4 th World Conference of Trade Promotion Organizations

4 th World Conference of Trade Promotion Organizations (TPOs) FOCUSING ON ESSENTIALS The Quest for Organizational Reform in KOTRA May 17 th 2002 KOTRA (KOREA TRADE- INVESTMENT PROMOTION AGENCY)

4 th World Conference of Trade Promotion Organizations (TPOs) CONTENTS I. GLOBAL ECONOMIC ENVIRONMENT II. KOTRA MANAGEMENT SYSTEM III. DIRECTIONS OF ORGANIZATIONAL REFORM IV. FEATURES OF KOTRA IN 2005 KOTRA (KOREA TRADE- INVESTMENT PROMOTION AGENCY)

4 th World Conference of Trade Promotion Organizations (TPOs) I. GLOBAL ECONOMIC ENVIRONMENT 1. Profound Change in the Elements that Constitute Value and Competitiveness 20 th century • Value: Productivity Based on Input of Labor • Competitive Elements: Material Capital 21 st century • Value: Productivity Based on Promoting Creativity & Quality of Labor • Competitive Elements: information & Knowledge KOTRA (KOREA TRADE- INVESTMENT PROMOTION AGENCY)

4 th World Conference of Trade Promotion Organizations (TPOs) 2. “The Era of Borderless Competition” • Policies are standardized • Most debated economic issues : Globalization vs. Regional Economic Blocs WTO NAFTA EU APEC MERCOSUR KOTRA (KOREA TRADE- INVESTMENT PROMOTION AGENCY)

4 th World Conference of Trade Promotion Organizations (TPOs) 3. Digitalized & Knowledge-Based Economy • Knowledge becomes the major source of added value • Change in industrial structure from manufacturing to new industries such as IT KOTRA (KOREA TRADE- INVESTMENT PROMOTION AGENCY)

4 th World Conference of Trade Promotion Organizations (TPOs) KOTRA has Implemented Organizational Reform Changing Global Economic Environment & Asian Financial Crisis Since 1997 KOTRA (KOREA TRADE- INVESTMENT PROMOTION AGENCY)

4 th World Conference of Trade Promotion Organizations (TPOs) II. KOTRA Management Policy World-class Trade & Investment Promotion Agency Management Strategy Results-oriented Assessment Criteria Restructuring Focussed on Field Operations Competence. Oriented Human Resources Mid- to Long-term Management Objectives Customer Satisfaction Level: 75% Customer Utilization Rate: 50% Financial Independence Level: 20% KOTRA (KOREA TRADE- INVESTMENT PROMOTION AGENCY)

4 th World Conference of Trade Promotion Organizations (TPOs) III. Direction of Organizational Reform Functions Added Investment Promotion & Ombudsman Organization/ Personnel Establish a Field-Focused Organization via Redeployment of Financing and Staff Activities Develop Business Scope & Expand Service Area Customer Service Introduce Customer Satisfaction Management System Informatization Extend Informatization to Effect Management Innovation Maximization of Customer Satisfaction KOTRA (KOREA TRADE- INVESTMENT PROMOTION AGENCY)

4 th World Conference of Trade Promotion Organizations (TPOs) 1. Broadening of Service Area Has Included Investment Promotion Since 1995 Established KISC (Korea Investment Service Center) & Investment Ombudsman in 1998 KOTRA (KOREA TRADE- INVESTMENT PROMOTION AGENCY)

4 th World Conference of Trade Promotion Organizations (TPOs) 2. Conversion to Customer-Oriented Organization “Team-Based” Restructuring - Simplified Decision-making Process - Empowering Teams to Delegate Most Routine Business - Transferred 1/4 of Total Head Office Staff to Domestic or Overseas KTCs KOTRA (KOREA TRADE- INVESTMENT PROMOTION AGENCY)

4 th World Conference of Trade Promotion Organizations (TPOs) 3. Regionally Focussed Service System • Newly Established 8 Regional Head Offices • Specialized Investment Promotion Function in Each Regional Head Office Plus 36 KTCs CIS (Commonwealth of Independent States) North America China Europe Central & South America Japan Middle East & Africa Asia & Oceania KOTRA (KOREA TRADE-INVESTMENT PROMOTION AGENCY)

4 th World Conference of Trade Promotion Organizations (TPOs) 4. Personnel Assessment System Based on Competence and Results Competence Evaluation 360° Assessment Procedure Achievement Assessment MBO Implementation of Merit-Based System Creation of Organizational Culture Based on Competence and Results KOTRA (KOREA TRADE- INVESTMENT PROMOTION AGENCY)

4 th World Conference of Trade Promotion Organizations (TPOs) 5. Business Development and Expansion of Service Improvement of Business Promotion Process Head Office (Seoul) Domestic KTCs Triangular Structure Overseas KTCs KOTRA (KOREA TRADE- INVESTMENT PROMOTION AGENCY)

4 th World Conference of Trade Promotion Organizations (TPOs) Business Development & Service Expansion Full Scale E-Trading Support - Newly Launched On-line Trade Delegations, e- Trade Mart - Held Total of 6 Times in 2002 Expansion of Customized Service SME Project Surveys 543 Companies in 2000 9, 800 in 2001 1, 061 Companies in 2001 12, 187 Cases in 2001 Close Support Service for Investors to Korea - Red Carpet Service for Big Time Investors KOTRA (KOREA TRADE- INVESTMENT PROMOTION AGENCY)

4 th World Conference of Trade Promotion Organizations (TPOs) 6. KOTRA’s Digital Service Virtual KOTRA • On-line Event • Cyber Trade Mart Digital KOTRA (www. kotra. or. kr) • Networking with Local Govn’t, banks, etc Information Service Silkraod 21 & KOBO (www. silkroad 21. com) (www. kobo. net) Trade Promotion Cyber KISC (www. investkorea. org) Investment Promotion KOTRA (KOREA TRADE- INVESTMENT PROMOTION AGENCY)

4 th World Conference of Trade Promotion Organizations (TPOs) IT Infrastructure KMS Groupware (Knowledge Management System) (Intranet) • E-Document • BBS EKP • Best Practice • Process Renovation (Enterprise Knowledge Portal) CRM • Customer Information • Service History Management MIS • Budget Control • Project Management KOTRA (KOREA TRADE- INVESTMENT PROMOTION AGENCY)

4 th World Conference of Trade Promotion Organizations (TPOs) 7. Customer Satisfaction Management System Creating Customer Value Customer Satisfaction CS Mind Periodically Researching & Analyzing CS Levels CS Evaluation CS Rewards IT & CRM System KOTRA (KOREA TRADE- INVESTMENT PROMOTION AGENCY)

4 th World Conference of Trade Promotion Organizations (TPOs) IV. Features of KOTRA in 2005 World-class Trade/Investment Promotion Agency Status of KOTRA Worldwide Digital Trade/Investment Information Center Core Agency of National Trade and Investment Policy Holding International-level Exhibitions Management Basis Leader in Global e-Marketplace KOTRA (KOREA TRADE- INVESTMENT PROMOTION AGENCY)

4 th World Conference of Trade Promotion Organizations (TPOs) Thank You KOTRA (KOREA TRADE- INVESTMENT PROMOTION AGENCY)