Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Searce
in collaboration with
A. van Duijvenbode
2003
CONTENTS PAGE
PART 1: INTRODUCTION 5
1.1 Why is research so essential? 5
1.2 What is market research? 6
CHECKLIST 55
APPENDICES 57
1 Useful Internet sites 57
2 Useful addresses 58
3 Recommended reading 60
GLOSSARY 61
PART 1 INTRODUCTION
‘Your Guide to Market Research’ is a manual which provides practical guidelines for
exporters from developing countries to become familiar with their prospective mar-
kets. This manual consists of four parts: Introduction to research (Part 1), How to
carry out research using the Market Research Process (Part 2), What to research
during the Export Marketing Stages (Part 3) and Organising Market Research (Part 4).
Using research you can develop a product concept and choose the right positioning
strategy in each market. For example, you may discover that a particular taste in food
is mainstream in one market, while it is a specialty in another market.
• It enables you to narrow down your view from a broad scope. You
can set your priorities towards a specific target market and plan
future markets over a longer term.
• It helps you to identify the best product introduction tactics. After e.g.
one year, you can evaluate your own and your trade partners’ efforts.
Then you can make the necessary adjustments in each market.
Proactive approach
By staying aware of latest developments in your target markets, you can make your narrow your view
marketing decisions more quickly. In a fast changing international business environ- from a broad scope
ment you need such a proactive approach, which is actually your competitive edge.
Even in a period of slowing population growth, new trends and consumer target
groups emerge. For example, the growing number of older people or single house-
holds. Both groups look for convenience products. By market research you can find being proactive as a
out how large these groups are, how they differ by country and you can anticipate competitive edge
their interests.
5
By responding quickly and introducing your product specifically tailored to these
groups in terms of size, appearance etc., your proactive approach may prove to be
successful.
As you now have become more aware of the essence of market research, you need
to know what it exactly is. Market research includes all methods to evaluate which
foreign markets have the best potential for your products. A simple definition is:
Market research is the collection and analysis of data about markets, people, definition research
restrictions, channels and players to support better export marketing decisions.
The following myths keep exporters away from undertaking any form of research:
There are various research techniques, which are covered in Chapter 2.2.
6
PART 2 THE MARKET RESEARCH PROCESS
Effective research comes from good preparation, categorization and planning. Within
the limits of time and budget, you have to collect a lot of data, without losing track.
Your research will succeed when you structure your approach.
This Part explains the 6-step research process (see below), and focuses on some low-
cost techniques which could be used during this process. Within each process, you can
combine different research subjects (e.g. countries, market size, target groups, trends,
players, trade channels) and use different techniques.
Step 1
Define your research
• What export marketing experience do you have?
problem
• What do you want to be clarified by research?
Step 2
• Desk research
Which research • Desk research using the internet
technique? • Field research
Step 3
• Categorizing data by country and subject
Research planning
• Structuring by a Research Action Plan
Step 4
Collecting relevant data
• Which information is available?
• Which countries to start with?
Step 5
• Sorting and avoid getting lost (information overload)
Analysis - from data to • Filtering and matching reliable and useful data
information - • Organising and checking against the research problem
Step 6
Transform information
• Explain the cause and predict what will happen
into intelligence
• Give indication of actions
7
2.1 STEP 1 Define your research problem
For example, when starting to export to the EU, you first have to find out whether this
business venture is worth your investment. Your research problem would be then first
to familiarise yourself with EU markets by finding out relevant information on subjects
such as: market sizes, requirements, structure, developments, segments, main players etc.
This research problem is evident if you are considering exporting for the first time,
but also if you already have customers in EU markets and are considering expanding
to other EU countries. In both cases, you will have to deal with each export marketing
stage in which you will have to find relevant information. What to research during each
export marketing stage will be further explained in Part 3 of this manual.
In assessing export opportunities, you may have carried out some research in the past.
You also may already have some information on EU markets within your own com-
pany. Once you have checked your internal sources and defined your research problem,
you can make a list of what you want to know and what can be found out. You should
try to find information which is obtainable, affordable and relevant.
