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Market analysis tools
Launch and training at WTO Reference Centres
Islamabad, Karachi & Lahore May 2005
This publication has been produced with the assistance of the European Union (EU) as part of an EU-funded Trade Related Technical Assistance (TRTA) programme with the Government of Pakistan. The International Trade Centre (ITC) is implementing the programme. The content of this publication is the sole responsibility of the implementing agency. Facts and figures set forth in this publication are the responsibility of the implementing agency and should not be considered as reflecting the views or carrying the endorsement of the EC, ITC, UNCTAD, or WTO. The factual details and in-country resources in the publication have been researched and compiled by the implementing agency. ITC has not formally edited this report.
Written by: DPMD / MAS
© International Trade Centre (UNCTAD/WTO) Palais des Nations, 1211 Geneva 10, Switzerland Email: [email protected] http://www.intracen.org Distribution: UNRESTRICTED May 2005
ITC: Your Partner in Trade Development The International Trade Centre is the joint technical cooperation agency of the United Nations Conference on Trade and Development (UNCTAD) and the World Trade Organization (WTO) for business aspects of trade development. ITC’s mission is to contribute to sustainable development through technical assistance in export promotion and international business development. ITC’s strategic objectives are:
Enterprises – Strengthen the international competitiveness of enterprises.
Trade support institutions – Develop the capacity of trade service providers to support businesses.
Policymakers – Support policymakers in integrating the business sector into the global economy.
International Trade Centre Page 1
Table of contents
Report 3 Introduction 3 Training workshops 3 Launch of market analysis tools 3 MOU 4 Future training 4
Indicat ive workshop agenda 5 Presentations 7
Introduction to ITC and Market Analysis Tools 7 TradeMap 12 Product Map 18 Market Access Map 22
Evaluation results 29 Part icipants l ists 31
Islamabad, 16-17 May 2005 31 Karachi, 19-20 May 2005 32 Lahore, 26-27 May 2006 33
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International Trade Centre Page 3
Report
Introduction
The International Trade Centre (ITC) undertook a mission to Islamabad, Karachi and Lahore from 15 to 27 May 2005 as part of the European Union (EU) Trade Related Technical Assistance (TRTA) Programme for Pakistan.
The objectives of the mission were to:
• Launch TradeMap Pakistan and access to Product Map and Market Access Map in the three cities.
• Identify organizations to disseminate passwords and usage of the tools to companies around Pakistan.
• Conclude a MOU with the Ministry of Commerce (MOC) for use and dissemination of the tools.
• Conduct meetings and develop a training needs assessment (TNA) to determine the next steps in the MAS segment of the TRTA
Training workshops
The three workshops — held 16-17 May in Islamabad, 19-20 May in Karachi, and 26-27 May in Lahore — were successful.
In each city the venue was excellent, as were the logistics related to refreshments and Internet connections. Participant evaluations were generally favourable, showing an overall score of 4.8 out of 5 (see below). Comments were generally positive, although there was a general wish to have more and longer training.
The participants were generally of a high quality, reflecting a good knowledge of trade issues, deep experience working with companies or on policy issues, and medium to high computer literacy. In all cases, the right groups were targeted — i.e. those working with SMEs on trade information — to both widen dissemination and to get the tools directly to the private sector. However, direct participation of the private sector was relatively low. The next round of training may propose events to increase private sector participation in order to further widen awareness.
Launch of market analysis tools
A relatively wide net of password providers was developed for the tools. Nine organizations were brought in to generate passwords: EPB in the three cities, the Karachi and Lahore Chambers of Commerce, the Federation of Pakistan Chambers of Commerce & Industry (FPCCI), the Small & Medium Enterprise Development Authority (SMEDA), the provincial Government of Punjab, and TRTA project staff. Each organization received the password generation guides as well as training in the process of developing a password.
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Contact information for these organizations will be posted on the site for interested users. Usage and password generation will be monitored to gauge interest.
MOU
The MOU was discussed with the Director of the WTO Wing of MOC, Mr. Qasim Niaz. Mr. Niaz reviewed the agreement and provided feedback on it. He had no objections in principal, although he requested one change and is required to submit the dispute resolution clause to the Ministry of Justice for review.
Future training
Finally, a number of useful meetings were conducted in order to target the right organizations and objectives for the next training activities. From the meetings, four core groups were identified to focus on during the next activity:
• Small business advisory services providers at the EPB and SMEDA.
• Executive education providers including the Pakistan Institute of Management (PIM) and the Institute for Business Administration (IBA).
• The FPCCI and the Chambers of Commerce in Lahore and Karachi.
• Ministry of Commerce.
Representatives from each institution have been asked to apply the tools, to disseminate them to clients and colleagues, and to get feedback on how they can best be integrated into the way they provide services and how they would like the next training activity to be targeted. We currently expect this to be a training of trainers targeted at the different needs of these groups. A separate needs assessment report describes our conclusions in more detail.
