The document outlines strategies for companies considering global exports, emphasizing market identification, export marketing plans, and understanding import procedures. It details tools and frameworks for analyzing market opportunities, including the 'Market Zoom' approach and the importance of creating a comprehensive market profile. Additionally, it highlights critical factors like competition, regulatory requirements, and developing a strong value proposition for successful market entry.

1. Introduction to ITC
Tools and
preparation of
Market Profiles
Cairo, March
2018

2. Why to go
global?
• Identify promising markets for
exports
• Identity better import sources
• Access GVC
• Diversify and reduce vulnerability
• …

3. Reasons to export?
To offset domestic market’s cyclical sales
To achieve additional sales
To extend a product’s life cycle
To respond strategically to foreign competitors
To achieve the success the firm’s management
has seen others achieve
To improve the efficiency of manufacturing
equipment

4. Reasons not to Export
Two major reasons
Preoccupation with the vast American market
Reluctance to become involved in a new, unknown and
therefore risky operation
Not active in international markets due to
Lack of knowledge
Locating foreign markets
Payment and financing procedures
Export procedures

5. Show and Sell
Trade events to facilitate international trade
pavilions
Trade missions
Product literature center
Reverse trade missions

6. Export Marketing Plan
Essentially same as domestic marketing plan
Specific about
Markets to be developed
Marketing strategy for serving them
Tactics to make the strategy operational

7. Export Marketing Plan
Essentially same as domestic marketing
plan
Specific about
Markets to be developed
Marketing strategy for serving them
Tactics to make the strategy operational

8. Terms of Sale…
INCOTERMS
Universal trade terminology developed by the
International Chamber of Commerce
Ex-Works
Risk passes at factory door
US equivalent: FOB (free on board)

9. Terms of Sale
FAS
Free alongside ship, port of call
CIF
Cost, insurance, freight, foreign port
CFR
cost and freight, foreign port
DAF
Delivered at frontier

10. Importing
Ways to identify import sources
If similar imported products are already in the
market, visit a retailer and examine the product
label
If the product is not being imported, call the
nearest consul or embassy of that country
Use the electronic bulletin boards of the World
Trade Centers

11. Customhouse Broker
Independent business that handles import
shipments
Acts as agent for importer
Customhouse broker brings goods through customs
May arrange transportation for goods after they
leave customs
Need to know when imports are subject to import
quotas and how much of the quota has been filled

12. Importing
Bonded warehouse
Area authorized by customs for storage of goods on which payment of
import duties is deferred until goods are removed
Automated Commercial System (ACS)
Used to track, control, and process all commercial goods imported into
U.S.
Import Duties
Importer must know how U.S./Canada calculates import duties
The Harmonized Tariff Schedule of U.S. (HTSUSA)
American version of the Harmonized System used worldwide to classify
imported products

13. What do companies have to
be aware of before going
global?
Standard
s
Competitio
n
Market
Regulation
s (health,
safety etc)
Differe
nt
Tastes
Busines
s
contacts
Custom
tariffs
Global and
national
market
dynamics
Import
restriction
s
What is
the
demand
for the
product

14. Key steps to get to the right target
market
Market Zoom
(9 Ps)
Panorama
People
Permissio
n Product
Price
Packaging
Placement
Promotion
Prospects
Market Entry
Key
minimum
requirement
s
Differentiati
on
opportunitie
s
Develop a
winning
value
proposition
Identify your
target market
Understand your
target market
Get to the
target market
Market Scan
Market size
Market
dynamism
Competition
Proximity
Diaspora
opportunity
Market
access
conditions
Market
Profile report
+
Group
presentation

15. 1 - Market Scan: Identify attractive
markets
Market scanning involves comparing potential markets
against various criteria to help identify a suitable
market
•Which are the biggest and fastest growing markets for
my product?
• What is the level of competition in those markets?
• What are the risks of doing business in those markets?
•What are the business opportunities linked to the
diaspora network?
• What are the market access conditions for those
markets?
 Where should I focus further
research?

