Cali June 12th 2014

CBI Market Intelligence

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

> Introduction CBI

Mission and Vision

Target groups

CBI operates in more than 50 countries

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

> CBI Market Intelligence

Why do the research?

Market research

CBI has been doing market research for over 20 years, to help entrepreneurs from developing countries stop interesting opportunities.

Market research

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

Characteristics of CBI Market Intelligence:

• Practical

• Professional

• Reliable

• Supportive

• Insightful (future-oriented)

• Empowering

Intelligence = more insight in less time

4 Market sectors, > 20 Subsectors

CBI Market Intelligence Guide

> How

CBI’s Market Intelligence

Process

Developments

Trends

Foresights (short term)

Foresights (long term, scenario-oriented)

Opportunities

Considerations for action

Information versus intelligence

Market Intelligence process

Peer Group session

> What

CBI’s Market Intelligence

Product Portfolio

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

CBI Channels & Segments:

Your trade route on the European market

Navigate Europe’s market channels and segments

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

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

CBI Product Factsheet:

Practical market insights on your product as seen on European markets

Focus On your most promising product-market combination in Europe

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

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

> Where

CBI’s Market Intelligence

Platform

www.marketintel.eu

Twitter

Want to know about new publications? @CBIMarketIntel

> Who are you?

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.

> Who is your client?

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?

> CBI tourism studies

CBI tourism market intelligence

Export Marketing Plan

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

Market Attractiveness

CBI Trade Statistics

Market Attractiveness

Other great sources:

• UNWTO - worldwide arrival statistics and tourism barometer (www2.unwto.org/)

• European Travel Agents’ and Tour Operators’ Associations - facts & figures EU tourism market and overview of national tourism trade associations in the EU (www.ectaa.org)

• World Travel & Tourism Council - tourism research for several regions and countries (www.wttc.org)

Market Attractiveness

CBI Trends (STEEP)

Market Attractiveness

CBI Buyer Requirements

Market Attractiveness

Other great sources:

• ITC Standards Map – tourism standards information (www.standardsmap.org/)

• Tourism Review - worldwide tourism industry news channel. (www.tourism-review.com)

• Sustainable travel international - sustainable tourism information (http://sustainabletravel.org)

• European Travel Commission - tourism reports and studies for several regions and countries (www.etc-corporate.org)

• ITB Berlin - world travel trends report (www.itb-berlin.de/en)

• World Travel Market - world travel market industry report (www.wtmlondon.com)

Competitive power

CBI Competition

Competitive power

Other great sources:

• Travel & Tourism Competitiveness Index, WEF (http://reports.weforum.org/travel-and-tourism-competitiveness-report-2013/)

• Tourism Ireland - market profiles for many countries worldwide (www.tourismireland.com/Home/Consumer-Insights.aspx)

Marketing Strategy

CBI Market Channels and Segments

Marketing Strategy

CBI Inside a Buyers' Brain

Marketing Strategy

CBI Product Factsheet

Marketing Strategy

CBI Database (on demand studies)

Marketing Strategy

CBI EU support organizations

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 (www.ectaa.org)

• Tourism Australia - EU traveler profiles (www.tourism.australia.com)

• Adventure Travel Trade Association - adventure tourism news and reports (http://www.adventuretravel.biz)

> Trends in tourism and

interesting new markets

Tourism trends

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.

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

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.

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.

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

> Marketing plan

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.

> Questions?

Questions?

Do you have any issues you would like to discuss?

Questions about market research?

About EU outbound tourism?

Thanks for your attention!

Want to keep up to date on our research?

Follow us on Twitter! @CBIMarketIntel

Questions? thoek@cbi.eu