Cbi marketing support

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Presented at the UNIDO-SPX Rhythm meeting on 29 September.

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Cbi marketing support

  1. 1. CBICentre for the Promotionof Imports fromdeveloping countriesCBI - Ministry of Foreign Affairs
  2. 2. Mission and Vision Mission Vision Contribute to sustainable CBI is THE expert in economic development export development and in developing countries export promotion from through the expansion of developing countries exports from these countries2 2-10-2011 CBI - Ministry of Foreign Affairs
  3. 3. Vision CBI is THE expert in export development and export promotion from developing countries Integrated Core Competences CSR Focus Stakeholders approachSustainable Powerful and large For SMEs, BSOs and Advice, counselling Embracing thestrengthening of the worldwide network governmental and knowledge principles of corporatecompetitive capacity of authorities management social responsibilitySME-exporters andproducers indeveloping countrieswith a primary focuson European markets 3 02/10/2011 CBI - Ministry of Foreign Affairs
  4. 4. Honest and reliable Environment Result sensitive driven Core Flexible Accountable Values CBI Aimed at cooperation Respectful Idealistic4 2-10-2011 CBI - Ministry of Foreign Affairs
  5. 5. Facts and Figures 1971: CBI was established by the Ministry of Foreign Affairs of the Netherlands 1998: Agency 60 employees Worldwide network of 250 experts Order book until 2015 150 million euros Rotterdam5 2-10-2011 CBI - Ministry of Foreign Affairs
  6. 6. Organisation Chart Business Operations Managing Director Research and Development Regional Regional Regional Team: Team: Team:  Market intelligence  Marketing & communication Mutual Africa Asia Latin America exchange of (including (including  Sector- en Theme expertise intelligence Middle East) Eastern  Learning Europe)  Evaluation6 2-10-2011 CBI - Ministry of Foreign Affairs
  7. 7. Export CBI AssistanceCBI and the Exports Income Revenue Investments Economicexport system growth increase increase increase development Focus Focus 7 2-10-2011 CBI - Ministry of Foreign Affairs
  8. 8. Countries Current CBI countries New countries 2009 Countries with exit strategy  Afghanistan, Albania, Armenia, Bangladesh,  Cape Verde, Democratic Republic of  Ecuador, El Salvador, Honduras, Benin, Bolivia, Bosnia-Herzegovina, Burkina Faso, Burundi, Colombia, Egypt, Ethiopia, the Congo, Malawi, Mongolia, India, Jordan, Montenegro, Serbia Georgia, Ghana, Guatemala, Indonesia, Palestinian territories, Sudan (south), Kenya, Kosovo, Madagascar, Mali, Yemen Macedonia, Moldova, Morocco, Mozambique, Nepal, Nicaragua, Pakistan, Peru, Philippines, Rwanda, Senegal, Sri Lanka, Surinam, Tanzania, Thailand, Tunisia, Uganda, Vietnam, Zambia, South Africa8 2-10-2011 CBI - Ministry of Foreign Affairs
  9. 9. Africa Palestinian Territories Tunisia Morocco Jordan Egypt Mali Cape Yemen Verde South Sudan Senegal Ethiopia Benin Burkina Faso Uganda Demo. Rwanda Ghana Rep. Kenya Congo Burundi Tanzania Malawi Zambia Mozambique Madagascar South Africa9 2-10-2011 CBI - Ministry of Foreign Affairs
  10. 10. Asia MongoliaAfghanistan Nepal Bangladesh Pakistan Vietnam Philippines India Thailand Sri Lanka Indonesia
  11. 11. Latin America Honduras Guatemala Nicaragua El Salvador Surinam Columbia Ecuador Peru Bolivia11 2-10-2011 CBI - Ministry of Foreign Affairs
  12. 12. Europe Serbia Moldova Bosnia Herzegovina Kosovo Georgia Armenia Montenegro Macedonia Albania12 2-10-2011 CBI - Ministry of Foreign Affairs
  13. 13. 13 2-10-2011 CBI - Ministry of Foreign Affairs
  14. 14. Sectors Agricultural Industrial Consumer Services  Fresh fruit and  Automotive  Office and school  Tourism vegetables  Castings and supplies  Business Process  Timber and timber forgings  Home textiles Outsourcing products  Medical equipment  Garments  IT Outsourcing  Wine  Etc.  Etc.  Etc.  Etc.14 2-10-2011 CBI - Ministry of Foreign Affairs
  15. 15. Modules ECP Modules BSOD Modules MI Modules HRD Modules  SMEs  BSOs  SME en BSOs  SME en BSOs  Increase of the  Improved sustainable  Effective  Effective competitive capacity service provision implementation of the implementation of available information export knowledge and export skills16 2-10-2011 CBI - Ministry of Foreign Affairs
