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MADE IN POLAND
2017
A GUIDE TO POLISH EXPORTS
SM
EMERGING FRONTIER
TO ADVERTISE: Justyna Lund, jlund@valkea.com, +48 884 758 880; Katarzyna Pomierna, kpomierna@valkea.com, +48 533 336 031; A. Julita Pryzmont, jpryzmont@valkea.com, +48 600 445 099
Poland’s exports
TABLE OF CONTENTS
Partner Features Sector Analysis
The Polish nvestment and Trade Agency Automotive lectric cars 1
The foundation of the Polish promotional T Big ata 22
emblem Tera Polska Alcohol Polish Spirits 2
arsaw ity 5 Banking Private banking 0
German Polish hamber of ommerce Logistics The last mile
rench Polish hamber of ommerce eal estate nvestment
talian hamber of ommerce urniture Latest trends 1
and ndustry in Poland hite goods urope’s powerhouse
British Polish hamber of ommerce
ap of Polish xports 10 11 List of Embassies in Poland 47
merging rontier 12
Bank Gospodarstwa Kra owego 1 Partners 52
Phenicoptere 15
Valkea Media SA Publisher & Editor-in-Chief: All photos: Shutterstock, ompanies’ press materials
ul. lbl ska 15 1 orten Lindholm mlindholm valkea.com Key Accounts: ustyna Lund lund valkea.com ,
01 arsaw, Poland Managing Editor: Beata Socha bsocha wb .pl Katar yna Pomierna kpomierna valkea.com ,
% 22 25 500 Real Estate Editor: Adam drodowski A. ulita Pry mont pry mont valkea.com
6+ 22 25 5 a drodowski wb .pl PR & Marketing Manager: Anna Augustyniak
N P 525 21 50 Copy Editor: ichael vans Hoffman aaugustyniak valkea.com
Journalists: Karolina Papros, Kamila a s c uk, Print & Distribution Coordinator: Kr ys tof ili ski
an o ciechowski kwilinski valkea.com
Graphics: ies aw Galach, Aleksandra S yd o
A safety net
TOMASZ PISULA,
PRESIDENT OF
THE POLISH
INVESTMENT
AND TRADE
AGENCY
E
ven though Polish companies began to expand internation urrently, the Agency is developing the complex pro export pro
ally later than their western counterparts, they have already ect of establishing nearly 0 trade offices all over the world to sup
managed to tread paths and gain customers on mar port Polish companies on their ourney towards new destinations.
kets. Today, their ambition and desire to develop drive them to They have been designed to provide Polish entrepreneurs with a
seek new destinations. any Polish companies are ready to go safety net. They will open doors and facilitate contacts with new
beyond the well known uropean nion and start their business markets, taking into account their distinctive business culture.
in distant and emerging markets.
The growing maturity of the Polish economy shapes the business
The Polish nvestment and Trade Agency PA H is addressing landscape of Poland. Today our companies are ready to explore
precisely this issue. The Agency, with the transformation from the foreign markets and ade in Poland products can gain consum
Polish nformation and oreign nvestment Agency, will be able to ers all over the world.
equip Polish companies with tools and knowledge essential to
expand into new markets. ith PA H and the entire Polish e
velopment und, Polish entrepreneurs are gaining a new partner,
with modern pro export tools, well tailored to specific conditions
in distant, difficult, but promising countries.
istant locations and new markets are very challenging for start
ing a business. That is why the Agency has already provided as
sistance under governmental programmes as Go Africa and Go
hina and is starting new ones, such as Go ndia, Go AS AN
and Go ran. e observe emerging markets, analyse their needs
and explore the opportunities for Polish exporters. ietnam is
interested in pharmaceuticals and construction equipment from
Poland, Africa is seeking food, machines and technologies, while
hina wants to buy organic food from urope. n ran, until recently
isolated from the rest of the world, the demand is enormous for all
types of goods. e also encourage companies to explore ndia,
which remains an area of missed opportunities.
Poland’s exports
KRZYSZTOF additional documents and approvals from the Polish company
przybył,
PRESIDENT OF even though rsus held homologations recogni ed throughout
THE FOUNDATION the . The problem has finally been resolved at central govern
OF THE POLISH
PROMOTIONAL ment level ateus orawiecki, the eputy Prime inister, sup
EMBLEM posedly discussed it with the German ice hancellor. According
“TERAZ POLSKA”
to the press, the sales of rsus tractors have soared tripled m m
since then.
espite unexpected complications, Polish exporters fare well, em
ploying two strategies on international markets. The first one is a
relatively undemanding sale of their products in collaboration with
foreign brands, established on a given market. However, some
P
companies successfully conquer foreign markets under their own
oland as an export leader e still have a long way to go, brand names. The first method has been employed in the case of
and the future of this scenario is vastly uncertain. eality such goods as furniture and automotive components, the latter in
is becoming increasingly complicated and many variables the case of Polish windows akro, knoplast , trains and trams
in uence the global economy and politics. However, the first steps P SA , cosmetics veline and r rena ris as well as computer
seem to have already been taken. games Pro ekt .
Last year, for the first time since the 1 0s, Poland achieved a n order for Polish exporters to en oy further growth, they need
trade surplus. According to the entral Statistical ffice G S , to diversify their markets. The developed markets are the chief
exports between anuary and ecember 2015 have grown y y by recipients of Polish goods. However, the economies of developing
. percent, while imports increased by . percent. n 2015, for countries grow much faster, thus offering increased potential. Pol
the first time in 25 years, we had a trade surplus amounting to . ish exporters should try their hand in Asia and Africa. According to
billion. any indications prove that 201 has been even better. Ac the inistry of Agriculture and ural evelopment, Polish foodstuff
cording to G S, Poland’s trade surplus from anuary to ctober manufacturers and suppliers are increasing their sales on such ex
201 was PLN 1 ,1 1,500,000 twice as much as in the same otic markets, including Nigeria, South Africa, Saudi Arabia, Taiwan
period of the previous year. and Hong Kong.
