Preparation of Market Briefs

Market Intelligence Training Programme Workbook for Exporters

PREPARATION OF MARKET BRIEFS

MARKET INTELLIGENCE TRAINING PROGRAMME

2014 1

Contents An Introduction to Market Intelligence

4

What Is Market Intelligence?

Why Is Market Intelligence Important?

Exercise: Market Intelligence How Can I Collect Information About My Target Market Examples of Market Intelligence Information Sources

International Trade Center

6

Registering for Trade Map

7

Activating your ITC Account

Center for the Promotion of Imports from Developing Countries (CBI)

9

Exploring the CBI Database Market Intelligence Platform How to Find Information on a Specific Sector

Creating the Market Briefs

15

Market Brief Completing the Market Brief

Module One: Defining Your Product

19

Product Description Identification of the Harmonized System (HS) Code Determining your (HS) Code by using TradeMap Exercise: HS Codes Profiling the Product National Tariff Lines Information on National Tariff Lines can be found on TradeMap Exercise: Complete the Market Brief

Module Two: Identifying High Potential Markets How to Choose the Right Markets Sources of Information Using Trade Map to Analyze Potential Markets Who are the Main Importers of your Product in the World Market?

Who are the main Exporters of your Product in the World Market?

What is the Trade Performance of my country in the World Market?

What are the Fasting Growing Markets in the World?

Which Market appears to be the most attractive for my products?

How do I put this information into the Market Brief Profiling the Target Market Demographic Information Exercise: Complete the Target Brief

2

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Module Three: Analyzing Market Access Conditions

39

Tariffs Using Market Access Map to Identify Tariffs Non-Tariffs Barriers (NTBS) Exercise: Complete the Market Brief

Module Four: Reaching the Target Market

44

Distribution Channels Exercise: Complete the Market Brief Pricing Exercise: Complete the Market Brief Voluntary Standards

Module Five: Export Promotion

50

Trade Fairs Mass Media Social Media Promotional Events Exercise:Complete the Market Brief

Guide to the Sources of Trade Information

55

Market Information Trade Fairs and Events Customs Tariffs Non-Tariff Barriers (NTBs)

3

An Introduction To Market Intelligence WHAT IS MARKET INTELLIGENCE? Market Intelligence is a relatively new concept to the CARIFORUM region. The term refers to the various types of information which can be collected and analyzed to assist companies in identifying the most appropriate target markets for their products or services. Once this data is compiled in an easy to read format, exporters are able to utilize it to: • • • •

Inform market entry strategies Determine high potential markets for export Identify customary requirements and typical voluntary practices in the target market, and; Identify new opportunities and risks

As a result of producing high quality market intelligence information, the competitiveness of regional brands in foreign markets can be increased.

WHY IS MARKET INTELLIGENCE IMPORTANT? Having a clear idea of markets of interest before beginning to export is crucial. The information collected puts the exporter at an advantage by possibly: • Minimizing the risk of failing to penetrate the target market successfully • Reducing any additional and unforeseen costs, and; • Providing the opportunity to analyze several other prospective markets to ensure that the best decision is made

EXERCISE: MARKET INTELLIGENCE Complete the following task: List your market intelligence needs and state why.

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An Introduction To Market Intelligence

HOW CAN I COLLECT INFORMATION ABOUT MY TARGET MARKET? Collecting this information can be done through the use of primary and/or secondary research.

Primary research is any type of research that you go out and collect yourself. It typically involves obtaining information through: • Questionnaires • Surveys • Interviews Primary research allows the researcher to be in control of the type of information collected. Exporters are able to decide what information is important and tailor the methods of obtaining the information to their specific needs.

Disadvantage: This is usually time consuming and often more expensive than utilizing secondary research.

Secondary research, on the other hand, is when you find existing information from other sources. This represents a very cost effective way of gaining basic information about your target market. There is a wide variety of information available through: • Online databases • Libraries • Publications done by Trade Promotion Organizations (TPOs) and other Business Support organizations (BSOs) and their websites and helpdesk facilities Disadvantage: Data is not always up-to-date or specific to your product of interest since general information is usually found.

EXAMPLES OF MARKET INTELLIGENCE INFORMATION SOURCES There are several sources of information on Market Intelligence which will be identified in the Appendix of this training manual. For the purpose of completing this market brief, the main source of information will be International Trade Centre (ITC) and the market analysis tools available on this datsbase. Additionally, a step by step tutorial on the use of other exporter-friendly platforms which are relevant to the completion of the brief will be provided.

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International Trade Center www.intracen.org/itc/market-info-tools/market-analysis-tools/ Most of the content on the International Trade Centre’s Market Analysis Tools is free for all users. ITC has developed five online tools: Trade Map provides - in the form of tables, graphs and maps - indicators on export performance, international demand, alternative markets and competitive markets, as well as a directory of importing and exporting companies. Trade Map covers 220 countries and territories and 5300 products.

•

Market Access Map Market Access Map has been developed by ITC to support the needs of exporters, trade support institutions trade policy makers and academic institutions in developing countries. It provides information about customs tariffs (including tariff preferences) applied by 191 countries and faced by 239 countries and territories. It also covers tariff rate quotas, trade remedies, rules and certificates of origin, bound tariffs of WTO members, non-tariff measures and trade flows

•

Investment Map The Investment Map database collects yearly Foreign Direct Investment (FDI) statistics for about 200 countries and detailed FDI sectoral and/or country breakdowns for about 115 countries. The Investment Map helps Investment Promotion Agencies identify priority sectors and competing countries for foreign investments, as well as existing and potential foreign investors. Moreover, it helps companies identify potential locations for investment abroad.

•

Trade Competitiveness Map Trade Competitiveness Map (for many known as Country Map) provides country market analysis profiles for around 240 countries and territories. Each profile provides a series of tools to facilitate strategic market research, monitor national and sectoral trade and macro-economic performance and design trade development strategies.

• Standards Map Standards Map provides information on over 130 standards, codes of conduct, audit protocols and more.

These five tools collectively help improve transparency in international trade. They enable companies and trade support institutions to identify export and import opportunities and compare market-access requirements, and they help policymakers monitor national trade performance and prepare for trade negotiations. To access the tools register at the portal (ITC, 2014).

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Registering for Trade Map STEP 1.

Go to

www.trademap.org

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Registering for Trade Map

STEP 2.

Fill out the requested information to register to use the Market Analysis Tools

ACTIVATING YOUR ITC ACCOUNT • An email will be sent to the personal email address which you have provided.

• Click the link in the email to activate your ITC account.

• Use the user name and password that you selected during registration to access your account.

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Centre for the Promotion of Imports from Developing Countries (CBI) Agency of the Netherlands Ministry of Foreign Affairs http://www.cbi.eu/marketintel_platform The CBI Market Intelligence Platform provides up-to-date European Union (EU) market insights. It is a valuable source of intelligence for exporters to prepare and maintain their export marketing activities (CBI, 2014).

EXPLORING THE CBI DATABASE FOR MARKET INFORMATION: STEP 1.

Go to the CBI homepage and select the Market Information tab

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Center for the Promotion of Imports from Developing Countries

This action will lead users to the Market Intelligence Platform.

MARKET INTELLIGENCE PLATFORM: STEP 2.

Users can select their market sector in the drop down tab to view information such as market trends, trade statistics, EU buyer requirements and more.

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Center for the Promotion of Imports from Developing Countries

HOW TO FIND INFORMATION ON A SPECIFIC SECTOR After selecting your market sector in the drop down tab, this information will appear:

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Center for the Promotion of Imports from Developing Countries

Here is an example of the information which can be obtained when users click on: 1. Trends This page gives an organized and comprehensive picture of the current state of consumer preferences on the global market.

Political

Genetic modification, WTO negotiations and Phytosanitary controls, MRL control systemsSocial

Social

Pure and natural, Health, Ageing population and Changing lifestyles

Technological

New flavours, Information technology and Digitalisation, Convenience/ ready-to-eat

Economical

Emerging markets, Retailer concentration and Niche markets, Economic crisis

Environmental

CSR, Shortage raw materials, Labelling and certification

2. Competition This page provides a concise breakdown of the key areas of competition to consider when exporting.

Buyer Power New Entrants Rivalry Substitutes Supplier Power

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Center for the Promotion of Imports from Developing Countries

3. Channels and Segments This page looks at the exporting process and shows developments along the global value chain for different channels and segments.