  16. 16. Principles Knowledge Management Services and products Enhance, connect and We want to learn, lead to actionable strengthen our unique share and we intelligence worldwide network are critical17 2-10-2011 CBI - Ministry of Foreign Affairs
  17. 17. Programme Sustainable Export Development Impact ProgrammeINTEGRATED APPROACH Increased exports to Europe Outcome Intervention Effective Informed Competent Pull Business Policy Areas Exporters Marketing Support Makers Programme Project Project Project Project Output Project Project Programme Module Module Module Module Module Input
  18. 18. More information Postal address P.O. Box 30009, 3001 DA Rotterdam the Netherlands Visiting address WTC-Beursbuilding Beursplein 37, 3011 AA Rotterdam +31 (0)10 201 3434 +31 (0)10 411 4081 cbi@cbi.eu www.cbi.eu19 2-10-2011 CBI - Ministry of Foreign Affairs
  19. 19. Cooperation National European International Partner BSOs  Ministry of Foreign  TRIC network:  ITC  Implementation Affairs of the Sippo, BTC, BIO,  UNIDO, USAID, WB,  Delegated principal Netherlands SIDA/Swedish IDB, WTO, Etc. Chambers, FIN  Local external  Other partners experts Partnership,  Private sector Norad/HSS, etc. • Private sector20 2-10-2011 CBI - Ministry of Foreign Affairs
  20. 20. Strategy Promising sectors and markets form the basis Offering a tailor-made approach on country level, of the framework set by our principal To increase efficiency and effectiveness we work together with or link into other organisations CBI services are need orientated and applicable in practice Anticipate pro actively and result driven to identified trends and developments Our services offer information, knowledge and skills, cooperation and exchange of knowledge22 2-10-2011 CBI - Ministry of Foreign Affairs
  21. 21. Export Value System Supporters Financial Institutions Private consultants NGOs Certifying agencies Trade promotion Inst. Chambers of commerce Sector associations Customs Supply side: Developing countriesProduction Chain Demand side: Europe WTO Ministries of Trade European Union Lobbyists Employer cooperations Trade Union Local Authorities xxx Influencers23 2-10-2011 CBI - Ministry of Foreign Affairs
  22. 22. Export Value System Supporters : CBI interventions Financial Insitutions Private consultants NGO’s Certifying agencies Trade promotion Inst. Chambers of commerce Sector associations Customs Supply side: Developing countriesProduction Chain :CBI interventions Demand side: Europe WTO Ministries of Trade European Union xxx Employer cooperations Trade unions Local Authorities xxx Influencers : CBI interventions24 2-10-2011 CBI - Ministry of Foreign Affairs
  23. 23. Corporate Social Responsibility Environment Consumer Labour rights Good Fair Community Human interests Governance operating development rights practices ISO 26000 guidelineFocus of CBI Focus of CBI Focus of CBI Focus of CBI 25 2-10-2011 CBI - Ministry of Foreign Affairs
  24. 24. Export Coaching modules  Assessment SME on  Providing expertise regarding Business competence for European the proces of certification market entry by means of an Audit and Certification  Possibility of co-financing export audit action plan  Plan of action  Coaching the SME to further professionalisation of their  Realisation of skills and Business Business business operations Market entry experience of their marketing development development Regional concerning both the regional and European markets  Realising a sufficient amount of relevant business contacts  Coaching SME to meet  Taking part in trade fairs, Export European market demands conferences, roadshows and/or Market entry B2B Capacity  Exploring European markets Building EU  Developing an export strategy26 02/10/2011 CBI - Ministry of Foreign Affairs
  25. 25. BSODs Modules (Business Support Organisation Development)  Analysis of/advice on the role of the BSO within the BSO diagnosis export value system & intervention  For the purpose of sustainable reinforcement of SME- design exporters and producers  BSO has developed sustainable capacity for providing export intelligence on European markets to exporting BSO Export companies Intelligence  BSO possesses improved sustainable service provision for Export export development and export promotion development and promotion27 2-10-2011 CBI - Ministry of Foreign Affairs
