MARKET ANALYSIS TOOLS

MARKET ANALYSIS TOOLSMARKET ANALYSIS TOOLSMARKET ANALYSIS TOOLSMARKET ANALYSIS TOOLS

Presented by: Lehlogonolo MagaganePresented by: Lehlogonolo Magagane

Directorate: International TradeDirectorate: International Trade

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1. MARKET ANALYSIS TOOLS1. MARKET ANALYSIS TOOLS1. MARKET ANALYSIS TOOLS1. 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

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2. QUANTITATIVE ANALYSIS2. QUANTITATIVE ANALYSIS2. QUANTITATIVE ANALYSIS2. QUANTITATIVE ANALYSIS

What are the fastest growing markets?What are the fastest growing markets?Which countries are supplying to those markets?Which countries are supplying to those markets?What is the position of our products in those markets?What is the position of our products in those markets?What are the access conditions for those markets?What are the access conditions for those markets?

Quantitative Tools

www.trademap.org - FREE

www.macmap.org - FREE

Register

mas-admintools.intracen.org/accounts/Registra-tion.aspx

….Where should further research be focused?

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

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

Top 9 Fastest growing market

0

20

40

60

80

100

120

% g

row

th% Average growth rate (2002-2007) % share of SA Exports

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

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E.g. TARIFFS APPLIED BY COUNTRIES TO AN IMPORTED AVOCADOE.g. TARIFFS APPLIED BY COUNTRIES TO AN IMPORTED AVOCADO

Importing Country

Exporter % share of market (2007)

Tariff applied by the Importer

USA Mexico 76 % 0.00 %

South Africa 0 % 0.00 %

Netherlands South Africa 25 % 0.00 %

Chile 17 % 0.00 %

Spain 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 %

South Africa 0 % 10.00 %

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E.g. TARIFFS APPLIED BY COUNTRIES TO AN IMPORTED AVOCADO continues…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

Portugal South Africa 56 % 0.00 %

Spain 27 % 0.00 %

Romania Netherlands* 86 % 0.00 %

South Africa 0 % 0.00 %

Belarus Israel 41 % 3.75 %

South Africa 26 % 3.75 %

Republic of Moldova

Israel 28 % 10.00 %

South Africa 25 % 10.00 %

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4. QUALITATIVE ANALYSIS4. QUALITATIVE ANALYSIS4. QUALITATIVE ANALYSIS4. 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?

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5. OTHER MARKET ANALYSIS TOOLS - WTA5. OTHER MARKET ANALYSIS TOOLS - WTA5. OTHER MARKET ANALYSIS TOOLS - WTA5. OTHER MARKET ANALYSIS TOOLS - WTA

World Trade Atlas – Not free

(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.

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

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6. 6. OTHER MARKET ANALYSIS TOOLS –OTHER MARKET ANALYSIS TOOLS – EURO-MONITOR EURO-MONITOR6. 6. OTHER MARKET ANALYSIS TOOLS –OTHER MARKET ANALYSIS TOOLS – EURO-MONITOR EURO-MONITOR

Euro Monitor-Not free (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 growthIdentify new markets that can lead to greater sales growthCompare opportunities in both existing and potential marketsIdentify leading companies, brands and products in a marketCompare volume and value sales of companies and brandsBenchmark export performance against the market and competitorsTo understand socio- economic conditions that would support or

hinder exportsPopulation, inflation, GDP, disposable income, poverty levels, level

of urbanization and income distributionEating habits, food consumption at broad and detailed level.

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7. Additional sources - TID7. Additional sources - TID7. Additional sources - TID7. Additional sources - TID

Trade information Directory includes additional sources, it covers a wide range of website:

Market access barriers and tariffs:European Union TariffsSACU tariffs

Trade analytic databases:SADC Trade dataTrade and Industry Policy Secretariat (TIPS)

Economic and trade research:Agribusiness onlineNational Agricultural Marketing Council

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8. CONTACT DETAILS8. CONTACT DETAILS8. CONTACT DETAILS8. CONTACT DETAILS

Directorate: International Trade

Tel: 012 319 8452

Fax: 012 319 8001

E-mail: [email protected]