It may take some time and effort to become more trained in research, but once you your efforts will be
carried out a research process a few times, it will be easier and ultimately be of great rewarded later
benefit, particularly when you know the useful sources which are relevant for your
specific product.
EXAMPLE AN EXPORTER OF TEXTILES
An exporter of textiles sent samples of his new collection to his existing customers and to potential
customers whose addresses he collected from a mailing list. He was convinced that this was the most
effective way of doing market research because ‘response could immediately turn into orders’. So he
invested some money to send his parcels and was hoping to get at least some reactions. But unfor-
tunately he did not receive any feedback from potential customers, who already receive so many sam-
ples. His existing customers politely told him that they were not interested because both the design and
colours of his collection were dated. ‘He should have sent these one year ago’ a few of them said.
With these results the exporter concluded that market research was too costly. Besides, it did not give
him any return and thus would not be needed anymore. The mistake he makes here is that he does not
regard this result positively, as a basis for a new market research. Even if he was already selling to
some customers, he runs the risk of losing them in the future. So he has a research problem to solve
here! By analysing his market more closely he can create a new collection, becoming the basis for his
future strategy.
He could do some desk research e.g. looking at internet sites of European exhibitions and magazines
to get an idea of the trend forecasts and visiting sites of some major clothing retailers. With this infor-
mation, he can develop an export collection and a well thought-over USP (Unique Selling Proposition)
to clients. Instead of spending money on sending samples, he could search on Internet sites of some tra-
ding platforms, where he can find buyers who may be interested. Once the contact is there, samples can
be sent.
8
2.2 STEP 2 Which research technique?
Now that you have thought about the neccessary information of each country, you
need to find out the sources to get some of this information.
In market research there are several techniques for collecting data, which are either
desk research or field research. Each technique relates to the sort of data, which is
subdivided into primary data and secondary data:
• Primary data: in this case you, or a research specialist, collect data directly from
the foreign marketplace using mainly field research (see Chapter 2.2.3).
Field research always relates specifically to your product, is done on the spot,
and usually follows desk research.
• Secondary data: here you are looking for data previously collected by others e.g. secondary data as the
companies, governments using desk research. Secondary data is less expensive first step
and by using the internet, you can find much in on-line databases.
The next section focuses on these techniques, which are useful and affordable for
exporters from developing countries.
The challenge here is to collect and compile as much useful information and statistics finding relevant infor-
about your target markets within a limited time. mation in a limited time
During your desk research, try to mark the pieces of information with a date and
source. In doing so, you still know where you got it from, especially if the information
proves to be irrelevant later on.
DESK RESEARCH
Advantages Disadvantages
It is important to find the right contact person, but often they are not in or too busy.
So simply explain what you are looking for. There is a risk of miscommunication
between you and staff of the organisation, which is dealing with your requests.
They may not be familiar with your product or your situation. Bear in mind that when simply explain what
asking for information free of charge, you cannot be certain to get specific answers. you are looking for
1 CBI
CBI is a good starting point for your desk research. There are around 35 informative
EU Market Surveys on specific sectors available. Each survey reviews the latest mar-
ket developments, opportunities and provides export marketing guidelines. They are
already tailored for exporters from developing countries. In addition, each survey
gives many references and sources (addresses and Internet sites) for further research.
2 BSOs
In many developing countries, there are organisations which promote the exports
from their country through assistance and export promotion programmes. There are
governmental BSOs (e.g. ministries and national trade promotion organisations) and
sector associations. Next to individual assistance, they can provide the following
information services:
• Trade and country statistics and publications about EU markets.
• News bulletins and information on market opportunities for specific products.
• Database of other exporters in your country and of EU importers.
• Specific product or market information through customised research.
10
3 NGOs
Within the large number of NGOs, some organisations such as ITC, FAO, OECD,
UNCTAD, World Bank, Oxfam etc. offer assistance programmes for exporters from
developing countries.