International Trade Centre Page 5
Indicative workshop agenda
Day 1 Morning Welcome and Overview — The need for Trade Strategy and Market Analysis Coffee break How to use TradeMap and what it can do for you Lunch break Afternoon Practice Session and Exercises with TradeMap Coffee break Practice Session and Exercises with TradeMap (Continuation) Day 2 Morning Product Map — Business Information for Going Global Coffee break Practice Session with Exercises on Market Intelligence Lunch break Afternoon Market Access Map — Making Tariffs More Transparent Coffee break Practice Session with Exercises on Market Access Conclusion
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Presentations
Introduction to ITC and Market Analysis Tools
Introduction to ITC and Market Analysis Tools
Workshop in Market Analysis
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What Is ITC?
• Technical cooperation arm of UNCTAD and the WTO• Mission – provide enterprise oriented capacity building for
trade promotion and export development
UNCTAD WTO
ITC
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DEPARTMENT OF OPERATIONS
OFFICE OF THE
EXECUTIVE DIRECTOR
DIVISION OF TECHNICAL COOPERATION COORDINATION
DIVISION OF PRODUCTAND MARKET
DEVELOPMENT
Financial ManagementSection
General Services &Publications Section
Info. TechnologyServices Section
Human Resources Section
Office for Arab StatesEurope & the CIS
Office for Asia-Pac., Latin America & the Caribbean
Office for Africa
South-South Trade
Prom. UnitLDC Unit Trade in Services
Unit
Market DevelopmentSection
Market AnalysisSection
Trade InformationReference Centre
DIVISION OFPROGRAMME SUPPORT
ITC Organizational Chart
DIVISION OF TRADE SUPPORT SERVICES
E-Trade Dev.Unit
Business Advisory Services Section
Enterprise Mgmt^.Development Section
Int’l Purchasing and Supply
Management Section
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The Market Analysis Section at ITC
• Part of the Division of Product and Market Development at the International Trade CentreUNCTAD / WTO
• Produces and disseminates tools for market research and trade analysis for exporters, importers and trade support institutions
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-2%
0%
2%
4%
6%
8%
10%
12%
14%
1960-70 1970-80 1980-90 1991-94 1995-98 1999 2000 2001 2002 2003
World GDP Trade
World trade grows faster than GDP:
Source: WTO
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WORLD MERCHANDISE
TRADE IN 2003
$7,300,000,000,000Over $ 230,000
persecond
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Value AddedManufacturing
CommodityDependency
Technology-based Products
High-Techbased Services
Shift in Global Trade
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Now look at some issues in MARKETING:
• Globalization requires and rewards best practices– How many of Nike’s 5’000 employees in the US are
working in production?– How much do Hong Kong’s traders get for marketing
mainland China’s exports?– In what sectors are most of the world’s 10 largest
companies in terms of sales?
Capacity to undertake market analysis is the key
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Change demands change
EnvironmentalChange
Strategic Change
• rapid evolutions• hyper-competition• technological progress• ‘new’ economy
• dynamic strategic plans• managing change• technology improvements• ‘new’ managerial approach
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They hatch and spread every-where, in the North and in the South.
In the past, big fish used to eat small fish
Now, fast fish eat slow fish.
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So, why export market analysis?
• As just discussed…– trade is growing rapidly and is considered to be one of the most
important sources of economic growth for developing and transition countries
– efficient production is not sufficient anymore– successful firms/countries need to excel in marketing to identify the
best opportunities in foreign countries and distinguish themselves from competitors
• Market analysis is the first, necessary, step to formulate a coherent export strategy
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Questions of our partners:
• National perspective: Positioning in international markets– Where is our competitive advantage? What are the most promising
markets for our exports? What should be the priorities for trade promotion?
• Trade policy perspective: Market Access– What are the trade barriers we face? What are the scenarios?
• Company perspective: Market intelligence– What are the latest market developments? Who are potential
business partners?
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MAS Products and Services
. . . with training courses that quickly positions partners to use them.
Combining web-based tools focused on the needs of exporters . . . .
Market Access Map
Country Map
Product Map
TradeMap
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ITC’s Market Analysis Tools
TradeMap
Product Map
Country Map
Market Access Map
International Trade Centre Page 9
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http://www.intracen.org (click on countries )
Select your country here
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Wide range of analytical
and information
tools
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Country Map - applications:
• Strategy design and export diversification:– Viet Nam, Senegal, UAE, Mongolia, Malaysia
• Promotion of South-South trade:– Exports of SADC and SACU
• Investment targeting:– Egypt and selected other African countries
• Assessment of trade performance: – LDCs
• Global competitiveness assessment:– World Economic Forum
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The Global Competitiveness
Report 2001 – 2002
World Economic Forum
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Our Tools Support Analysis At Four Levels
Country Map
Market Access Map
TradeMap
Product Map
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TradeMap login page
username
password
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TradeMap – Selection menu
Imports or
Exports
Country/Region selection
Partner country selection
ProductSelection
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World Importers of Dates
Tariff and Non-Tariff Barriers
Unit Value
Global market share
Countries
Quantity
Growth rate
Value
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Access barriers to Morocco’s date market
Tariff Barriers
Non-Tariff Measures
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Trinidad and Tobago’s Exports
Scan the export portfolio of a country
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TradeMap
Product MapMarket Access Map
Country Map
ITC’s Market Analysis Tools
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Product Map:
• Presenting on a single Web site extensive trade data and market intelligence specifically designed for firms active in international trade.
