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  • 1. Bogota June 10th 2014 CBI Market Intelligence
  • 2. Today’s programme - Introduction CBI - CBI Market Intelligence - Who are you? - Who is your client? - CBI tourism studies - Trends in tourism and interesting new markets - Marketing plan
  • 3. > Introduction CBI
  • 4. Mission and Vision
  • 5. Target groups
  • 6. CBI operates in more than 50 countries
  • 7. CBI provides services to governments, support organisations, and more than 700 SMEs a year in more than 50 countries, in over 20 sectors. Five clusters of services: CBI services
  • 8. > CBI Market Intelligence
  • 9. Why do the research? Market research
  • 10. CBI has been doing market research for over 20 years, to help entrepreneurs from developing countries stop interesting opportunities. Market research
  • 11. Information (facts and figures) won't get you across the gap that separates your company from the EU markets What you need is intelligence: data analyses, foresights, insight into trends and business opportunities and practical onsiderations for action From information to intelligence
  • 12. Characteristics of CBI Market Intelligence: • Practical • Professional • Reliable • Supportive • Insightful (future-oriented) • Empowering Intelligence = more insight in less time
  • 13. 4 Market sectors, > 20 Subsectors
  • 14. CBI Market Intelligence Guide
  • 15. > How CBI’s Market Intelligence Process
  • 16. Developments Trends Foresights (short term) Foresights (long term, scenario-oriented) Opportunities Considerations for action Information versus intelligence
  • 17. Market Intelligence process
  • 18. Peer Group session
  • 19. > What CBI’s Market Intelligence Product Portfolio
  • 20. CBI Trends: Insights and foresights on key European market dynamics, short- and long-term CBI Trade Statistics: Broadcasting your trade statistics See European trends and their implications for your future
  • 21. CBI Channels & Segments: Your trade route on the European market Navigate Europe’s market channels and segments
  • 22. CBI Competition The competitive forces that shape your market CBI EU Support Organizations Find your European support organization Navigate Europe’s support organizations and assess the competition
  • 23. CBI Inside a Buyer’s Brain: Learn what’s on the mind of an European buyer CBI EU Buyer Requirements: An overview of legislative and non-legislative requirements Penetrate The minds of European buyers Grasp European legislative & non-legislative requirements for exporters
  • 24. CBI Product Factsheet: Practical market insights on your product as seen on European markets Focus On your most promising product-market combination in Europe
  • 25. CBI Database: An overview of EU market essentials for exporters, including tailored, demand-driven market studies and tailored studies on (unintended) policy effects in developing countries Tailored Intelligence • For BSOs or CBI Programme Managers (on-demand) • Focus on a specific (EU) market for a specific sector Export Intelligence • For BSOs and exporters • Manuals on EU market essentials of exporting to Europe Know All you need to know about EU market essentials
  • 26. CBI Scenario Planning: Strategic future roadmap development for BSOs CBI Fashion Forecast: Upcoming fashion trends and developments (styles, colours, fabrics, design) Anticipate Shifts and future market developments
  • 27. > Where CBI’s Market Intelligence Platform
  • 28.
  • 29. Twitter Want to know about new publications? @CBIMarketIntel
  • 30. > Who are you?
  • 31. Assignment 1 Make a short list of what your company offers tourists. Focus on what makes you unique. Make a short list of what your region offers tourists. Focus on what makes the region unique. Make a list of some of the region’s bottlenecks.
  • 32. > Who is your client?
  • 33. Assignment 2 Give a short description of your target group, based on what you are offering. Think of three examples of people: • What is their age, education etc.? • Where are they from? • What are their needs? • What are their wishes?
