official launch - TRTA i

Table of contentsReport 3Introduction 3Training workshops 3Launch of market analysis tools 3MOU 4Future training 4Indicative workshop agenda 5Presentations 7Introduction to ITC and Market Analysis Tools 7TradeMap 12Product Map 18Market Access Map 22Evaluation results 29Participants lists 31Islamabad, 16-17 May 2005 31Karachi, 19-20 May 2005 32Lahore, 26-27 May 2006 33International Trade Centre Page 1

ReportIntroductionThe International Trade Centre (ITC) undertook a mission to Islamabad, Karachi and Lahorefrom 15 to 27 May 2005 as part of the European Union (EU) Trade Related TechnicalAssistance (TRTA) Programme for Pakistan.The objectives of the mission were to:• Launch TradeMap Pakistan and access to Product Map and Market Access Map in thethree cities.• Identify organizations to disseminate passwords and usage of the tools to companiesaround Pakistan.• Conclude a MOU with the Ministry of Commerce (MOC) for use and dissemination ofthe tools.• Conduct meetings and develop a training needs assessment (TNA) to determine the nextsteps in the MAS segment of the TRTATraining workshopsThe three workshops — held 16-17 May in Islamabad, 19-20 May in Karachi, and 26-27 Mayin Lahore — were successful.In each city the venue was excellent, as were the logistics related to refreshments and Internetconnections. Participant evaluations were generally favourable, showing an overall score of 4.8out of 5 (see below). Comments were generally positive, although there was a general wish tohave more and longer training.The participants were generally of a high quality, reflecting a good knowledge of trade issues,deep experience working with companies or on policy issues, and medium to high computerliteracy. In all cases, the right groups were targeted — i.e. those working with SMEs on tradeinformation — to both widen dissemination and to get the tools directly to the private sector.However, direct participation of the private sector was relatively low. The next round oftraining may propose events to increase private sector participation in order to further widenawareness.Launch of market analysis toolsA relatively wide net of password providers was developed for the tools. Nine organizationswere brought in to generate passwords: EPB in the three cities, the Karachi and LahoreChambers of Commerce, the Federation of Pakistan Chambers of Commerce & Industry(FPCCI), the Small & Medium Enterprise Development Authority (SMEDA), the provincialGovernment of Punjab, and TRTA project staff. Each organization received the passwordgeneration guides as well as training in the process of developing a password.International Trade Centre Page 3

Contact information for these organizations will be posted on the site for interested users.Usage and password generation will be monitored to gauge interest.MOUThe MOU was discussed with the Director of the WTO Wing of MOC, Mr. Qasim Niaz.Mr. Niaz reviewed the agreement and provided feedback on it. He had no objections inprincipal, although he requested one change and is required to submit the dispute resolutionclause to the Ministry of Justice for review.Future trainingFinally, a number of useful meetings were conducted in order to target the right organizationsand objectives for the next training activities. From the meetings, four core groups wereidentified to focus on during the next activity:• Small business advisory services providers at the EPB and SMEDA.• Executive education providers including the Pakistan Institute of Management (PIM)and the Institute for Business Administration (IBA).• The FPCCI and the Chambers of Commerce in Lahore and Karachi.• Ministry of Commerce.Representatives from each institution have been asked to apply the tools, to disseminate themto clients and colleagues, and to get feedback on how they can best be integrated into the waythey provide services and how they would like the next training activity to be targeted. Wecurrently expect this to be a training of trainers targeted at the different needs of these groups.A separate needs assessment report describes our conclusions in more detail.Page 4International Trade Centre

Indicative workshop agendaDay 1MorningWelcome and Overview — The need for Trade Strategy and Market AnalysisCoffee breakHow to use TradeMap and what it can do for youLunch breakAfternoonPractice Session and Exercises with TradeMapCoffee breakPractice Session and Exercises with TradeMap (Continuation)Day 2MorningProduct Map — Business Information for Going GlobalCoffee breakPractice Session with Exercises on Market IntelligenceLunch breakAfternoonMarket Access Map — Making Tariffs More TransparentCoffee breakPractice Session with Exercises on Market AccessConclusionInternational Trade Centre Page 5

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Workshop in Strategic Market AnalysisShift in Global TradeWorkshop in Strategic Market AnalysisNow look at some issues in MARKETING:CommodityDependencyValue AddedManufacturingTechnologybasedProductsHigh-TechbasedServices• Globalization requires and rewards best practices– How many of Nike’s 5’000 employees in the US areworking in production?– How much do Hong Kong’s traders get for marketingmainland China’s exports?– In what sectors are most of the world’s 10 largestcompanies in terms of sales?Capacity to undertake market analysis is the keyIntroduction050516-Workshop-Intro-Pak7Introduction050516-Workshop-Intro-Pak8Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisChange demands changeIn the past, big fish used to eat small fishNow, fast fish eat slow fish.EnvironmentalChange• rapid evolutions• hyper-competition• technological progress• ‘new’ economyStrategicChange• dynamic strategic plans• managing change• technology improvements• ‘new’ managerial approachThey hatch and spread every-where, in the Northand in the South.Introduction050516-Workshop-Intro-Pak9Introduction050516-Workshop-Intro-Pak10Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisSo, why export market analysis?Questions of our partners:• As just discussed…– trade is growing rapidly and is considered to be one of the mostimportant sources of economic growth for developing and transitioncountries– efficient production is not sufficient anymore– successful firms/countries need to excel in marketing to identify thebest opportunities in foreign countries and distinguish themselvesfrom competitors• Market analysis is the first, necessary, step to formulate acoherent export strategy• National perspective: Positioning in international markets– Where is our competitive advantage? What are the most promisingmarkets for our exports? What should be the priorities for tradepromotion?• Trade policy perspective: Market Access– What are the trade barriers we face? What are the scenarios?• Company perspective: Market intelligence– What are the latest market developments? Who are potentialbusiness partners?Introduction050516-Workshop-Intro-Pak11Introduction050516-Workshop-Intro-Pak12Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisMAS Products and ServicesITC’s Market Analysis ToolsCombining web-based tools focused onthe needs of exporters . . . .TradeMapProductMapCountry MapTradeMapCountryMapMarket AccessMap. . . with training courses that quicklypositions partners to use them.Market Access MapProduct MapIntroduction050516-Workshop-Intro-Pak13Introduction050516-Workshop-Intro-Pak14Page 8International Trade Centre