eveloped markets, including the wealthiest countries, remain xpansion on distant markets is undoubtedly more risky than a
the ma or importers of Polish goods. These markets are safe, presence in the nearby . The success of Polish exporters’ re
tried and tested, predictable, generate a vast demand and there quires a diversification of their markets. ne thing is certain in or
fore allow for a good chance of winning customers with a com der for our exports to grow, it is necessary to pursue an increased
petitive offer. The German market’s key position remains unchal quality of goods manufactured in Poland and their more efficient
lenged, and many Polish products are not only present there, but promotion, as well as promoting a more successful image of our
also recogni ed by the customers. Germany imports Polish goods country abroad.
such as furniture, industrial machinery and equipment, and home
appliances. There are no indications that exports to our western
neighbor will decrease substantially in the future. However, some
political problems may pose a threat, as exemplified by the case of
rsus. The Polish manufacturer planned to sell its tractors on the
German market. espite the interest expressed by German farm
ers, problems of a formal nature have arisen, as Germany required
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Poland’s No.1
exports partner
MICHAEL KERN,
CEO AND MEMBER
OF THE BOARD
OF THE POLISH-
GERMAN CHAMBER
OF INDUSTRY
AND COMMERCE
(AHK POLAND)
F
or years, Germany has been the main trade partner of Po- Polish products, particularly those manufactured by companies
land. In 2015, Polish exports to Germany rose to €48.5 bil- already operating in the German market, appeal to customers
lion. Bilateral trade reached a total record level of €88.5 bil- with an attractive quality to price ratio. This applies to many Pol-
lion. From January to October 2016, Polish exports to Germany ish products, from furniture, food and cosmetics to buses, com-
exceeded €41 billion, while imports reached nearly €34.5 billion. puter games and IT services.
This represents further stable growth in trade with Germany for
the current year and it maintains the positive trade balance of I am convinced that Polish companies will become bolder when
around .5 billion for the first 10 months of 201 . Something entering the German market and will continue to offer increas-
worth pointing out is the fact that in recent years Poland has ingly advanced and competitive products.
consistently improved its position in the ranking of trade partners
of Germany.
Polish companies, both as exporters to Germany and as inves-
tors directly present in Germany, feel increasingly confident in this
market. According to various sources, there are already around
1,500-1,700 companies with Polish capital in Germany. That is
why in 2016 the German-Polish Chamber of Commerce decided
to conduct a survey on the German market’s perception among
Polish companies operating there. It showed that Polish entrepre-
neurs recommend the German market for international expansion,
and the main reason for entering the German market (according
to 79 percent of respondents) is to gain access to new customers
with greater purchasing power. Nearly one-third of respondents
mentioned the need to increase their scale of operations, and
more than 20 percent indicated the need to acquire new skills.
Some percent mentioned issues such as the credibility and
reliability of the German market, which can provide stabilization
for companies operating in the country. Polish entrepreneurs also
appreciate Germany for the quality of infrastructure, payment dis-
cipline and the predictability of economic policy.
The key to success
in the French market
NADIA BOUACID, you can try to get such additional labelling for the product that you
HEAD OF
BUSINESS want to launch. This is particularly important in the food industry,
DEVELOPMENT which has become focused on organic solutions and products. In
UNIT AT FRENCH
CHAMBER this segment, we find quite a significant representation of Polish
OF INDUSTRY companies sending their products to France, but still largely doing
AND COMMERCE
IN POLAND it under the brand names of French partners or retail networks.
There are, therefore, significant opportunities for Polish manufac-
turers willing to be a bit more bold when entering the French mar-
ket with their own brand.
When exporting to France, making savings on quality is certainly
not a good option. It should be noted that in the past dozen years
S
or so, Polish companies have made tremendous progress in this
ome 87 percent of Polish exports are sent to the EU. Geo- regard, mainly due to investments in modern machinery, as well
graphically and culturally speaking, this market is not dis- as innovative manufacturing solutions. This made it possible to
tant and, more importantly, intra-community trade is easier offer high quality products at prices which are still competitive.
and associated with a lower risk than exports to distant markets. High quality Polish products can be noticed in sectors such as
In this context, France is perceived as an important trade partner, the manufacturing of vehicles, yachts, as well as in the furniture
ranking fourth among the Polish export markets. It is worth noting industry, which is valued in France for its original design.
that rance occupies one fifth of the global surface of the , is
the world’s 6th largest economy, has the densest road network in A thorough analysis of the market preceding the construction of
the world and the longest in Europe, which greatly facilitates the the entire strategy is the key to success in the French market. The
transport of goods to the most distant corners of the country. best solution for this kind of work is to involve a partner who knows
the local market, the trends in the industry, as well as the custom-
That being said, one of France’s greatest assets for the Polish ers’ taste. ou should take care of every detail, fine tune a product
exporter is its domestic demand. The population of 65 million packaging that will attract attention and provide French-language
represents a broad base of potential customers looking for new services for customers and partners, as human relations and cus-
products at competitive prices. According to the OECD, French tomer service are always paramount in France. Companies that
households’ demand growth in 2016 amounted to 1.81 percent do their homework have a good chance of success, even in her-
and was higher than the average level of the “old” EU countries metic and hard-to-conquer sectors such as the cosmetics indus-
(1.79 percent). The trend is stable and over the next 20 years this try. Indeed, there are already several companies that have been
growth rate should be maintained, which gives good perspectives able to achieve a market share and are successfully fighting for the
for manufacturers interested in international expansion. attention of French customers.
Before you decide to enter the French market, it is recommended
to take a closer look, because despite many similarities to our
home market, it has several traits that may prove crucial in some
sectors. One of the major factors to be taken into account when
entering the rench market is certification. n rance, there is a
huge number of certificates or quality labels supposed to help
consumers choose high quality products, but that also constitutes
a kind of barrier for new players. Many of them, however, are avail-
able for foreign companies, so you should check beforehand if
Why export to Italy?
