AMI provides value-added services to U.S. food, beverage, and consumer products manufacturers.
We assist U.S. companies which are seeking to expand international sales and distribution. We help large manufacturers which are already exporting to professionalize their global sales platform and enhance their distributor network. We also provide professional services to new-to-export companies.
Case Studies
Entered New Emerging Markets & Increased Export Sales
-
Challenge
AMI was hired by a leading U.S. agricultural foods processor. This client had strong export sales in Europe, and was a leader in its category. However, the company had little export sales in emerging markets such as Asia or the Middle East. Furthermore, the company had no in-house resources to develop a strategic business plan to enter these new emerging markets.
Strategy
AMI researched prospective markets, identified prospective importers and distributors, and developed a strategic marketing plan to enter emerging markets. AMI exhibited at trade shows in these foreign markets, interviewed distribution partners, and selected the most appropriate importers for our client. .
Delivered Results
Increased client sales from zero customers in these emerging markets to over 25 importers in rapidly-growing Asia/Pacific and Middle East markets. Over four years AMI sales of this client’s products exceeded 70% annual growth. This huge growth came during a period not only of global recession but also extreme price volatility in the commodity fruit market.
Expanded European Distribution
-
Challenge
A branded beverage client needed to develop European distribution and grow sales.
Strategy
Due to increasing export sales to Europe as a result of AMI’s marketing and sales development efforts, and upon the recommendation of AMI, this client established a European subsidiary and warehouse in the EU. By shipping full container load quantities to a European warehouse, the client is benefiting from higher efficiencies, lower costs, and increased sales.
Delivered Results
Created European subsidiary and logistics facility for this client to expand in the European Union. European customers can now order small quantities, pay invoices in Euros, communicate within the same time zone with a native speaker, and take delivery within 2-3 days. Sales are increasing over 50% as a result of AMI’s work.
Upgraded International Distributors
-
Challenge
A branded beverage company had sporadic international sales, no focus on developing global markets, poorly performing international distributors, and little in-house expertise in markets outside the U.S.
Strategy
AMI began recruiting larger, professional foreign importers in significant export markets (client was previously selling mostly to small importers in small markets), exhibiting at international trade shows, and providing marketing support and improved customer service to importers.
Delivered Results
Increased international sales of this client by over 100% in first year, and 400% over four years. This client is selling its products currently in over 25 countries.
Developed & Implemented International Strategic Business Plan
-
Challenge
An emerging high-end confectionery marketer hired AMI to develop their international business platform. The international markets seemed promising but the company did not have the internal resources to assess sales opportunities.
Strategy
After a complete market assessment, AMI identified Japan as a high potential foreign market. Using its network of importers and extensive database, AMI identified a large Japanese importer which specialized in upscale, premium imported products. Japanese packaging and marketing was developed, ingredients checked and approved for import, and target accounts were identified. AMI arranged for the client to exhibit at a major international trade show in Japan.
Delivered Results
Sales increased 300% after the first year.
Opened Japanese Market
-
Challenge
Japan had been a target market for a U.S. beverage products supplier. However the company could not find an interested Japanese distributor. Until hiring AMI, all prospective Japanese customers believed the product was too expensive, and required significant consumer education.
Strategy
AMI networked within the Japanese beverage industry, and selected a leading coffee company with wide distribution and sales channels. AMI traveled to Japan twice to train and coach importer’s sales management, and made sales calls on key account customers. AMI also managed the customer’s objections such as pricing by researching their competitors and establishing appropriate retail shelf pricing guidelines and sales promotions.
Delivered Results
The U.S. client received full container load orders for their products, and sold their products in leading Japanese retail stores and deluxe hotels.
Re-structured Major International Food Conglomerate
-
Challenge
The CEO of a leading international food manufacturing company with operations in multiple countries and several business units was not satisfied with the company’s sales growth and profitability. He questioned whether the company was organized in the most efficient manner and was leveraging the organization’s strengths in distribution, retail penetration and brand awareness.
Strategy
AMI researched the company, interviewed their executives, and devised a plan to re-structure the organization. Rather than having several different business units by product category, each with its own unique sales force, AMI recommended that the sales force sell all products and concentrate on unique sales channels and key accounts.
Delivered Results
The CEO agreed with AMI’s recommended strategy to re-organize into fewer business units, and the sales force selling all products within the company. Sales and profitability increased as well as customer satisfaction.
Testimonials
“Athena Marketing International (AMI) has represented Decas Cranberry Products and Decas Botanical Synergies since April 2007. The territory managed by AMI has been Asia, Middle East, and Australia/New Zealand.
During this time our international sales in these regions has grown significantly. Under the diligence and guidance of AMI, our core business (Sweetened Dried Cranberries) has increased +1,319%, +58% and +74% respectively from 2008 through 2010. In the 12 months ended June 2011, our base business has grown 71% vs. last year. This growth was accomplished in an extremely volatile market in which pricing reached its highest levels in nearly 20 years and then rapidly plummeted to unprecedented low pricing. Despite these market fluctuations, AMI continued to grow our business in the international markets.”
“Peter Guyer and his crew at AMI have been an exceptionally valuable resource to us over the last several years. They provided valuable regulatory insight to speed us to market internationally and educated me and other key staff on sound approaches to building a profitable and sustainable international business. We’ve followed Peter’s advice carefully and seen excellent results.”
“Peter is a savvy, detail-oriented international marketing professional. In his work for us at AMI, Peter displayed a sophisticated understanding of international export marketing issues. Peter has the rare skills to balance sophisticated strategic analysis with hands-on execution of global market entry and international distribution. He has intricate knowledge of the details of growing export sales in food, beverage and consumer packaged goods (e.g. accessing foreign retailers and distributor networks, local in-market research and promotions, structuring international JVs, manufacturing operations, and warehousing facilities). His foreign postings in Asia and Europe, combined with extensive international business experience, have made him a keen observer of the nuances of growing brands in global markets.”
“AMI has been a wonderful partner and representative of NUMI Organic Tea in the international market. They bring years of experience, insight, knowledge and contacts in various regions throughout the world. Not only does AMI get the job done, but their attention to detail, follow-through and kind persistence is exactly what the international market needs. NUMI’s international business has grown significantly with the support of AMI.”
Connect with AMI