  • 34. > CBI tourism studies
  • 35. CBI tourism market intelligence
  • 36. Export Marketing Plan
  • 37. Export Marketing Plan Step 2 - EU market selection & analysis A. Market attractiveness B. Competitive power Step 4 - Sales & Marketing Plan A. Export objectives B. Marketing strategy (6 p's) C. Financial feasibility D. Action Plan & Monitoring Market research plays important role in step 2 and step 4 of the EMP. • CBI Trade Statistics • EH Statistics • ITC Trademap • CBI Trends (STEEP) • CBI Buyer Requirements • EH My exports + Requirements • ITC Standards Map • CBI Competition • ITC Trade Competitiveness Map • ITC Market Access Map • CBI Market Channels and Segments • CBI Market Channels and Segments • CBI Inside a Buyers' Brain • CBI Product factsheet • CBI Database (on demand studies) • CBI EU support organizations
  • 38. Market Attractiveness CBI Trade Statistics
  • 39. Market Attractiveness Other great sources: • UNWTO - worldwide arrival statistics and tourism barometer ( • European Travel Agents’ and Tour Operators’ Associations - facts & figures EU tourism market and overview of national tourism trade associations in the EU ( • World Travel & Tourism Council - tourism research for several regions and countries (
  • 40. Market Attractiveness CBI Trends (STEEP)
  • 41. Market Attractiveness CBI Buyer Requirements
  • 42. Market Attractiveness Other great sources: • ITC Standards Map – tourism standards information ( • Tourism Review - worldwide tourism industry news channel. ( • Sustainable travel international - sustainable tourism information ( • European Travel Commission - tourism reports and studies for several regions and countries ( • ITB Berlin - world travel trends report ( • World Travel Market - world travel market industry report (
  • 43. Competitive power CBI Competition
  • 44. Competitive power Other great sources: • Travel & Tourism Competitiveness Index, WEF ( competitiveness-report-2013/) • Tourism Ireland - market profiles for many countries worldwide (
  • 45. Marketing Strategy CBI Market Channels and Segments
  • 46. Marketing Strategy CBI Inside a Buyers' Brain
  • 47. Marketing Strategy CBI Product Factsheet
  • 48. Marketing Strategy CBI Database (on demand studies)
  • 49. Marketing Strategy CBI EU support organizations
  • 50. Marketing Strategy Other great sources: • European Travel Agents’ and Tour Operators’ Associations - facts & figures EU tourism market and overview of national tourism trade associations in the EU ( • Tourism Australia - EU traveler profiles ( • Adventure Travel Trade Association - adventure tourism news and reports (
  • 51. > Trends in tourism and interesting new markets
  • 52. Tourism trends
  • 53. Tourism trends Social: • Lifestyles of happiness demand new holidays. • Demographic changes create new target groups. • Growth in regional tourism offers new business opportunities. Technological: • Customers are finding new ways to make travel decisions. • New distribution channels create extra opportunities for market entry.
  • 54. Tourism trends Economic: • Look for disposable incomes available for travel. • Experienced customers determine travel offers through new business propositions. • Accelerating development cycles require flexible market entry strategies. Environmental: • Climate-neutral companies are preferred business partners. • Pressure on destinations demands sustainable business. Political: • Increased liability demands solid and reliable business partners
  • 55. Interesting product-market combinations for Latin American countries Volcano and active tourism, from France, Germany, the Netherlands and the UK. Cultural Heritage and Colonial Tourism, from France, the Netherlands, Italy and Spain. Nature and Eco-tourism, from Germany, the Netherlands, Spain and the UK.
  • 56. Interesting product-market combinations for Latin American countries Rural and Community Based Tourism (CBT), from Germany, the Netherlands, Spain and the UK. Surfing Tourism, from France, Germany, Italy, the UK. Wellness Tourism, from France, Germany, Italy and the UK.
  • 57. Upcoming research MICE tourism from Europe Adventure tourism: Spain to Latin America Nature tourism: Scandinavia to LA Cruise tourism from Europe Tourism to conflict areas Need for sustainable suppliers: EU tour operators Explorative tourism families with kids (12+) Cycling tourism: the Netherlands Diving tourism: Germany
  • 58. > Marketing plan
  • 59. Assignment 3 Select one or two interesting product-market combinations, based on what you offer. Fill in the form for that product-market combination. Use multiple sources.
  • 60. > Questions?
  • 61. Questions? Do you have any issues you would like to discuss? Questions about market research? About EU outbound tourism?
  • 62. Thanks for your attention! Want to keep up to date on our research? Follow us on Twitter! @CBIMarketIntel Questions?