BRIEFING

viewpoint my world

ADRIAN SWINSCOE

SPEAKER AND AUTHOR OF RARE BUSINESS

Often fi rms start out on an exporting route by trying to sell before they have investigated, understood and prepared the market they want to enter. This is a mistake. Marketing isn’t just the act of gaining attention in any given market; it’s about identifying and targeting prospective customers as well as understanding the cultural and language differences that exist between your home market and the one you aim to enter. Miss out this step and it may make the whole process a lot harder. That’s where UK Trade & Investment’s Export Communications Review (ECR) can help. It provides impartial and objective advice on language and cultural issues affecting businesses in existing and future export markets. Take Powerbronze of West Sussex, which designs stylised components to customise and enhance motorbikes – it increased its international business by 25 per cent in the fi rst month following its ECR. For more details visit www.ukti.gov.uk

10 | springboard | www.ukti.gov.uk

BALFOUR BEATTY WINS AUSTRALIAN RAIL CONTRACT

BALFOUR BEATTY has been awarded a £535m project in Australia to help build Melbourne’s Regional Rail Link between Footscray and Deer Park. Balfour will be charged with the task of implementing signalling and track systems and will also serve as the project’s programme manager. The Regional Rail Link enables regional and

metropolitan trains to have dedicated tracks which will increase passenger capacity and improve reliability. The project is expected to begin early next year. Ian Tyler, Balfour Beatty chief executive, said: “The Melbourne rail contract win is really pleasing from a number of perspectives. Firstly, as a global player in rail technology, we are pleased to play a part in this historical development for

UK FIRM SECURES MAJOR ADVERTISING DEAL

GENERAL MOTORS (GM) has appointed London-based Aegis Group to look after its promotional activity across 140 countries in a deal worth £1.9bn. The agreement also sees Aegis assume responsibility for other services, including mobile communications and social media strategy in some regions.

Jerry Buhlmann, Aegis chief executive, said: “We’re extremely proud to have been selected by GM as their global media partner, in the most signifi cant new business win in Aegis Group’s history. This refl ects our unique ability to deliver integrated and specialist media and digital communications services on a global scale. We are excited about developing our relationship with GM in the future, and look forward to delivering many years of innovation and value.” Aegis already oversees GM’s European advertising activity in a deal thought to be

worth some £500m. aegisplc.com

“We’re extremely proud to have been selected by GM as their global media partner, in the most signifi cant new business win in Aegis

Group’s history” 480,485 cars produced in 2011

rail in Australia – a buoyant market where we are developing a healthy market position. “Furthermore, it is rewarding to see our strategy in action. We have harnessed our skills and capabilities in rail as well as in Parsons Brinckerhoff to gain a position as a joint-venture partner in the design and construction of a complex rail project. This win aptly demonstrates the success of our strategy to integrate the group’s capabilities to manage complexity for our customers.” The news comes just days after Balfour Beatty announced that it was also part of a consortium that has won a £414m contract to install and maintain gas transmission and

distribution networks across Ireland. balfourbeatty.com

UK MANUFACTURING RECORD

JAPANESE car manufacturer Nissan produced 480,485 cars in 2011, a record for a UK car factory. The result was achieved thanks to the success of the fi rm’s Qashqai and Juke models, with additional volume achieved by its Note car. Nissan was the fi rst Japanese manufacturer to invest in a UK plant and is in the process of developing a new factory to manufacture batteries, further consolidating the world- class reputation of the UK’s auto

manufacturing industry. nissan.co.uk