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Market development with trade fairs

Many companies in the mechanical and plant engineering sector ask themselves how they can make it possible to open up new markets for their industry. Particularly abroad, there is often a lack of a door opener, an enabler and co-organizer. German companies that are active abroad or are considering doing so are increasingly required to look at their growth strategy and adapt it if necessary.

The focus on opening up new export markets in developing and emerging countries represents one approach. Even if the companies themselves decide on their international supply and sales relationships and thus determine the globalization process, it is politics that sets the framework conditions for this.

In the event “Market development with trade fairs” on January 12, 2022, the foreign trade fair program as well as the market development program of the Federal Ministry of Economics and Climate Protection were presented. Dr. Alexander Koldau, Head of the Trade Fair Department at VDMA, explained how the programs can be used for market analysis and market development.

In addition, Germany Trade and Invest (GTAI), the central point of contact for German foreign trade, supports German export-oriented companies with information, analyses and forecasts on all markets relevant to foreign trade. Its central task is to ensure the success of small and medium-sized enterprises in global competition, as well as to strengthen Germany as a business location and position it internationally. Companies in NRW can obtain further assistance from the foreign trade promotion agency of the state of North Rhine-Westphalia, NRW.Global Business GmbH – Trade & Investment Agency. In addition to the foreign trade fair program, small group promotion is offered there. The companies are supported to be represented together at a trade fair. This means that planning, organization and costs are spread over several shoulders. In this way, personnel deployment and costs are reduced and the participating companies benefit from the exchange with the partners of the small group.

In a practical example, Christian Krämer, Managing Director of J. Kaulhausen & Sohn, explained how his company entered the Ethiopian market with the market development program, among other things, and explained why this program is a very good support for SMEs. The different event offers market exploration trip, performance show and business initiation trip have offered his company extensive and professional help to be successful even in difficult markets. The establishment of contacts and later intensive support up to networking are only some of the advantages of the BMWK market development program.


The event was offered by ProduktionNRW. ProduktionNRW is the competence network of mechanical engineering and production technology in North Rhine-Westphalia and is implemented by VDMA NRW. ProduktionNRW sees itself as a platform for networking, informing and marketing companies, institutions and networks among themselves and along the value chain. Significant parts of the services provided by ProduktionNRW are funded by the European Regional Development Fund (ERDF).

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