Concord is a EU coordination centre for NGOs, which is a good starting point to find NGO platforms and
NGOs in your target markets. Their site www.concordeurope.org gives an overview local networks
of National NGO platforms e.g. www.bond.org.uk and of NGO networks in all EU
countries.
4 Chambers of Commerce
Before approaching organisations abroad, you could check your local Chamber of
Commerce, which also functions as a BSO. As well as the usual Chambers, there are
bilateral Chambers of Commerce e.g. The Dutch - South African Chamber.
5 Trade Associations
European Trade Associations that are well organised can provide good information.
They have their own reference libraries for their members. They sometimes conduct
their own national or international market studies. In their annual report, which are extracts of studies in
sold at low cost to non-members, you can find extracts of these studies. annual reports
If possible, try to visit these associations direct or at trade fairs. Be aware that there
are trade organisations at different levels (e.g. retail, manufacturing, or industrial
level). Each organisation provides information from their own perspective.
Recently many Trade Associations have an Internet site from which articles can be
downloaded. You also will find links to other product or sector related organisations.
6 Embassies
Your embassies in target markets can be a useful source for general economic data general information
or country information. They provide guidance on any local regulations or laws.
They usually also have general information on doing business within their country.
In addition, they can introduce you to key persons or organisations in your sector,
and to translators.
7 Banks
Banks are another source, especially for financially related data such as exchange rate
forecasts. Major banks also have departments that are involved in researching world
markets, economic trends and developments in international trade.
8 EU Information Centres
Most EU countries now have a local information centre in the major cities, or there EU member countries
may be a special European corner in local libraries. Here you can find information on
EU legislation and directives, EU funding schemes and sources. You can also find
general information about the EU member countries here.
11
9 Libraries
You could visit libraries in your own country or in your
target markets. As well as National libraries, most
organisations mentioned so far, have libraries which
you can visit. You oftenneed to make an appointment
beforehand.
11 Other
The method to collect information from all these organisations as well as from airlines,
national statistics offices, exhibitions, etc.. is very much the same as mentioned earlier
- see page 10.
Contacting these sources will give you a basic understanding of what information is
available and some opinions of experts (e.g. at trade associations or trade press). You
undoubtedly will get many tips on other sources for further research.
12
2.2.2 Desk research using the Internet
The internet offers an almost endless stream of information. Recently, developments an enormous resource
in electronic and information technology have been fast. If you are connected to the
Internet, you can access an innumerable number of sources from your desk.
Afterwards, you may look at your watch to find out that you have spent several hours
and failed to find any relevant informationon the subject. So you need to go on the
Web again, the disappointment may be repeated etc. etc. Try to be prepared, creative,
stick to the subject and know when to stop.
You could search in a creative way by using different keywords. You also can mini- use different keywords
mize the number of entries by adding codes to your keywords. These codes differ and search engines
per search engine. If for example, you are looking for information on the Spanish
market for luxury nuts, you could search by using the following codes:
- (minus sign) Identified words that should not appear in each webpage.
e.g. spain+market-flea market, which excludes ‘flea market’
“ ” (quotes) Indicates the exact multiword phrase you are looking for.
e.g. “the Spanish food market” (as e.g. title of report)
13
The best advice is to do it yourself and get familiar with search
techniques through trial and error. In the example, you could first
search on keywords in English and later on in Spanish, which you
need to translate.
Here try to set yourself a limited time e.g. 1 hour and scroll per
search, a maximum of ten pages. Please be aware that each page
shows the documents in which your keywords are used, which are
not necessarily the most relevant documents. So try to use more
keywords, change them regularly and use different terms each time.
Search engines
In addition, use a few search engines, of which google.com is the
most popular. Others engines include msn.com, altavista.com.
And if you are looking specifically into Spain, use Spanish search
engines. You can find these at www.searchenginewatch.com or at
www.whitelines.nl
As well as companies’ own sites, governments, national statistics offices, NGOs, check out useful sites
trade associations, trade portals, trade fairs, trade press also have their own Internet
sites. In addition, you may also find worldwide news media (e.g. Financial Times)
useful; they publish articles on the EU economy, specific industries and on individual
companies.
