Trade and Business Promotion in SADCportal/en/en/opt/... · Revision of TradeMap Lusaka, March 2006...

Training of Trainers Workshop in Market Analysis and ITC Tools

Trade and Business Promotion in SADC

Revision of TradeMap

Market research from a trade flow perspective

Gabriela Alvarez and Bastiaan Bijl

Market Analysis Section

Lusaka, March 2006

Lusaka, March 2006 060306-4RevTmap-Zambia 2Revision of TradeMap

Training of Trainers in Market Analysis

An exporter of leather is looking to diversify its client base…..

Which country should be targeted?



A dried fruit exporter needs an overview of trade barriers he/she would face for exports to Malaysia…



A trade mission needs to know our top export products to Germany…



Where could you import rice from?Who are the largest suppliers in your region?



What is the current trade between your country and the Japan?



Initial answers to these questions and many more are easily found in TradeMap…



How Can TradeMap help my business ?

• What tariff and non tariff barriers are we facing?

• What are our competitive strengths and weaknesses?

• Where are the opportunities for

product and market diversification?

Trade Support Institutions (TSIs)

Exporters and Importers



ITC’s Interactive TradeMap provides:

• On-line database of trade flows and barriers– Value of exports and imports

– Quantities

– Unit Values

– Growth trends

– Tariff and non tariff barriers

– Market shares

– Rankings according to a variety of criteria

For each product and partner country in a fully interactive environment



The Characteristics of TradeMap

• Based on COMTRADE, the United Nations Statistics Division database

– Covering 90% of world trade reported by 115 trading nations

– Covers over 5,000 Harmonized System products

– Over 200 countries and territories

– Includes non-reporting countries using mirror statistics

– Statistics for over 30,000 products at the tariff line level for 32 countries (~80% of world trade)

• Incorporating UNTARMAC (formerly known as TRAINS)

– In cooperation with UNCTAD, WTO and additional information on more than 160 countries

• Web access with username and password



TradeMap Homepage

Click here to access TradeMap



TradeMap login page



TradeMap – Selection menu

Imports or

Exports

Country/Region selection

Partner country selection

ProductSelection



Cardamom (HS 090830) for example...

If you want to search for new export markets...

You might want to know...



World Importers of Cardamom

Tariff and Non-Tariff Barriers

Unit Value

Global market share

Countries

Quantity

Growth rate

Value



Access barriers to Pakistan’s market

Tariff Barriers

Non-Tariff Measures



Assess the competition in export markets



Gauge your relative export performance

World exporters of cardamom



Countries importing mangoes (050450)

tariff line level information for selected markets



Mangoes imported by Japan at the tariff line level

At the 9 digit level



Countries exporting mangoes to Japan

9 digit level information



Markets importing “perfume and toilet waters” (330300) from France

8 or 10 digit level



List of products at the tariff line level

8 digit level



Importing markets for « toilet waters » at HS-8 level

8 digit level



Analyse 5-year data sets

Resort by any Available year



Analyse potential for bilateral trade

Select your countries/regions



Existing and potential trade between Tanzania and United Kingdom

By product groups

at the HS 2 digit level

Indicative tradepotential



at the HS 6 digit level

Existing and potential trade between Tanzania and United Kingdom



Assessment of national trade performance and competitiveness:

• Country Market Analysis Portals

– On ITC’s Web site www.intracen.org

– Click on Countries

– Select a country from the drop-down menu



Trade Map Graphs

Bubble Charts: Positioning products according

to growth rates and changes in market share



Babies - ??Stars

DogsCash cows

The Boston Consulting Model (or Matrix)

Chocolate

Organic biscuits

Size is proportional to the turnover of the Strategic Branch Unit

Baby

biscuits

Low HighRelative Market Share

High

MarketGrowth

Low

Portfolio model of a production strategy

Product Life Cycle



Underachievers

Champions

Losers in declining markets

Achievers in adversity

Shrimps,prawns

Bananas

Size is proportional to export turnover

Tuna,canned

Losses GainsChange in world market share

Positive

International demand:

World

Trade

Growth

Negative

National Export Growth vs. International Demand The Case of Ecuador

www.intracen.org / Click on Countries / Select your country / Click on National Export Performance



Trade Map Chart:

Performance position of a country’s export products

Growth in demand (of world or of a target market)

Growth in

County X’s Market Share

HS 4 or 6

Country X Prospects for Product

Diversification



Sacks and bags

Polyethelyne sacks

and bags

Boxes and Crates

Stoppers, lids, tops

Bottles and flasks

Spools and bobbins



Trade Map Chart: Prospects for market diversification

Growth in partner country

demand for product Z

Partner country

Country X, Product Z

Partner country share of Country X’s export of product

Z

Partner country



United States

S. Korea

Japan

Singapore

Germany United Kingdom

Turkey



TradeMap helps Trade Support Institutions, Exporters and Importers…..

• Search for new markets or suppliers

• Assess competition or diversify sources

• Benchmark their trade performance

• Set priority products for trade promotion and development

• Evaluate tariffs and trade barriers

• Assess product diversification potential with a partner country



To conclude… TradeMap is:

an easy to use, intuitive tool

facilitating your market

research.



For additional information on

TradeMap

Visit

www.trademap.org

or contact

[email protected]

Trade and Business Promotion in SADCportal/en/en/opt/... · Revision of TradeMap Lusaka, March 2006...

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