ELISABETTA
CAPRINO,
SECRETARY
GENERAL
CCIP
I
taly is one of the main commercial partners for Poland, it is cur Polish furniture with companies such as akro, rutex, obro
rently the 5th country in the ranking of buyers of Polish goods. plast and knoplast and the wood industry are also beginning to
ts vast internal market, consisting of 1 million inhabitants and play an increasingly significant role on the talian market, likewise
.2 million firms, and the high living standards of talian people products from the chemical and pharmaceutical sectors.
make the country a strategic target for every company wishing to
develop an internationali ation process. Polish entrepreneurs can easily place their products in taly, due to
the cost advantage they still have over their competitors and
The total export value from Poland to taly amounts to almost .5 thanks to their currency, which is very favorable when exporting,
million, which, according to November 201 data, has already in while still offering high quality goods.
creased by 1. percent in comparison to the whole of 2015. This
is no surprise, as the trend for Polish talian exchange has been This is especially true in the mechanical industry, where Polish
increasing continuously for years. made components are likely to be preferred by talian companies
when it comes to make or buy decisions, since they know they
The main Polish products bought in taly are those from the auto can rely on high quality components for their end products.
motive sector not only cars which are actually mostly produced
by the Polish division of talian AT but also buses, engine com The quality of Polish goods and the highly skilled workforce is well
ponents and car accessories, which are made by many Polish known by talian manufacturers, but the average final consumer in
companies such as Solaris, Autosan, nter ars, or nter Groclin taly is less aware of this and still tends to associate Polish prod
Auto , white goods, electronic goods, industrial machinery and ucts with the idea of low cost. That is why the best Polish compa
recently also trains P SA Bydgos c supplies the main railway nies should put their efforts into establishing their brands not only
companies in taly . in the B2B market, but also in the talian consumer market in order
to capitali e on the quality of their products.
The food sector also represents a ma or share of talian imports
from Poland, consisting mainly of meat and meat products, but
also dairy, eggs, fish and other kinds of food. Polish fruit and veg
etables can also frequently be found on talian tables, especially
strawberries and other kinds of berries, of which Poland is the big
gest producer in urope. As for talian food companies, they often
buy meat, fruit, dairy and vegetables from Poland as raw products
to be processed in taly.UK – a must
for Polish exporters
MARTA SMOLAREK, MICHAEL DEMBINSKI,
EXPORT MANAGER CHIEF ADVISOR
BRITISH-POLISH BRITISH-POLISH
CHAMBER OF CHAMBER OF
COMMERCE COMMERCE
espite the uncertainty surrounding Brexit, the K remains The BP offers support in identifying importers located across
a market that Polish exporters should continue to consider. the K, who are looking for new business opportunities in partner
t’s still Poland’s third largest export market and Poland’s ing with Polish exporters. The chamber can also conduct market
tenth largest import source, a highly developed economic power research on behalf of Polish firms, considering their likely competi
still fifth in the world an easy place to do business seventh glob tion on the K market in terms of price, quality and delivery.
ally, second in the , and because it’s home to nearly one million
Polish immigrants, it is a natural beachhead for Polish exports. The BP ’s extensive network of members in the K, offering
services in areas such as company formation, accountancy, legal
Polish products and brands are increasingly considered high qual advice, marketing and translation, ensures that Polish exporters
ity, innovative and offer good value for money by British businesses entering the K market have full professional support from Polish
and consumers. any product categories are breaking out of niche speaking advisers who know the K very well. The chamber is a
markets and going mainstream, which can be seen in the strong founding patron of Pblink.co.uk, a network of Polish entrepreneurs
growth in the value of Polish exports to the K since Poland oined across Great Britain. This network, consisting of hundreds of busi
the . A market of 5 million consumers, Britain cannot be ignored nesses, is a unique asset that can help newcomers to the K mar
by Polish companies seeking to expand overseas. ket find contacts, sales leads and growth opportunities.
The chief categories of goods exported from Poland to the K At the same time, there is a strong interest from Polish investors who
are as follows automotive cars and car parts food and drink are not only looking to sell into the K, but to acquire businesses
furniture and interior fittings building materials chemicals includ there, or set up a K based operation. Again, the BP can help
ing cosmetics and pharmaceutical products household electron in pointing the way to sources of finance and professional support.
ics and domestic appliances plastics paper and textiles. Polish
food meat, bakery products, confectionery, dairy products, fresh No other bilateral organi ation can help in doing business between
fro en fruit and vegetables is regarded by a growing number of the K and Poland and the BP . ith 25 years of experience,
British consumers as particularly tasty, natural and healthy. the practical assistance, insight and contacts that it can offer Pol
Transport between the two countries is rapid, safe and cheap, with ish exporters and investors are unrivalled.
