strategies and
terms of sale. To ascertain the costs associated with the different terms of sale, it will be
necessary to consult an international freight forwarder. For example, a typical term of
sale offered by a U.S. exporter is cost, insurance and freight (CIF) port of destination.
Our price includes all the costs to move product to the port of destination. These costs are
in addition to the material and labor used in the manufacture of your product.

export packing forwarding

container loading documentation
inland freight consular legalization
truck/rail unloading bank documentation
wharfage dispatch
handling bank collection fees
terminal charges cargo insurance
ocean freight bunker surcharge
courier mail other misc
telex
 29

11. INTERNATIONAL BUSINESS PLAN SUMMARY

STEP 1: Verification of the completion of previous steps.

We have already done our homework to 10th step. We have finished all the other sections
before continuing any further.

STEP 2: Identify the business plan audience.

We are preparing this plan for competition of our internal assessment in AMITY
BUSINESS SCHOOL, AMITY UNIVERSITY, NOIDA. This page will probably be
the first read by our PL- Mr. ASHOK SHARMA. It is extremely important the summary
be brief yet contains the information most important for him. This very section will make
him read the whole plan.
STEP 3: Writing a brief summary of the previous sections.

Till now we have completed 10 steps. Choosing the products for export was extremely
crucial. Actually we have been dealing with so many products that it is quite impossible
to draw out only a few best from them. All the sections are equally important, because
without completing one, we can’t move further. Our swot analysis, industry and
company analysis is the most interesting part of this plan.

There were huge data available to us. We searched all the possible sources, but getting
the useful data and then choosing the best to attach with our plan was the biggest deal.
Actually there are so many sights which provide useful information, but our study should
have to reveal the recent data. So it took some time to gather these data.

When we were trying to measure the probability of success, we passed a lot of hurdles.
When we were doing the market factor assessment, we took the help of official website
of GERMANY. We have tried to give the best data available regarding the custom duties,
tariff barriers and the rule which is to be followed. For forecasting the sale estimate we
have used the same data which we have given in the industry analysis.

Overall we want to give the links of the websites form which we have taken the data:

• www.indiacatalog.com
• www.iitfonweb.com
• www.india-crafts.com
• www.primaryinfo.com
• www.buyusa.gov
 30

• www.giftsnaccessories.com