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Learn and apply thetrade practices
Learn and apply thetrade practices
Product Map
Define the product to trade and its uses Define the product
to trade and its uses Quantitative AnalysisMarket positioning tools
Analyze the market Analyze the market Qualitative AnalysisMarket Intelligence Tools
Go in-depth: Find outmore on the market
Go in-depth: Find outmore on the market Initial commercial links
Networking tools
Get the businesscontacts
Get the businesscontacts
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•Agricultural machinery •Animal feed •Art, collection, decoration and cultural goods
•Automotive components and accessories
•Beverages •Carpets and wall covering •Cellulose derivatives and specialties•Cereals and cereal products •Chemicals •Cleansing and polishing preparations •Clocks and watches •Clothing and accessories •Cocoa and cocoa products •Coffee and coffee products •Colouring substances •Construction materials •Cut flowers and ornamental plants •Dairy products •Electrical machinery and equipment •Electronic equipment and components •Engines and motors •Fertilizers and plant protection products
•Fishery products •Food ingredients
•Footwear •Fragrances and flavours •Fruit and vegetable juices •Fruit and vegetables •Furniture and components •Glass and glass products•Gums, resins and extracts •Hand tools •Hides, skins, furskins and leather •Honey and apicultural products •Household and furnishing textiles •Household utensils and appliances •Image and sound equipment and accessories
•Industrial machinery and equipment •Lamps, lighting and visual signalingequipment
•Leather products •Live animals •Machine tools •Measuring, checking and precision instruments
•Meat and animal products •Medicinal plants •Metal and metal products •Mineral and mineral products •Medical and laboratory equipment and instruments
•Musical Instruments •Nuts •Oilseeds and products •Optical and precision instruments, spectacles and glasses
•Packaging materials •Paper and printing •Perfumery, cosmetics and toiletries •Pets, pet food and accessories •Pharmaceutical and medicaments •Photo - cinematographic film •Plastics and plastic products •Precious, semi-precious stones and jewellery
•Rubber and rubber products •Specialty Food Products •Spices and culinary herbs •Sports wear, sports and leisure goods •Stationery, office machine and supplies •Sugar, molasses and sugar confectionery
•Tea and tea products •Telecommunications equipment •Textile fibres, fabrics and specialty textiles
•Toys and games •Transport equipment •Wood and wood products
Footwear
Clothing
Fruit and vegetables
Wood products
Coffee products
Automotive components
Plastic products
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Published market
research, links to information sources and to
ITC’s trade inquiry service
Market Intelligence
•World trade flows
•Best performing countries
•Best performing product segments
Market Intelligence
Networking facilities
Create company
storefronts & identify
business contacts
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Market Access Map
TradeMapCountry Map
Product Map
ITC’s Market Analysis Tools
International Trade Centre Page 11
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http://www.macmap.org
MAcMap Homepage
Type your username,
password and click on ‘login’
Guatemala
Australia
Bulgaria
Canada
Hong Kong
Israel
Japan
Korea, Rep.
Mongolia
New Zealand
Romania
Singapore
Turkey
Swaziland
Taiwan
Korea, Dem. Rep.Algeria
Egypt
Lebanon
Morocco
Syria
Tunisia
Micronesia
Armenia
Azerbaijan
Belarus
Bosnia
China
Iran
IraqLibya
Moldova
Palau
Russia
Saudi ArabiaTajikistan
Turkmenistan Ukraine
Vietnam
Yemen
Uzbekistan
Marshall Isl.
Oman
Nauru
Albania
BrazilBruneiIvory Coast
CroatiaGeorgia
Guyana
JordanKazakhstan
Malaysia
Mali
Namibia
Pakistan
ParaguayPhilippines
Qatar
St. Kitts
South Africa
Sri Lanka
Uruguay
India
Dominican Rep.
Kuwait
Laos
Afghanistan Nepal
Bhutan
CambodiaMaldives
Myanmar
Bangladesh
Bahamas
Cape Verde
Comoros
Congo Dem.Rep.
Eq. Guinea
Eritrea
Ethiopia
Kiribati
Liberia
Samoa
Seychelles
Somalia
Sudan
TongaTuvalu
Vanuatu
Sao Tome
Antigua
Belize
Benin
Botswana
Burkina Faso
Burundi
Cameroon
Barbados
Ctrl. Afr. Rep.
Chad
Congo
Djibouti
Dominica
Fiji
Gabon
Gambia
Ghana Grenada
Guinea
Guinea-BissauHaiti
Jamaica
Kenya
Lesotho
Madagascar
Malawi
Mauritania
Mauritius
Mozambique
NigeriaPapua
St. Lucia
St. Vincent
Sierra Leone
Tanzania
Togo
Trinidad
Uganda
Zambia
Zimbabwe
M.F.N.W.T.O.
G.S.P.
AndeanGroup
A.C.P.
C.A.C.M.
L.D.C.
Euromed
E.F.T.A.
Rwanda
Angola
E.E.A.
Bermuda
Senegal
Niger
Yugoslavia
Macedonia
Suriname
East Timor
Solomon Isl.
Greenland
Montserrat
ArubaAnguilla
Gibraltar
Niue
Tokelau
Cook Isl.
Costa RicaNicaragua
HondurasEl Salvador
Panama
Norway
LiechtensteinIceland
SwitzerlandPeru
Bolivia
VenezuelaEcuador
Colombia
Macao
Kyrgyzstan
Argentina
Bahrain
Cuba
Indonesia
Mexico
ThailandChile
U.A.E
U.S.