well developed land, sea and air routes offering a good choice of
options for exporters. And in the K itself, many Polish entrepre
neurs have set up wholesale businesses and logistics centers, or
as distributors or agents for imports from Poland.10
[ M A P O F E X P O R T S
POLISH EXPORTS
POLISH TO TO
EXPORTS SELECTED COUNTRIES
SELECTED COUNTRIES
[
SELECTED EXPORT
SELECTED SECTORS:
EXPORT SECTORS:
ELECTRONIC AND MECHANICAL
ELECTRONIC MACHINERY:
AND MECHANICAL 69,042.2
MACHINERY: 69,042.2
(€ MILLIONS)
(€ MILLIONS)
FOODSTUFFS: 19,467.7
FOODSTUFFS: 19,467.7
€ MILLIONS)
€ MILLIONS)
15,854.9
CHEMICALS:
CHEMICALS: 15,854.9
(€( MILLIONS)
(€( MILLIONS) Germa
G
Norwa
Sweden
Denmark 3
USA 4,027
USA 4,027
Canada 1,115
Canada 1,115
Mexico 589
Mexico 589
738
Bahamas Bahamas 738
EXPORTS
EXPORTS
Over €5 billion
Over €5 billion
€1-5 billion
€1-5 billion
Less than
Less€1 billion
than €1 billion
Brazil 358Brazil 358
83
Argentina Argentina 83
POLISH EXPORTS
POLISH BY CATEGORY
EXPORTS (IN € MILLIONS)
BY CATEGORY (IN € MILLIONS)
70,000 70,000
60,000 60,000
2014 2014
50,000 50,000
2015 2015
40,000 40,000
30,000 30,000
20,000 20,000
10,000 10,000
0 0
materials
materials
Machinery
Machinery
goods
goods
foodstuffs
and foodstuffs
fuels
Mineral fuels
Chemicals
Produce andChemicals
Mineral
Manufactured
Manufactured
ProduceCrude
Crude(IN € MILLIONS,
(IN 2015)
€ MILLIONS, 2015)
Source: Central Statistics
Source: Office
Central Statistics Office
Lithuania 2,523
Lithuania 2,523
Ukraine 2,977
Ukraine 2,977
Romania 2,965
Romania 2,965
Hungary 4,775
Hungary 4,775 Turkey 2,797
Turkey 2,797
Israel 460 Israel 460
Slovakia 4,612
Slovakia 4,612
Russia 5,124
Russia 5,124
Czechia 11,915
Czechia 11,915 Iraq 168 Iraq 168
India 419 India 419
Arabia 572
572
Germany 48,67048,670
Germany
Saudi
Saudi Arabia
China 1,819
China 1,819
43
Turkmenistan
Turkmenistan 43
Norway 2,461
Norway 2,461
Sweden 4,921
Sweden 4,921
Denmark 3,023
Denmark 3,023
Japan 513Japan 513
382Korea 382
South
South Korea
Hong Kong 417Kong 417
Hong
788
Singapore Singapore 788
United
United Arab Emirates Emirates 697
Arab 697
Morocco 284
Morocco 284
Nigeria 105Nigeria 105
520Africa 520
South
South Africa
Spain 4,695
Spain 4,695
Italy 8,686Italy 8,686
France 9,946
France 9,946
Austria 3,168
Austria 3,168 Australia 509
Australia 509
Belgium 3,912
Belgium 3,912 New67Zealand 67
New Zealand
The Netherlands 7,949
The Netherlands 7,949
United12,102
United Kingdom Kingdom 12,102
TOTALTOTAL
EXPORTS:
EXPORTS:
179,578.2
179,578.2
(€ MILLIONS)
(€ MILLIONS)
8.3 PERCENT CHANGE
8.3 PERCENT Y/Y Y/Y
CHANGE
TOTALTOTAL
IMPORTS:
IMPORTS:
177,232.9
177,232.9
(€ MILLIONS)
(€ MILLIONS)
5.2 PERCENT CHANGE
5.2 PERCENT Y/Y Y/Y
CHANGEPolish exporters ready to
conquer Latin America
and the Caribbean
KATARZYNA KARDAS, PABLO RODAS-MARTINI,
PRESIDENT AND CEO VICE PRESIDENT AND
EMERGING & FRONTIER DIRECTOR OF MARKET
INTELLIGENCE
EMERGING & FRONTIER
too. Polish companies should also pay attention to other four small
T
er economies ruguay, Panama, osta ica, and uba.
he uropean economy will keep its sluggish growth of about
1.5 percent annually at least until 2020. Brexit will affect Pol Since many Polish firms are familiar with the ussian and astern
ish exports to the K percent of total exports and to the uropean markets, we may compare their economic si e popula
rest of the uropean nion. onald Trump’s presidency brings pro tion weighted by G P per capita . ust the six most promising LA
tectionist policies and the threat of trade wars. ussia and kraine countries mentioned above are 1. times larger in economic terms
are not the best economic partners for the near future. Taking all than ussia, kraine and the other 1 astern uropean countries
that into account, it seems clear that Poland must diversify the geo together. This comparison takes into account real consumer power
graphic distribution of its exports. rather than population alone.
Polish companies are already exporting to many foreign markets, oreover, five of these six LA countries have large urban centers,
mainly uropean, but they should diversify their exports to different which helps achieve economies of scale quickly. Sao Paulo is the
parts of the world. There is a large region that Poland does not yet third largest city of the world, exico is the fifth, while Buenos
have on its exports radar Latin America and the aribbean LA , Aires, Bogota and Lima are among the thirty largest cities. Those
a region that, despite its huge potential, in 2015 received only 1.1 cities are population wise almost equal to medium si ed coun
percent of Polish exports. tries themselves. nce a Polish company enters one of them, the
potential to grow its business is enormous.
This region is not reserved ust for Spanish or Portuguese compa
nies. ost Latin American managers are uent in nglish. Polish inally, LA have a penchant for uropean goods, possibly thanks
exporters don’t need translators to trade with that region. to the allure dating back to the colonial period, where all manu
factured goods came from urope. However, goods from the K,
Trade and non trade barriers in LA countries have dropped dra Germany, rance, Spain or taly are expensive due to high labor
matically. LA countries have opened their economies and modern costs and strong currencies, while Polish companies offer products
i ed their customs, which reduced costs substantially. And, more of great quality at attractive prices thanks to a highly skilled labor
importantly, most LA countries have signed free trade agreements force, cheaper production costs, and the competitive oty.
with the uropean nion Tariffs are already low and, in a few years,
they will be entirely abolished for almost all products. n summary, Polish companies are ready to conquer LA countries
and should take the opportunity of the enormous potential offered
LA countries have large middle class populations, particularly in by this region. merging rontier is a boutique consulting com
Bra il, exico, Argentina, olombia, Peru, and hile. These coun pany that helps Polish firms expand to that region by determining
tries should be the priority for Polish exporters. The upper class, a the proper LA countries to export to, analy ing the market for par
social milieu interested in luxury and premium goods, is significant ticular goods or services, and matching with potential buyers.Safe business
without borders
KAROL The range of financial products is wide, every export transaction is
JAKUBASZEK,
HEAD OF SALES TEAM, analyzed individually to offer the entrepreneur a solution which best
TRADE FINANCE fits their needs.
DEPARTMENT,
BGK
Polish entrepreneurs know best in which part of the world their prod-
ucts are likely to enter the market and what competitive advantage
they have. BGK tries to follow these trends. One example is the
launch of support for foreign trade transactions with the participation
of a major Iranian bank.