4. Trade Statistics This page provides an exploration, of trade statistics and their relevance to your exporting needs using brief videos for easy reference and also gives the option of perusing detailed research papers for further information.

http://www.cbi.eu/marketintel_platform/processed-fruit-and-vegetables-and-edible-nuts/177430/tradewatch

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Center for the Promotion of Imports from Developing Countries

5. Inside A Buyer’s Brain This page is an analysis of the various factors which exporters consider when trying to successfully export their goods to a target market.

Market Brain

Economic Pressure Negative image CSR and ethical HR Counterfeiting Energy efficiency Localised production and smoother supply routes

Channel Brain

Professional QA Responsible for technical compliance Long-term relationships based on shared values Full compliance with legislative (and market) requirements Always have enough resources Unreliable, slow or dishonest Buyers cutting supplier numbers

Money Brain

Price in terms of ‘landed cost’ Many buyers arrange for freight and logistics themselves Competent freight forwarders Local warehousing and process costing are on the rise Higher quality and a better “look and feel” Outsourced production

Communication Brain

Communicate in good English Bad news is better than no news Excellent promotional material Defective communication lines Initiate face-to-face visits Professionalism Trust

6. EU Support Organizations This page provides information on and links to, agencies such as: • • • • •

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European Fruit Juice Association FoodDrinkEurope PROFEL, European Association of Fruit and Vegetable Processing Industries UNESDA (Union of European Soft Drinks Associations) National Dried Fruit Trade Association (NDFTA)

Center for the Promotion of Imports from Developing Countries

7. Product Factsheet This page provides practical and easy-to-understand market insights on your export product. Some examples of the information provided are: • CBI Product Factsheet for Edible Nuts and Dried Fruits in the EU • CBI Product Factsheet for Frozen Fruit and Vegetables in the EU • CBI Product Factsheet for Jams, Jellies, Purees and Marmalades in the EU 8. EU Buyer Requirements This page provides information on buyer requirements which can be divided into: • •

•

Musts - requirements you must meet in order to enter the market Common requirements - those most of your competitors have already implemented, ones you need to comply with in order to keep up with the market Niche market requirements - for specific segments Niche

Rainforest Alliance, Fair Trade, Organic

Common

Sustainability, Food Safety Certification

Technological

Food contact materials, Composition, Labelling, Food contamination, Food safety and control

9. Database This page provides information on: • Tailored intelligence • Policy intelligence • Export intelligence

CREATING THE MARKET BRIEFS Market briefs represent an effective tool for presenting data collected on potential markets in a way which is easy to understand. Given the fact that exporters usually have little time to plough through tedious and complicated market research publications, the tool provides information on areas which are important for exporting in a succinct and well organized manner. Data sources are also included for further reading and analysis if the exporter so desires.

These briefs are flexible enough to include areas which exporters are directly interested in. If another area of export interests you, these fields can simply be altered or more sections can be added to fit the desired information. But remember the document is designed to be easy to read and not cluttered. Try to include key information and leave links to sites or other databases where further reading can be done.

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Center for the Promotion of Imports from Developing Countries

Key features of a Market Brief Topics

Description

Product Description

What product is being offered?

Market Overview

General Production, Consumption and Trade Data

Market Characteristics 1. Demand 2.

3.

4.

5.

6.

Market Access Prices Distribution Channels Packaging and labelling Market Prospects

7. Trade/Sales Promotion 8. Useful addresses

Features of demand - what is the product used for and what preferences and requirements does the market have Tariff and Non-Tariff Barriers Prices paid and trends How will the product reach the consumer What are the requirements for packaging and labelling the product Forecasting growth trends, competition, consumption patterns, options to exploit in the future How the product can be promoted - trade fairs, media, etc.

Associations, research bodies, consulting firms, specialized media etc.

Take a look at the template of the Market Brief, which covers the basic information required to export:

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Center for the Promotion of Imports from Developing Countries

MARKET BRIEF PRODUCT TO TARGET MARKET MONTH/YEAR

THE PRODUCT High Resoution Picture Of The Product

Brief Description Of The Product, Its Distinctive Features And Why It Is A Product With Opportunities To Be Exported Total National Production: Total National Exports : Average [Unit] Value: Hs Code: National Tariff Line: Tariff Line In [Target Market]:

[If Data Available] [Latest Data Available] [If Data Available] [00.00.00] [00.00.00.00.00] [00.00.00.00.00]

TARGET MARKET World Map Or Regional Map Highlighting Target Market’s Country Location

Pie Graph Showing Market Shares Of Main Suppliers Of The Selected Product To The Target Market

Population:

[Latest Data Available]

% Growth

%

GDP Per Cap:

[Latest Data Available]

% Growth

%

Capital:

[Latest Data Available]

Major Cities:

[Latest Data Available]:

Currency:

[Latest Data Available]

Languages: Religions:

[Latest Data Available] [Latest Data Available]

Line graph of target market’s imports growth of the selected product in the last 5 to 10 years

Comments on yearly import seasonality

Short comments and relevant facts on Market segmentation

Total value of imports of [product] :

[Latest Data Available]

Total value of Imports of [product] from [your country]:

[Latest Data Available]

Average import [unit] value:

[Latest Data Available]

Short comments and relevant facts on quantity and price trends]

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Center for the Promotion of Imports from Developing Countries

MARKET ACCESS Short description of integration and tariff-related aspects • Is the target market’s country a member of WTO and/or an integration scheme?

• Based on that, does your country benefit from a preferential treatment in the target market?

General Applied Tariff:

[Latest Data Available]

Certification:

Tariff Applied To [Your Country] :

[Latest Data Available]

Tariff Applied To Main Competitors:

[Latest Data Available]

Other Import Duties To Be Paid:

[Latest Data Available]

Requirements For Obtaining A Certificate Of Origin Or Any Other Mandatory Certification To Benefit From Tariff Preferences, If Needed.

Other Regulatory Requirements To Comply With: (Latest Data Available On Tbts And Sps, If Applicable)

Packaging requirements: (Insert pictures or refer to external sources of information, if necessary)

Labelling requirements: (Insert pictures or refer to external sources of information, if necessary)

Distribution channels:

Prices and pricing aspects in major distribution channels:

Voluntary standards: (Existing voluntary standards that may apply for accessing special market niches)

Export development & export promotion: • Key relevant trade shows for this product in the target market or region • Current export development and export promotion programmes/events at [your institution] • Other national/regional initiatives to support production and exports.

MARKET BRIEFS (Market Pointers) is the brand name of a methodology and format designed by the International Trade Centre ITC and facilitated to [your institution] by Caribbean Export Development Agency.

COMPLETING THE MARKET BRIEF Now that you have been provided with an introduction to Market Intelligence, the following modules will examine the key areas which exporters will need to be aware of in order to successfully penetrate their target market. In addition to looking at each area, sources of market research will be identified and their uses briefly explained in the context of completing a Market Brief.

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MODULE ONE: DEFINING YOUR PRODUCT PRODUCT DESCRIPTION As an exporter, you should be able to clearly describe your product offering. This description should include factors such as: • The name of the product • Product characteristics (e.g. ingredients or materials, size, shelf life) • Product end use (the intended purpose of the product and any other possible uses) • Intended consumers For example:

Women’s Hooded Cotton Sweatshirts (From Haiti to Canada) Commonly known as the “hoodie”, these cotton sweatshirts are a piece of clothing to cover the upper-body and protect against the elements. They feature a hood with a drawstring to tighten depending on one’s preference. Additionally, some include a zipper down the front and large pockets. They can be offered in a variety of colours, with different designs and logos to suit the tastes of the consumers. These articles of clothing are typically popular among middle class women of all age groups who frequently exercise or enjoy outdoor activities, as well as college and university students who place the logo or emblem of their institution on the outer part of the hoodie.

The added value of our product comes from the utilization of organic cotton and the hoodies are manufactured in factories in Haiti which follow voluntary environmental and labour standards. Also, it is possible to move along the global value chain through the collaboration between the Dominican Republic and Haiti, whereby the Dominican Republic provides the raw materials including designs, fabric, printing, and embroidery, while Haiti facilitates the manufacturing and exportation process. This adds to the overall economic development of the island of Hispaniola.

Apart from the United States, a country where Haiti has already gained a significant share of the market; Canada presents several new opportunities for export based on its position as the second largest importer of HS61.10.20 (pullovers, cardigans, and similar articles of cotton, knitted) with a 2012 value of USD $660,000. Specifically, the city of Quebec has been identified as a potential market for this product. This is due to a pre-existing relationship which can be explained by factors such as a common language and a large Haitian diaspora living in Quebec.

It is expected that the demand for women’s hooded sweatshirts (HS 61.10.20.00.92 ) will increase during the cooler periods of the year in Canada such as autumn and winter, although depending on consumer preference and use, the demand may be year round.

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Module One: Defining Your Product

IDENTIFICATION OF THE HARMONIZED SYSTEM (HS) CODE In order to export, it is necessary to be aware of the HS code under which your product falls. This term refers to the Harmonized Commodity Description and Coding System, and is used as an international standard so that importers and exporters can declare their products to customs. These codes are administered by the World Customs Organization (WCO) and can determine:­ • the duty that a product will face; • its ability to be imported or exported; and • how it should be treated by customs Here is an example of the HS coding structure in general, and then specifically for Dairy products (milk).

Product Live animals Meat and edible meat offal Fish and crustaceans, Molluscs and other Aquatic Invertebrates Dairy products, eggs, honey, edible animal products nes Milk and cream, not concentrated nor sweetened Milk not concentrated and unsweetened not exceeding 1% fat Milk not concentrated & unsweetened exceeding 1% not exceeding 6% fat Milk and cream not concentrated and unsweetened exceeding 6% fat Products of animal origin nes

Code

01 02 03 04 0401 040110 040120 040130 05

The six digits can be broken down into three parts. The first two digits (HS-2) identify the chapter under which the goods are classified in, e.g 04 = Dairy products, eggs, honey, edible animal products nes. The next two digits (HS-4) identify groupings within that chapter, e.g. 04.01 = Milk and cream, not concentrated nor sweetened.

The next two digits (HS-6) are even more specific, e.g 04.01.10 Milk not concentrated and unsweetened not exceeding 1% fat.

Up to the HS-6 digit level, countries have classification codes which are identical. Beyond this, countries are free to introduce national distinctions for tariffs by adding more digits to make the HS classification of products even more specific. This greater level of specificity is referred to as the national tariff line level.

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Module One: Defining Your Product

DETERMINING YOUR HS CODE BY USING TRADE MAP STEP 1.

Log into Trade Map

STEP 2.

Enter the type of information you are looking for in the Selection Menu • Imports or Exports • The product • The country of origin and; • The target country

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Module One: Defining Your Product

For example: Enter Exports of Single Product 2103 - Sauces mixed condiments and mixed seasonings From the Country Saint Lucia To the Partner World Select Trade Indicators Trade Indicators: Select this tab if you want to view raw data and other indicators such as growth trends and the market shares of various countries. Trade indicators are pre-calculated before uploading in the database and are updated twice a year Time Series (yearly, quarterly and monthly): Select this tab if you want to view data over several years, quarters or months.

STEP 3.

Determine the HS Code for your product based on its characteristics.

Users can view the products at the 4, 6 or 10 digit level if desired.

EXERCISE: HS CODES Task: In your groups, identify the HS code of a product from each group member’s business.

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Module One: Defining Your Product

Profiling the Product NATIONAL TARIFF LINES What are National Tariff Lines?

These are the classification codes applied to merchandise goods by individual countries that are longer than the HS six digit level. National Tariff Lines (NTL) can go from 8 digits to 12 digits and are used to classify goods where the Harmonized System classification stops.

Why are National Tariff Lines important?

Identifying the tariff lines used for your product will enable you to determine what tariff rates will be applied in your target market. It is up to each country to decide how to further classify their products after the six digit level. For this reason, National Tariff Line codes can vary from country to country.

Here is an example of an HS Code for fruit and the National Tariff Line for the United States: HS - International Standard 08

Edible fruit and nuts; peel of citrus fruit or melons

08.04

Dates, figs, pineapples, avocados, guavas, mangoes and mangosteens, fresh or dried.

08.04.50

Guavas, mangoes and mangosteens

United States National Tariff Line 08.04.50.80.00

Guavas, mangoes and mangosteens dried

08.04.50.60.80

Guavas and mangosteens, fresh, if entered during the period June 1 to August 31, of the following year, inclusive

08.04.50.40.40

Mangoes, fresh, if entered during the period from September 1, in any year, to the following May 31, inclusive

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Module One: Defining Your Product

INFORMATION ON NATIONAL TARIFF LINES CAN BE FOUND ON TRADE MAP STEP 1.

Select the 'Advanced Search' option

STEP 2.

Select the ‘At Tariff Line Level’ option

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Module One: Defining Your Product

STEP 3.

Enter the country of interest and any key words relevant to your search

STEP 4.

Choose the appropriate national tariff line based on your product classification

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Module One: Defining Your Product

MARKET BRIEF

EXERCISE: COMPLETE THE MARKET BRIEF

PRODUCT TO TARGET With the information andMARKET data sources previously provided, complete the following task: •MONTH/YEAR Choose one product for export and one target market to complete the table below.

THE PRODUCT High Resoution Picture Of The Product

Brief Description Of The Product, Its Distinctive Features And Why It Is A Product With Opportunities To Be Exported Total National Production: Total National Exports : Average [Unit] Value: Hs Code: National Tariff Line: Tariff Line In [Target Market]:

[If Data Available] [Latest Data Available] [If Data Available] [00.00.00] [00.00.00.00.00] [00.00.00.00.00]

TARGET MARKET World Map Or Regional Map Highlighting Target

Pie Graph Showing Market Shares Of Main Suppliers Of The Selected Product To The Target Market

Population:

[Latest Data Available]

% Growth

%

GDP Per Cap:

[Latest Data Available]

% Growth

%

Capital:

[Latest Data Available]

Major Cities:

[Latest Data Available]:

Currency:

[Latest Data Available]

Languages: Religions:

[Latest Data Available] [Latest Data Available]

Line graph of target market’s imports growth of the selected product in the last 5 to 10 years

Comments on yearly import seasonality

Short comments and relevant facts on Market segmentation

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Total value of imports of [product] :

[Latest Data Available]

Total value of Imports of [product] from [your country]:

[Latest Data Available]

Average import [unit] value:

[Latest Data Available]

Short comments and relevant facts on quantity and price trends]

MODULE TWO: IDENTIFYING HIGH POTENTIAL MARKETS HOW TO CHOOSE THE RIGHT MARKETS Being aware of what is going on in the world market is key to finding high potential countries to target for the export of your product. Some important things to consider are: • Who are the main importers of your product in the world market?

• Who are the main exporters of your product in the world market?

• What is the trade performance of my country in the world market?

• What are the fasting growing markets in the world?

SOURCES OF INFORMATION There are several sources of information which can be used to answer these questions: • International institutions:

• UN COMTRADE - http://comtrade.un.org/

• ITCs Market Analysis Tools - www.intracen.org/marketanalysis

• Food and Agriculture Organization (FAO) - www.fao.org

• International Monetary Fund (IMF) - www.imf.org

• World Bank - www.worldbank.org

• World Trade Organization - www.wto.org

• UN Conference on Trade and Development - www.unctad.org

• UN Industrial Development Organization - www.unido.org • Regional Organizations:

• EUROSTAT - europa.eu.int

• Inter-American Development Bank (BID) - DataINTAL www.iadb.org/dataintal

• Asia-Pacific Economic Cooperation (APEC) - www.apecsec.org.sg • Private Sector:

• Global Trade Atlas and World Trade Atlas - www.gti.com

• The Economist Intelligence Unit (EIU) - www.eiu.com

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Module Two: Identifying High Potential Markets

USING TRADE MAP TO ANALYZE POTENTIAL MARKETS STEP 1.