Andorra
Palestine
CountriesFighting Drugs
Bilateral
M.F.N.
European trade policy – preferential agreements
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General features of MacMap
• WIDE GEOGRAPHICAL COVERAGE: tariffs applied by 169 countries to the products exported by over 200 countries and territories.
• WIDE COVERAGE OF INSTRUMENTS: Covers: ad-valorem tariffs; specific tariffs; tariff quotas; and antidumping duties
• PREFERENCES: Covers most bilateral and regional agreements. Rulesof Origin and Certificates of origin are also included for most agreements.
• ANALYTICAL FLEXIBILITY: Permits any analysis: by region, by economic sector or by measure
050516-Workshop-Intro-Pak34Introduction
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MAS Products and Services
. . . with training courses that quickly positions partners to use them.
Combining web-based tools focused on the needs of exporters . . . .
Market Access Map
Country Map
Product Map
TradeMap
050516-Workshop-Intro-Pak35Introduction
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Our vision:
to build the capacity of policy makers and negotiators along with the business community in all countries to be able to
use these services effectively.
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Some questions for the next few days...
• How can I use the market analysis tools to think about trade development strategically?
• How do changes in the trade environment affect my country's / enterprise's positioning?
• What are the public and private sector institutions that need to be involved?
• Can I develop a quick strategic outline for a product / sector? – What are the main issues for developing a successful export strategy
in my product / sector / country?
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TradeMap
TradeMap
A web-based trade flow analysis tool
Market Analysis Section
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An exporter of carpets is looking to diversify his client base…..
Which country should be targeted?
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A dried fruit exporter needs an overview of trade barriers he/she would face for exports to Malaysia…
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A trade mission needs to know our top export products to Germany…
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Where could you import soyabeans from?Who are the largest suppliers in your region?
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What is the current trade between your country and the United States?
International Trade Centre Page 13
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Initial answers to these questions and many more are easily found in TradeMap…
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How Can TradeMap help my business ?
• What tariff and non tariff barriers are we facing?
• What are our competitive strengths and weaknesses?
• Where are the opportunities for product and market diversification?
Trade Support Institutions (TSIs)
Exporters and Importers
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ITC’s Interactive TradeMap provides:
• On-line database of trade flows and barriers– Value of exports and imports– Quantities– Unit Values– Growth trends– Tariff and non tariff barriers– Market shares– Rankings according to a variety of criteria
For each product and partner country in a fully interactive environment
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The Characteristics of TradeMap
• Based on COMTRADE, the United Nations Statistics Division database– Covering 90% of world trade reported by 115 trading nations– Covers over 5,000 Harmonized System products– Over 200 countries and territories– Includes non-reporting countries using mirror statistics– Statistics for over 30,000 products at the tariff line level for 32
countries (~80% of world trade)
• Incorporating UNTARMAC (formerly known as TRAINS)– In cooperation with UNCTAD, WTO and additional information on
more than 160 countries
• Web access with username and password
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TradeMap Homepage
Click here to access TradeMap
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TradeMap login page
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TradeMap USAID – Selection menu
Imports or
Exports
Country/Region selection
Partner country selection
ProductSelection
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Cardamom (HS 090830) for example...
If you want to search for new export markets...
You might want to know...
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World Importers of Cardamom
Tariff and Non-Tariff Barriers
Unit Value
Global market share
Countries
Quantity
Growth rate
Value
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Access barriers to Pakistan’s market
Tariff Barriers
Non-Tariff Measures
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Assess the competition in your export markets
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Gauge your relative export performance
World exporters of cardamom
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Countries importing mangoes (050450)
tariff line level information for selected markets
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Mangoes imported by Japan at the tariff line level
At the 9 digit level
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Exporting markets of mangoes to Japan
9 digit level information
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Importing markets of “perfume and toilet waters” (330300) exported by France
8 or 10 digit level
International Trade Centre Page 15
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List of products at the tariff line level
8 digit level
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Importing markets for « toilet waters »
8 digit level
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Scan the export portfolio of a country
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at the HS 2 digit level
All product groupsexported by Tanzania
Scan the export portfolio
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Annual growth of world imports
Scan the leading exports
Annual growth of Tanzania’s exports
at the HS 2,4 & 6 digit level
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Analyse potential for bilateral trade
Select your countries/regions
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Existing and potential trade between Tanzania and United Kingdom
By product groups
at the HS 2 digit levelIndicative trade
potential
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at the HS 6 digit level
Existing and potential trade between Tanzania and United Kingdom
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Assessment of national trade performance and competitiveness:
• Country Market Analysis Portals– On ITC’s Web site www.intracen.org– Click on Countries– Select a country from the drop-down menu
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Trade Map Graphs
Bubble Charts: Positioning products according
to growth rates and changes in market share
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Babies - ?? Stars
Dogs Cash cows
The Boston Consulting Model (or Matrix)
Chocolate
Organic biscuits
Size is proportional to the turnover of the Strategic Branch Unit
Babybiscuits
Low HighRelative Market Share
High
MarketGrowth
Low
Portfolio model of a production strategy
Product Life Cycle
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Underachievers
Champions
Losers in declining markets Achievers in
adversity
Shrimps,prawns
Bananas
Size is proportional to export turnover
Tuna,canned
Losses GainsChange in world market share
Positive
International demand:
World Trade
Growth
Negative
National Export Growth vs. International Demand The Case of Ecuador
www.intracen.org / Click on Countries / Select your country / Click on National Export Performance
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Trade Map Chart: Performance position of a country’s export products
Growth in demand (of world or of a target market)
Growth in County X’s Market Share
HS 4 or 6
Country X Prospects for Product Diversification
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Sacks and bags
Polyethelyne sacks and bags
Boxes and Crates
Stoppers, lids, tops
Bottles and flasks
Spools and bobbins
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Trade Map Chart: Prospects for market diversification
Growth in partner countrydemand for product Z
Partner country
Country X, Product Z
Partner country share of Country X’s export of product
Z
Partner country
International Trade Centre Page 17
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United States
S. Korea Japan
Singapore
Germany United Kingdom
Turkey
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TradeMap helps Trade Support Institutions, Exporters and Importers…..