SEARCH MORE SPECIFICALLY AT INTERNET SITES ➧ URLs of useful sites related to nuts
• If the URL no longer exists, you can search for the new site using a search engine
and enter the name of the company, organisation or magazine
3 Search in databases
There are databases on the Internet which you can not find by search engines because
they only can be found when searching on particular websites e.g. of Governments
or universities. It is definitely worthwhile to do searches at these sites e.g. or
www.usatrade.gov where you can come across market reports on EU countries
which are made for US exporters, which can be downloaded free.
You can also buy up-to-date information reports from online databases, which might
be more specific to your product. Online databases are operated by business infor- are these reports
mation providers such as LexisNexis, Marketresearch.com and market research worth the money?
companies such as Nielsen, Mintel, Frost&Sullivan, Euromonitor, Snapdata etc.
Specific information
Information from these sources may give you an idea about the sector, but may not information is too
specific enough for your product or market to make the right decision. general or outdated
Often research for your specific product has never been done, or companies who have
done so will not share that information with potential competitors. In addition, the
data in these secondary sources may be at least 1-2 year old, especially when trade
statistics were used. Furthermore, southern EU countries are relatively slow in
providing statistics. In the meantime, trends may have changed.
Registration necessary
More frequently, you need to register in order to search on websites and have free
access to basic data and articles. The registration procedure can be free of charge,
but it can be off-putting if you have to register for virtually every site you are visiting.
You have to remember many different passwords, so try to use the same username
and password for each site. If this is not possible and the service automatically
provides you with a password, keep a list of passwords during your search.
16
2.2.3 Field research
FIELD RESEARCH
- Direct exposure gives a better feel - Usually more expensive than expected
for the market
- Chance to meet potential customers - Takes much time due to a lack of contacts
- You can adjust the list of required - Time consuming to judge the reliability
information during the field research of research specialist - see Chapter 4.2
17
Field research at exhibitions
A more down-to-earth approach would be to have inter-
views with key persons such as importers, wholesalers
or retailers during your visits to exhibitions in the EU.
Here you should consider the following five points:
1 Planning of visit
If you are planning a visit to an exhibition, plan it well
in advance and not two weeks beforehand. With too
short notice, it will be difficult to fix appointments.
If the people you want to see have promised to give
you some information, allow them some time to have
it ready.
Try to order a catalogue beforehand and check the site of the exhibition. In this way
you can get familiar with the categories, themes and products exposed and find out
interesting stands and contacts.
2 Making appointments
Try to find out the right contact person and try to make an appointment with him or an appointment to
her beforehand. Briefly explain that you are interested in their company, their products let you in
and culture. Once you in contact, it is a way to enter the stand. Often large stands do
not allow people to enter without having an appointment.
Even if your contact person is away or too busy, you may speak to someone else and
observe their products, promotion etc.
4 The questions
Ask a few simple ‘spontaneous’ questions from the top of your
head, already set in mind. You could prepare a questionnaire
with between 10 - 15 questions for your own reference. Start
the conversation by making a compliment about their product
or stand. Because many people at the stand are sales staff, they
are likely to talk about their product. When they ask who you are,
you briefly introduce yourself and mention that you are trying to
get familiar with their market. Avoid selling your product.
5 The conversation
Once the person carries on talking, try to get control over the
conversation by asking him some simple questions. You do not
need to say that it is an interview. A small ‘conversation’ sounds
less demanding than showing up an endless list of questions.
• Try to get a bit deeper into each subject, rather then jumping
from one question to the another. This usually generates an
ongoing conversation.
18
• Establish his or her position and try to find out what responsibilities he/she has
within the company.
• Keep the most important question for the final part and try to get a contact person
with whom you can get in touch later. If the person has given you good information,
you can offer a small present or gadget from your country in return.
• After visiting each stand, you can use a note pad to write down relevant information
and some details of the company e.g. products, contact person, special things he was
talking about, which could be also private (e.g. he visited your country last year).
In shops, you can get an impression of the staff and e.g. discover that some of them
are not able to give proper explanation about e.g. technical products.
