1. Identifying and Assessing Export Markets

2. Agenda Introduction Types and Sources of Information
Understanding HS Codes
ITC Trade Map Analysis
Market Access Map Analysis
Country Analysis

3. Introductions
Who is the Export Market Research Centre (EMRC)? What do we do?
Why are you here?

4. exporTT’s Approach to Market Research
Trade Analysis to Identify Potential Markets
Market Access Analysis to determine the duties
Country analysis of Economic, Demographic and Geographic factors
Development of an Export Dashboards
Choose the top markets to conduct more in-depth research
Market Visits

5. Types of Information and Sources of Information

6. Research on the Internet
Advantages
Disadvantages
Wide range of data sources for virtually any market
Large Volumes of data
Availability of Analysis
Quick Access
Low or No Cost
Difficulty in Verifying Information
Data is dispersed and in many different locations
Information overload
Easy to lose focus of your objective

7. Types of Information Needed
Macro Economic
Trade Flows
Tariffs / Duties
Pricing
Trade Indicators
Distributors
Competition
Standards
Non Tariff Barriers
Trade Shows
Socio Economic
Business Requirements

8. What do exporters want to know?
Major importing or exporting countries
Market supply and demand analysis
Assessment of market potential and requirements
Overview of market conditions
Major potential buyers or suppliers

9. Sources of Information
URL
Trade Data
ITC Trade Map
Market Access Data
ITC Market Access Map
Country Information
CIA World Fact Book

10. Export Market Research Methodology

11. Start’s Internally What are the strategic objectives of my company?
Expand into existing markets or increase market share
Enter new markets
Can these activities be supported?
Do we have the capacity?
What is our production cost and price flexibility?
How do we compete? Price, quality or customer service

12. exporTT’s Approach to Market Research
Trade Analysis to Identify Potential Markets
Market Access Analysis to determine the duties
Country analysis of Economic, Demographic and Geographic factors
Development of an Export Dashboards
Choose the top markets to conduct more in-depth research
Market Visits

13. Test Demand Low Cost ways to Test Demand Catalogue Exhibitions
Trade Leads
Company Contacts
Business Match Making
Focus groups

14. Export Market Research Methodology
Find Potential Markets
Trade Analysis
Market Access Analysis
Country Analysis
Assess Target Markets
Draw Conclusions
Test Demand

15. Understanding HS Codes

16. Harmonised System
Internationally Standardized system of names and numbers used to classify traded products
Administrated by the WTO
Enforced by World Customs Organizations
16 Sections
99 Chapters
Each chapter heading is broken down into Group Levels (HS 4) and Product Levels (HS 6)
6 digit HS codes are standardized across the world
8 and 10 digit HS codes are country specific

17. Use of HS Codes Product Classification
Applying Tariffs in different countries
Collection of International Trade Statistics
Trade Agreements/Trade Negotiations
To register your product (Rules of Origin, Product Registration, Health Certificates etc.)

18. HS Codes
HS CODE
Group
01 – 05
Animal and Animal Products
06 – 15
Vegetable Products
16-24
Food Stuff
25-27
Mineral Products
28 – 38
Chemicals and Allied Products
39 – 40
Plastic and Rubber
41 – 43
Raw Hides, Skins, Leather
44 – 49
Wood and Wood Products
50 – 63
Textiles
64 – 67
Footwear and Head-ware
68 – 71
Stone and Glass
72 – 83
Metals
84 – 85
Machinery and Electrical
86 – 89
Transportation
90 – 97
Misc
98-99
Services
Nomenclature 99 Broad Categories (2 Digit) 01 – 99 Natural Groups Exist

19. HS Codes and Data Classification
HS 2: Chapter Level
2 digits (broad categories)
HS 4: Group Level
Sub sectors within chapters
HS 6: Product Level
Products within the group
HS is standard up to HS 6
HS 8 and 10 are country specific

20. HS Code and Data Classification
HS Example
09 – Coffee, Tea etc
0902 – Tea, whether flavoured or not flavoured
– Green Tea

21. Another Example HS 19 – Cereal, Flour, Starch, Milk preparations
HS 1905 – Bread, Biscuits, Wafers and Pastries
HS – Sweet biscuits

22. Another Example HS 21 – Misc. Edible Preparations
HS 2103 – Sauces and Mixed Condiments
HS – Tomato Ketchup

23. T&T/ Panama Partial Scope Agreement

24. Verifying HS Codes Broker Customs ExporTT Trade Certification Office
Export Market Research Centre
Customs in the specific market(s) of interest

25. Exercise (10 mins.)
Using the link below determine the HS Code for the following products product(s).
Toilet Paper
Ice Cream
Ketchup
Peanut Butter
Matches

26. Trade Analysis

27. International Trade Centre (ITC) Tools

28. Trade Map Types of Information Available
Import Data and Export Data Values and (arranged by HS Code)
Import / Export Quantities
Company Information
Supplying and Importing Countries

29. Trade Map Types of Data Direct Data
Official Statistics which the home country reports
Mirror Data (In ORANGE)
Official Statistics from partner countries
(may under represent trade)
ALL DATA IN TRADEMAP IS EXPRESSED IN USD THOUSANDS AS THE DEFAULT.