  26. 26. MI modules  Market studies aimed at  Through our network of experts developing an export marketing in developing countries, the CBI Market strategy, specific for each sector Business has up-to-date information on Intelligence  Available for 26 sectors and 100 Intelligence the impact of CSR and market subsectors access requirements on exporters in DCS  Sector studies provided on  Sector studies on the chances request of a BSO and threats concerning the Tailored  Exporters, marketing managers Import import from developing Intelligence and/or entrepreneurs from Intelligence countries to Europe developing countries  Essentials for exporting to  Legislation laid down by the Europe European Union, the EU- Export  E-commerce, trade fair Market members and Norway and the Intelligence participation: Access voluntary private sector’s What is the European Union? requirements  For countries from DCs that want to export to Europe28 2-10-2011 CBI - Ministry of Foreign Affairs
  27. 27. Knowledge domains Export model Internal External Organisation Market Analysis Research Analysis Strategy & Planning Execution Product Export Development Expansion29 2-10-2011 CBI - Ministry of Foreign Affairs
  28. 28. HRD Modules  Creating knowledge, developing of skills and attitude Training  Aimed at SMEs and BSOs staff members Target  Two-day training countries  Creating knowledge, developing of skills and attitude  Aimed at SMEs and BSOs staff members Training Europe  Five-day training  Creating knowledge, developing of skills and attitude  Aimed at SMEs and BSOs staff members Online Online Training Training  Online training30 02/10/2011 CBI - Ministry of Foreign Affairs
  29. 29. Business Audit & Action plan  Completed export audit with an action plan based on which the company understands the steps to take to become a successful exporter. The export audit forms the starting point for the Result: Results: decision how the company will further participate in the ECP. 1. Pre-selection assessment (to determine suitability) 2. Company visit by EU sector expert Tools: 3. Company visit(s) by local expert  Max. 0.5 years  No participation fee Duration:31 02/10/2011 CBI - Ministry of Foreign Affairs
  30. 30. Business Development  Business operations of the company have been professionalised as monitored in the business audit. Company is at the level to start thinking about exports. Result: 1. Technical assistance (visits) by local experts 2. Distant coaching Tools: 3. Group trainings on common topics  1-2 years  No participation fee Duration:32 02/10/2011 CBI - Ministry of Foreign Affairs
  31. 31. Export Capacity Building  Company is able to meet European market demands and has familiarised itself with the European market. Furthermore, an Export Marketing Plan has been developed. Monitoring takes Result: place through the Export Audit. 1. Technical assistance (visits) by local expert 2. Technical assistance (visits) by EU sector expert Tools: 3. Distant coaching 4. Export Marketing Seminar (EXPRO) participation 5. Orientation visit to EU trade fair  1-2 years  Participation fee: € 250 Duration:33 02/10/2011 CBI - Ministry of Foreign Affairs
  32. 32. Certification  Company has obtained a certification that is a EU market access requirement or increases market chances on the EU market. Result: 1. Technical assistance by expert Tools: 2. Co-financing of part of the certification costs 3. Support in negotiations with certification bodies  1-2 years No Participation fee Duration:34 02/10/2011 CBI - Ministry of Foreign Affairs
  33. 33. Market Entry Regional  Company has gained skills and experience with the marketing of its products. Furthermore, it has established relevant contacts in regional export markets. Result: 1. Technical assistance by local, EU and target market experts 2. Trade Fair participation/conference participation Tools: 3. Roadshows 4. B2B activities 5. Assistance in follow-up of contacts (market consolidation)  2-3 years  Participation fee: €250 Duration:35 02/10/2011 CBI - Ministry of Foreign Affairs
  34. 34. Market Entry EU  Company has gained skills and experience in the marketing of its products towards EU/EFTA markets. Furthermore, it has established relevant contact in EU/EFTA markets. Result: 1. Technical assistance by EU market expert 2. Trade Fair participation / conference participation (3x sponsored) Tools: 3. Roadshows 4. B2B activities 5. Assistance in follow-up of contacts (market consolidation)  3-4 years  Participation fee: €500 Duration:36 02/10/2011 CBI - Ministry of Foreign Affairs

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