Workshop in Strategic Market AnalysisWorkshop in Strategic Market Analysishttp://www.intracen.org (click on countries )Select your country hereWide rangeof analyticalandinformationtoolsIntroduction050516-Workshop-Intro-Pak15Introduction050516-Workshop-Intro-Pak16Workshop in Strategic Market AnalysisWorkshop in Strategic Market Analysis• Strategy design and export diversification:– Viet Nam, Senegal, UAE, Mongolia, Malaysia• Promotion of South-South trade:– Exports of SADC and SACU• Investment targeting:– Egypt and selected other African countries• Assessment of trade performance:– LDCs• Global competitiveness assessment:– World Economic ForumCountry Map - applications:The GlobalCompetitivenessReport2001 – 2002World EconomicForumIntroduction050516-Workshop-Intro-Pak17Introduction050516-Workshop-Intro-Pak18Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisOur Tools Support Analysis At Four LevelsTradeMap login pageCountry MapTradeMapMarket Access MapProduct MapusernamepasswordIntroduction050516-Workshop-Intro-Pak19Introduction050516-Workshop-Intro-Pak20Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisTradeMap – Selection menuUnit ValueWorld Importers of DatesGrowthrateImportsorExportsCountriesProductSelectionCountry/Region selectionPartner country selectionValueGlobal marketshareQuantityTariff and Non-Tariff BarriersIntroduction050516-Workshop-Intro-Pak21Introduction050516-Workshop-Intro-Pak22International Trade Centre Page 9

Workshop in Strategic Market AnalysisAccess barriers to Morocco’s date marketWorkshop in Strategic Market AnalysisScan the export portfolio of a countryTariff BarriersTrinidad and Tobago’sExportsIntroductionNon-Tariff Measures050516-Workshop-Intro-Pak23Introduction050516-Workshop-Intro-Pak24Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisITC’s Market Analysis ToolsProduct Map:Country MapTradeMapMarket Access MapProduct Map• Presenting on a single Web site extensive tradedata and market intelligence specifically designedfor firms active in international trade.Introduction050516-Workshop-Intro-Pak25Introduction050516-Workshop-Intro-Pak26Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisProduct MapAnalyze the marketDefine the productto to trade and its its usesLearn and apply thetrade practicesGet the businesscontactsGo in-depth: Find outmore on the marketInitial commercial linksNetworking toolsQualitative AnalysisMarket Intelligence ToolsQuantitative AnalysisMarket positioning tools•Agricultural machinery•Animal feed•Art, collection, decoration and culturalgoods•Automotive components andaccessories•Beverages•Carpets and wall covering•Cellulose derivatives and specialties•Cereals and cereal products•Chemicals•Cleansing Coffee and polishing productspreparations•Clocks and watches•Clothing and accessories•Cocoa and cocoa products•Coffee and coffee products•Colouring substances•Construction materials•Cut flowers and ornamental plants•Dairy products•Electrical machinery and equipment•Electronic equipment and components•Engines and motors•Fertilizers and plant protectionproducts•Fishery products•Food ingredients•Footwear•Fragrances and flavours•Fruit and vegetable juices•Fruit and vegetables•Furniture and components•Glass and glass products•Gums, resins and extracts•Hand tools•Hides, skins, furskins and leather•Honey and apicultural products•Household and furnishing textiles•Household utensils and appliances•Image and sound equipment andaccessories•Industrial machinery and equipment•Lamps, lighting and visual signalingequipment•Leather products•Live animals•Machine tools•Measuring, checking and precisioninstruments•Meat and animal products•Medicinal plants•Metal and metal products•Mineral and mineral products•Medical and laboratory equipmentand instrumentsFruit and vegetablesWood productsFootwearAutomotive components•Musical Instruments•Nuts•Oilseeds and products•Optical and precision instruments,spectacles and glasses•Packaging materials•Paper and printing•Perfumery, cosmetics and toiletries•Pets, pet food and accessories•Pharmaceutical and medicaments•Photo - cinematographic film•Plastics and plastic products•Precious, semi-precious stones andjewellery•Rubber and rubber products•Specialty Food Products•Spices and culinary herbs•Sports wear, sports and leisure goods•Stationery, office machine and supplies•Sugar, molasses and sugarconfectionery•Tea and tea products•Telecommunications equipment•Textile fibres, fabrics and specialtytextiles•Toys and games•TransportClothingequipment•Wood and wood productsPlastic productsIntroduction050516-Workshop-Intro-Pak27Introduction050516-Workshop-Intro-Pak28Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisMarket IntelligenceMarket IntelligenceITC’s Market Analysis Tools• Worldtrade flows• BestperformingcountriesPublishedmarketresearch, linksto informationsources and toITC’s tradeinquiry serviceCountry MapTradeMap• BestperformingproductsegmentsIntroductionNetworking facilitiesCreatecompanystorefronts &identifybusinesscontacts050516-Workshop-Intro-Pak29IntroductionMarket AccessMapProduct Map050516-Workshop-Intro-Pak30Page 10International Trade Centre