• Search for new markets or suppliers• Assess competition or diversify sources• Benchmark their trade performance• Set priority products for trade promotion and development• Evaluate tariffs and trade barriers • Assess product diversification potential with a partner
country
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To conclude… TradeMap is:
an easy to use, intuitive tool facilitating your market
research.
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Workshop in Strategic Market Analysis
For additional information on
TradeMap
Visit
www.trademap.org
or contact
Page 18 International Trade Centre
Product Map
Product MapBusiness information for going global
Market Analysis Section
Workshop in Market Analysis
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Workshop in Strategic Market Analysis
Business Information for Going Global
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Workshop in Strategic Market Analysis
Applying Product Map to Market Research
Presentation guide:
1. The rationale behind Product Map2. In what area of market research can Product Map help?3. Product Map – a closer look4. Product Map – live connection5. Conclusion: How to access Product Map and how to make
the most of it
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Workshop in Strategic Market Analysis
Why Product Map?
Business Information: the current environment
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Workshop in Strategic Market Analysis
How Product Map can help?
• Provides a guide for more effective market research• Creates a centralised industry specific information platform • Facilitates market research by regrouping quantitative and
qualitative market information• Takes care of time consuming tasks allows user to focus on
analysis rather than data hunting• Gives trade support institutions and businesses a head-start
in their market research efforts• Gives businesses a targeted audience worldwide
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Workshop in Strategic Market Analysis
Learn and apply thetrade practices
Learn and apply thetrade practices
Product Map
Define the product to trade and its uses Define the product
to trade and its uses Quantitative AnalysisMarket positioning tools
Analyze the market Analyze the market Qualitative AnalysisMarket Intelligence Tools
Go in-depth: Find outmore on the market
Go in-depth: Find outmore on the market Initial commercial links
Networking tools
Get the businesscontacts
Get the businesscontacts
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Workshop in Strategic Market Analysis
Learn and apply thetrade practices
Learn and apply thetrade practices
Product Map
Get the businesscontacts
Get the businesscontacts
Go in-depth: Find outmore on the market
Go in-depth: Find outmore on the market
Analyze the market Analyze the market
Define the product to trade and its uses Define the product
to trade and its uses Market Positioning
Market Intelligence
Networking
050516 Workshop-PMap-Pak -8Product Map
Workshop in Strategic Market Analysis
•Agricultural machinery •Animal feed •Art, collection, decoration and cultural goods
•Automotive components and accessories
•Beverages •Carpets and wall covering •Cellulose derivatives and specialties•Cereals and cereal products •Chemicals •Cleansing and polishing preparations •Clocks and watches •Clothing and accessories •Cocoa and cocoa products •Coffee and coffee products •Colouring substances •Construction materials •Cut flowers and ornamental plants •Dairy products •Electrical machinery and equipment •Electronic equipment and components •Engines and motors •Fertilizers and plant protection products
•Fishery products •Food ingredients
•Footwear •Fragrances and flavours •Fruit and vegetable juices •Fruit and vegetables •Furniture and components •Glass and glass products•Gums, resins and extracts •Hand tools •Hides, skins, furskins and leather •Honey and apicultural products •Household and furnishing textiles •Household utensils and appliances •Image and sound equipment and accessories
•Industrial machinery and equipment •Lamps, lighting and visual signalingequipment
•Leather products •Live animals •Machine tools •Measuring, checking and precision instruments
•Meat and animal products •Medicinal plants •Metal and metal products •Mineral and mineral products •Medical and laboratory equipment and instruments
•Musical Instruments •Nuts •Oilseeds and products •Optical and precision instruments, spectacles and glasses
•Packaging materials •Paper and printing •Perfumery, cosmetics and toiletries •Pets, pet food and accessories •Pharmaceutical and medicaments •Photo - cinematographic film •Plastics and plastic products •Precious, semi-precious stones and jewellery
•Rubber and rubber products •Specialty Food Products •Spices and culinary herbs •Sports wear, sports and leisure goods •Stationery, office machine and supplies •Sugar, molasses and sugar confectionery
•Tea and tea products •Telecommunications equipment •Textile fibres, fabrics and specialty textiles
•Toys and games •Transport equipment •Wood and wood products
Footwear
Clothing
Fruit and vegetables
Wood products
Coffee products
Automotive components
Plastic products
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Workshop in Strategic Market Analysis
Select a sector
Register or Enter your Username:Password:
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Workshop in Strategic Market Analysis
Quantitative market data for each of the 72 sectors, 5300 products and
over 180 countries
Market Positioning
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Workshop in Strategic Market Analysis
Quantitative Tools
•World trade flows
•Best performing countries
•Best positioned products
Product Map on the Textile Industry
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Workshop in Strategic Market Analysis
Selection menu
