Europe
Europe is not one market either.
For a company outside it, Europe is a regulatory bloc containing many national markets with different cost structures, labour models, airport economics and customer expectations. A plan to enter Europe usually means entering one country and discovering the others do not follow.
Market entry
What European entry actually requires.
01
Time
European industrial and aviation relationships are built over years. A market entry plan with a twelve-month horizon is a market exit plan.
02
Localisation beyond language
Pricing conventions, contracting norms, procurement processes and decision hierarchies differ enough that a proposition which works in Seoul, Shanghai or Dubai frequently fails in Amsterdam or Toulouse for reasons unrelated to the product.
03
A partner, or a very long runway
Most successful entries are partner-led. Most failures chose the partner before understanding the market.
04
Accessible market, not addressable market
A substantial share of European aviation and aerospace demand is already contracted, in some cases for a decade. Plans built on total market size rather than what is genuinely winnable are the single most common error.
Our home market
We advise regional airports and public bodies in the Netherlands on aviation development and the structures behind it, and are building simulator and training capacity here, with partners, for European markets.