30. Mirror Data Different levels of data collection across countries
Developed countries are better
Mirror data utilises the available data to paint a picture of a situation
Example: Searching for TT  US data. No data in TT but data in US.
Exports from TT to US – Not available
Imports from US to TT - Available
How you construct your searches becomes important even though you are searching for the same information

32. Please Login to ITC Trademap

33. Selection Menu Product Selection Trade Flow Market Selection
Data Selection

34. Determining which markets should be targeted for your product(s)

37. Export Values

38. Export Trends in Values

39. Export Quantities

40. Determining the Demand for your Product in a Market of Interest

43. USEFUL TIP
Clicking on the ‘Code’ link allows you to change the view to ascending or descending order which makes it easier to identify products

44. Identifying Competitors in the Market

45. Change from product to country to see current supplying markets

46. Downloading Data

50. Product and Country Groups

51. Country Group

52. Product Group

53. Exercise 1 – 20 mins
Identify a potential market for your product by completing the following:
Determine the size demand for your product in the market
Identify the competitors in the market
Present the size of the market in a line graph
Present the competitor information in a pie chart

54. Market Access Analysis

55. Market Access Map
General, MFN and preferential tariff rates applied by 196 countries and territories
Rules and certificates of origin
Other non-tariff measures (market requirements), e.g. technical requirements and conformity assessments

57. Find tariffs
Find non-tariff measures
Compare tariffs
Tariff Analysis
Tariff reduction simulation
User Guide
E-learning
Glossary
Useful Links

59. Quick Search

62. Countries Tariff Chile 6% Venezuela 0% Brazil 16% Haiti 15% Honduras
Guatemala
Mexico
10%
El Salvador
Ecuador
30%
Nicaragua
Panama
Peru
Costa Rica
Bolivia
Colombia
Barbados
Paraguay
Jamaica
Comparison of tariffs for the product across different markets in Latin America and the Caribbean

63. Quick Search

64. Quick Search

65. Exercise 2 – 15 mins
Determine the tariff rate(s) for your given product and markets of interest
Compare the tariff rates with that of a competitor.

66. Country Analysis

67. Economic Indicators GDP GDP Per Capita GDP Growth Population
Unemployment
Poverty Line
Inflation

68. Selection Menu

69. Categories covered. Click on the + to expand each or ‘expand all’ to open everything on the page.

70. Gives a general idea of the market and its history.
Gives some detailed information on the population. Size, age composition, major urban areas, religion, literacy and unemployment

71. Economy
Income equality helps you to understand the percentage of the population which can afford to buy your product
Gini Index measures income inequality. 0 represents perfect equality and 1 represents total inequality

72. Trade and Logistics

73. Data from CIA World Factbook
Venezuela
Peru
Costa Rica
Colombia
Barbados
Jamaica
GDP Per Capita
$17,900
$12,000
$14,900
$13,500
$16,200
$8,700
GDP growth
-3%
3.6% 5%
-0.6%
1.1%
Population
28,868,486
30,147,935 4,
46,245,297
289,680
2,930,050
Population Growth
1.42%
0.99%
1.24%
1.07%
0.33%
0.69%
Unemployment
7.8%
7.6%
8.5%
9.2%
11.5%
13.9%
Poverty Line
316%
25.8%
24.8% -
16.5%
Inflation Rate
69.8%
3.3%
4.7%
2.9%
1.3%
8.8%

74. Exercise 3
For the markets identified in the pervious sections please conduct a macro economic analysis

75. Other Factors to consider
Trends in the market e.g. Health trends, packaging and labelling
International Standards and Certifications
Shipping and Logistics Cost
Taste and Preferences
Political Instability
Trade Protectionism policies

76. Additional Dashboard Content
Sector Reports
Product Profiles
Company Profiles
Brand Share/Company Share
Prices

77. Sources
exporTT – Euromonitor International, Panjiva and In-Market Research
Business Associations and Chamber’s of Commerce
Company and Ministry Websites
In-Market Consultants/Members of the Diaspora
In-Market Visits (Meetings with Potential Buyers and Store Checks

81. Other Factors to consider
Trends in the market e.g. Health trends, packaging and labelling
International Standards and Certifications
Shipping and Logistics Cost
Taste and Preferences
Political Instability
Trade Protectionism policies

82. Additional Dashboard Content
Sector Reports
Product Profiles
Company Profiles
Brand Share/Company Share
Prices

83. Sources
exporTT – Euromonitor International, Panjiva and In-Market Research
Business Associations and Chamber’s of Commerce
Company and Ministry Websites
In-Market Consultants/Members of the Diaspora
In-Market Visits (Meetings with Potential Buyers and Store Checks

84. Sources of Information
Information Type
Sources
URL
Macro-Economic
CIA World Fact Book
World Bank
United Nation Statistics
International Monitory Fund (IMF)
Wolfram Alpha
Trade Flows
International Trade Centre – Trade Map
Nation Master
UN Comtrade
Customs and Tariffs
International Trade Centre – Market Access Map
World Tariff
World Customs Organization (WCO)
Non Tariff Barriers
CBI Access Guide
International Standards Organization

85. exporTT Services and Products
Market Access – Market Research (Secondary and Primary data), Trade Promotion Activities (Trade Missions, Trade Shows, Matchmaking Meetings)
Capacity Building – International Standards (Food Safety), Training, Co-financing
Trade Facilitation – Trade Agreements and Rules of Origin, Processing of SEW Certificates.
Any thing that you need that is within our ability to do!

86. Questions