MARKET ANALYSIS TOOLS Presented by: Lehlogonolo Magagane Directorate: International Trade
1. MARKET ANALYSIS TOOLS Market Analysis Screen the markets Quantitative analysis Trade. Map and Market Access Map Research market characteristics Qualitative analysis Product Map and Country Map …. It is important to Define the Product 2
2. QUANTITATIVE ANALYSIS ØWhat are the fastest growing markets? ØWhich countries are supplying to those markets? ØWhat is the position of our products in those markets? ØWhat are the access conditions for those markets? Quantitative Tools Øwww. trademap. org - FREE Øwww. macmap. org - FREE Register Ømas-admintools. intracen. org/accounts/Registra-tion. aspx …. Where should further research be focused? 3
3. TRADE – MAP (www. trademap. org) 4
E. g. AVOCADO MARKET-FASTEST GROWING MARKET 5
3. 2. MARKET ACCESS MAP (www. macmap. org) 6
E. g. TARIFFS APPLIED BY COUNTRIES TO AN IMPORTED AVOCADO Importing Country Exporter USA Mexico 76 % 0. 00 % South Africa 0% 0. 00 % Netherlands South Africa 25 % 0. 00 % Chile 17 % 0. 00 % Peru 45 % 0. 00 % South Africa 1% 0. 00 % Russian Federation Israel 41 % 5. 00 % South Africa 40 % 3. 75 % Argentina Chile* 100 % 7. 20 % 0% 10. 00 % Spain 7 South Africa % share of market (2007) Tariff applied by the Importer
E. g. TARIFFS APPLIED BY COUNTRIES TO AN IMPORTED AVOCADO continues… Importing Country Exporter Portugal South Africa 56 % 0. 00 % Spain 27 % 0. 00 % Netherlands* 86 % 0. 00 % South Africa 0% 0. 00 % Israel 41 % 3. 75 % South Africa 26 % 3. 75 % Israel 28 % 10. 00 % South Africa 25 % 10. 00 % Romania Belarus Republic of Moldova % share in market (2007) This is the end our brief quantitative analysis 8 Tariff applied by the Importer
4. QUALITATIVE ANALYSIS ØWhat are the market characteristics? ØWhat are the packaging and labeling requirements? ØHow should the product be priced? ØHow is the product distributed in the target market? ØWhat are the options for promoting the product? Qualitative Tools Øwww. p-maps. org - FREE Øwww. intracen. org/countries - FREE Register Ømas-admintools. intracen. org/accounts/Registra-tion. aspx 9 …. How do my target markets operate and can I compete?
5. OTHER MARKET ANALYSIS TOOLS - WTA World Trade Atlas – Not free (http: //www. gtis. com/english/GTIS_WTA. html ) 10 The following can be accessed from this database: ØDisplay product and country information from the most general to the most detailed level of the Harmonized Tariff Schedules. ØFind any country's data with a simple keystroke or any product by keyword or HS number with the World Trade Lexicon. ØCompare quantity and unit price data among countries. ØSort the data alphabetically by country, numerically by HS number, by market share or percent change. ØSwitch from product to country sequencing at any level of detail. ØToggle between export and import data. ØCheck balance of trade data with individual countries and on individual products.
6. EURO-MONITOR (www. euromonitor. com) 11
6. OTHER MARKET ANALYSIS TOOLS – EURO-MONITOR Euro Monitor-Not free (www. euromonitor. com) 12 The following can be accessed from this database: ØAssess the current export markets to evaluate which are most promising for present and future growth ØIdentify new markets that can lead to greater sales growth ØCompare opportunities in both existing and potential markets ØIdentify leading companies, brands and products in a market ØCompare volume and value sales of companies and brands ØBenchmark export performance against the market and competitors ØTo understand socio- economic conditions that would support or hinder exports ØPopulation, inflation, GDP, disposable income, poverty levels, level of urbanization and income distribution ØEating habits, food consumption at broad and detailed level.
7. Additional sources - TID Trade information Directory includes additional sources, it covers a wide range of website: Market access barriers and tariffs: ØEuropean Union Tariffs ØSACU tariffs Trade analytic databases: ØSADC Trade data ØTrade and Industry Policy Secretariat (TIPS) Economic and trade research: ØAgribusiness online ØNational Agricultural Marketing Council 13
8. CONTACT DETAILS Directorate: International Trade Tel: Fax: 012 319 8001 E-mail: 14 012 319 8452 info. ditr@daff. gov. za
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