In your hotel, you could look at some local TV stations, where e.g. commercials give
you an overall picture of what is hot, and what is not.
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2.3 STEP 3 Research planning
Once you have clarified your research problem and decided which research techniques
to use, you will be in the position to set out a plan of action - research planning - to
get the information you need.
GERMANY
• Market Trade Association/Portal 15 Aug 12 Aug Decreasing by 2%
• Restrictions ISO/TARIC 20 Aug 19 Aug Environmental reg.
• Products/trends Trade Magazines 25 Aug 23 Aug More research needed
• Number of customers Statistische Bundesamt, 25 Aug Bayern 400,000
meeting profile “A” Magazines Former East 200,000
• Distribution Euromonitor 1 Sept 30 Aug Importer/Mail order
• Prices Public Ledger/ITC 5 Sept 3 Sept Enduser € 25-35
Falling by 2% in 2004
• Competitors Magazines, 10 Sept 10 Sept 2 large International
Companys’ Website companies
• Other Other sources 15 Sept More research needed
UNITED KINGDOM
• Market Mintel/ONS 16 Aug 13 Aug Growing by 3%
• etc..
You could also plan the research techniques e.g. starting by desk (Internet) and field
research in your own country. Next, you could plan visits to desk research sources in
EU countries and prepare field research e.g. at exhibitions. As described in the
previous Chapter 2.2.3, planning and preparation are very important here.
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2.4 STEP 4 Collecting relevant data
Once you have set up a Research Action Plan , the next step is to collect data from all
available sources in EU countries in the most effective way. Finding the right sources
in more EU countries simultaneously is not an easy job.
The main shortcoming of collecting data on foreign countries is that data for particular
market areas or for specific product groups is not available. These countries simply do
not have governmental agencies that collect this data on a regular basis.
You could start to collect relevant data in your own country. Afterwards you carry on
to ‘easy’ countries, ending up in ‘difficult’ countries with few information sources.
Trade statistics are usually available for most EU countries and give you a rough
indication on growing EU markets. Although you have to bear in mind that re-exports identify growing mar-
can be high especially in The Netherlands and Belgium. Another point of concern is kets by trade statistics
that in these statistics, products are often subdivided into very broad categories e.g.
according to raw material. In many cases, your specific product is within a larger
product group, which still leaves some questions to be resolved.
Market information is often available for the large EU countries. As countries become
more important as a market, a greater interest in basic data and better collection
methods develop. The United Kingdom, Germany and France have good and up-to UK, France, Germany;
date information sources. Because they often provide their information according to up-to-date information
similar definitions, you can compare them easier.
Start with the countries that have much information in English such as the United
Kingdom, Scandinavian countries and, to some extent, Germany. If your native
language is French or Spanish, southern EU countries would be a good start.
If you are considering entering Austria, information on the German market gives you
a basic idea e.g. about trends or the mood in German speaking countries. Besides,
German trade press often cover the Austrian market as well.
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2.5 STEP 5 Analysis - from data to information
It is important to start classifying all statistical information. You will find that the
collected statistical data about specific products, markets or market segments will
probably be still insufficient to make decisions. Data and pieces of information on
some countries may be too old, incomplete or some pieces of statistics may leave
you with still many questions, especially when comparing EU countries.
So you may have an information gap and if these gaps are too big, you will have to
do additional (field) research. You then need to consider your critical information
elements, i.e. what do you really need?
The major problems when analysing secondary data, especially from sources on the information gap
Internet, are described below:
Reliability
Data collected from the Internet in particular may not be reliable or trustworthy. So sometimes too
check the writer of the article or report or check the sort of site you got it from (com- optimistic
mercial, personal, academic or governmental). Also, check if the sites give an address
or telephone number of a person or organisation. What was your impression of the
whole site?
In addition, official statistics are sometimes too optimistic, reflecting national pride
rather than reality. On the other hand, companies sometimes understate their sales
statistics in order to match their sales reported to tax authorities.
