Switzerland Global Enterprise honors best export companies in Switzerland
At the Foreign Trade Forum on March 26, 2019 - which was sold out for the first time - the medtech company VirtaMed was presented with the Export Award 2019. Also in the spotlight were appearances by other successful Swiss export companies as well as by Economy Minister Guy Parmelin.
This year's Foreign Trade Forum was dominated by mature markets. The EU, the USA and Japan are still Switzerland's most important trading partners. All of these markets are characterized by a high degree of saturation. Nevertheless, according to Daniel Küng, President of Switzerland Global Enterprise (S-GE), they continue to be the cash cows of most export companies. Disruptive innovations also mostly come from saturated markets. Even if many companies are increasingly focusing on markets "on their own doorstep," globalization is by no means "dead," Daniel Küng continues. It has merely slowed down somewhat. Andreas Gerber of Credit Suisse echoed this sentiment. Best export companies should keep an eye on both saturated and growth markets in equal measure. "Flexibility, reliability, innovation and quality are still important Swiss values that are appreciated worldwide," Gerber said. Adrian Steiner, CEO of Thermoplan AG in Weggis, then gave an example of how this works successfully. This company equips all Starbucks stores worldwide with coffee vending machines. In his keynote speech, Steiner pointed out that the road to this success was not always an easy one and that in the future, cooperation in particular - if necessary also with competitors - will be an important element.
Foreign trade strategies of the Confederation
Guy Parmelin, Minister of Economic Affairs, outlined the Confederation's foreign economic policy strategy at the Foreign Economic Forum. This comprises three pillars: ensuring good relations with the EU, maintaining a functioning WTO, and concluding and renewing free trade agreements. The latter, in particular, is becoming increasingly important because the unilateralism of major economic powers is now jeopardizing the WTO's rules and regulations. Negotiations with the Mercosur states, for example, are already well advanced, and the free trade agreements with Indonesia and Ecuador have been concluded. The negotiation of a free trade agreement with the USA is again being considered; corresponding clarification talks have already begun. Whether negotiations actually take place will only be considered by both sides if a real win-win situation can be created, Parmelin said.
Opportunities in saturated markets
In a talk with experts from S-GE, the focus was on opportunities and challenges in the saturated markets of Japan, the USA and the UK. Thanks to the recently concluded trade agreement, Switzerland continues to hold good cards for the UK in the event of a no-deal Brexit, said Mareike Hood, who is in charge of the Business Hub for the British Isles. She adds that one must separate the Brexit issue from the business aspect anyway, "because business remains business." Claudio Mazzucchelli, in turn, looks after the Japan market for S-GE. He pointed out the importance of cultural knowledge, which one should have for this market. And Caroline Blaser - Head of Business Hub USA - reiterated how interesting the United States can continue to be as a market for Swiss companies.
Best export companies awarded
This year's Export Award went to the Zurich-based medtech company VirtaMed. The company, which manufactures simulation devices for surgery training, convinced the jury with its clever export strategy. VirtaMed was in the final together with the companies Andermatt Biocontrol AG from Grossdietwil and CAMAG from Muttenz BL. Twelve years after its founding, the SME in Schlieren employs 100 people from 20 countries and has established two subsidiaries and a global distribution network. VirtaMed is a leader when it comes to virtual training of minimally invasive operations. In the meantime, endoscopic skills are practiced cost-effectively with nearly 1,000 simulators in 50 countries - at training hospitals and medical training centers as well as at manufacturers of medical technology products.
The trophy was presented by Ruth Metzler-Arnold, President of the Board of Directors of S-GE. "VirtaMed AG has managed to convince the world market with highly precise simulators. With a well thought-out export strategy, the company supplies customers in both emerging and mature markets," says Ruth Metzler-Arnold proudly. "In addition, VirtaMed AG's success story shows how an international sales strategy can contribute to the rapid growth of a company in Switzerland."