After sanctions were lifted by the European Union, the region has nat-
P
urally generated greater interest. BGK has participated in numerous
olish entrepreneurs have been making ever bolder appear- trade missions to Iran. Through meetings with key Iranian banks we
ances on foreign markets and have conquered almost all have established relationships which enable the exchange of SWIFT
continents, effectively competing on prices and product keys (primary form of interbank communications) and have set up a
quality. However, they often face barriers related to uncertainties on transaction limit which will support business transactions of Polish
foreign markets, political instability and an inability to verify business exporters.
partners. These problems are particularly acute in the case of emerg-
ing markets of Eastern Europe, Africa, South America or Asia. The ex- In addition to geographical business expansion, in the near future,
pansion of Polish companies in these markets is extremely desirable. BGK is planning to launch new instruments that were not previously
According to analysts’ expectations, the dynamic economic growth offered in the Polish banking market. We are working on creating a
of Asian and African countries in the near future will result in greater portfolio mechanism for SMEs planning to export.
importance of those regions on the economic world map. The pres-
ence of Polish companies in those markets will allow them to achieve
higher profits and will translate into economic growth in Poland. How-
ever, it is necessary to overcome those barriers.
Assistance in overcoming them is offered by Bank Gospodarstwa
Krajowego (BGK). In its role as a state-owned bank, similar to German
KfW, Italian CDP or Czech CEB, BGK supports Polish companies in
foreign trade. BGK often takes risks that commercial banks would not
want to take. It also offers favorable terms to exporters. BGK’s con-
tinuous development of new initiatives and products means that for
the past two years BGK has been able to put forward a comprehen-
sive offer of support for foreign operations of Polish companies – from
debt to equity financing. Since early 2015, BGK has granted PLN 2.1
billion in financing to support foreign operations of Polish companies
worldwide.
As part of its financial support for export, BGK is able to eliminate the
exporter’s exposure to the risk of default and political risks by confirm-
ing documentary letters of credit issued by foreign banks as well as
directly fund recipients of Polish goods abroad.Novelty is a global
endeavor
MONIKA Ewa DuDzic,
Żochowska, CO-FOUNDER
CO-FOUNDER AND VICE
AND CEO PRESIDENT
PHENICOPTERE PHENICOPTERE
SP. Z O.O. SP. Z O.O.
M
any markets are open these days for international prod Brands need to constantly change the way they communicate,
ucts offering great opportunities to exporters. etailers they have to adapt to new trends. osmetics companies which
are looking for innovations and the chance to offer their export their products have to be prepared for the growing cus
customers novelties from all the corners of the world. f a product tomer expectations. They also need to offer a faster service in the
is competitive and original, it can set itself apart even on the global local languages as well as online channels of communication. t is
market. However, global success requires also the right mindset. essential to learn quickly how the new markets as well as the new
rom the very beginning, the entrepreneur needs to be prepared media work. The companies need to be exible and innovative all
to conquer the world, not only his own local backyard. the time.
lients, on the other hand, have access to products from all around Phenicoptere offers to the global market an innovative approach to
the world and it makes them even more demanding. The changing remove make up ust with water through the reusable gloves made
society, the faster pace of life and access to the internet have an from specially designed microfibers.
immense in uence on clients’ purchasing choices. The internet is GL innovative make up remover appeared on the market in
available everywhere, and products from all over the world are only 201 and quickly revolutioni ed the traditional approach to make
a mouse click away. lients are also becoming more demanding up removal. ver the last three years of the company’s activity, it
because delivery times are getting shorter. People can now pur appeared on international markets and currently is selling its prod
chase products online and have them delivered within 2 hours. ucts in 0 countries at approximately ,000 stores and through
They can also expect immediate response to their requests and international online sales.
inquiries. Also, customers pay increasing attention to local com
munities, local opinion leaders and in uencers, who dictate what is ur company takes advantages of the globali ation. rom the very
fashionable, what to buy, what works and what does not. beginning GL ’s image was created internationally, so that the
product, its packaging and communication could be understood
Positive reviews can spread like wildfire, but so can the negative by women in every country and from different cultures. Now our
ones. e must be really careful to protect the brand image, main clients can find GL on four continents.
tain customer satisfaction and engagement and ensure positive
experience with the product every single time. ompetition is
fierce, new brands are entering the market really fast and you have
to be constantly vigilant not to get left behind. t has never been
more difficult to maintain customer loyalty.At Avis we belive in delivering exceptional
service as standard.
You can rely on us.
Avis offet includes:
• Short - term rentaql,
• Mid-term Avis Flex rental (1-12 months)
and Maxi- Rent 12+ rental (12-24 months),
• Long term Full Servioce Lease (24-48 months),
• Chauffer drive,
• Van rentals.
Central Booking Office: Sales departament:
Tel. +48 22 572 65 65 Tel. +48 22 572 65 04
Tel. 0 801 120 010 e-mail: sale@avis.pl
e-mail: reservations@avis.pl www.avislease.pl
www.avis.pl
reklama_INVESTING IN POLAND_10_2016_v1.indd 1 13.10.2016 12:55:19Sector analysis :19
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Revolution
on wheels
by Jan woJciEchowski
In a bid to climb up the global value chain on world markets as a maker Are we able to ump and surf
and support innovation, Poland is getting of technologically advanced
products was electromobil
on the fourth wave of industrial
revolution that is now ahead of
ready to launch a program aimed at ity. ts advantages seemed us This is our moment, op
increasing the number of electric cars on clear globally it’s still in the timistically asserted ateus
the roads to one million by 2025, and the early stages of development, orawiecki, deputy prime
country is set to emerge as a producer of thus there’s room to catch minister.
