Research Projects

Abstract

The Slovenian wood processing industry is an important export-orientated sector with a high proportion of small and medium-sized enterprises. However, companies often face challenges in planning and implementing internationalisation due to a lack of appropriate tools and data for strategic decision-making. Existing approaches usually focus on general promotional measures that do not take into account the specifics of individual product groups, company characteristics and conditions in foreign markets.

The aim of the proposed research project is to develop a model that enables companies and policy makers to systematically identify the most promising foreign markets for individual groups of wood products. The project will address key issues of internationalisation: how to assess the market potential of a new foreign market, which factors influence a successful market entry and how to choose the most appropriate market entry strategy.

The project will include the following activities:

1. Analysing the Slovenian supply: reviewing and classifying the production of Slovenian wood companies by product group (e.g. primary processing, joinery, furniture, prefabricated timber buildings), taking into account export flows, competitive advantages and capacities.

2. Market analysis: Evaluation of existing and potential foreign markets on the basis of economic, cultural, legal and market-related factors.

3. Development of a model: Based on the identified factors, an analytical model will be developed to assess the market prospects for individual product groups. The model will include indicators such as market size, purchasing power, logistical accessibility, demand, competition and sustainability requirements.

4. Screening tool: A simple screening tool will also be developed to help companies quickly orientate themselves when selecting markets.

5. Market entry strategies: Recommendations will be developed on the most appropriate strategies for entering target markets, taking into account product specifics, company business models and target consumer groups.

6. Dissemination: The results are presented to experts and a wider interested public at various professional events and through professional and scientific media.

The project will contribute to greater efficiency in the internationalisation of Slovenian wood companies, improve the promotional environment and increase the visibility of Slovenian wood products on global markets. Particular emphasis will also be placed on utilising the aspect of sustainability as a competitive advantage, as Slovenia, as one of the most densely forested countries in Europe, has the opportunity to position its wood industry as green, innovative and of high quality.

The results of the project will be directly applicable in practise and will serve as a basis for the development of new economic diplomacy measures, export promotion and the formulation of a national strategy for the internationalisation of the wood processing sector.

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Project partners

• WOOD INDUSTRY CLUSTER