16. Market Analysis
Tools
Trade Map: trade flows
Market Access Map: custom tariffs, Non-Tariff Measures,
etc. Sustainability Map: voluntary standards, etc.
Procurement
Map
Investment
Map
Export Potential
Map

17. Users from developing countries can access the tools free of
charge
Free Access

18. ITC tools are available at:
http://www.intracen.org/marketanalysis
Click here to create your account

19. 2 - Market Zoom: the 9
Ps
PANORAMA: What is the socio-economic situation?
PEOPLE: Who are the consumers? What segments exist in this market?
PRODUCT: What are the uses of the product? What are the sub-
products? PERMISSION: What are the regulatory entry requirements?
PLACEMENT: What is the distribution structure like? How is value distributed?
PACKAGING: What are the packaging and labeling requirements?
Preferences? PRICE: What are the prices in the market? Are there significant
differences? Why? PROMOTION: What are the best ways to introduce
products to buyers?
PROSPECTS: What are possible routes to market?

20. 3 - Market Entry: Your value
proposition
Minimum requirements
• Example: Phytosanitary requirements
• Product quality standards, on-time delivery, competitive
price
Differentiation
• Example: Differentiate as an “ethnic” gourmet experience
Firm
What do we need to do different at
the firm level?

21. What is a Market
Profile?
Product focused:
• dealing with a single product or a narrowly defined group of
products
Limited Geographically:
• dealing with one market or markets that share similar features
Concise:
• a good description of the main characteristics of the target market
Practical:
• containing sufficient information to support exporters with the
design of their export strategy

22. A Market Profile provides an understanding on where
opportunities lie and how to access these
opportunities.
•Provides exporters and trade support institutions with a concise
overview of conditions for market entry and trends in a given import
market.
•Organizes the information about the identified product and target
market in a user-friendly and comprehensive framework.
What is a Market Profile
for?
INFORMS a robust export
strategy!

23. Where will we play?
What is the identified product and market?
Product: description, HS codes
World Market: global trends, tariffs
Target Market: competition, tariff faced and tariff advantage
- Packagin
g
- Price
- Placemen
t
- Promotio
n
Market
Profile
From
researching
trade
information
to market
intelligence
Key Minimum
Requirements
Key Differentiation
Factors
What will make us win?
What is our understanding of the Target Market?
- Panorama
- People
- Product
- Permission
SWOT
Analysis

24. Market Profile Structure
(I) D. Market Screening
1. Attractive markets
2.Selected market for building a
market profile
E. Target Market
Characteristics
1.Egypt’s trade performance in
target market
2. Competition in the target market
3. Import seasonality
4. Egypt price positioning using
unit value
E5 Tariff faced and tariff advantage in
target market
A. Product overview
A1. Product characteristics
2. World Production and Consumption Overview
3. Production capacity of Egypt
B. Global Trade Overview
1. World Trade characteristics for selected product
2. Imports characteristics
B-3 Exports
characteristics
C. Egypt’s export performance for
selected product
1. Egypt’s export performance in the world
market
2. Egypt’s export performance relative to other
products within its sector
3. Tariff faced by Egypt in the world

25. Market Profile Structure
(II)
F. PANORAMA: CONTEXT IN THE
TARGET MARKET
G. PRODUCT
H. PEOPLE
I. PERMISSION
J. PACKAGING AND LABELLING
REGULATIONS
K. PRICE
L. PLACEMENT
M. PROMOTION
N. PROSPECTS
O. SWOT ANALYSIS: MINIMUM
REQUIREMENTS AND
DIFFERENTIATION FACTORS
P. RECOMMANDATION
Q. USEFUL SOURCES

26. Workshop
Objectives
Understand how ITC's Market Analysis Tools can facilitate trade analysis
1. Understand the main elements involved in selecting an export
market: Market Scan, Market Zoom and Market Entry
2. Identify a product and its global trade flows. Evaluate
Egypt’s positioning relative to its competitors
3. Become familiar with different types of market access
requirements applied to Egypt’s export products
4. Identify and understand mandatory regulations and
voluntary standards
5. Combine all the steps to prepare and present a Market
Profile

27. Agend
a
1. Market Scan
• What are attractive markets for my products?
• Trade flows (Trade Map)
• Market Access requirements (Market Access
Map)
2. Market Zoom (9 Ps) & Market
Entry
3. Practice: Group
presentation
Days 3 & 4
Days 1 & 2
Day 5
• Panorama
•
• People
•
• Permission
•
• Product
• Price
• Packaging
Placemen
t
Promotio
n
Prospects
• Minimum
requirements
• Differentiation
• Value proposition

28. Are you
ready ?