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Doing Business in (Insert Country Name Here): 2012 Country Commercial Guide for U.S. Companies INTERNATIONAL COPYRIGHT, U.S. & FOREIGN COMMERCIAL SERVICE AND U.S. DEPARTMENT OF STATE, 2012. ALL RIGHTS RESERVED OUTSIDE OF THE UNITED STATES. • Chapter 1: Doing Business In … • Chapter 2: Political and Economic Environment • Chapter 3: Selling U.S. Products and Services • Chapter 4: Leading Sectors for U.S. Export and Investment • Chapter 5: Trade Regulations, Customs and Standards • Chapter 6: Investment Climate • Chapter 7: Trade and Project Financing • Chapter 8: Business Travel • Chapter 9: Contacts, Market Research and Trade Events • Chapter 10: Guide to Our Services Return to table of contents Chapter 1: Doing Business in Switzerland • Market Overview • Market Challenges • Market Opportunities • Market Entry Strategy Market Overview Return to top • Switzerland’s population of 7.8 million is affluent and cosmopolitan • GDP of about USD 594 billion; forecast growth of 1.3% for 2012 • In 2011 total exports from the U.S. to Switzerland amounted to USD 24.5 billion. • U.S.-Swiss trade generally stable despite financial and economic crisis; • World-class infrastructure, business-friendly legal and regulatory environment • Highly educated, reliable, and flexible work force • Consumer and producer of high quality, value-added industrial/consumer goods • Manufacturing sector is highly automated and efficient • Strong market demand for U.S. components and production systems • Strong demand for high quality products with competitive prices • Highest per capita IT spending in the world • Multilingual/multicultural European test market and business environment • Many U.S. firms with European and regional headquarters in Switzerland US Exports to Switzerland Return to top US Exports to Switzerland by Category (USD) Product Category 2009 2010 2011 910-Waste and Scrap 3,263,911,178 5,081,031,521 7,275,778,906 331-Primary Metal Mfg. 3,419,361,668 4,695,976,230 5,419,312,479 325-Chemicals 3,152,409,386 2,805,982,509 3,110,705,019 *339-Miscellaneous 2,185,913,741 2,386,292,425 2,750,573,637 Manufactured Commodities All Others 5,482,813,896 5,718,051,011 5,896,367,969 Total exports 17,504,409,869 20,687,333,696 24,452,738,010 Source: International Trade Administration (ITA) 2011 Exports to Switzerland of NAICS (North American Industry Classification System), total all merchandise *339-Miscellaneous Manufactured Commodities include: Medical and Dental Equipment and Supplies, Jewelry and Silverware, Sporting and Athletic Goods, Toys and Games, Office Supplies (except Paper), Pens and Pencils, Marking Devices, Signs, Gasket, Packing and Sealing Devices, Musical Instruments, Brooms, Brushes, Mops, Burial Caskets, all other miscellaneous manufacturing. US Exports to Switzerland 2011 by Category in Percentage Waste and Scrap 24.10% 29.80% Primary Metal Mfg. 11.20% Chemicals 12.70% 22.20% Miscellaneous Manufactured Commodities All Others US Exports to Switzerland 2011 by Category – All Others Item Amount 920 -- Used or Second‐Hand Merchandise 1,853,019,669 334 -- Computer and Electronics Products 1,080,906,780 336 -- Transportation Equipment 718,739,307 990 -- Special Classification Provisions, Nesoi 595,853,570 333 -- Machinery, except Electrical 461,518,095 332 -- Fabricated Metal Products, Nesoi 240,919,423 111 -- Agricultural Products 237,203,705 324 -- Petroleum & Coal Products 173,931,542 335 -- Electrical Equipment, Appliances & Components 128,659,126 326 -- Plastics & Rubber Products 77,726,961 311 -- Food Manufacturers 60,387,186 327 -- Nonmetallic Mineral Products 52,276,931 312 -- Beverages & Tobacco Products 42,202,923 322 -- Paper 41,345,392 323 -- Printed Matter and Related Products, Nesoi 28,362,408 315 -- Apparel Manufacturing Products 22,191,362 212 -- Minerals & Ores 17,966,686 313 -- Textiles & Fabrics 13,447,175 316 -- Leather & Allied Products 13,280,687 337 -- Furniture & Fixtures 11,243,520 314 -- Textile Mills Products 6,504,704 114 -- Fish, Fresh/Chilled/Frozen & Other Marine Products 6,068,441 511 -- Newspaper, Books & Other Published Matter, Nesoi 3,931,273 113 -- Forestry Products, Nesoi 3,517,634 321 -- WoodProducts, Wood Prodts 2857405,, 112 -- Other Animals 2,285,577 211 -- Oil & Gas 20,487 Total 5,896,367,969 Market Challenges Return to top • Market is sophisticated, quality-conscious, high tech and competitive • An epicenter of European and global competition • While EU-type regulations and standards exist in general, there are significant exceptions • Unique Swiss requirements for , pharmaceuticals, cosmetics, detergents, and chemicals Market Opportunities Return to top • Products with relatively advanced technologies are best prospects • Switzerland is strategically placed as a gateway to EU markets • Ideal test market for introduction of new high tech and consumer products • Excellent platform for marketing into Europe, Middle East and Africa • High concentration of computer/Internet usage per capita • Sophisticated market for U.S. devices • Switzerland is becoming a European center for commercial aviation business • Fast growing demand for highly sophisticated security equipment/systems • One of world’s top countries for R&D • Excellent opportunities for partnerships in biotech, nanotech, and renewable energies, especially solar • Venture capital funds largest in Europe, opportunities for U.S. exporters in third country markets with Swiss financing Market Entry Strategy Return to top • Express commitment to the market and establish long term relationships • Work directly with Swiss importers/distributors for maximum market penetration • Be prepared to meet customer’s needs and willing to sell in small volumes • Offer high quality and environmentally friendly products • Enter the market early to gain and maintain competitive edge • Evaluate carefully prospective partner’s technical qualifications and ability to cover the German, French and Italian regions Return to table of contents Return to table of contents Chapter 2: Political and Economic Environment For background information on the political and economic environment of the country, please click on the link below to the U.S. Department of State Background Notes. http://www.state.gov/r/pa/ei/bgn/3431.htm Return to table of contents Return to table of contents Chapter 3: Selling U.S. Products and Services • Using an Agent or Distributor • Establishing an Office • Franchising • Direct Marketing • Joint Ventures/Licensing • Selling to the Government • Distribution and Sales Channels • Selling Factors/Techniques • Electronic Commerce • Trade Promotion and Advertising • Pricing • Sales Service/Customer Support • Protecting Your Intellectual Property • Due Diligence • Local Professional Services • Web Resources Using an Agent or Distributor Return to top Under Swiss law, agents are independent. They can work for several firms and are compensated by commission. A 1949 federal law on agency contracts governs their activities. Swiss law does not permit a principal to inspect the books of his/her Swiss agent. The law defines traveling salespeople (Handelsreisende) as employees of the company they represent. Under a 1941 federal law, they are entitled to a fixed salary, with or without commission, and reimbursement of travel and entertainment expenses. For U.S. exporters interested in entering the Swiss market, finding and selecting the right person or firm for representation is important and sometimes difficult. Offering favorable terms may be required to obtain good representation for a new product or an unknown firm. Viable Swiss firms are listed in the official trade registry. Once a potential partner has been identified, it is advisable to request a financial profile of the company. This can be obtained at a relatively low cost from Dun & Bradstreet in the United States. The U.S. Commercial Service in Switzerland offers a “due diligence” service, which includes publicly available information and a translated report from the debt enforcement agency/cantonal credit report. In addition, the U.S. Commercial Service provides the International Company Profile (ICP), which helps U.S. companies evaluate potential business partners by providing a detailed report on overseas companies. The ICP service typically includes a face-to-face visit, presuming the U.S. company authorizes CS Switzerland to disclose the name of the company that requests an ICP. CS Switzerland is unable to carry out an ICP if the name of the U.S .company may not be divulged. In this case, the U.S. Commercial Service offers a “due diligence” service, which does not entail a face-to-face meeting with the company under review. For more information, please contact the U.S. Commercial Service Switzerland Establishing an Office Return to top The actual mechanics of forming and registering an office in Switzerland can be accomplished in two to four weeks, but the planning process can be more time- consuming and involves many factors. Probably the most important factor to consider for establishing an office in Switzerland is location. Tax laws, availability of work permits, availability of labor force, and availability and cost of business facilities vary widely among cantons. Some cantons may offer special incentives for foreign investors. As a rule, any trading, manufacturing or other form of commercial enterprise is required to be registered in the commercial register. It is only after registration in the commercial register that legal entities receive their own legal personality and status. The firm
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