IntroductionWorkshop in Strategic Market AnalysisMAcMap HomepageType yourusername,password andclick on ‘login’http://www.macmap.org050516-Workshop-Intro-Pak31G.S.P.European trade policy – preferential agreementsL.D.C.AfghanistanNepalSri LankaMalaysiaBangladeshCambodia A.C.P.ArmeniaMexicoYemenMaldivesGeorgiaCape VerdeLesothoTogoBhutanSamoaIndiaSouth AfricaBotswanaEthiopiaArgentinaCtrl. Afr. Rep.SenegalLaos Sao TomeZambiaTuvaluAngolaBurkina FasoMyanmarTongaHonduras C.A.C.M.MadagascarBeninKiribatiEl SalvadorSolomon Isl.GuatemalaSudanEq. GuineaUgandaNicaraguaMalawiCosta RicaVanuatuMaliGambiaCountriesComorosHaitiGuinea-BissauBurundiSomaliaNigerFighting DrugsPakistanRwanda TanzaniaMauritaniaEritreaChadBoliviaLiberiaSierra Leone Djibouti MozambiqueEcuadorZimbabweKenyaVenezuela Peru AndeanSeychellesSt. LuciaColombia GroupBarbadosNauruNamibiaCubaU.A.ECook Isl.Swaziland Congo Dem.Rep.JamaicaKyrgyzstanTrinidadGuyanaQatarPalauMauritiusIndonesia ChileSt. VincentThailandMicronesiaGhana GrenadaBahrainUruguayMarshall Isl.Ivory CoastNigeriaMacaoTokelauKuwaitPapuaBrazilBermudaMontserratBelizeOmanMongoliaNiueSt. KittsMoroccoMoldovaEgyptPanamaUzbekistanChinaPhilippinesTunisiaParaguayBelarusJordanRussiaKazakhstanIranSyriaAlgeriaLibyaVietnamSaudi ArabiaIraqLebanonGibraltarGreenlandTajikistanArubaUkraineTurkmenistanAnguillaAzerbaijanSurinameCongoDominicaBahamasGuineaDominican Rep.FijiGabonCameroonAntiguaBilateralAlbaniaAndorraMacedoniaCroatiaBulgariaBosniaRomaniaU.S.E.E.A.NorwayIcelandNew ZealandLiechtensteinHong KongE.F.T.A. SwitzerlandM.F.N.Korea, Rep. AustraliaW.T.O.CanadaTaiwanSingapore BruneiJapanIsraelTurkeyYugoslaviaKorea, Dem. Rep.PalestineEast TimorEuromedM.F.N.Workshop in Strategic Market AnalysisGeneral features of MacMapWorkshop in Strategic Market AnalysisMAS Products and Services• WIDE GEOGRAPHICAL COVERAGE: tariffs applied by 169 countries tothe products exported by over 200 countries and territories.Combining web-based tools focused onthe needs of exporters . . . .• WIDE COVERAGE OF INSTRUMENTS: Covers: ad-valorem tariffs;specific tariffs; tariff quotas; and antidumping duties• PREFERENCES: Covers most bilateral and regional agreements. Rulesof Origin and Certificates of origin are also included for most agreements.• ANALYTICAL FLEXIBILITY: Permits any analysis: by region, byeconomic sector or by measureTradeMapCountryMapProductMapMarket AccessMap. . . with training courses that quicklypositions partners to use them.Introduction050516-Workshop-Intro-Pak33Introduction050516-Workshop-Intro-Pak34Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisOur vision:Some questions for the next few days...to build the capacity of policy makersand negotiators along with the businesscommunity in all countries to be able touse these services effectively.• How can I use the market analysis tools to think about tradedevelopment strategically?• How do changes in the trade environment affect mycountry's / enterprise's positioning?• What are the public and private sector institutions that needto be involved?• Can I develop a quick strategic outline for a product / sector?– What are the main issues for developing a successful export strategyin my product / sector / country?Introduction050516-Workshop-Intro-Pak35Introduction050516-Workshop-Intro-Pak36International Trade Centre Page 11

TradeMapMarket Analysis SectionWorkshop in Market AnalysisWorkshop in Strategic Market AnalysisAn exporter of carpets is looking to diversify hisclient base…..Which country should be targeted?TradeMapA web-based trade flow analysis toolA web-based trade flow analysis tool050516 Workshop-TMap-Pak-2Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisA dried fruit exporter needs an overview of tradebarriers he/she would face for exports to Malaysia…A trade mission needs to know our top exportproducts to Germany…A web-based trade flow analysis tool050516 Workshop-TMap-Pak-3A web-based trade flow analysis tool050516 Workshop-TMap-Pak-4Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisWhere could you import soyabeans from?Who are the largest suppliers in your region?What is the current trade between your country andthe United States?A web-based trade flow analysis tool050516 Workshop-TMap-Pak-5A web-based trade flow analysis tool050516 Workshop-TMap-Pak-6Page 12International Trade Centre

Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisHow Can TradeMap help my business ?Initial answers to these questions and manymore are easily found in TradeMap…Trade SupportInstitutions (TSIs)• What tariff and non tariffbarriers are we facing?• What are our competitivestrengths and weaknesses?• Where are the opportunities forproduct and marketdiversification?Exporters andImportersA web-based trade flow analysis tool050516 Workshop-TMap-Pak-7A web-based trade flow analysis tool050516 Workshop-TMap-Pak-8Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisITC’s Interactive TradeMap provides:The Characteristics of TradeMap• On-line database of trade flows and barriers– Value of exports and imports– Quantities– Unit Values– Growth trends– Tariff and non tariff barriers– Market shares– Rankings according to a variety of criteriaFor each product and partner country in a fullyinteractive environment• Based on COMTRADE, the United Nations StatisticsDivision database– Covering 90% of world trade reported by 115 trading nations– Covers over 5,000 Harmonized System products– Over 200 countries and territories– Includes non-reporting countries using mirror statistics– Statistics for over 30,000 products at the tariff line level for 32countries (~80% of world trade)• Incorporating UNTARMAC (formerly known as TRAINS)– In cooperation with UNCTAD, WTO and additional information onmore than 160 countries• Web access with username and passwordA web-based trade flow analysis tool050516 Workshop-TMap-Pak-9A web-based trade flow analysis tool050516 Workshop-TMap-Pak-10Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisTradeMap HomepageTradeMap login pageClick here to accessTradeMapA web-based trade flow analysis tool050516 Workshop-TMap-Pak-11A web-based trade flow analysis tool050516 Workshop-TMap-Pak-12Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisTradeMap USAID – Selection menuCardamom (HS 090830) for example...ImportsorExportsProductSelectionCountry/Region selectionPartner country selectionIf you want to search fornew export markets...You might want toknow...A web-based trade flow analysis tool050516 Workshop-TMap-Pak-13A web-based trade flow analysis tool050516 Workshop-TMap-Pak-14International Trade Centre Page 13

Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisUnit ValueWorld Importers of CardamomGrowthrateAccess barriers to Pakistan’s marketCountriesTariff BarriersValueGlobal marketshareQuantityNon-Tariff MeasuresA web-based trade flow analysis toolTariff and Non-Tariff Barriers050516 Workshop-TMap-Pak-15A web-based trade flow analysis tool050516 Workshop-TMap-Pak-16Workshop in Strategic Market AnalysisAssess the competition in your export marketsWorkshop in Strategic Market AnalysisGauge your relative export performanceWorld exporters of cardamomA web-based trade flow analysis tool050516 Workshop-TMap-Pak-17A web-based trade flow analysis tool050516 Workshop-TMap-Pak-18Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisCountries importing mangoes (050450)Mangoes imported by Japan at the tariff line leveltariff line level informationfor selected marketsAt the 9 digit levelA web-based trade flow analysis tool050516 Workshop-TMap-Pak-19A web-based trade flow analysis tool050516 Workshop-TMap-Pak-20Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisExporting markets of mangoes to JapanImporting markets of “perfume and toilet waters” (330300) exported by France9 digit levelinformation8 or 10 digit levelA web-based trade flow analysis tool050516 Workshop-TMap-Pak-21A web-based trade flow analysis tool050516 Workshop-TMap-Pak-22Page 14International Trade Centre

Workshop in Strategic Market AnalysisList of products at the tariff line levelWorkshop in Strategic Market AnalysisImporting markets for « toilet waters »8 digit level8 digit levelA web-based trade flow analysis tool050516 Workshop-TMap-Pak-23A web-based trade flow analysis tool050516 Workshop-TMap-Pak-24Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisScan the export portfolio of a countryScan the export portfolioAll product groupsexported by Tanzaniaat the HS 2 digit levelA web-based trade flow analysis tool050516 Workshop-TMap-Pak-25A web-based trade flow analysis tool050516 Workshop-TMap-Pak-26Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisScan the leading exportsAnalyse potential for bilateral tradeAnnual growth ofTanzania’s exportsSelect yourcountries/regionsat the HS 2,4 & 6digit levelA web-based trade flow analysis toolAnnual growth ofworld imports050516 Workshop-TMap-Pak-27A web-based trade flow analysis tool050516 Workshop-TMap-Pak-28Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisExisting and potential trade between Tanzania and United KingdomExisting and potential trade between Tanzania and United KingdomBy product groupsat the HS 6 digit levelat the HS 2 digit levelA web-based trade flow analysis toolIndicative tradepotential050516 Workshop-TMap-Pak-29A web-based trade flow analysis tool050516 Workshop-TMap-Pak-30International Trade Centre Page 15

Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisAssessment of national trade performance and competitiveness:• Country Market Analysis Portals– On ITC’s Web site www.intracen.org– Click on Countries– Select a country from the drop-down menuA web-based trade flow analysis tool050516 Workshop-TMap-Pak-31A web-based trade flow analysis tool050516 Workshop-TMap-Pak-32Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisPortfolio model of a productionstrategySize is proportional to the turnoverof the Strategic Branch UnitHighOrganic biscuitsTrade Map GraphsMarketGrowthBabies - ??StarsBabybiscuitsProduct Life CycleBubble Charts:Positioning products accordingto growth rates and changes in market shareChocolateCash cowsDogsLowLowRelative Market ShareHighThe Boston Consulting Model (or Matrix)A web-based trade flow analysis tool050516 Workshop-TMap-Pak-33A web-based trade flow analysis tool050516 Workshop-TMap-Pak-34Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisNational Export Growth vs. International DemandThe Case of EcuadorTrade Map Chart:Performance position of a country’s export productsSize is proportionalto export turnoverGrowth in demand (of world or of a target market)PositiveChampionsInternationaldemand:UnderachieversTuna,cannedHS 4 or 6WorldTradeGrowthNegativeLossesLosers indeclining marketsBananasShrimps,prawnsAchievers inadversityChange in world market shareGainswww.intracen.org / Click on Countries / Select your country / Click on National Export PerformanceA web-based trade flow analysis tool050516 Workshop-TMap-Pak-35A web-based trade flow analysis toolCountry XGrowth inCounty X’s Market ShareProspects for ProductDiversification050516 Workshop-TMap-Pak-36Workshop in Strategic Market AnalysisBoxes and CratesWorkshop in Strategic Market AnalysisTrade Map Chart:Prospects for market diversificationPolyethelyne sacksand bagsSacks and bagsStoppers, lids, topsBottles and flasksGrowth in partner countrydemand for product ZPartner countryPartner country share ofCountry X’s export of productZPartner countryA web-based trade flow analysis toolSpools and bobbins050516 Workshop-TMap-Pak-37Country X,Product ZA web-based trade flow analysis tool050516 Workshop-TMap-Pak-38Page 16International Trade Centre

Product MapMarket Analysis SectionWorkshop in Strategic Market AnalysisBusiness Information for Going GlobalWorkshop in Market AnalysisProduct MapBusiness information for going globalProduct Map050516 Workshop-PMap-Pak -2Workshop in Strategic Market AnalysisApplying Product Map to Market ResearchWorkshop in Strategic Market AnalysisWhy Product Map?Presentation guide:1. The rationale behind Product Map2. In what area of market research can Product Map help?3. Product Map – a closer look4. Product Map – live connection5. Conclusion: How to access Product Map and how to makethe most of itBusiness Information: the current environmentProduct Map050516 Workshop-PMap-Pak -3Product Map050516 Workshop-PMap-Pak -4Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisHow Product Map can help?• Provides a guide for more effective market research• Creates a centralised industry specific information platform• Facilitates market research by regrouping quantitative andqualitative market information• Takes care of time consuming tasks allows user to focus onanalysis rather than data hunting• Gives trade support institutions and businesses a head-startin their market research efforts• Gives businesses a targeted audience worldwideProduct MapAnalyze the marketDefine the productto to trade and its its usesLearn and apply thetrade practicesGet the businesscontactsGo in-depth: Find outmore on on the marketInitial commercial linksNetworking toolsQualitative AnalysisMarket Intelligence ToolsQuantitative AnalysisMarket positioning toolsProduct Map050516 Workshop-PMap-Pak -5Product Map050516 Workshop-PMap-Pak -6Page 18International Trade Centre

Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisProduct MapAnalyze the marketDefine the productto to trade and its its usesProduct MapLearn and apply thetrade practicesGet the businesscontactsGo in-depth: Find outmore on the marketNetworkingMarket IntelligenceMarket Positioning050516 Workshop-PMap-Pak -7•Agricultural machinery•Animal feed•Art, collection, decoration and culturalgoods•Automotive components andaccessories•Beverages•Carpets and wall covering•Cellulose derivatives and specialties•Cereals and cereal products•Chemicals•Cleansing Coffee and polishing productspreparations•Clocks and watches•Clothing and accessories•Cocoa and cocoa products•Coffee and coffee products•Colouring substances•Construction materials•Cut flowers and ornamental plants•Dairy products•Electrical machinery and equipment•Electronic equipment and components•Engines and motors•Fertilizers and plant protectionproducts•Fishery products•Food ingredients•Footwear•Fragrances and flavours•Fruit and vegetable juices•Fruit and vegetables•Furniture and components•Glass and glass products•Gums, resins and extracts•Hand tools•Hides, skins, furskins and leather•Honey and apicultural products•Household and furnishing textiles•Household utensils and appliances•Image and sound equipment andaccessories•Industrial machinery and equipment•Lamps, lighting and visual signalingequipment•Leather products•Live animals•Machine tools•Measuring, checking and precisioninstruments•Meat and animal products•Medicinal plants•Metal and metal products•Mineral and mineral products•Medical and laboratory equipmentand instrumentsFruit and vegetablesWood productsFootwearAutomotive components•Musical Instruments•Nuts•Oilseeds and products•Optical and precision instruments,spectacles and glasses•Packaging materials•Paper and printing•Perfumery, cosmetics and toiletries•Pets, pet food and accessories•Pharmaceutical and medicaments•Photo - cinematographic film•Plastics and plastic products•Precious, semi-precious stones andjewellery•Rubber and rubber products•Specialty Food Products•Spices and culinary herbs•Sports wear, sports and leisure goods•Stationery, office machine and supplies•Sugar, molasses and sugarconfectionery•Tea and tea products•Telecommunications equipment•Textile fibres, fabrics and specialtytextiles•Toys and games•TransportClothingequipment•Wood and wood productsPlastic productsProduct Map050516 Workshop-PMap-Pak -8Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisMarket PositioningSelect a sectorQuantitativemarket data foreach of the 72sectors, 5300products andover 180countriesRegister or Enter yourUsername:Password:Product Map050516 Workshop-PMap-Pak -9Product Map050516 Workshop-PMap-Pak -10Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisQuantitativeTools•World tradeflows•BestperformingcountriesSelection menu•BestpositionedproductsProduct Map on the Textile IndustryProduct Map050516 Workshop-PMap-Pak -11Product Map050516 Workshop-PMap-Pak -12Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisCountry trade performance comparison inthe textile industryProduct Map050516 Workshop-PMap-Pak -13Product Map050516 Workshop-PMap-Pak -14International Trade Centre Page 19