Enter the necessary information in the selection menu For example, if your product is bananas:

SELECT: • Imports • HS code 0803 - Bananas and plantains, fresh or dried • Trade Indicators

WHO ARE THE MAIN IMPORTERS OF YOUR PRODUCT IN THE WORLD MARKET? STEP 2.

View various trade indicators for your product and importing countries World Importers of HS0803 - Bananas and plantains, fresh or dried

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Module Two: Identifying High Potential Markets

WHO ARE THE MAIN EXPORTERS OF YOUR PRODUCT IN THE WORLD MARKET? STEP 3.

Change the criteria to exports to see world exporters of your product World Exporters of HS0803 - Bananas and plantains, fresh or dried

WHAT IS THE TRADE PERFORMANCE OF MY COUNTRY IN THE WORLD MARKET? STEP 3.

Select your country and your partner to view exports of the product from your country to another.

For example: • Select Saint Vincent and the Grenadines • Select ‘All’ to show banana exports from Saint Vincent and the Grenadines to each country The various importing markets of the product exported by your country will appear.

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Module Two: Identifying High Potential Markets

Saint Vincent and the Grenadines exports bananas to the following top 3 markets: 1) Barbados - with an export value of USD $681,000 2) Trinidad and Tobago - with an export value of USD $397,000 3) United Kingdom - with an export value of USD $215,000

WHAT ARE THE FASTING GROWING MARKETS IN THE WORLD? STEP 4.

To identify the fastest growing markets for your product: • • • • • •

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Select ‘All’ for BOTH country and partner Select Imports Select Trade indicators Select ‘by country’ View the information as a Graph And select ‘annual growth in value’ as the second trade indicator

Module Two: Identifying High Potential Markets

This graph shows: • The countries which import bananas • The import value of these countries • The annual growth in value of imports for these countries

The three largest import markets of bananas are the USA, Belgium, and Germany, of which only the USA showed positive growth over the 2008-2012 period.

Opportunities also exist in Russia, the United Kingdom, China, Angola and Argentina.

Other factors for determining markets of interest: • Geographical Proximity • Cost of air, land and sea freight (logistics) • Existing trade relations • Trade agreements (preferential, partial scope, multilateral, bilateral etc) • Membership in customs unions

WHICH MARKET APPEARS TO BE THE MOST ATTRACTIVE FOR MY PRODUCT? Given all the data collected from Trade Map, and considering the other factors for determining markets of interest, these countries stand out:

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Module Two: Identifying High Potential Markets

USA – This market is relatively close in proximity and trade relationships exist particularly through the Caribbean Basin Trade and Partnership Act. United Kingdom – This is a familiar market for CARIFORUM exports and trade has been enhanced through the CARIFORUM-European Union Economic Partnership Agreement (EPA) Argentina – This Latin American market is relatively close in proximity. In the future, CARIFORUM efforts will be geared towards enhancing trade with our neighbours in the South.

HOW DO I PUT THIS INFORMATION INTO THE MARKET BRIEF? Using a pie chart The market brief requires a pie chart showing market shares of main suppliers of the selected product to the target market. To do this:

STEP 1.

Select the market of interest and the required criteria including: • Imports • Yearly Time Series • By country

STEP 2.

Export the data table to Excel:

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Module Two: Identifying High Potential Markets

STEP 3.

View the data table Excel

STEP 4.

For a simplified pie chart, use the values from the latest year available. In this case, the imported value in 2013.

You may delete the values from the other years.

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Module Two: Identifying High Potential Markets

STEP 5.

To create the pie chart in Excel, go to: • Insert • Pie • 2d Pie Always label your charts and graphs to show what is being represented. For example "Main suppliers of bananas to the USA"

Using a line graph The market brief requires a line graph of the target market's import growth of the selected product in the last 5 to 10 years.

Using the same data table in the Excel document from the example above:

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Module Two: Identifying High Potential Markets

STEP 1.

Use the values for the ‘World’ only. You may delete the values for individual countries.

STEP 2.

To create the line graph in excel go to: • Insert • Line • 2d Line.

Always label your charts and graphs to show what is being represented. For example “USA’s import growth of bananas from 2009-2013”

PROFILING THE TARGET MARKET Exporters can get a better understanding of their market of interest by identifying various characteristics which will influence their export strategy.

DEMOGRAPHIC INFORMATION Identify demographic information including: • Population size: This shows the total number of consumers in the target market.

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Module Two: Identifying High Potential Markets

• Currency: This enables exporters to identify the exchange rates, determine typical fluctuations in currency, and choose a suitable price for the product.

• Religions: The religious beliefs of a population may have an impact on the type of products which are consumed.

• Capital and major cities: These are likely to be more populated and could provide a lucrative consumer base depending on the product.

• Languages: This helps exporters to identify the best way to label and package the product so that consumers can understand. It is also crucial to know the language in which communication with contacts in the target market will be done, and determine if translation services will be necessary.

Using the World Bank Database to find demographic information

STEP 1.

Go to data.worldbank.org

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Module Two: Identifying High Potential Markets

STEP 2.

Select Indicators

STEP 3.

Select desired indicators for more information The table below shows only some of the indicators which appear. Users can click on the indicators to reveal additional facts and figures.

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Module Two: Identifying High Potential Markets

EXERCISE: COMPLETE THE MARKET BRIEF TARGET MARKET World Map Or Regional Map Highlighting Target Market’s Country Location

Pie Graph Showing Market Shares Of Main Suppliers Of The Selected Product To The Target Market

Population:

[Latest Data Available]

% Growth

%

GDP Per Cap:

[Latest Data Available]

% Growth

%

Capital:

[Latest Data Available]

Major Cities:

[Latest Data Available]:

Currency:

[Latest Data Available]

Languages: Religions:

[Latest Data Available] [Latest Data Available]

Line graph of target market’s imports growth of the selected product in the last 5 to 10 years

Comments on yearly import seasonality

Short comments and relevant facts on Market segmentation

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Total value of imports of [product] :

[Latest Data Available]

Total value of Imports of [product] from [your country]:

[Latest Data Available]

Average import [unit] value:

[Latest Data Available]

Short comments and relevant facts on quantity and price trends]

MODULE THREE: ANALYZING MARKET ACCESS CONDITIONS

Exporters must be aware of the different conditions under which their products can gain access to the markets of interest. These conditions vary from country to country and adhering to these requirements usually determines whether or not products are allowed entry.

Typically, market access conditions take the form of Tariffs and Non-tariff barriers (also called non-tariff measures).

What are Tariffs?

• • • • •

Customs duties on merchandise imports A source of government revenue Collected by customs Can be expressed as a percentage of the value (ad valorem tariff - 20%) Can be expressed as a fixed amount per quantity (specific tariff - $40 per kg)

What are Non- tariff barriers (NTBs)?

• • •

These restrict imports without using tariffs They are applied by governments They can take the form of import bans, import licenses, anti-dumping practices, packaging and labelling standards, export subsidies, countervailing duties, and other taxes.

TARIFFS Sources of data to identify tariffs are: 1. Market Access Map - www.macmap.org 2. EU Export Helpdesk: http://exporthelp.europa.eu/index_ar.html 3. TARIC - Tarif EU: http://ec.europa.eu/taxation_customs/dds2/taric/taric_consultation.jsp?Lang=en 4. USA - International Trade Commission: http://dataweb.usitc.gov/scripts/tariff_current.asp 5. Information on negotiations: www.bilaterals.org

39

Module Three: Analyzing Market Access Conditions

USING MARKET ACCESS MAP TO IDENTIFY TARIFFS STEP 1.

Log into Market Access Map

STEP 2.

Select the importing country and the product to be analyzed.

An exporting country can be chosen for specific information on the tariff regime which is applied.

If no exporting country is chosen, information on the tariff regime applied to all exporters of the selected product will be provided.

40

Module Three: Analyzing Market Access Conditions

STEP 3.

Identify the tariff from the list provided.

NON-TARIFF BARRIERS (NTBS) Certification requirements Many countries require a Certificate of Origin for certain products before access to the market can be granted.

Information on the origin of the product is necessary to identify the tariffs which may be applied and to determine if the goods can even be imported at all.

