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Relatório De Consultoria Estratégica Oportunidades De Exportação Para Relatório de Consultoria Estratégica Oportunidades de Exportação para a Itália de Filmes Estiráveis Produzidos no Brasil Referência Pira: S. 100765 Preparado para o INP Brasil pelo Grupo de Inteligência de Mercado, Pira International Ltd 22 de dezembro de 2006 Pira International Matriz: Cleeve Road, Leatherhead, Surrey, KT22 7RU, Reino Unido PABX +44 (0) 1372 802000 Fax +44 (0) 1372 802249 (Número de registro: 3858209) Inglaterra (Sociedade Limitada) Este relatório foi confeccionado sujeito às condições de confidenciaiidade e não pode ser divulgado em todo ou em parte a qualquer pessoa sem a anuência escrita da Pira International Pira International – Oportunidades de Exportação para a Itália de Filmes Estiráveis Produzidos no Brasil Referência No. S. 100765 Índice 1. SUMÁRIO EXECUTIVO 1 2. INTRODUÇÃO 3 2.1 Cenário de pesquisa e objetivos 3 2.2 Escopo da pesquisa 3 2.3 Metodologia 3 2.3.1 Introdução 3 2.3.2 Levantamento de dados – Pesquisa Secundária 3 2.3.3 Pesquisa pessoais e por telefone – Pesquisa primária 4 3. ESCOPO GEOGRÁFICO E ECONÔMICO 6 3.1 Principais cidades na Itália 6 3.2 Principais portos, aeroportos, linhas aéreas e empresas de navegação 7 3.3 Economia 10 3.3.1 Exportações 11 3.3.2 Importações 12 3.3.3 Taxa de câmbio da moeda brasileira 13 3.4 Panorama geral das regulamentações italianas para as importações 13 3.4.1 Taxas alfandegárias 14 3.5 Imposto de Importação 14 3.6 Tarifas de Importação 15 3.7 Distribuição 16 3.8 Aspectos Promocionais 20 3.9 Transporte de mercadorias 21 4. PRODUTO: FILMES ESTIRÁVEIS – STRETCH FILM 22 4.1 Concorrência 23 4.2 Importações 26 4.3 Regulamentações ou restrições aos produtos brasileiros 27 4.4 Consumo de produtos plásticos na Itália entre 2001-2005 27 4.5 Sazonalidade 28 4.6 Prazos de pagamento 29 4.7 Freqüência na colocação de pedidos 30 4.8 Fatores importantes na escolha de um fornecedor 31 4.9 Procedimento para a colocação de pedidos 32 1 Pira International – Oportunidades de Exportação para a Itália de Filmes Estiráveis Produzidos no Brasil Referência No. S. 100765 LISTA DE TABELAS Tabela 1: As 20 maiores cidades da Itália em população 6 Tabela 2: Principais portos na Itália 7 Tabela 3: Aeroportos na Itália 8 Tabela 4: Companhias aéreas que operam do Brasil para a Itália 9 Tabela 5: Empresas de navegação que oferecem serviços do Brasil para a Itália 9 Tabela 6: Exportações de mercadorias para a Itália entre 2000-2004 11 Tabela 7: Importações de mercadorias para a Itália entre 2000-2004 12 Tabela 8: Tarifas de importação para produtos analisados 15 Tabela 9: Importações de filme estirável entre 2001-2005 27 Tabela 10: Consumo de produtos plásticos na Itália entre 2001-2005 28 LISTA DE GRÁFICOS Gráfico 1: Composição do PIB em 2005 na Itália 10 Gráfico 2: Destino das exportações da Itália em 2005 12 Gráfico 3: Origem das importações para a Itália 2005 13 Gráfico 4: Diagrama de rede de abastecimento italiano 19 Gráfico 5: Padrão de compra dos potenciais cliente 20 Gráfico 6: Modais de transporte mais utilizados para entrega de produtos na Itália 22 Gráfico 7: Sazonalidade na demanda de produtos plásticos 29 Gráfico 8: Prazos de pagamento para produtos selecionados 30 Gráfico 9: Freqüência com que as empresas colocam pedidos 31 Gráfico 10: Fatores importantes na escolha de um fornecedor 32 Gráfico 11: Procedimento para a colocação de pedido 33 LISTA DE ANEXOS Anexo 1: Lista de potenciais clientes para filmes estiráveis I Anexo 2: Principais Feiras e Eventos na Itália XV Anexo 3: Distribuidores na Itália XVIII 2 Pira International – Oportunidades de Exportação para a Itália de Filmes Estiráveis Produzidos no Brasil Referência No. S. 100765 1. Sumário Executivo Entrar no mercado italiano será extremamente desafiante para os fabricantes de produtos plásticos brasileiros. As principais barreiras para a entrada de Filmes Estiráveis produzidos no Brasil para este mercado serão: • Custos – Os custos relativos ao transporte e imposto de importação é uma preocupação em particular para os potenciais clientes. • Importações de outros paises europeus – para a maioria dos produtos analisados, a maioria das importações vem dos países membros da União Européia. Eles não terão que pagar os mesmos custos de transporte e alíquotas de importação como as empresas sediadas fora dos estados membros da União Européia, o que lhes dá uma vantagem competitiva. • Idioma – durante nosso estudo, notamos que em muitos casos, as empresas italianas não tinham muitas pessoas que fossem fluentes em inglês ou português. Para que as empresas membro do INP tenham a maior chance possível de sucesso quando contatar possíveis clientes na Itália, recomendamos usar pessoas que sejam fluentes em italiano. Porém, identificamos várias vantagens descritas a seguir: • Sucesso