Workshop in Strategic Market AnalysisTextile Industry – Product ChampionsWorkshop in Strategic Market AnalysisMarket IntelligencePublishedmarketresearch, linksto informationsources and toITC’s tradeinquiry serviceProduct Map050516 Workshop-PMap-Pak -15Product Map050516 Workshop-PMap-Pak -16Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisQualitativeTools• MarketStudies• MNS PriceNews /Smart LinksMarket StudiesBibliography and option todownload orprint directly• ITC tradeinquiryserviceThe Product Map on the Fruit & Vegetable IndustryProduct Map050516 Workshop-PMap-Pak -17Product Map050516 Workshop-PMap-Pak -18Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisGateway toMarketInformation on theWeb :Trade eventsPackagingStandardsNews…Networking facilitiesCreatecompanystorefronts &identifybusinesscontactsProduct Map050516 Workshop-PMap-Pak -19Product Map050516 Workshop-PMap-Pak -20Workshop in Strategic Market AnalysisBusiness Contacts: Fruit and VegetablesWorkshop in Strategic Market AnalysisHow to make the most out of Product Map…Country and ProductDirectoriesCompany Web SitesOther Web Sources• Use Product Map search engine• Focus on analysis and interpretation of data• Use Product Map to save time• Use Product Map ‘suggest a link’ facilities• Disseminate access to your business communityAssociation Web SitesProduct Map050516 Workshop-PMap-Pak -21Product Map050516 Workshop-PMap-Pak -22Page 20International Trade Centre

Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisTo conclude…Product Map…… is a unique Web-based tool integrating all key elements ofmarket research - available for 72 individual product sectors… helps Trade Support Institutions to provide better servicesfor their traders… assists businesses in developing more effectiveinternational marketing strategies… supports educational institutions in teaching internationaltrade… is a valuable, structured information resource for libraries,research and reference centresFor more information on Product Map please contact:http://www.p-maps.org or p-maps@intracen.orgProduct Map050516 Workshop-PMap-Pak -23Product Map050516 Workshop-PMap-Pak -24International Trade Centre Page 21

Market Access Mapwww.macmap.orgWorkshop in Market AnalysisMarket Access MapMaking Tariffs and Market Access BarriersTransparentWorkshop in Strategic Market AnalysisGeneral features of MacMap• WIDE GEOGRAPHICAL COVERAGE: tariffs applied by 169 countriesto the products exported by over 200 countries and territories.• WIDE COVERAGE OF INSTRUMENTS: Covers: ad-valorem tariffs;specific tariffs; tariff quotas; and antidumping duties• PREFERENCES: Covers most bilateral and regional agreements.Rules of Origin and Certificates of origin are also included for mostagreements.• ANALYTICAL FLEXIBILITY: Permits any analysis: by region, byeconomic sector or by measureWorkshop in Strategic Market AnalysisCommon types of trade agreements• Free Trade Agreement: reduces trade restrictions between partnercountries• Free Trade Zone: eliminates trade barriers within the zone onsubstantially all the trade between the members• Custom Union: free trade zone + common external tariff• Common Market: free trade of services, goods and factors ofproduction (capital and labour)• Economic Union: unification/harmonization of economic policies:monetary policy, fiscal policy, norms…Market Access Map050516 Workshop-MacMap-Pak-3Market Access Map050516 Workshop-MacMap-Pak-4Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisImplicationsTypes of tariff barriers…• The average developing country belongs to 5 separateregional trade agreements (Global Economic Prospects, Trade Regionalismand Development, World Bank, 2005)• Difficult to keep track of what tariffs your own countryapplies and faces let alone the tariffs faced by yourcompetitors• Need for greater transparency on tariffs and rules of origin• Ad valorem tariffs:– levied on the basis of the value– Eg: 20% of the value of the imported product (majority of countries)• Specific tariffs:– levied on the basis of volume or weight– Eg: $2 per kilogram or per litre (Switzerland, USA, EU, Japan)• Combined tariffs:– containing both ad-valorem and specific rates– Eg: 10% of the value+$2 per kilogram (Japan, EU, Canada)Market Access Map050516 Workshop-MacMap-Pak-5Market Access Map050516 Workshop-MacMap-Pak-6Page 22International Trade Centre

