Valencia Market Access Programme

Commercial brief

Ibernova Motion Works had established a technically credible portfolio of industrial motion-control modules and automation components, but its export activity relied heavily on individual enquiries. The company needed a repeatable commercial route into Asia: evidence-based market selection, a defendable delivered price, technically competent distribution partners and an export process capable of supporting the first orders.

Ibernova engaged EMARAS to build the Valencia Market Access Programme. The assignment combined market intelligence and channel design with the practical movement of goods through the Port of Valencia. The port was the maritime gateway for the initial shipments; it was not a contracting party to the programme.

EMARAS mandate and execution

Market prioritisation. EMARAS compared three target markets against industrial demand, competing offers, product requirements, channel structure and collection risk. The resulting market sequence identified where the portfolio could gain traction first and which product families merited initial commercial investment.

Delivered-cost and pricing architecture. Factory price was translated into destination-cost scenarios that incorporated packing, inland movement, ocean freight, insurance assumptions and local distribution margins. EMARAS tested the sensitivity of each scenario to freight and currency changes so negotiations began with an explicit margin floor rather than a single headline export price.

Distributor qualification and negotiations. Prospective partners were evaluated on technical sales capability, access to industrial accounts, financial strength, spare-parts support and performance history. Discussions addressed territory, measurable sales targets, minimum orders, after-sales responsibilities and reporting obligations before a distributor was considered commercially ready.

Export contract design. EMARAS aligned the delivery term, payment milestones, product identification, warranty interface and documentary obligations with the agreed commercial model. The sales team could distinguish obligations retained by Ibernova from those assumed by its distributor and logistics counterparts.

First-shipment execution. Production release, quality confirmation, export packing, domestic transport to Valencia, ocean booking and commercial documents were managed against the promised delivery date. Shipment exceptions were recorded in a single performance file so lessons from the first orders could inform subsequent pricing and channel commitments.

Contract allocation

Strategic outcome

Ibernova gained a phased market-entry plan, distributor assessment criteria, destination cost estimates and an export process for initial orders. The programme gave its commercial team a practical basis for agreeing prices and delivery commitments with buyers in Asia.