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VDW – Foreign Market Entry Strategy Case Study


Dear Ms. Kastner,

Your inquiry is timely regarding a new edition of the exhibitor seminars by the German Association of Machine Tool Factories (VDW) in preparation for the METAV 2000 and has set in motion a good deal of related thought. We could assume after making this service offer to the exhibitors at METAV 96 that a significant loss of know-how in the metal machining industry has occurred as result of the industry downturn from 1991 to 1993. The great response to the seminars held on January 17 and 18, 1996, in Düsseldorf and Stuttgart confirmed these considerations. The number of attendees was exceeded the maximum, an additional event was held on March 12, 1996, in Mainz.

Through your systematic and pragmatic demonstration of the theme “Trade Show Preparation“ from setting-goals for stand design, invitations, operating the booth and the instruction/training of booth personnel up to the convention post-production and success analysis, you understood exactly how to give not only to trade show newcomers but also to senior executives tips and encouragement with optimal preparations. 130 participants were able to profit from this.

The subject matter of the seminar was divided in preparation for the EMO (world’s largest Trade Fair for Machine Tools) Hannover 97. On April 8 and 9, 1997, around 80 participants were systematically brought on-line for their functions through your lively and positive style in presentation. In retrospect, we would like to thank you wholeheartedly for your services.

For the METAV 2000, further target groups and therewith interested parties were acquired through new exhibition subject matter like demonstrations of the complete production process chain. To do this the implementation of considerations regarding offering proven services, which were specially-[tailored] to this audience, was very appropriate. Once more including you in the team in order to insure professional convention seminars, is an advised prerequisite.

Hans-Ulrich Kokoska