Documentation The following are some examples of documentation which countries in the European Union may require: Commercial invoice: This is a record or evidence of the transaction between the exporter and the importer. Once the goods are available, the exporter issues a commercial invoice to the importer in order to charge him for the goods. The invoice typically contains information including: • • • • • • • • •

Information on the exporter and the importer (name and address) Date of issue Invoice number Description of the goods (name, quality, etc.)

Unit of measure Quantity of goods Unit value Total item value Total invoice value and currency of payment

41

Module Three: Analyzing Market Access Conditions

• The terms of payment (method and date of payment, discounts, etc) • The terms of delivery • Means of transport Customs value declaration: This must be presented to customs authorities in the European Union where the value of the imported goods exceeds €10,000. The document must be presented with the Single Administrative Document (SAD). It allows the relevant tariff duties to be applied.

Freight insurance: This insurance covers common risks during handling, storing, loading or transporting cargo, and rare risks such as riots, strikes or terrorism.

Packing list: The packing list is an inventory of the incoming cargo required for customs clearance and accompanying the commercial invoice and the transport documents.

Single Administrative Document (SAD): All goods imported into the EU must be declared to the customs authorities of the respective EU country using the Single Administrative Document (SAD) which is the common import declaration form for all the EU countries.

For more information visit European Commission Trade Export Help Desk: http://exporthelp.europa.eu/thdapp/display.htm? page=rt/rt_DocumentsForCustomsClearance.html&docType=main&language=EN Packaging and Labelling requirements Packaging and labelling your products appropriately will ensure that the mandatory requirements of your target market, as well as the typical consumer requirements are met.

Packaging Packaging typically serves as a way to store, protect and preserve your product while contributing to its overall presentation and aesthetics to attract the consumer. There are several advantages of appropriately packaging your goods: • Physical protection - Products must be able to withstand the process of exportation and exporters should take time to consider the packaging which will be used in transporting goods to prevent any damages from occurring. Often, products are transported through different modes before reaching their final destination and it is important to have suitable packaging for each mode. Proper packaging will provide protection against shock, vibration, temperature, moisture and dust.

• Marketing - Products are appealing to consumers when the packaging adds to the convenience associated with its use. Some important features are used in distribution, handling, display, sale, opening, use and reuse.

• Security - Some methods of packaging help to prevent theft and include using dye-packs, electronic surveillance tags, and safety seals. Packaging can also help verify authenticity by using seals which indicate that the package and contents are original.

42

Module Three: Analyzing Market Access Conditions

Labelling Exporters must also be aware of the important information which should appear on the product. Label the goods clearly and appropriately to prevent them from being delayed at customs or being lost in transit.

Examples of standard information include: • Shipper's mark • Country of origin • Weight marking (in pounds and in kilograms) • Number of packages and size of cases (in inches and centimetres) • Handling marks (international pictorial symbols) • Cautionary markings, such as "This Side Up." • Port of entry • Labels for hazardous materials Sources of information on packaging and labelling: • World Packaging Organization (WPO) - www.worldpackaging.org This website provides a directory of its member companies and organizations.

• The Internal Association of Packaging Research Institutes - http://www.iapriweb.org/

EXERCISE: COMPLETE THE MARKET BRIEF MARKET ACCESS Short description of integration and tariff-related aspects • Is the target market’s country a member of WTO and/or an integration scheme?

• Based on that, does your country benefit from a preferential treatment in the target market?

General Applied Tariff:

[Latest Data Available]

Certification:

Tariff Applied To [Your Country] :

[Latest Data Available]

Tariff Applied To Main Competitors:

[Latest Data Available]

Other Import Duties To Be Paid:

[Latest Data Available]

Requirements For Obtaining A Certificate Of Origin Or Any Other Mandatory Certification To Benefit From Tariff Preferences, If Needed.

Other Regulatory Requirements To Comply With: (Latest Data Available On Tbts And Sps, If Applicable)

Packaging requirements: (Insert pictures or refer to external sources of information, if necessary)

Labelling requirements: (Insert pictures or refer to external sources of information, if necessary)

43

MODULE FOUR: REACHING THE TARGET MARKET DISTRIBUTION CHANNELS There are various methods which can be used to reach the target market and are dependent upon the exporter.

When considering channels of distribution key facts to have in mind are: • What is the right way for your product to reach the consumer?

• Direct to consumer

• Indirectly through distributors Factors to consider for direct distribution: Benefits: • Closer to end-consumer • Greater technical knowledge on product offering • Higher profit margins Risks: • Increased cost of distribution • Limited distribution network and internal capacity • Limited contact with consumers in larger territories Factors to consider for indirect distribution: Benefits: • Wide distribution network • Benefits from skills and experience of intermediaries • Well-established distributors are trusted by consumers • Distributors assume the final shipping expense Risks • Depends on intermediaries to act in company’s best interest • Share profits with intermediaries • Exporters may be unfamiliar with end consumers • Distributors may also handle the products of competitors Your choice of distribution depends on: • Product characteristics • Existing distribution patterns • Availability of reliable intermediaries • Capacity and experience

44

Module Four: Reaching The Target Market

Sources of information on distribution: • Government/ Institutional sources for the importing country (CBI, TFOC, SIPPO, JETRO, etc.)

• Commercial information providers (EIU, Reuters, Euromonitor) • Several sites on Internet EMarket Services FITA Trading Hub Alibaba BIZ Europe Great Indian Bazar IBOC IMEX Tenders

http://www.emarketservices.com http://www.fita.org/tradehub.html http://www.alibaba.com http://www.bizeurope.com http://www.infobanc.com/ http://www.iboc.gc.ca/menu-e.asp http://www.imex.com/

EXERCISE: COMPLETE THE MARKET BRIEF Distribution channels:

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Module Four: Reaching The Target Market

PRICING Setting the right price for your product will ensure that it is able to compete in the target market. This can be done by comparing the prices of similar products in the market of interest with your price. Be sure to consider the cost of manufacturing and distribution when making your decision.

When making comparisons between your price and a competitor, finding reliable sources of information depends on the product. For example: 1. Commodities and agricultural/food products

• These are much easier to track

• Established price information sources exist 2. Manufactured products

• These can vary

• No regular pricing services exist Categories of Sources Primary Sources: the Market Place, Producers, suppliers & manufacturers • Direct contacts • Catalogues • Online shops • Price lists

46

Module Four: Reaching The Target Market

Secondary Sources • Trade journals (printed or electronic) • Specialized databases (Reuters, ITC Market News Service) • ITC Online Library sources (periodicals, annual publications, reports, websites) Selected Sources of Information on Pricing Commodities

UNCTAD Commodity Price Bulletin and Online Infocomm http://www.unctad.info/infocomm/ World Bank Commodity Price Data Pinksheets http://www.worldbank.org/prospects/pinksheets/ FAO Food Outlook http://www.fao.org/giews/english/fo/index.htm ITC Market News Service http://www.intracen.org/exporters/Market-News-Service/ Public Ledger http://www.public-ledger.com (password required) IndiaMART http://finance.indiamart.com/markets/commodity

Agro-Food

Fruitnet – Fresh Produce Portal www.fruitnet.com Fishery Products http://www.globefish.org/ Agricultural Products, Livestock, Dairy Products and Meat http://usda.mannlib.cornell.edu/ World Market Trade http://www.fas.usda.gov/currwmt.asp Today’s Mrket Prices http://www.todaymarket.com

Coffe, Cocoa, Oil, Fats and Oil Seeds

F.O. Licht’s International Coffee Report http://www.agra-net.com/ Daily Prices of Cocoa Beans http://www.icco.org/ Oil world http://www.oilworld.de

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Module Four: Reaching The Target Market

Hides and Skins, Leather, Leather Clothing and Articles

Trade Link International http://www.stormloader.com/tli/prices.htm

Medicinal Plants

Bulk Rainforest Botanicals http://www.rain-tree.com/bulkprod.htm

Equipment, Machinery and Hand-Tools

RS On-line (Primary source: specialized catalogue) http://rswww.com

Retail Catalogues

Sears http://www.sears.com J.C. Penny http://www2.jcpenny.com Argos http://www.argos.co.uk Catalink - Mail Order Catalogue Portal http://www.catalink.co.uk IKEA http://www.ikea.com

EXERCISE: COMPLETE THE MARKET BRIEF Prices and pricing aspects in major distribution channels:

48

Module Four: Reaching The Target Market

VOLUNTARY STANDARDS Voluntary standards are usually developed by non-governmental entities such as businesses and non-profit organizations. In recent years, consumers have become more interested in the products that they are purchasing and as such, require more information about them. Some conscious consumers prefer that the products are manufactured and produced in a certain way.

