SUPPLIRES

The Russian food equipment market is relatively young and emerging, despite that several enterprises have been actively working in this market for decades. In the next few years, it is expected that this market will become more specialized and there will be more active application of marketing instruments for product promotion.

The following participants exist in the Russian food equipment market:

· Enterprise-importers with representative offices or exclusive distributors of foreign companies (“Shaller-Moscow”, “Elf M”);

· Russian enterprises specializing in sales of foreign equipment, but also sell parts of domestically produced equipment to complete a delivery (“Kompak”);

· Russian companies specializing in sales of equipment, both domestic and foreign, on the whole Russian territory. Usually such companies have their own production facilities or range of partners (“AGRO-3”, “Dialog Plus”);

· Russian companies specializing in sales of equipment within their region (“Nizhegorodskiy bread” – Nizhniy Novgorod, “Progress” – Yekaterinburg).Usually these companies do not have their own production;

· Russian companies, which have their own production facilities, specialized in certain sectors (“EKMA-Konfi”, “MZOK” – equipment for the confectionery sector) or other criteria (“Miasskiy engineering plant” – only large-size equipment). Within this group the following subgroups can be identified:

a) Military-industrial complex converted to enterprises in the 1980s (Energomash, Mir, Molniya, Miasskiy engineering plant). They are usually producing large-size and very expensive equipment. Usually such enterprises sell their products directly.

b) Relatively new enterprises organized on the basis of obsolete Russian factories (“Voskhod” in Saratov). These enterprises actively operate using a whole range of marketing tools. They are usually specialized on products for one to three sub-sectors of the food industry. They use a dealer network or chain of representative offices. Direct sales are usually made only in their region.

c) Old factories, which are specialized in food industry equipment. These enterprises previously had a narrow specialization, but during the past 10 years, they have been broadening their business focus.

Exercise 3. Give the English equivalents to the following words and phrases:

Зарубежное оборудование, отечественное оборудование, импортируемое оборудование, специализироваться на производстве оборудования, иметь узкую специализацию, расширять свой деловой круг интересов, военно-промышленный комплекс, собственные производственные возможности

Exercise 4. Complete the sentences using the information from the text:

1. The Russian food equipment market is …

2. These enterprises previously had a narrow specialization, but …

3. Usually such companies have their own …

4. Relatively new enterprises were …

5. They are usually producing …

Exercise 5. Read the information in the Table 3 and speak about the main suppliers and their production.

The following table shows the largest suppliers to Russian companies and the type of provided equipment:

Table 3

TEXT 3

Exercise 1. Read and translate the text: