PULSE

ELECTRONICS
BOYEAU Camille
PRINGOT Charlotte
QIRJAKO Frenki
ADAM Victoria
The Company

Provides technology that helps

creating a new product.

Pulse has operated in magnetics,

antennas and connectors.

They have also brought innovation in

high quality - volume production

PULSE is present in four markets:

Telecom, Industrial, Mili/AES,
Automative
Our Objectives as Sales Director(s)

01 Markets

02 Countries

03 Distribution Channels

04 Commercial Approach
STEP 1: IDENTIFY MARKETS
Thanks to the data available, we computed the growth and size of each market for the next 10
years.
 BCG Matrix –
HIGH

Question Marks STARS

40% Aero -Military

MARKET

23% Industrial

10% Automobile

15% Telecom
LOW

PEER DOGS CASH COWS

LOW RELATIVE MARKET HIGH

STEP 2: CHOICE OF COUNTRIES
! Germany UK " Turkey
France Israël Switzerland Sweden
Italy # Russia Austria Benelux
Spain Germany Denmark
INVESTMENT PLAN
10 millions to invest each year
Objectives:
- Reduce investment on telecom
- Increase investment on MA and Industrial
Investment plan year 1 to 4
5
- Cut investment on Automobile
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Telecom Automobile Military-Aerospace Industrial

Investment y1 (in Investment y2 (in Investment y3 (in Investment y4 (in

millions) millions) millions) millions)
Telecom 4 3.5 3 2

Automobile 1.5 1 0 0

Military-Aerospace 2 2.5 4 4.5

Industrial 2.5 3 3 3.5

Total investment 10 10 10 10
 Current investments (year 0)

20%
Telekom 1
2
10% 50% Automobile 3
MA 4
20%
Industrial

Investments y4 (in millions)

20%
Telekom
1
35%
0%
Automobile
2
3 MA
4 Industrial
45%
EMEA Turnover Forecast N to N+4
Evolution of the turnover/market (year 0 to 5)
60

50

40

30

20

10

0
1 2 3 4 5 6

Telecom Automobile Military-Aerospace Industrial

EMEA turnover evolution (year 0 to 5)

114.0
115 111.0
108.5
106.5
- Increase of 14 million in 5 years 110

105
102.5
100
- Average growth of 3% per year 100

95

90
1 2 3 4 5 6
Distribution of turnover according to the markets
EMEA turnover/market in year 0

20%
Telecom
Automobile
10% 50%
Military-Aerospace
Industrial
20%

EMEA turnover/market in year 5

29% Telecom
38% Automobile
Military-Aerospace

19% Industrial
14%
EXTERNAL ANALYSIS: INDICATORS

Turkey Germany
+ Rich in FDIs: + EU Member:
+ Agreements with EU + A3 Country Risk
+ Country Risk: B + FTAs: 37
+ Foreign investors = local ones + Europe largest Economy
+ Excellent Infrastructure: ports, + Infrastructure: 6/7
seas, location
+ Rich in ressources
- Corruption & centralized power

Russia
+ FDIs: 31.7 bn USD
+ Semi Presidential Federation
+ Country Risk B
+ Tax rate: 20%
+ Location
+ R&D
+ Lack of environmental laws
- Centralized power & Corruption
EXTERNAL ANALYSIS: Doing Business

RUSSIA
•
•
Show them you’re trustworthy
Show preferential practises
GERMANY
• Be very direct
• Be opinionated but flexible • Go straight to business
• Include personal life in negotiations • Be punctual, pragmatic and
forward thinking
• Be patient, decision making is
slow

TURKEY
• Do not be aggressive in communicating
• Worry about the recipient not losing “his
face”
• Include family values, respect elders and
hierarchy
Distribution Choices

1 By Country
FORECAST 2020 - 2024

2 By Market
FORECAST 2024

Germany and Russia: Focus

Turkey : Mix on Distribution

🌍
Market Market
The SALESPEOPLE

Russia, Turkey &Germany 34% of the markets

4 Salespeople

%(
ALAIN FRED
'
GRAHAM
&
ANDREA
- Turkey & Russia because of skills in AM & Industrial
- Speaks 3languages: able to train David
- Skills in: OEM & distribution

!
- Current load: full, focus only on two countries.
Germany
represent 72% of the
3 markets
MILITARY - AEROSPACE
SALESPERSON DIAGRAM: Germany

FRED FRED

GRAHAM GRAHAM

FRED
FRED
INDUSTRIAL

ALAIN

ALAIN

DISTRIBUTION DIRECT
 Recommendations Germany!

PESTEL
- Strong and sure with a well
organized administration.
- High quality products and work-
force
Warnings
There is a high competition in
the industrial market, and
Germans tend to favour German
companies in their local market.

Distribution
Direct distribution with sales
persons.
Alain will be in charge, supported by
Jason
 Recommendations Russia#

PESTEL
Russia can count on its
administration to ensure that
everything is done well and
quickly.Russia has many
natural resources,
ICT doubled.
DISTRIBUTION
* Distribution with agencies
* Andrea will be in charge of
the country, he has the ability
to work on direct market
which could be an
opportunity to go on this
channel.

WARNINGS
T h e re i s s o m e p o l i t i ca l
instability and corruption.
The government intervenes
extensively in organizations.
Continue to look at direct
sales opportunities.
 Recommendations Turkey"
PESTEL
- large and low-cost workforce
- Prices are low
- Strategic location
- Several customs agreements
with the EU

Distribution
- Direct distribution with a
salesperson.
Andrea.

Warnings
- Warning: high geopolitical risks
- Industrially dependent on
imports
- Fragile consumers
 ENVELOP OF 20 MLN EUR
01
WHERE?
In Telecom: Finland 02
- A finish enterprise is on sale,
specialized in antennas. 03
HOW?
- 20 MLN EUR dedicated to
investments
- 3 MLN EUR from our annual
WHY? 04 investment envelop of 10 MLN
On our invest plan, the telecom EUR on year 3
profits will decline from the year
3.
We invest a lot in telecom to
mitigate the loss of our existing
Le Piggy Bank
business in this.

💰20 MLN💰
BONUS
BONUS
Fin!