Facts about voluntary standards: • Compliance is not legally required • The standards seek to protect social rights, conserve the environment, promote good agricultural practices, ensure food security etc.

• The standards fall outside the World Trade Organization (WTO) framework.

Go to http://www.standardsmap.org/ for more information

49

MODULE FIVE: EXPORT PROMOTION TRADE FAIRS Identifying trade fairs specific to your product will enable you to meet potential contacts, network with key players in the industry, place orders with consumers, check out competing products, become more aware of the market.

Selling products should not be the main factor in attending a trade fair, but rather, focus on gaining as much information as possible on new market trends and competitor strategies.

Types of trade fairs: • • • • • • • •

General Trade Fairs for Capital and Consumer Goods Trade Fairs for Capital Goods Trade Fairs for Consumer Goods For trade only For consumers Hybrid For specialists Virtual trade fair

Factors to consider before choosing a trade fair to attend: • • • • • • •

50

How important is it to your sector?

Does it have local, national or international appeal?

How long has the fair been in existence?

Will there be exhibits from your competitors at the trade fair?

How easy is it to get your products to the location?

What time of the year is the trade fair held?

Are there any other important political or economic factors which could impact attendance?

Module Five: Export Promotion

Key databases for information on trade fairs Trade Show News Network - www.tsnn.com

All World Exhibitions - www.allworldexhibitions.com

51

Module Five: Export Promotion

10 Times (previously Biz trade shows) www.10times.com

Events Eye - www.eventseye.com

52

Module Five: Export Promotion

Association of the German Trade Fair Industry - www.auma.de

MASS MEDIA The use of mass media is becoming very important in product promotion. Businesses have taken to newspaper, radio and television advertisements with memorable scenarios and catchy phrases to influence consumers into buying their products.

SOCIAL MEDIA In the new age of social media, consumers look for products to be promoted on platforms such as Facebook, Twitter, Instagram, and YouTube, to name a few. If this route is taken, it is necessary to have a functional and interactive account where consumers can ask questions and find out more information about your product.

Additionally, these pages must be updated constantly.

53

Module Five: Export Promotion

PROMOTIONAL EVENTS Product launches represent an effective way of capturing a new or existing target market. Showcasing sales and discounted products at various times will encourage buyers to take advantage of these promotions and return in the future.

Utilizing Trade Promotion Organizations Businesses can be featured on their databases and in their company directories so that persons looking for exporters of a particular product can have easy access to the necessary contact information Exporters can also form relationships with the BSOs in the target markets to obtain information and possibly receive assistance where necessary.

important market

Trade Missions Exporters should consider going to the target market to present the product and explore and pursue trade opportunities, liaise with important contacts and meet possible distributors. It would be helpful to see how similar products are treated in the domestic market, how they are placed on the shelves of supermarkets and, what type of packaging and labelling will be required to stand out.

EXERCISE: COMPLETE MARKET BRIEF Export development & export promotion: • Key relevant trade shows for this product in the target market or region • Current export development and export promotion programmes/events at [your institution] • Other national/regional initiatives to support production and exp

54

GUIDE TO THE SOURCES OF TRADE INFORMATION MARKET INFORMATION Agra Informa www.agra-net.com/portal2/ Agra Europe, a sub-section of Agra Informa, is a leading publisher of newsletters, legislation reference sources, special reports and market studies on agriculture, agribusiness and the food industry, including daily news and periodical reports such as Public Ledger. This renowned soft and agricultural commodities report provides market news, analysis and prices, covering more than 700 commodities, including grains, oils and oilseeds, feeds and softs. Among the specialist commodities are dried fruit and nuts, spices, essential oils and honey.

The Public Ledger also looks in-depth at related areas including biofuels, biotechnology, commodity exchanges, weather and freight. The website also contains a continually updated statistical database providing current and historical data and forecasts for world sugar, molasses, alcohol, coffee and tea markets.

British Broadcasting Corporation (Bbc) Monitoring Country Profiles www.monitor.bbc.co.uk/countryprof1.shtml http://news.bbc.co.uk/2/hi/country_profiles/default.stm The British Broadcasting Corporation (BBC) Monitoring maintains a series of country profiles which can be viewed free of charge. Each profile includes an overview, key facts and figures, a biography of the head of government, short notes on the media and a chronology of key events.

55

Guide to the Sources of Trade Information

BUY-USA www.buyusa.gov/ Buy USA provides companies with a single point of access to the U.S. commercial service, offering information out many countries on regional trade events, their extensive services, and market research in various sectors.

CENTRE FOR THE PROMOTION OF IMPORTS FROM DEVELOPING COUNTRIES (CBI) www.cbi.eu This website is managed by the Centre for the Promotion of Imports from developing countries (CBI), an agency of the Netherlands Government. The guide provides market reports and information on European non-tariff trade barriers, such as requirements on the safety of products, the health of consumers, social standards, business ethics and environmental issues. It includes also a virtual showroom displaying selected products from developing countries on the web in parallel with their exhibition in specialized trade fairs.

CIA WORLD FACTBOOK https://www.cia.gov/library/publication/the-world-factbook/index.html The United States (US) Central Intelligence Agency (CIA) publishes The World Factbook annually which includes a map, population statistics, geography, culture, communications, transportation, politics, military, languages, and transnational issues and more.

COUNTRYDATA.COM www.prsgroup.com/ The International Country Risk Guide provides data and ratings for multiple countries. It includes historic data since 1984 for over 140 key countries, free geographic and political data, forecast risk ratings and the most current economic statistics in one currency.

DATAMONITOR www.datamonitor.com/ Datamonitor produces fee-based reports on business and consumer markets. On its site, it is possible to browse titles of reports or search by keyword.

EBUSINESS FORUM www.ebusinessforum.com/ Produced by the Economist Intelligence Unit (EIU), this site looks at the commercial, regulatory and legal issues affecting ebusiness in approximately 60 countries. Market reports and news, macroeconomic snapshots, statistical tables, and guides on ‘how to do business’ by country are available free of charge. The website also includes a bookmark to over 500 trade information sources worldwide.

ECONOMIST INTELLIGENCE UNIT (EIU) www.eiu.com Continuously assesses and forecasts political, economic and business conditions in almost 200 countries, and provides insight into how companies are responding.

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Guide to the Sources of Trade Information

EUROMONITOR www.euromonitor.com/ Euromonitor is a well-established and respected market research publisher concentrated on consumer goods and services sectors globally. Its site allows viewing the contents listings for the market reports free of charge.

Alternatively, it is possible to search the database of reports using keywords.

FINANCIAL TIMES www.ft.com This Financial Times site provides industry and market research which explains the trends, activities and developments within sectors; offers industry growth forecasts, news on recent product initiatives or background on the key players in a particular sector.

FRUITNET www.fruitnet.com/ The FRUITNET portal provides names and URLs of worldwide companies in the fresh fruits and vegetables sector specialized in: • E-commerce; • Food retail; • Organics; • Produce companies; • Wholesale markets FRESHPLAZA www.freshplaza.com This website provides market information on fresh fruits and vegetables.

INTERNATIONAL BUSINESS STRATEGIES www.internationalbusinessstrategies.com International Business Strategies offers current International Market Research Reports on more than 130 topics from over 75 countries. Reports include market size information, market access strategies, market share, export and import information, market analysis, market trends, competition, domestic production, best sales prospects, statistical data, tariffs, regulations, distribution and business practices, end-user analysis, trade shows and contact points. Complete reports are immediately available in Adobe Acrobat Reader PDF format for online viewing and/or download.

JOURNAL OF COMMERCE (JOC) ONLINE www.joc.com/ The Journal of Commerce (JOC) is one of the leading newspapers on trade and transportation news. It features reports on finance, global trade, imports, exports, transportation, foreign investments and markets, logistics, energy, insurance and more. Access to the current day’s edition is free.

