official launch - TRTA i

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