This is a simple on hand presentation explaining the process of doing a desk research when wanting to export. Helps you to identify potential markets for your products and gives you a quick and easy approach to market research.

1. Market Research
and
Trade Data Analysis
Prepared and Presented by
Rania Habib
Export Marketing Consultant

2. Table of Contents
1. Why Market Research?
2. Types of Market Research
3. Market Research Process
4. Questions that Market Research Should Answer
5. Reliable Online Resources
6. Understanding Cultures
7. Pitfalls and Challenges
8. Practical Exercises on ITC and CBI tools

3. Why Market Research?!

4. • “GO TO THE MARKETS” Approach
• Never put all your eggs in one basket!
• It makes exporters UNDERSTAND and leads to
a BETTER DECISION MAKING
• It Identifies attractive markets and paves the way
to a successful business
• It is THE ESSENTIAL preceding step to your
export marketing strategy and planning
Its purpose is to identify marketing opportunities
and constraints
Leading to a GO / NO GO decision
Why Market Research?!

5. Types of Market Research
Market
Research
Secondary data
(Desk Research)
Internal (Company
info)
External
(Country &
Industry reports)
Primary Data (Field
research)
Qualitative Quantitative

6. Primary Research
• Is also called Field Research, done in the
target market
Qualitative Analysis:
Is done on small groups to identify Directions and
general trends. This is done through one on one
meetings, focus groups, observations, etc. using
open end questions like why and how
Quantitative Analysis:
Is more done on large group using questionnaires
and surveys to identify numbers and percentages

7. Secondary Research
Internal Resources
You have to analyze internally your business in
terms of your current:
1. Product Range
2. Markets Served
3. Segments Served
4. Distribution Channels
5. Sales Analysis (best product, top channels,
prices, promotion … etc.)

8. External Resources
Before you go … FOCUS … Set Objectives!
• Step 1: Define the Product or Group of Products you
want to sell (with HS codes)
• Step 2: Identify your Objective from conducting this
research
• Step 3: Identify your Target Market(s), through Trade
Map
• Step 4: Write your “Research Questions”
• Step 5: Understand the Target Markets and define your
Strategy
Define a budget and deadline for the research.
***KEEP IT SIMPLE, AVOID “INFOBISITY”!!!***

9. Market Research Process
Think of it as a Funnel
Bird’s eye view
( global demand & supply)
Identify top 10 countries
in Size & growth
Do PESTEL analysis
Identify most
attractive countries
Study 4Ps in
each country
Develop your EMP per country
Trade Map Data
Europa.eu data
Census data
Country Factsheets:
CIA fact book, Undata,
FAO, World Bank.
SecondaryResearch
Secondary & Primary
ResearchField Research

10. Trade Map Data Analysis
Trade Map gives a quick review of:
1. Global demand and supply of the product
2. Growing and declining markets
3. Global market share
4. Tariff barriers
5. Non tariff barriers
6. Seasonality of ordering
7. Competition

11. Importers of Citrus Fruits in 2013

12. Exporters of Citrus Fruits in 2013

13. Highly Attractive Countries
To identify top 10 highly attractive countries, exporters
should check:
1. Free Trade Agreements
2. The percentage of imports from different countries,
No Monopolizing of a certain country for the
market
3. Proximity to Egypt and freight charges
4. Growth rate over the years, not only a boom in one
year
5. Trade Balance (highly –ve)
6. Are there any HUB countries around?

14. Do PESTEL Analysis for the 10 Countries

15. Make Your Final Selection

16. After the Final Selection …
Questions that Market Research Answers

17. Questions that Market Research Answers
4Ps
• Distribution Channels
(must be carefully
selected)
• Inventory & Logistics
• Largest Exhibitions
• Sales force
• Advertising
methods
• E-marketing
• Sales Promotion
• Which Product/ function
(Rashidy)
• Product life cycle stage
• Required standards &
specs
• Market trends
• Which Brand
• Packaging
• Services
• Market price
• Payment terms
• Discount structure
Prices Product
PlacePromotio
n
Target Market