low emission vehicles up with leading innovators it
could help in solving Poland’s
As Poland is making efforts estly outlined in the Strategy problems with poor air quality Best practice
to break into the exclusive for esponsible evelopment, it would increase demand for n September, the govern
club of economies based on also known as the orawiecki electricity and generate higher ment released a document
hi tech manufacturing, the Plan. n it, the development revenues for power utilities that contained proposals of
government has begun pub ministry singled out the pos and finally it will boost the in policies to reach stocks of
lic consultations regarding its sible sectors of the economy novativeness of a country that one million electric vehicles by
program to stimulate the pro in which Poland could spe is usually ranked at the tail end 2025. t suggests that Poland
duction and ownership of low ciali e and develop them into of the list in urope. The pro wants to follow the path that
emission vehicles. The idea engines of growth. ne of the gram will be a ywheel of the estern urope has taken
to ump on the electromobil promising industries seen as Polish economy, the ywheel to support the ownership of
ity bandwagon was first mod Poland’s chance to emerge of Polish reindustriali ation green cars. Among the mostpopular strategies taken by a Poland’s strategy be implemented by local gov inister icha Kurtyka admit number of uropean govern The policy mix laid out in the ernments. t also sees the ted that negotiations with the ments to populari e electric Strategy for the evelopment administration as an agent inance inistry only concern transport are tax exemptions, of lectromobility draws on of change electric vehicles tax reliefs for companies. The one off purchasing subsi foreign experiences. However, should account for 50 percent lack of purchase subsidies, at dies, financial support to the it is not certain which steps will of public institution car eets least in the initial stage of the electric vehicle industry and be taken in Poland. The docu by 2025. program, may turn out to be infrastructure development ment states that the most ef espite declarations, Po one of the ma or obstacles in support schemes. Apart from fective instruments used for land will probably not give reaching the government’s that, there are numerous in promoting the ownership of the go ahead to financial in aims. The average price of an centives promoted by local electric vehicles are purchase centives as the government electric car is by no means governments, including public subsidies, tax exemptions and is struggling to finance its ex competitive in comparison to procurement of electric vehi the development of charging pensive social programs and a a similar car with a combus cles, provision of free parking infrastructure. The strategy tight budget doesn’t allow for tion engine. A basic version of places and charging stations, mentions soft measures to any exibility. eputy nergy a five door hatchback Nissan as well as access to bus lanes or restricted areas in city cent ers. Norway, for example, excused prospective owners from paying the 25 percent AT, purchase taxes, annual road tax, all public parking fees and toll payments. Given that car levies in this northern country are among the highest in the world, such tax reliefs made it possible to lower the price of an electric car to make it competitive with those with a combustion engine. Another example is Germany, which has recently approved subsi dies of ,000 for the acquisi tion of an electric vehicle in an effort to raise the total stock to one million. The policies have taken effect. ith more than 120,000 electric cars on its roads, Norway has the biggest stock of low emission vehicles in urope, followed by rance and the Netherlands, which can boast more than 100,000 electric cars on their roads. Poland is at the other end of the scale. n 2015, as few as 25 green cars were regis tered, and the total number barely exceeded 500.
20
[ S EC TO R A N A LYS I S:
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Leaf, one of the most popular challenge is to create and ex
electric cars worldwide, sells pand the network of charging
at PLN 12 ,000. To compare infrastructure, which is virtu
the price of a new Skoda ally non existent at present.
ctavia starts at PLN 2,000 ith fewer than 200 charging
and the cheaper abia is val points, mostly located in pri
ued at PLN 0,000. t is also vate estates or retail centers,
worth bearing in mind that the Poland is far behind global
average price of popular used leaders. The S can boast
cars from abroad stands at 1 ,000 public charging points,
PLN 25,000. onsidering the the Netherlands ,000, Ger
numbers, it is difficult to im many ,000 and the K
agine the mass popularity of ,000. The lack of necessary
very pricey electric cars. or infrastructure in Poland is the
akub ary , the director of effect of low demand as there
the Polish Automotive ndus are only a few hundred electric
try Association, one million cars on the roads. And one of
low emission vehicles by 2025 the reasons why there are so
is a fantasy, as it would entail few of them is because there
selling 100,000 units a year, are no public charging points.
whereas the total number Given that the average range
of registrations in the whole of an electric vehicle on one
of urope in 2015 stood at charge is no more than 200
150,000. kilometers, its usefulness is installation of a rapid charger the decision to be made after
The problem, however, may limited to city driving, as there costs between 5,000 and initial analysis of the country’s
solve itself within a few years. are no places to refuel them. 10,000. Given that the ven industrial potential. Should the
urrently, the biggest chal The infrastructure is of criti ture may not be profitable, at pro ect get the green light, the
lenge of the industry is low cal importance in propelling least in the initial stage, the government will offer financial
ering the price of batteries, the electric car market, as the government is not ruling out incentives and various entities
which account for around 25 experiences of a number of the engagement of rlen and will be encouraged to apply
percent of the value of the car. countries that offer only finan Lotos, two state owned oil and work on constructing pro
The aforementioned Leaf fea cial incentives have shown. companies. The former has totypes. The best pro ects will
tures a 2 k h battery priced Spain, which subsidi es up already begun cooperation get to the next stage where a
at 5,500 2 0 per k h , but to 25 percent of the value of with Tesla and opened the short production run will be
in 2010, when the car made a car, with a limit of ,000 first supercharging point at its launched. t is expected that
its market debut, the battery’s has failed to significantly in petrol station near roc aw in one of them will be made by
value amounted to a stagger crease its stock of green cars, April 201 . lectromobility Poland, a
ing 1 ,000. Bringing down partly due to the low number company with a PLN 10 mil
the price to below 150 per of charging locations. lion share capital established
k h is attainable in the next To encourage the construc Electric car made in Poland by four ma or state owned
decade and it would facilitate tion of infrastructure, Poland The governmental plans go power utilities.
the massive growth of the wants to amend the construc beyond increasing the owner The ambition to manufac
electric car market, according tion law, offer tax reliefs and ship of low emission vehicles ture an electric car that would
to experts from Bloomberg. make it obligatory to set up and set an ambitious goal to successfully compete on the
charging points next to public nurture companies producing global market resulted in a
buildings, accessible for civil components for green vehi few raised eyebrows. here
Infrastructure servants and citi ens. heth cles. Poland is also consider as in 2010 there were only two
Apart from the affordabil er these measures are enough ing the launch of the produc electric car models available
ity of the vehicle, the biggest is a contentious matter as the tion of its own electric car with on the market, six years laterfierce and leading automak motive industry to locate the
ers spend billions of dollars on production of cars with alter
extending travel range most native propulsion in Poland.
