1. MARKET ANALYSIS TOOLS Presented by: Lehlogonolo Magagane Directorate: International Trade

2. 2 1. MARKET ANALYSIS TOOLS Market Analysis Screen the markets Research market characteristics Quantitative analysis Qualitative analysis TradeMap and Market Access Map Product Map and Country Map ….It is important to Define the Product

3. 3 2. QUANTITATIVE ANALYSIS  What are the fastest growing markets?  Which countries are supplying to those markets?  What is the position of our products in those markets?  What are the access conditions for those markets? Quantitative Tools  www.trademap.org - FREE www.trademap.org  www.macmap.org - FREE www.macmap.org Register  mas-admintools.intracen.org/accounts/Registra-tion.aspx ….Where should further research be focused?

4. 4 3. TRADE – MAP (www.trademap.org)

5. 5 E.g. AVOCADO MARKET-FASTEST GROWING MARKET

6. 6 3.2. MARKET ACCESS MAP (www.macmap.org)

7. 7 E.g. TARIFFS APPLIED BY COUNTRIES TO AN IMPORTED AVOCADO Importing Country Exporter% share of market (2007) Tariff applied by the Importer USAMexico76 %0.00 % South Africa0 %0.00 % NetherlandsSouth Africa25 %0.00 % Chile17 %0.00 % SpainPeru45 %0.00 % South Africa1 %0.00 % Russian Federation Israel41 %5.00 % South Africa40 %3.75 % ArgentinaChile*100 %7.20 % South Africa0 %10.00 %

8. 8 E.g. TARIFFS APPLIED BY COUNTRIES TO AN IMPORTED AVOCADO continues… This is the end our brief quantitative analysis Importing Country Exporter% share in market (2007) Tariff applied by the Importer PortugalSouth Africa56 %0.00 % Spain27 %0.00 % RomaniaNetherlands*86 %0.00 % South Africa0 %0.00 % BelarusIsrael41 %3.75 % South Africa26 %3.75 % Republic of Moldova Israel28 %10.00 % South Africa25 %10.00 %

9. 9 4. QUALITATIVE ANALYSIS  What are the market characteristics?  What are the packaging and labeling requirements?  How should the product be priced?  How is the product distributed in the target market?  What are the options for promoting the product? Qualitative Tools  www.p-maps.org- FREE  www.intracen.org/countries - FREE Register  mas-admintools.intracen.org/accounts/Registra-tion.aspx ….How do my target markets operate and can I compete?

10. 10 5. OTHER MARKET ANALYSIS TOOLS - WTA World Trade Atlas – Not free (http://www.gtis.com/english/GTIS_WTA.html )http://www.gtis.com/english/GTIS_WTA.html The following can be accessed from this database:  Display product and country information from the most general to the most detailed level of the Harmonized Tariff Schedules.  Find any country's data with a simple keystroke or any product by keyword or HS number with the World Trade Lexicon.  Compare quantity and unit price data among countries.  Sort the data alphabetically by country, numerically by HS number, by market share or percent change.  Switch from product to country sequencing at any level of detail.  Toggle between export and import data.  Check balance of trade data with individual countries and on individual products.

11. 11 6. EURO-MONITOR () 6. EURO-MONITOR ( www.euromonitor.com ) www.euromonitor.com

12. 12 6. OTHER MARKET ANALYSIS TOOLS – EURO-MONITOR Euro Monitor-Not free (www.euromonitor.com)www.euromonitor.com The following can be accessed from this database:  Assess the current export markets to evaluate which are most promising for present and future growth  Identify new markets that can lead to greater sales growth  Compare opportunities in both existing and potential markets  Identify leading companies, brands and products in a market  Compare volume and value sales of companies and brands  Benchmark export performance against the market and competitors  To understand socio- economic conditions that would support or hinder exports  Population, inflation, GDP, disposable income, poverty levels, level of urbanization and income distribution  Eating habits, food consumption at broad and detailed level.

13. 13 7. Additional sources - TID Trade information Directory includes additional sources, it covers a wide range of website: Market access barriers and tariffs:  European Union Tariffs  SACU tariffs Trade analytic databases:  SADC Trade data  Trade and Industry Policy Secretariat (TIPS) Economic and trade research:  Agribusiness online  National Agricultural Marketing Council

14. 14 8. CONTACT DETAILS Directorate: International Trade Tel: 012 319 8452 Fax: 012 319 8001 E-mail:info.ditr@daff.gov.za