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Workshop in Strategic Market Analysis
Country trade performance comparison in the textile industry
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Workshop in Strategic Market Analysis
Page 20 International Trade Centre
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Workshop in Strategic Market Analysis
Textile Industry – Product Champions
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Workshop in Strategic Market Analysis
Published market
research, links to information sources and to
ITC’s trade inquiry service
Market Intelligence
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Workshop in Strategic Market Analysis
Qualitative Tools
• Market Studies
• MNS Price News / Smart Links
• ITC trade inquiry service
The Product Map on the Fruit & Vegetable Industry
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Workshop in Strategic Market Analysis
Market StudiesBibliography and option to
download orprint directly
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Workshop in Strategic Market Analysis
Gateway to Market
Information on the Web :
Trade eventsPackagingStandardsNews…
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Workshop in Strategic Market Analysis
Networking facilities
Create company
storefronts & identify
business contacts
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Workshop in Strategic Market Analysis
Business Contacts: Fruit and Vegetables
Other Web Sources
Country and Product Directories
Company Web Sites
Association Web Sites
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Workshop in Strategic Market Analysis
How to make the most out of Product Map…
• Use Product Map search engine
• Focus on analysis and interpretation of data
• Use Product Map to save time
• Use Product Map ‘suggest a link’ facilities
• Disseminate access to your business community
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Workshop in Strategic Market Analysis
To conclude…
Product Map…… is a unique Web-based tool integrating all key elements of
market research - available for 72 individual product sectors… helps Trade Support Institutions to provide better services
for their traders… assists businesses in developing more effective
international marketing strategies… supports educational institutions in teaching international
trade… is a valuable, structured information resource for libraries,
research and reference centres
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Workshop in Strategic Market Analysis
For more information on Product Map please contact:
http://www.p-maps.org or [email protected]
Page 22 International Trade Centre
Market Access Map
Market Access Map
Making Tariffs and Market Access Barriers Transparent
Workshop in Market Analysis
www.macmap.org
Market Access Map
Workshop in Strategic Market Analysis
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General features of MacMap
• WIDE GEOGRAPHICAL COVERAGE: tariffs applied by 169 countries to the products exported by over 200 countries and territories.
• WIDE COVERAGE OF INSTRUMENTS: Covers: ad-valorem tariffs; specific tariffs; tariff quotas; and antidumping duties
• PREFERENCES: Covers most bilateral and regional agreements. Rules of Origin and Certificates of origin are also included for mostagreements.
• ANALYTICAL FLEXIBILITY: Permits any analysis: by region, by economic sector or by measure
Market Access Map
Workshop in Strategic Market Analysis
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Common types of trade agreements
• Free Trade Agreement: reduces trade restrictions between partner countries
• Free Trade Zone: eliminates trade barriers within the zone on substantially all the trade between the members
• Custom Union: free trade zone + common external tariff
• Common Market: free trade of services, goods and factors of production (capital and labour)
• Economic Union: unification/harmonization of economic policies: monetary policy, fiscal policy, norms…
Market Access Map
Workshop in Strategic Market Analysis
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Implications
• The average developing country belongs to 5 separate regional trade agreements (Global Economic Prospects, Trade Regionalism and Development, World Bank, 2005)
• Difficult to keep track of what tariffs your own country applies and faces let alone the tariffs faced by your competitors
• Need for greater transparency on tariffs and rules of origin
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Workshop in Strategic Market Analysis
050516 Workshop-MacMap-Pak-6
Types of tariff barriers…
• Ad valorem tariffs: – levied on the basis of the value– Eg: 20% of the value of the imported product (majority of countries)
• Specific tariffs:– levied on the basis of volume or weight– Eg: $2 per kilogram or per litre (Switzerland, USA, EU, Japan)
• Combined tariffs:– containing both ad-valorem and specific rates– Eg: 10% of the value+$2 per kilogram (Japan, EU, Canada)
International Trade Centre Page 23
Market Access Map
Workshop in Strategic Market Analysis
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…Types of tariff barriers
• Mixed tariffs:– minimum or maximum of two kinds of tariffs– Eg: Min or Max (10%, $2/kg) (Canada, EU, Japan)
• Variable tariffs: – levied on the basis of the composition of the products– Eg: $0.88/kg on magnesium content+20% of the value
• Tariff quotas:– a two tiered tariff. A lower in-quota tariff is applied to the first Q units
of imports and a higher over-quota tariff is applied to all subsequent imports.
Market Access Map
Workshop in Strategic Market Analysis
050516 Workshop-MacMap-Pak-8
The problem with Specific tariff measures
• What if we want to compare the levels of protection that different countries face or compare the protection level applied to different products?
– This can be difficult if some levels of protection are expressed as say 10% and some as say $3 per unit?