models can currently drive
100 150 miles on one charge
and lowering battery prices. The future of the industry
That is apparently why the lectromobility will play an
head of Tauron one of the util increasing role in the global
ities that co established lec automotive industry. At the
tromobility Poland emigius end of last year, there were al
Nowakowski cautiously said ready 1.2 million electric cars
that there are a few variants in the world twice as many
regarding Polish electric car as in 201 . And a decade ago,
production and one of them the number was measured
includes creating a design in hundreds. According to
and buying a battery and a Bloomberg, electric vehicles
drive system from Tesla. He will account for 5 percent of
also addressed the money global new car sales by 20 0.
issue, claiming that ventures The scenario is plausible con
of this kind are financed with sidering the progress in the
debt. n his opinion, the eco development of infrastructure,
logical aspect of the pro ect the falling prices of batteries
would encourage banks to and increased travel ranges.
producers now offer 25 mod years ago, the firm has already invest in it. But battery vehi Tesla will soon introduce its
els and within the next three sold more than 150,000 cars cles are only as clean as the odel with a range of 215
years the number is set to and in 2015 it recorded rev energy source and given that miles on a single charge, and
double. This means that virtu enues of more than billion. nearly 0 percent of energy in hevrolet will follow suit with
ally all ma or automobile man Nonetheless, Tesla is yet to Poland is made in coal power its Bolt scheduled for the
ufacturers are in the process generate a profit and it ended stations, it might not be as end of 201 . Both models will
of developing technology and last year with a loss of nearly environmental friendly as it be sold at the affordable price
are already, or will soon start 00 million. espite that, it would seem. According to of 5,000. The market evo
producing electric cars. ord, plans to continue spending a utch study TN , 2015 , lution will be accelerated by
for instance, announced that it heavily, investing 1. billion in life cycle 2 emissions of new regulations. The Neth
will be investing an additional 201 . The money comes from an electric car produced and erlands is in the process of
.5 billion in electrified vehi investors as the company is powered with electricity from pushing legislation that would
cle solutions in the next four sues new shares nearly every coal is actually higher than ban the registration of fossil
years and that the company year and also benefits from that of a gasoline car. fuel cars by 2025, and there
will add 1 new electrified public aid. The state of Ne o ciech r ewiecki, head are mutterings that Germany
vehicles to its product port vada has pledged 1. billion of Samar, the automotive sec may do the same by 20 0.
folio by 2020, while more than for the company’s new battery tor organi ation, is skeptical The government has therefore
0 percent of ord’s global factory, but as the founder of the governmental plans. correctly identified the oppor
nameplates will be electrified and owner of Tesla lon usk n his opinion, the 1 years tunity coming from the elec
by the decade’s end. said, it covers ust 5 percent until 20 0 is too short a time tromobile revolution, but the
ptimists argue that it is of the sum that is needed to to start mass production of aims it has set will probably
possible to create an elec run the factory. The numbers electric cars that could com turn out to be overambitious.
tric car with no experience in show how much money it is pete successfully with foreign Nonetheless, it is the right
the automotive sector, as the required to launch produc ones. t is, however, enough moment to take action and
case of Tesla shows. Since tion and develop technology. time to encourage investors even modest results could be
the launch of the company 10 The competition is already already operating in the auto considered a success.22
[ S EC TO R
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Understanding
is not the same
as knowing BY BEATA SOCHA
While companies claim they will spend more on Big Data solutions, few actually follow
through with their plans. Even if they do, most fail to monetize the data they manage
to collect. Meanwhile, global giants have already boarded the Big Data train, which is
picking up speed, increasing the gap between Big Data leaders and laggards.
Is it really worth trying to catch up with them?
The
amount Promises, promises et, despite all these declara is in the business world, said
of data eports abound about how tions, the reality appears less Piotr Pra snar, of loud
ava i l a b l e many companies are planning spectacular. According to Technologies. He added that,
for analysis is overwhelming. on investing in Big ata solu Gartner, only 1 percent of the t is evident in Gartner’s study,
By 2020, it will reach a etta tions. According to apgemini’s international companies that de which stated that even up to 0
byte, which equals 1 trillion gi study of T firms, 5 percent clared their plan to get on board percent of Big ata endeavors
gabytes, and the rate at which of them have declared they with Big ata actually did it. The will fail to materiali e. ompa
new data is produced will be will significantly increase in picture is similarly disheartening nies’ declarations will never
times faster than seven years vestment in Big ata over the in Poland, where only 1 percent translate into concrete actions.
ago. Already, a third of com next three years. The lead of large companies in Poland Pra snar also agreed that the
panies cannot handle the infor ers in digiti ation are industries use Big ata, which is far fewer biggest obstacle in turning Big
mation overload, according to that are the closest to the end than in other entral uropean ata theory into Big ata prac
a report by the A nstitute. consumer banking, telecom countries, like echia per tice is the problem of insufficient
As much as 0 percent of high munications and retail. These cent and Slovakia 1 percent , competences. ompanies
level managers of multinational sectors need to customi e their and below the average for en don’t know how to approach
corporations have made at least products to reach very different tral and astern urope 25 per the analysis of such vast vol
one significant business deci age groups, said arek o ny, cent , according to a report by umes of information and how
sion since 201 that was based managing director of Applica ntel released in 2015. to select data that is the most
on incomplete or false data. tion Services at apgemini e keep hearing that practi valuable business wise, he ex
This shows how compromised Polska. n a Pw report, as cally every company is using plained. But even if they knew
data ow can determine the much as 0 percent of com Big ata. However, the decla how to analy e, there is another
future of an organi ation, com pany s stated that Big ata ration and media bu around ingredient missing. nder
mented akub Be narowic , analytics is an important part of Big ata does not correspond standing data does not mean
head of A for . their firm’s strategy. to how common the technology you can make money on it.“
The average return rate
on mass mailing is less As much as 5 percent of
companies that are already
Big ata platform implemen
tation have problems with tak
than 4 percent. US-based using Big ata have admitted ing the go’ decision, admit
grocery retail chain Kroger they have encountered prob
lems in moneti ing it, accord
ted o ciech r bel, presales
manager at u itsu Poland.
managed to push that ing to KP G’s research. t’s
number to 70 percent
no surprise then that so many Why is it worth the hassle?
s keep asking themselves How, after all, can knowing so
thanks to personalizing its if it is really worth investing in much about your clients help
direct mailing system.