Workshop in Strategic Market Analysis…Types of tariff barriers• Mixed tariffs:– minimum or maximum of two kinds of tariffs– Eg: Min or Max (10%, $2/kg) (Canada, EU, Japan)• Variable tariffs:– levied on the basis of the composition of the products– Eg: $0.88/kg on magnesium content+20% of the value• Tariff quotas:– a two tiered tariff. A lower in-quota tariff is applied to the first Q unitsof imports and a higher over-quota tariff is applied to all subsequentimports.Workshop in Strategic Market AnalysisThe problem with Specific tariff measures• What if we want to compare the levels of protection thatdifferent countries face or compare the protection levelapplied to different products?– This can be difficult if some levels of protection are expressed as say10% and some as say $3 per unit?=Market Access Map050516 Workshop-MacMap-Pak-7Market Access Map050516 Workshop-MacMap-Pak-8Workshop in Strategic Market AnalysisWorkshop in Strategic Market AnalysisExample – why is this is an issue?MAcMap Features: Ad Valorem EquivalentsIf South Africa’s exported fish filletswere worth $100 per tonthe equivalent tariff would be 100%If Ghana’s exported fish filletswere worth $200 per tonthe equivalent tariff faced would be only 50% !Market Access MapImagine Switzerlandapplies a tariff of $100per ton to importsof fish fillets fromSouth Africa &Ghana050516 Workshop-MacMap-Pak-9• Ad valorem equivalent tariffs for– specific tariffs, tariff quotas and anti-dumping measuresMarket Access MapAVE = Specific tariff per unitUnit Value• AVEs allow us to aggregate tariffs at the sector or regionallevel; and• AVEs allow us to compare the protection levels of differentcountries• Total AVE – sum of each of the ad valorem equivalents050516 Workshop-MacMap-Pak-10Workshop in Strategic Market AnalysisFeatures – Simulating Tariff Reductions• Trade policy analysts can use Market Access Map tosee result of:– Tariff peak elimination in export markets or own market– Simulate various reductions in export markets or own market• Linear• Swiss• WTO formula• Any other formula– Identify possible erosion of preferencesWorkshop in Strategic Market AnalysisHarmonised System Nomenclature• At international level – up to 6 digits(all countries participating in the HS - most trading nations - have same codes)e.g.(08) Edible fruit and nuts- (0806) Grapes, fresh or dried– (080610) Grapes fresh• At national level, the tariff line codes countries apply may differ– In the USA(08061020 - Grapes, fresh, if entered Feb 15 to March 31)– In Switzerland(08061011 – Grapes, fresh, if entered 15 July to 15 Sept, for the table)(08061021 – Grapes, fresh, for pressing)Market Access Map050516 Workshop-MacMap-Pak-11Market Access Map050516 Workshop-MacMap-Pak-12MAcMap databaseA quicktariffsearch forcompaniesInternational Trade Centre Page 23

Which partnersoffer the bestmarket accessfor cocoabeans?See traderegimes that acountryapplies orfaces and rulesof origin formany tradeagreementsScroll through theimporting countriesalphabetically….orClick on the heading“level of protection” tosort by those offeringthe lowest tariffCompare the markets for growthBut we can’t just choose a marketbased on tariff informationWe could look up the trade flows sectionOf TradeMapto see which markets are growing the fastestCompare the markets for tariffsImagine we want to compare the tariffsof several productsexported to several marketsAnd we’d like to see our country’ssituation relative to our competitorsPage 24International Trade Centre

Do a detailed analysis – select several importers,several exporters and several productsCompare productsChange the combination ofimporter and exporter andclick “show result”AVEs make iteasy tocompare theprotectionapplied todifferentproductsCompare importersCompare exportersAVEs make iteasy to compareimporters.For 3 of the typesof cocoa powder,the Netherlandsis moreprotective thanSwitzerlandAVEs make iteasy tocompare theprotectionapplied todifferentexportersCheck theboundtariffs ofany country.As a trade policy analyst or negotiatorwe may need to look at our country’sbound tariff ratesOr the rates of any other countryView the boundtariffs at levels: HS-2,4, 6 or the nationaltariff line.Bound tariffs areoften higher thanapplied tariffs formany developingcountriesInternational Trade Centre Page 25

So althoughBangladesh hasbound its importtariff on bananas at200%, it normallyapplies a MFN rate of32.50%As a trade negotiatorwe may be concerned about ourpreferential tariff advantagebeing erodedby tariff reductionsWhat will be the effect onBangladesh’s preferentialtariff advantage if animportant importer reducesits import tariffs?Note how Bangladesh’sadvantage over Australia ofexports to Belgium is reducedfrom 12% to 7.5% under onescenarioImagine you have amission or a report to prepareon your country’strade situationCreate a variety ofuseful reports on yourcountry or on one ofyour trading partnersTop 200 exporttransactions, theimport partner pertransaction and the top3 exporters to thepartnerPerform simple tradeflow analysisPage 26International Trade Centre

Sort the table by anycolumn by clicking onthe column headingCheck your country’sranking in the world forexports of a particularproductWorkshop in Strategic Market AnalysisSources of Data• Market Access Map is continuously updated. Data is sourced from:– Tariff data reported to the UN Tariff and Market Access Database (UNTARMAC) of ITC and UNCTAD– Tariff quota data from WTO (agricultural notification of tariff quota) andnational sources for bilateral and regional tariff quota agreements– Notifications from member countries of the WTO regarding anti-dumpingduties and ITC collection directly from some countries.– Trade data from national sources, IDB (integrated database) /WTO and theCOMTRADE database of the United Nations Statistics Division (UNSD).Market Access Map050516 Workshop-MacMap-Pak-42Workshop in Strategic Market AnalysisFor additional information onMarket Access MapVisitwww.macmap.orgor contactmacmap@intracen.orgMarket Access Map050516 Workshop-MacMap-Pak-43International Trade Centre Page 27

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Evaluation resultsParticipants were asked to evaluate the training at the end of the second day of training. Theaverage responses from each city are presented below.Please circle the following questions from 1 (very negative) to 5 (very positive).1. How useful did you find the presentations?Islamabad (mean response) Karachi (mean response) Lahore (mean response)4.47 4.94 4.732. Did the presenter(s) effectively convey the information?Islamabad (mean response) Karachi (mean response) Lahore (mean response)4.6 4.8 4.733. Did you find the presentations helpful to understand the uses and applications of thevarious ITC Market Analysis Tools?Islamabad (mean response) Karachi (mean response) Lahore (mean response)TradeMap 4.40Product Map 4.13Market Access Map 4.20TradeMap 4.80Product Map 4.80Market Access Map 4.80TradeMap 4.60Product Map 4.60Market Access Map 4.674. Do you think the ITC Market Analysis Tools will help you to improve your work?Islamabad (mean response) Karachi (mean response) Lahore (mean response)TradeMap 4.47 TradeMap 4.87 TradeMap 4.60Product Map 4.07 Product Map 4.80 Product Map 4.60Market Access Map 4.20 Market Access Map 4.87 Market Access Map 4.535. Overall, was the workshop beneficial and a good use of your time?Islamabad (mean response) Karachi (mean response) Lahore (mean response)4.47 4.93 4.93International Trade Centre Page 29