=
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Workshop in Strategic Market Analysis
050516 Workshop-MacMap-Pak-9
Example – why is this is an issue?
Imagine Switzerlandapplies a tariff of $100 per ton to imports of fish fillets from South Africa &Ghana
If Ghana’s exported fish fillets were worth $200 per ton
If South Africa’s exported fish fillets were worth $100 per ton
the equivalent tariff would be 100%
the equivalent tariff faced would be only 50% !
Market Access Map
Workshop in Strategic Market Analysis
050516 Workshop-MacMap-Pak-10
MAcMap Features: Ad Valorem Equivalents
• Ad valorem equivalent tariffs for – specific tariffs, tariff quotas and anti-dumping measures
AVE = Specific tariff per unit Unit Value
• AVEs allow us to aggregate tariffs at the sector or regional level; and
• AVEs allow us to compare the protection levels of different countries
• Total AVE – sum of each of the ad valorem equivalents
Market Access Map
Workshop in Strategic Market Analysis
050516 Workshop-MacMap-Pak-11
Features – Simulating Tariff Reductions
• Trade policy analysts can use Market Access Map tosee result of:
– Tariff peak elimination in export markets or own market
– Simulate various reductions in export markets or own market• Linear• Swiss• WTO formula• Any other formula
– Identify possible erosion of preferences
Market Access Map
Workshop in Strategic Market Analysis
050516 Workshop-MacMap-Pak-12
Harmonised System Nomenclature
• At international level – up to 6 digits (all countries participating in the HS - most trading nations - have same codes)e.g.(08) Edible fruit and nuts
- (0806) Grapes, fresh or dried– (080610) Grapes fresh
• At national level, the tariff line codes countries apply may differ– In the USA
(08061020 - Grapes, fresh, if entered Feb 15 to March 31)– In Switzerland
(08061011 – Grapes, fresh, if entered 15 July to 15 Sept, for the table) (08061021 – Grapes, fresh, for pressing)
MAcMap database
A quick tariff
search for companies
Page 24 International Trade Centre
See trade regimes that a
country applies or
faces and rules of origin for many tradeagreements
Which partners offer the best market access
for cocoa beans?
Scroll through the
importing countries alphabetically….
or
Click on the heading “level of protection” to sort by those offering
the lowest tariff
But we can’t just choose a market based on tariff information
We could look up the trade flows sectionOf TradeMap
to see which markets are growing the fastest
Compare the markets for growth
Compare the markets for tariffs
Imagine we want to compare the tariffsof several products
exported to several markets
And we’d like to see our country’ssituation relative to our competitors
International Trade Centre Page 25
Do a detailed analysis – select several importers, several exporters and several products
Compare products
Change the combination of importer and exporter and
click “show result”
AVEs make it easy to
compare the protection applied to different products
Compare importers
AVEs make it easy to compare
importers.For 3 of the types of cocoa powder, the Netherlands
is more protective than
Switzerland
Compare exporters
AVEs make it easy to
compare the protection applied to different exporters
As a trade policy analyst or negotiatorwe may need to look at our country’s
bound tariff rates
Or the rates of any other country
Check the bound
tariffs of any country.
View the bound tariffs at levels: HS-2,
4, 6 or the national tariff line.
Bound tariffs are often higher than applied tariffs for many developing
countries
Page 26 International Trade Centre
So although Bangladesh has bound its import
tariff on bananas at 200%, it normally
applies a MFN rate of 32.50%
As a trade negotiatorwe may be concerned about our
preferential tariff advantage being eroded
by tariff reductions
What will be the effect on Bangladesh’s preferential
tariff advantage if an important importer reduces
its import tariffs?
Note how Bangladesh’s advantage over Australia of
exports to Belgium is reduced from 12% to 7.5% under one
scenario
Imagine you have a mission or a report to prepare
on your country’s trade situation
Create a variety of useful reports on your country or on one of your trading partners
Top 200 export
transactions, the import partner per
transaction and the top 3 exporters to the
partner
Perform simple trade flow analysis
International Trade Centre Page 27
Sort the table by any column by clicking on the column heading
Check your country’s ranking in the world for exports of a particular
product
Market Access Map
Workshop in Strategic Market Analysis
050516 Workshop-MacMap-Pak-42
Sources of Data
• Market Access Map is continuously updated. Data is sourced from:
– Tariff data reported to the UN Tariff and Market Access Database (UN TARMAC) of ITC and UNCTAD
– Tariff quota data from WTO (agricultural notification of tariff quota) and national sources for bilateral and regional tariff quota agreements
– Notifications from member countries of the WTO regarding anti-dumping duties and ITC collection directly from some countries.
– Trade data from national sources, IDB (integrated database) /WTO and the COMTRADE database of the United Nations Statistics Division (UNSD).
Market Access Map
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050516 Workshop-MacMap-Pak-43
For additional information on
Market Access Map
Visit
www.macmap.org
or contact
Page 28 International Trade Centre
International Trade Centre Page 29
Evaluation results
Participants were asked to evaluate the training at the end of the second day of training. The average responses from each city are presented below. Please circle the following questions from 1 (very negative) to 5 (very positive). 1. How useful did you find the presentations?