Big ata. any organi ations you expand your business
and companies interested in irst of all, it could help per24
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[
sonali e internet ads. espite a you have of reaching them. Big ata allows for so called Then, there’s one of the holy
growing number of people us Granted, you don’t necessarily clone modelling, also called grails in G retail cus
ing ad blockers, there is still a need Big ata to know where look alike modelling. Based tomer loyalty. Say you are a
big market for well suited, per your clients hang out and what on the behavioral profile of a beauty product retailer. f you
sonali ed ads. f you don’t be they read, and common sense company’s best client, which want your one time clients to
lieve that, ask Google where the is oftentimes sufficient. Howev is a set of unique parameters visit your store again, you will
bulk of its revenue comes from. er, the biggest edge Big ata determining his or her behavior likely add them to your mail
Personali ation is particu can offer is by recogni ing and interests, the company can ing or texting list. nly then
larly important for retailers patterns where you wouldn’t clone’ the profile and search for you risk that your message
operating in niche markets. expect to find them. ne well similar profiles among new us will either arrive at the wrong
eaching their potential cus known example is the effects ers, who are not yet the firm’s time or will simply be sent too
tomers is much more difficult. of weather patterns and lunar clients, explained Pra snar. often, thus annoying even
nstead of casting a wide cycles on shopping behavior. Ama on is one of the lead the most loyal of custom
and costly fishing net, it ompany nsideSales found ers in this area. t has already ers. However, if you record
might be cheaper, and possi that deals closed on a new mastered ultimate profiling how frequently your clients
bly also more effective, to use moon are percent higher and cross selling techniques. purchase your products, you
a well targeted fishing rod. t than during a full moon, The ts data analytics knows that if can send them individual
is not rocket science that if all Street ournal reported. customer A purchased product i ed reminders, vouchers and
you sell teddy bears, adver Another interesting finding was , he will likely also buy prod special offers at the exact
tising on parenting portals is that there was a correlation be ucts and , while customer B, right time, instead of mass
more efficient that on sports tween how productive an em sharing several key character mailings at random times. t
news websites. The better ployee was and which internet istics with client A is more than seems impossible for a per
you identify your target cus browser he or she was using to likely to choose the same set of son to keep track of every
tomers, the better chance send their ob application. goods. single client, but it’s relativelysimple for a computer pro Big money Pra snar. Pw ’s research also in the Big ata ocean. or now,
gram. According to the irect Those who have succeeded in indicates that Big ata is an ef Polish firms seem to have mas
arketing Association, the mastering Big ata analytics are fective cost reduction tool. ata tered the art of gathering infor
average return rate on mass likely to have an increasing edge storage costs in companies that mation. hat they still need is to
mailing is less than percent. over those who are still strug have implemented Big ata turn data points into real, valu
S based grocery retail chain gling with it. According to or technologies have decreased able insights you can act upon.
Kroger managed to push that rester, the revenue of data driven by percent. eanwhile, hile Polish firms are very
number to 0 percent thanks businesses will grow at 2 0 apgemini reported that six out good at collecting data, finding
to personali ing its direct percent annually, which is ten of 10 firms that have decided to the right interpretation of the
mailing system, according to times faster than the growth rate test Big ata analytics admit it information to make business
informationweek.com. of the global economy. This fore has become their main revenue decisions still poses a great
ar rental company Avis has cast is supported by the findings generator. challenge, said Kinga Piecuch,
another success story of data of the omputing Technology igures such as these are what of SAP Polska. Hopefully,
analytics by determining the ndustry Association, which re encourage companies, includ they will learn how before the
value of each customer and ported that 2 percent of man ing in Poland, to dip their toes Big ata train leaves the station.
segmenting them based on agers in T companies claim Big
their rental history, service is ata and cloud computing have
sues, demographics, corpo met, or even exceeded their ex
“
rate affiliation and feedback,
they have managed to increase
customer loyalty and make
hundreds of millions of dollars
in additional revenue.
pectations. eanwhile, three
out of four T experts believe their
business would develop faster if
they could utili e the full poten
tial of the data they have, said
As much as 58 percent
of companies that are
already using Big Data
have admitted they have
encountered problems
in monetizing it.26
[ E X P O R T D ES T I N AT I O N:
A LC O H O L
[
BY KAROLINA PAPROS
Polish
spirit(s)
Polish vodka has been a household name
for decades. Meanwhile, Polish cider is a
relatively new concoction that is winning
over the hearts of Polish and international
clients, while Polish beer has its fans even
in countries famous for their own beer
brands, like Germany and Czechia
P
olish alcoholic bever exports also decreased, by al
ages seem to be ap most 2 percent.
preciated not only na
tionwide, but also worldwide. Polish aqua vitae
As reported by portalspo y odka a.k.a. aqua vitae is a
wc y.pl, Polish spirits noted genuine Polish liquor, valued
an increase in export sales in for its quality and authentic
2015, among others, due to a ity, such as Scotch whisky
spike in sales to the Nether or rench wine. Poland is the
lands and Lithuania. Between largest producer of vodka in
anuary and August 2015, the uropean nion and the
over 2 , 00 metric tons of fourth in the world after us
alcoholic drinks worth 2 .1 sia, kraine and the S as
million were exported, which reported by the inistry of
shows an increase of 1 . per Treasury. ne of Poland’s
cent in volume and 15.5 per most popular overseas vodka
cent in value. The value of beer exports, ubr wka ’s
exports alone accounted for brand , has been produced in
nearly half of the total 121. eastern Poland since the 1 th
million . century. ts avor is derived
Polish vodka, cider and beer from a type of grass from the
are currently the most popular Bia owie a orest its blade
exported alcoholic beverages, appears in each of the bot
while other types of alcohol tles. According to The il
are not faring nearly as well. lionaires’ lub 201 ranking,
nly 150 tons of vermouth ubr wka was placed in 1st
was sold abroad in 2015, position in terms of sales of all
which is 50 percent less than types of alcohol in the world.
in the previous year, and wine t was the highest score forYou can also read
