Carmen Rodríguez Courel

Tradeflows

exercise
Prof. Jesús Centenera
SME & Globalization
 Product
Beer made from malt

Exporter country
Germany

Taric code/HS code

2203
15 biggest importers

SOURCE: ITC TRADE MAP

 Average % taking into account

the exported value in 2020 in

5 fastest
comparison to 2012

growing
1. Chile + 87%

markets
2. Russian Federation + 79%
3. Republic of Korea + 79%
4. Croatia + 73%
5. Israel + 63%
Markets that pay more

United States of
Luxembourg Spain
America 2020 Exported unit value, 2020 Exported unit value,
2020 Exported unit value, Euro/Tons: 925 Euro/Tons: 890
Euro/Tons: 1,159

Israel Austria
2020 Exported unit value, 2020 Exported unit value,
Euro/Tons: 874 Euro/Tons: 859
SOURCE: ITC TRADE MAP
 Countries to launch a promotional

campaign
Israel Chile Austria
Market share
Market share
Market share
evolution:
evolution: evolution:
+ 0 (from 2.5 in
+ 0.4 (from 0.2 in
+ 1 (from 0.1 in 2012
2012 to 2.5 in
2012 to 0.6 in
to 1.1 in 2020)
2020)
2020) Main
Main
Main
competitors:
competitors:
competitors: Mexico, United
Czech Republic &
Mexico & Belgium States & Belgium
Belgium
Exchange rate evolution: MXN to EUR
Exchange rate evolution: USD to EUR
Exchange rate evolution: CZK to EUR
 Conclusions

I believe that choosing Austria has been a good choice because the market share hasn't

increased over the last 10 years, so focusing our efforts in this country could improve this

situation. Also, in Israel and Chile, Germany is in the 3rd and 4th position of both market

shares, so this strategy could enable Germany to rise to the top as the largest exporter. With

regard to the exchange rate evolution, unfortunately the price of the product is going to

increase in the Mexican, American & Czech markets, which is bad for Germany because it

will be more difficult to offer competitive prices .