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Participants listsIslamabad, 16-17 May 2005No. Name Organization Tel / Cell Email1. Mr. Inamul Haque EPB 051-9210414 inamisb@hotmail.com2. Mudassar Iqbal EDB 051-92055953. Muhammad Hamid Ali EPB 0300-53093774. Saleem Ahmed Ranjah EPB 051-9204393 saleemranjha@gomail.com5. Imtiaz Rastgar EDB ceo@adb.gov.pk6. A. Shabbir Khan Khattak MOC ask_khattak68@yahoo.com7. Salmanul Haq Dodhy Dodhys Latex Ltd 0300-5195727 salmondodhy@hotmail.com8. Asim Ayaz EDB 0300-5322100 asimayaz21@yahoo.com9. Kanwar M. Babar EDB 0333-5314281 kmbabar@hotmail.com10. Tanweer Anwar Braham International. 0333-5219526 braham_sports@yahoo.com11. Nadeem Zia 0300-5530813 nzia66@hotmail.com12. Abdul Malik Aan Con Development 0300-5148907 malikkhichi@yahoo.comConsultants13. Aisha Makhdum MOC 9208154 sowtoip@hotmail.com14. M. Furqan MOC 9208068 Furqan62@hotmail.com15. M. Rafiq Qureshi EPB 9207642 mrqureshi@hotmail.com16. Arsalan Ahmed FTIP 9203756 Starlet782000@yahoo.com17. Atiqur Rehman FTIP 921994318. Syed Imran Ali* MINFAL Shahjee611@hotmail.com19. Ghulam Farooq* MINFAL*Attended on 17 May only.International Trade Centre Page 31

Karachi, 19-20 May 2005No. Name Organization Tel / Cell Email1. Rubina Ghangroo EPB 021-9201523 rubina.ghanroo@epb.gov.pk2. Athar Hussain EPB 0300-5541053 athar2003@hotmail.com3. Iqtedar Mobin EPB 0333-21353314. Nasir Hamid EPB 0300-2175156 nasir@hotmail.com5. Dr. Masroor Anwar EPB 021-9202714 masroo.memon@epb.gov.pk6. Mumtaz Ali EPB 021-9201522 mumtaz.ali@epb.gov.pk7. Atif Aziz EPB 021-9201509 atif.aziz@epb.gov.pk8. Qamar Zaman EPB 0333-5252573 mqzaman@hotmail.com9. Asif Khan EPB 021-9201520 aif.khan@epb.gov.pk10. Saeed Rizvi EPB 021-9202704 sshr74@yahoo.com11. Muhammad Muslim BOJ Islamabad 051-920324112. Sheraz Ahmed Khan EPZA 021-5080814 shirazkhan601@hotmail.com13. Muhammad Anwar FPCCI 0320-4307474 anwar.usman@gmail.com14. Yousuf Syed Ali PIM 021-9251718 Yousuf.syedali@gmail.com15. Muhammad IshaqSubhanKCCI 021-2419736(D)16. Ghulam Muhammad Pacific Exporters 021-2439836 Pacific_exporter@hotmail.com17. Muhammd Amjad FPCCI 021-5835533 fppci@yahoo.comQureshi18. Muhammad Iqbal Tabish FPCCI 021-5835533 fppci@yahoo.com19. Zahid Muhammadi* EPB 0300-38 3433 Inzahid@hotmail.com* Attended on 20 May only.Page 32International Trade Centre

Lahore, 26-27 May 2006No. Name Organization Tel / Cell Email1. Kiran Farooq LCCI 6305538 rnd4@lcci.org.pk2. Naqi Akbar LCCI 6305536-40 rnd4@lcci.org.pk3. M. Sharjeel Tahir SMEDA 111-111-450 shurjeel@smeda.org.pk4. Fazal Ahmed PSIC 92014325. Shahid Siraj Ali Industries 5751290-93 aqamar@brain.net.pk6. Pervaiz Iqbal PSIC 9201443-357. Imran Butt* Bismillah Jewellers 5860241 bushrajaved@hotmail.com8. Bushra Javed Bismillah Jewellers 5860241 bushrajaved@hotmail.com0300-48148229. Waheed Raza Bhatti EPB 9230657 waheedrazabhatti@hotmail.com10. Muhammad Naseer EPB 111-444-111 naseerkamboh@hotmail.com11. M. Waqas Azeem EPB 9230597 waqas1972@hotmail.com0300-422487812. M. Suleyman Khan EPB 111-444-1110300-8419998suleymanwarraich@hotmail.com13. Salman Khalid SMEDA 111-111-456 salman@smeda.org.pk14. Shaid Malik UNB 0333-9324007 s.malik2000@hotmail.com594001715. Sameera Yasin* Sure Institute 5727219 sameerayasin@gmail.com16. Imran Chaudhry SMEDA 111-111-4560300-8415264imranch@smeda.org.pk* Attended on 26 May only.International Trade Centre Page 33

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