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Guide to the Sources of Trade Information

JUST-DRINKS just-drinks.com/index.asp?c=1 This useful portal was set up in 1999 to provide information on the beverage industry. It is aimed at researchers, trade specialists and is also useful for students. Some of the information is fee-paying only, but there is also a great deal of free information. The Research Store provides instant access to over 1500 reports, books and research products from leading market information providers. There is daily news on the industry, articles, weekly highlights, email alerts, a trade events calendar and more. This website is good for finding product news.

JUST-FOOD just-food.com/index.asp?c=1 This portal, which is the sister of the Just Drinks portal, was set up in 1999 to serve the food trade. There is daily news on the industry, articles, weekly highlights, email alerts, a trade events calendar and more.

JUST-STYLE www.just-style.com/index.asp?c=1 This site provides a single point of reference for independent apparel, footwear and textile industry information.

MANUFACTURING.NET www.manufacturing.net/ Manufacturing.net provides information and services for manufacturing professionals, including a comprehensive product supplier database (Manufacturing Yellow Pages); industry-specific news and research; economic reports; editorial content from well-known trade publications; event and association databases; marketplaces for books, industry standards and used capital equipment.

MARKETRESEARCH.COM www.marketsearch.com/ This site acts as a distributor and publisher of marketing research reports from leading research companies including search database as well as reports by category/industry.

ORGANISATION FOR ECONOMIC CO-OPERATION AND DEVELOPMENT (OECD) Main Economic Indicators (MEI) http://www.oecd.org/std/oecdmaineconomicindicatorsmie.htm The Organisation for Economic Co-operation and Development (OECD) has played a leading role in the collection of numerous categories of statistics from its member and in performing international comparisons (also nonOECD countries). It publishes about 40 statistical databases on an ongoing basis, in two ways: Online via Source OECD and on CD-ROM. WORLD INFORMATION www.worldinformations.com It provides business, political and economic information on all the world’s 228 countries and territories. The information includes a business directory, a visitor’s guide, country profiles, exchange rates, key facts, key indicators, news and web-links.

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Guide to the Sources of Trade Information

WORLDBIZ www.worldbiz.com Worldbiz is a fee-based source of information on international business practices, international business protocol, international etiquette, cross-cultural communication, negotiating tactics and country-specific data.

TRADE FAIRS AND EVENTS AUMA www.auma.de The Association of German Trade Fair Industry offers on its website a database of trade events with worldwide coverage.

BUY-USA www.buyusa.gov Buy-USA provides companies with a single point of access to the U.S. commercial service, offering information about many countries on regional trade events, their extensive services, and market research in various sectors.

EUROPEAN EVENTS CALENDAR SERVICE www.eto.org.uk/events/ This website covers events and activities relating to Telework, Teletrade and E-Commerce, Telecooperation and other Information Society or Networked Economy matters.

EXHIBITOR NET http:www.exhibitoronline.com Under the Directory of Shows section, there are lists of trade shows and business events from around the world.

It allows users to narrow the search for more focused results. Search results include the contact information of the organizers.

FOREIGN-TRADE www.foreign-trade.com/ Foreign Trade is a portal with useful information for an exporter, notably lists of foreign importers and trade events, as well as links to various trade information sources.

M+A Expo Database www.exposedatabase.com This international exhibition database supplies worldwide information on tradeshows and exhibitions, as well as on the supplier companies in the industry. It allows the user to search for trade shows by organizer, venue, or sector. For each trade event a detailed profile is available with information on exhibitors and visitors, and contact information. Catalogues can also be obtained for many trade fairs. The site is available in English or German.

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Guide to the Sources of Trade Information

MANUFACTURING.NET www.maufacturing.net Manufacturing.net provides a comprehensive product supplier database (Manufacturing Yellow Pages), a digital library of industry news and reports, as well as an events calendar.

TRADE CHANNEL www.tradechannel.com This site is free and contains trade news, trade fair listings as well as a virtual showroom. Also included is a trader’s forum that allows the exchange of information and ideas between professionals.

CUSTOMS TARIFFS AGRICULTURAL MARKET ACCESS DATABASE (AMAD) http://www.oecd.org/site/amad This is an agricultural tariff and trade database for 50 countries, which is downloadable as zipped Microsoft Access files. The database includes a broad set of information in a format intended to facilitate reference and calculation. Updates are made once each year. Data included: Bound tariff quota volumes, scheduled in-quota tariff rates, scheduled over-quota tariff rates, scheduled Most Favoured Nation (MFN) tariff rates, indication of special agricultural safeguard (SSG) application, notified imports under tariff-rate quotas (TRQ), TRQ country allocations, implementation period, import volume and value, applied MFN tariffs, supply/utilization data, world reference prices, world import unit values, exchange rates, primary product equivalent factors. Main sources are the Food and Agriculture Organization of the United Nations (FAO), United Nations (UN) and Organisation for Economic Co-operation and Development (OECD).

EUROPEAN UNION (EU) MARKET ACCESS, SECTORL AND TRADE BARRIERS DATABASE http://madb.europa.eu/mkaccdb2/indexPubli.htm The Commission of the European Union (EU) has developed a portal on market access requirements for a collection of 30+ non-EU countries on five databases, including one covering applied tariffs, and World Trade Organization (WTO) bound tariffs which is only available to users connecting from any of the two EU member states or new candidates.

INTERNATIONAL TRADE CENTRE (ITC): MARKET ACCESS MAP www.intracen.org/mas/mac.htm Market Access Map is an interactive database on tariff and non-tariff barriers. It contains market access conditions applied at the bilateral level by 171 importing countries to the products exported by more than 234 countries and territories. Market Access Map covers ad valorem tariffs, specific tariffs, quotas, anti-dumping duties and ad valorem equivalents of specific tariff measures. It allows users to analyze the protection of any geographic grouping and sectoral aggregation. It also supports the simulation of tariff reductions using various formulas. Sources of the data are from national reports to the United Nations (UN) Tariff and Market Access Database of ITC and United Nations Conference on Trade and Development (UNCTAD); tariff quota from World Trade Organisation (WTO); national sources for bilateral and regional tariff quota agreements; anti-dumping duties from notifications to WTO; trade data from the Commodity Trade Statisitics Database (COMTRADE) UN Statistics Division; the Integrated Database of WTO; and direct from national sources.

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Guide to the Sources of Trade Information

WORLD CUSTOMS ORGANIZATION (WCO) www.wcoomd.org The site of the World Customs Organization (WCO), with 159 member countries, includes the detailed Harmonized System and a large collection of Customs tariffs (links to tariff files of national and regional customs organizations).

Other sections cover the following topics: Country of Origin, Facilitation and Customs Procedures, Customs Modernization and Integrity, and others.

WORLD TARIFF www.worldtariff.com WorldTariff, also known as Eurotariff in Europe, was launched in 1961 and has been recently integrated into Federal Express (FedEx) Trade Networks. WorldTariff’s trade specialists research, translate into English, and regularly update customs tariffs and tax information for over 120 destination countries. WorldTariff’s information includes Most Favoured Nation (MFN) applied duty rates, origin-to-destination preferential tariff rates, and import taxes, including Value Added Tax (VAT), Excise, and other fees assessed at importation. All of this information is easily accessible online. WorldTariff is a fee-based service. Customers from around the world can access WorldTariff in three ways: • WorldTariff Online Per Query • WorldTariff Online Annual Subscription • World Tariff XML Annual Subscription WorldTariff publishes timely customs duty and tax information including fully qualified tariff classifications for duty purposes, complete Harmonized System (HS) description, MFN applied duty rates, import taxes. All data is simplified, standardized and translated into English. This site provides immediate access to HS Chapters 1-9 for 102 customs areas (116 countries). Annual subscriptions are available in three media formats: online, books, and data elements.

WORLD TRADE ORGANIZATION: INTEGRATED DATABASE (IDB) http://tariffdata.wto.org/ReportersandProducts.aspx World Trade Organization (WTO) manages a database on customs tariffs ‘Integrated Data Base’ (IDB) based on the tariff notifications sent regularly by all WTO members. This database is now accessible free of charge. It constitutes a very comprehensive, up-to-date and reliable information source on applied tariffs and preferential treatment such as MFN, GSP and regional free trade areas (E.g. ASEAN, NAFTA) enabling international comparisons at the HS 6 digit level. It complements another WTO database (CTS) on bound tariffs.