na importação de fora da União Européia. Se os Chineses são capazes de ter sucesso, isto demonstra que não há barreiras para as empresas operarem fora da União Européia que não possam ser superadas. • Atacadistas/representantes de vendas – um número significativo de empresas com as quais conversamos compravam seus produtos plásticos de um atacadista ao invés de comprar diretamente de um fornecedor. Portanto, se as empresas membro do INP forem capazes de estabelecer uma boa relação comercial com diversos atacadistas italianos, acreditamos que este seja um modo eficiente de colocar os produtos brasileiros no mercado italiano. • Distribuição – se as empresas brasileiras conseguirem fornecer garantias satisfatórias de que os produtos serão entregues no prazo, a maioria das empresas italianas que foi entrevistada não teria problemas em comprar suas mercadorias. Elas também esperam boa qualidade dos produtos e preço competitivo. Se as empresas brasileiras forem capazes de alcançar isto, elas se tornariam fornecedores bem sucedidos no mercado italiano. 1 Pira International – Oportunidades de Exportação para a Itália de Filmes Estiráveis Produzidos no Brasil Referência No. S. 100765 Outros fatores importantes observados em nossa pesquisa são: • O norte da Itália é muito industrializado e moderno, mas o sul é subdesenvolvido. Enquanto isso significa inicialmente que o comércio nesta parte do país será prejudicado devido à falta de infra-estrutura, um crescimento significativo é previsto para o futuro. • Sobre filme stretch incide uma tarifa de importação de aproximadamente 3% para produtos oriundos da unidade européia e de 6,5% para demais países , como o Brasil. • Qualidade do produto, entrega confiável e preço de produto são os três principais fatores considerados pelas empresas na escolha de um fornecedor. A Itália é um mercado comercial altamente desenvolvido e as empresas locais estão muito focadas na rentabilidade. Para os fornecedores brasileiros serem bem sucedidos ao entrarem neste mercado é crucial que os serviços e os produtos que eles forneçam auxiliem seus clientes a alcançar este objetivo. • A Itália tem muitas feiras e exposições. Existem algumas importantes para os fornecedores dos produtos analisado, as quais estão incluídas no anexo 2. Feira e exposições são uma boa oportunidade para conhecer novos clientes e reforçar relações comerciais com parceiros da cadeia de abastecimento. • Como o produto selecionado é considerado commodite, não há problema referente à patente que preocupariam o fornecimento destes itens. • A Itália tem um mercado interno extremamente forte em relação à produção de produtos plásticos. Não há falta de concorrentes locais com a Manuli Stretch sendo um bom exemplo de empresa líder no segmento de filme estirável. • O mercado para produtos plásticos é bastante estável. As flutuações de demanda são causadas pela mudança das condições de mercado mundial. • Não parece haver nenhuma regra rígida sobre prazos de pagamento, mas prazos entre 60-90 dias parece ser a prática do mercado. (ver gráfico 8) • Muitas empresas tem procedimento de licitação de compras, fazem compras spot ou compram direto de seus fornecedores (ver gráfico 4) • Os fornecedores atuais no mercado italiano de Filmes Estiráveis fornecem mercadorias de qualidade consistentemente alta. Porém, nossa pesquisa também indica que em algumas circunstâncias o padrão de serviço pode ser melhorado. 2 Pira International – Oportunidades de Exportação para a Itália de Filmes Estiráveis Produzidos no Brasil Referência No. S. 100765 2. Introdução 2.1 Cenário de pesquisa e objetivos O Instituto Nacional do Plástico (INP) é uma associação brasileira de fabricantes de resina, produtos plásticos e maquinários para processamento de materiais plásticos. O INP coordena o Programa Export Plastic, um programa de promoção de exportações do setor plástico brasileiro, apoiado pelo governo brasileiro através de sua Agência de Promoção de Exportações e Investimentos, APEX-Brasil. O INP solicitou a Latexia Brasil Ltda & Pira International Ltda uma pesquisa de mercado e consultoria estratégica para identificar informações chave referentes ao mercado italiano para Filmes Estiráveis produzidos no Brasil. Este relatório identifica oportunidades para os fabricantes brasileiros destes produtos. Os objetivos principais deste estudo são: Identificar reais possibilidades de vendas deste produto analisado na Itália. Apresentar os benefícios da exportação deste produto brasileiro na Itália. Demonstrar as restrições às quais este produto brasileiro enfrentaria na Itália. Propor estratégias competitivas para as empresas brasileiras que estão ingressando no mercado italiano. 2.2 Escopo da pesquisa O relatório contém informações quantitativas e qualitativas sobre Filme stretch conforme indicado pelo
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