Islamabad (mean response) Karachi (mean response) Lahore (mean response)
4.47 4.94 4.73
2. Did the presenter(s) effectively convey the information?
Islamabad (mean response) Karachi (mean response) Lahore (mean response)
4.6 4.8 4.73
3. Did you find the presentations helpful to understand the uses and applications of the
various ITC Market Analysis Tools?
Islamabad (mean response) Karachi (mean response) Lahore (mean response)
TradeMap 4.40
Product Map 4.13
Market Access Map 4.20
TradeMap 4.80
Product Map 4.80
Market Access Map 4.80
TradeMap 4.60
Product Map 4.60
Market Access Map 4.67
4. Do you think the ITC Market Analysis Tools will help you to improve your work?
Islamabad (mean response) Karachi (mean response) Lahore (mean response)
TradeMap 4.47
Product Map 4.07
Market Access Map 4.20
TradeMap 4.87
Product Map 4.80
Market Access Map 4.87
TradeMap 4.60
Product Map 4.60
Market Access Map 4.53
5. Overall, was the workshop beneficial and a good use of your time?
Islamabad (mean response) Karachi (mean response) Lahore (mean response)
4.47 4.93 4.93
Page 30 International Trade Centre
International Trade Centre Page 31
Participants lists
Islamabad, 16-17 May 2005 No. Name Organization Tel / Cell Email
1. Mr. Inamul Haque EPB 051-9210414 [email protected]
2. Mudassar Iqbal EDB 051-9205595
3. Muhammad Hamid Ali EPB 0300-5309377
4. Saleem Ahmed Ranjah EPB 051-9204393
5. Imtiaz Rastgar EDB
6. A. Shabbir Khan Khattak MOC
7. Salmanul Haq Dodhy Dodhys Latex Ltd 0300-5195727
8. Asim Ayaz EDB 0300-5322100
9. Kanwar M. Babar EDB 0333-5314281
10. Tanweer Anwar Braham International. 0333-5219526 [email protected]
11. Nadeem Zia 0300-5530813 [email protected] 12. Abdul Malik Aan Con Development
Consultants 0300-5148907 [email protected]
13. Aisha Makhdum MOC
9208154 [email protected]
14. M. Furqan MOC
9208068 [email protected]
15. M. Rafiq Qureshi EPB
9207642 [email protected]
16. Arsalan Ahmed FTIP
9203756 [email protected]
17. Atiqur Rehman FTIP
9219943
18. Syed Imran Ali*
MINFAL [email protected]
19. Ghulam Farooq*
MINFAL
* Attended on 17 May only.
Page 32 International Trade Centre
Karachi, 19-20 May 2005 No. Name Organization Tel / Cell Email
1. Rubina Ghangroo EPB 021-9201523 [email protected]
2. Athar Hussain EPB 0300-5541053 [email protected]
3. Iqtedar Mobin EPB 0333-2135331
4. Nasir Hamid EPB 0300-2175156 [email protected]
5. Dr. Masroor Anwar EPB 021-9202714 [email protected]
6. Mumtaz Ali EPB 021-9201522 [email protected]
7. Atif Aziz EPB 021-9201509 [email protected]
8. Qamar Zaman EPB 0333-5252573 [email protected]
9. Asif Khan EPB 021-9201520 [email protected]
10. Saeed Rizvi EPB 021-9202704 [email protected]
11. Muhammad Muslim BOJ Islamabad 051-9203241
12. Sheraz Ahmed Khan EPZA 021-5080814 [email protected]
13. Muhammad Anwar FPCCI 0320-4307474 [email protected]
14. Yousuf Syed Ali PIM 021-9251718 [email protected]
15. Muhammad Ishaq Subhan
KCCI 021-2419736 (D)
16. Ghulam Muhammad Pacific Exporters 021-2439836 [email protected]
17. Muhammd Amjad Qureshi
FPCCI 021-5835533 [email protected]
18. Muhammad Iqbal Tabish FPCCI 021-5835533 [email protected]
19. Zahid Muhammadi* EPB 0300-38 3433 [email protected]
* Attended on 20 May only.
International Trade Centre Page 33
Lahore, 26-27 May 2006 No. Name Organization Tel / Cell Email
1. Kiran Farooq
LCCI 6305538 [email protected]
2. Naqi Akbar
LCCI 6305536-40 [email protected]
3. M. Sharjeel Tahir
SMEDA 111-111-450 [email protected]
4. Fazal Ahmed
PSIC 9201432
5. Shahid Siraj
Ali Industries 5751290-93 [email protected]
6. Pervaiz Iqbal
PSIC 9201443-35
7. Imran Butt*
Bismillah Jewellers 5860241 [email protected]
8. Bushra Javed Bismillah Jewellers 5860241 0300-4814822
9. Waheed Raza Bhatti EPB 9230657 [email protected]
10. Muhammad Naseer
EPB 111-444-111 [email protected]
11. M. Waqas Azeem EPB 9230597 0300-4224878
12. M. Suleyman Khan EPB 111-444-111 0300-8419998
13. Salman Khalid
SMEDA 111-111-456 [email protected]
14. Shaid Malik UNB 0333-9324007 5940017
15. Sameera Yasin*
Sure Institute 5727219 [email protected]
16. Imran Chaudhry SMEDA 111-111-456 0300-8415264
* Attended on 26 May only.
Page 36 International Trade Centre