NON-TARIFF BARRIERS CENTRE FOR THE PROMOTION OF IMPORTS FROM DEVELOPING COUNTRIES (CBI) ACCESS GUIDE www.cbi.eu This website is managed by the Centre for the Promotion of imports from developing countries (CBI). The Centre provides market reports and information on European non-tariff trade barriers, such as requirements on the safety of products, health of consumers, social standards, business ethics and environmental issues. An index to market information enables searches by sector or topics in order to identify relevant reports published by CBI and other organizations about European markets.. The CBI website includes also a virtual showroom displaying selected products from developing countries on the web, in parallel with their physical exhibition in specialized trade fairs. The CBI website includes a news section and a RSS feed service. CBI reports and the weekly newsletter are available for download and subscription free of charge.

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Guide to the Sources of Trade Information

EU MARKET ACCESS, SECTORAL AND TRADE BARRIERS DATABASE (MADB) http://madb.europa.eu/mkaccdb2/indexPubli.htm The Commission of the European Union (EU) has developed a portal on market access requirements in many non-EU countries, in five databases, covering trade statistics, customs tariffs and procedures, trade barriers and sanitary and phytosanitary (SPS) measures. Access to the Sectoral Trade Barriers Database is free. However, information under the Exporters Guide, Applied Tariffs, and World Trade Organisation (WTO) Bound Tariffs is only available to users connecting from any of the two European Union member states or new candidates.

INTERNATIONAL PORTAL ON FOOD SAFFETY, ANIMAL AND PLANT HEALTH (IPFSAPH) www.ipfsaph.org The International Portal on Food Safety, Animal and Plant Health (IPFSAPH) is an inter-agency portal providing references and full-text documents of international and national standards, legislations, and official supporting materials related to sanitary and phytosanitary (SPS) measures across the food safety, animal, and plant health sectors. It also contains related agreements, decisions, disputes, guidelines, notifications, and standards.

INTERNATIONAL ORGANIZATION FOR STANDARDIZATION (ISO) www.iso.org This International Organization for Standardization (ISO), is the world’s largest developer of voluntary International Standards. The ISO provides specifications for products, services and good practice, helping to make industry more efficient and effective. Developed through global consensus, they help to break down barriers to international trade. The ISO also manages a free database on international standards, searchable by keywords and full-text documents can be purchased online.

INTERNATIONAL TRADE CENTRE (ITC) - MARKET ACCESS MAP www.intracen.org/mas/mac.htm The International Trade Centre’s (ITC) Market Access Map is an interactive database on tariff and non-tariff barriers. It contains market access conditions applied at the bilateral level by 171 importing countries to the products exported by more than 234 countries and territories. Market Access Map covers ad valorem tariffs, specific tariffs, quotas, anti-dumping duties and ad valorem equivalents of specific tariff measures. It allows users to analyze the protection of any geographic grouping and sectoral aggregation, and also supports the simulation of tariff reductions using various formulas.

Sources of the data are from national reports to United Nations (UN) Tariff and Market Access Database of ITC and United Nations Conference on Trade and Development (UNCTAD); tariff quota from World Trade Organisation (WTO); national sources for bilateral and regional tariff quota agreements; anti-dumping duties from notifications to WTO; trade data from the Commodity Trade Statistics Database (COMTRADE) of the UN Statistics Division; the Integrated Database of WTO; and direct from national sources.

WORLD TRADE ORGANIZATION (WTO) www.wto.org In addition to its database on customs tariffs 'Integrated Data Base' (IDB), World Trade Organization (WTO) covers in its website various sections devoted to non-tariff barriers including 2 new online services: • The Technical Barriers to Trade (TBT) Information Management System, a comprehensive source of information on measures relating to technical regulations, standards and conformity assessment

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procedures. It allows users to track and obtain information on regulations that member governments have notified to the WTO (an obligation for WTO Members) and which may affect international trade in goods See: tbtims.wto.org/ covering all notifications received from member countries, as well as the list of enquiry points for TBT information. • A new information system on SPS (SIMPS) which offers a searchable archive of regular and emergency notifications, as well as news on developments and events in this field; see: spsims.wto.org The list of WTO enquiry points specialized in each country on SPS information is available under www.wto.org/english/tratop_e/sps_e/sps_e.htm WTO undertakes periodical reports on member countries called 'Trade Policy Reviews' (TPR) analyzing for each country its various trade barriers, see: http://www.wto.org/english/tratop_e/tpr_e/tpr_e.htm WTOs website also includes a glossary of trade terms and abbreviations. See: www.wto.org/english/thewto_e/glossary_e/glossary_e.htm

ASSOCIATION OF SOUTHEAST ASIAN NATIONS (ASEAN) www.aseansec.org This page contains information concerning ASEAN Free Trade Area (AFTA) covering tariff and non-tariff barriers within the region, as well as trade agreements signed or under consideration with foreign partners such as China or India. It also provides economic indicators and trade statistics (summary data in PDF or EXCEL format).

This section of the ASEAN website allows users to download information on non-tariff measures on each ASEAN member country from a specialized database: www.aseansec.org/16355.htm CANADIAN DEPARTMENT OF FOREIGN AFFAIRS AND INTERNATIONAL TRADE (DFAIT/INFOEXPORT) www.dfait-maeci.gc.ca/menu-en.asp The Canadian Department of Foreign Affairs and International Trade's (DFAIT)website provides country profiles prepared by the Canadian trade commissioners, in English and French. These documents may include advice on doing business in the market, indication of major barriers, regulations, and certifications, notification of upcoming events (trade fairs, conferences, seminars, trade missions), etc.

EUROPEAN UNION (EU) EXPORT HELPDESK http://exporthelp.europa.eu/thdapp/index.htm The Export Helpdesk is an online service, provided by the European Commission, to facilitate market access for developing countries to the European Union (EU). To date, it covers 25 member countries of the EU and is being expanded to new members (e.g. Bulgaria and Romania). In addition to trade statistics and customs tariffs, it provides relevant information on non-tariff measures required by developing country exporters interested in supplying the EU market, in English, French, Portuguese and Spanish.

This service covers the following online information: • Information on EU and Member States' import requirements (safety, food standards, labelling, VAT, excise)

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as well as internal taxes applicable to products: http://exporthelp.europa.eu/thdapp/display.htm?page=rt%2frt_Requirements. html&docType=main&languageId=EN • Information on EU preferential import tariffs and regimes benefitting developing countries: http://exporthelp.europa.eu/thdapp/display.htm?page=cd%2fcd_PreferentialArrangements. html&docType=main&languageId=EN • Information concerning the documents to be produced in order to qualify for preferential duty treatment: http://exporthelp.europa.eu/hdlinks/customs.cfm?languageId=EN • Trade Statistics for the EU and its individual Member States: http://exporthelp.europa.eu/thdapp/rulesoo/inputform.jsp?languageId=EN • A market place where exporters in developing countries can establish trade contacts with importers from the EU: http://exporthelp.europa.eu/hdmarket/index.cfm?languageId=EN • Links to other authorities and international organizations involved in practical trade operations and trade promotion: http://exporthelp.europa.eu/hdlinks/links.cfm?languageId=EN • The possibility to lodge detailed information requests about real-life situations encountered by exporters: http://exporthelp.europa.eu/hdinforequest/index.cfm?languageId=EN

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www.carib-export.com HEAD OFFICE 1st Floor Baobab Tower, | Warrens | St. Michael, | BB22026 | BARBADOS Tel: (246) 436-0578 • Fax: (246) 436-9999 Email: info@carib-export.com SUB REGIONAL OFFICE Av. Pedro Henríquez Ureña No. 150 | Torre Diandy XIX, Piso 7 | Santo Domingo | DOMINICAN REPUBLIC Tel: (809) 531-2411 • Fax: (809) 473-7532 Email: c.export@codetel.net.do

This event is brought to you by The Caribbean Export Development Agency currently executing the Regional Private Sector Programme (RPSDP) funded by the European Union under the 10th European Development Fund (EDF).

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