18. • What are the trends (long and short term)
in potential markets?
FACT: Due to recession, more people stay at
home!
• Who are my customers and prospects
(segment, demographics, habits)? Answer
the 5W questions (WHO, WHERE, WHAT,
WHEN, AND WHY)
• What is their behavior?
Questions that Market Research Answers
“Customer”

19. Questions that Market Research Answers
Competition
• Fact: Competition is really FIERCE! Unless you have a product that is
seasonal or of rare existence. (Egyptian Cotton, Oranges, Marble
…etc.)
• Some major suppliers are from re-exporting countries who originally
imports from Egypt (strawberries) so you have a chance!
• You should know if there is local manufacturing or not
• Some major questions about competition may include:
1. What is the size of their firm?
2. Where are they located?
3. What is their nationality?
4. Where do they sell?
5. How long have they been in business?
6. What other products do they offer?
7. What is their price structure?

20. Market Research Leading to SWOT
Action Plan
• Identifying opportunities and threats from the
research will help exporters plan actions to adapt
their product and business to new target markets
• Identify the exact “Product Market Combination”
and your Marketing Mix
• Finalize your Export Marketing Plan
TIP: Take Care! Your 4ps should support the
POSITION you require in the market. Also your
selected distribution channel.

21. Online Resources
• General: Euromonitor, Frost & Sullivan, the Economist,
Reuters, Mintel, Datamonitor, Global Insight.
• Food & Beverages:
www.researchandmarkets.com,
www.Mindbranch.com,
www.Just-food.com
www.Just-drinks.com
www.tacler.com
• Textiles:
http://www.homeandtextilestoday.com
http://www.reedbusinessstore.com/htt.html

22. Online World Market Prices
1. www.public-ledger.com
2. www.todaymarket.com
3. www.intracen.org
4. www.fintrac.com/gain/prices
www.Alibaba.com
can also be a very good source to know market
prices

23. Other Free Sources for Market Research
• www.trademap.org
• www.macmap.org
• www.standardsmap.org
• www.fao.org
• www.data.un.org
• www.exporthelp.europa.eu
• www.usatrade.gov
• www.euromonitor.com
• www.oecd.org
• www.cbi.eu
• www.fita.org
• Reports of competitor countries that they use to help their companies with their exports.
Every country has its national statistics center (CAPMAS)
• Sector Magazines
• Industry and Sector Associations
• Egyptian Commercial Services (ECS offices) Ask for their HOW TO DO BUSINESS IN …
Reports
TIP: Always question the relevance of data and its source

24. ECS Offices

25. Why do we have to consider cultures?
It can Make or Break the Deal!
Understanding the Culture

26. More TIPS
• Take care of the cultural differences and how to do business in target
countries, IT CAN MAKE OR BREAK THE DEAL!!!!
• Check these mobile applications Culture GPS, JPA itraveler.
• Also check these websites:
http://www.kwintessential.co.uk/resources/global-etiquette/egypt-country-
profile.html
http://www.beyondintractability.org/essay/culture-negotiation
http://www.exporthelp.co.za
• Use freelance websites for a local researcher/translator (you have to test
him!)
• Use Google translate for foreign language reports … it will give you the
meaning not necessary precise translation
• For the purposes of email marketing, take care of local email privacy laws
especially in Japan, Italy and Germany

27. Useful Tips
• Avoid Self Reference Criterion SRC
• Avoid going where you know people, it might not be the
best market for you!
• Take care of the outdated data
• Not optimizing your web search; as you have to use + /
AND when combining words for your search (ex.
UK+luxury+confectionary)
• Market research needs a very good understanding for your
product and its mix
• Market research needs high analytical and language skills.
• Write all possible related words on a piece of paper, and
use them all during the research, you will be surprised!
• Use mind maps to visualize your research!
• Use ‘You Tube’ and ‘Slide Share’ as sources.

28. Exercises
To better understand:
1. Trade Map
2. Mac Map
3. Standards Map
4. CBI

29. Trade Map

30. Seasonality

31. Mac Map

32. Standards Map

33. CBI Market Information