Completeness
Most statistics available are two years old, which is a reasonable timeframe to know two year old statistics
consumption and trade statistics in each country. You may get more recent data e.g. as a good basis
from Germany or the UK, but two year old statistics is a good basis to know the
trends in different EU countries.
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Comparability
This problem is caused by a lack of data in some countries. EU countries also use dif- different sources
ferent sources, methodologies and different ways of reporting their statistics. Southern different methodologies
EU countries and smaller EU countries in particular, have their own definitions and
specific categories of product groups or retailers.
Therefore, try to use a single source especially for general data (demographic, socio-
economic trade statistics, retailing). It will be hard to find a low cost single source for
your specific product in e.g. six EU countries.
You may find this in on-line databases or in reports from business information sup-
pliers, but it will be expensive and even then, you cannot be sure of their accuracy.
The best comparable data are provided by Nielsen, Gfk, Taylor-Nelson SOFRES,
IPSOS or NPD. These companies are specialized in tracking and monitoring retail
sales which is analyzed through their EU branches.
You could check these relationships country by country. Start with Germany which is country by country
one of the most reliable and accurate information sources within the EU.
By making relationships between data, you are also checking their consistency. Try primary and secondary
to find a relationship between your secondary and primary data as well. Once these data
are clear, it will give you an idea of the future development in each country. You could
use this when estimating demand or forecasting sales.
In addition, you are now more aware of the complexity and lack of clarity of your
prospective markets e.g. about the large differences between regions in these
countries. So by knowing the reasons, it would be easier for you to define what to
research in a next process.
All information is important for your export marketing strategy and is useful to
have in mind when talking to buyers.
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2.6 STEP 6 Transform information into intelligence
Explain the cause of issues and predict what will happen when...
Now that all data has been collected and organised into useful information, it has to
be transformed into intelligence. Try to understand and explain the cause of important analysis and expertise
issues. Then you will have to try to predict what will happen, how it will develop, and
how it can be acted upon.
Your report should be easy to understand for all involved and provide an indication of
what actions should follow.
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PART 3 RESEARCH AT EXPORT MARKETING STAGES
This figure gives an overview on what to research (i.e. research subject) during the
Export Marketing Stages, which for the purpose of this manual are combined into
four major stages. Detailed information on the export stages can be found in CBI’s
‘Export Planner’.
Most research you need to do will be in the stages 1 and 3. In each stage, the role
of research differs, as shown below.
Chapter
Stage 1 3.1.1 • Market size (country/culture/economy,
• Export Market Analysis consumer and industrial markets)
3.1.2 • Market requirements (quality
standards, ntb’s etc.)
3.1.3 • Trade Flows
3.1.4 • Market structure (supply chain,
• Direction
price sensitivity etc.) • Narrowing view
3.1.5 • Market growth and trends • Setting priorities
3.1.6 • Market targeting and segmentation
3.1.7 • Competitors
3.1.8 • Consumers / buyers
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3.1 STAGE 1 Export Market Analysis, Internal Analysis and SWOT
➧ Firstly, you start from a broad view by becoming familiar with EU countries, their
market size, requirements, trade flows, market structure, growth and trends in these
markets. All data collected on these subjects already give you a rough picture of
which countries are difficult and which countries are rather easy to enter.
➧ Secondly, you will have to set your priorities and choose target markets in terms of • Internal Analysis
primary, secondary and tertiary markets. In this choice, you can use much of the
data gathered so far, including your chances in these markets. • SWOT
➧ Thirdly, you narrow down your view by segmenting your primary markets and and
focus your research to get more details about your competitors and consumers and Stage 2
buyers there. • Decision making and
formulating objectives
This approach enables you to identify and get more control over your target markets.
Now you should be able to do an Internal Analysis by estimating if your company
could enter these markets.
Stage 3
The results of your Export Market Analysis and Internal Analysis will be the main • Market Entry Strategy
input for a SWOT Analysis.
• Export Marketing Plan
Try to combine subjects
In your desk research, try to combine more subjects in order to save time and costs.
For example, when looking into prices, check them at all levels at once. After you
have collected all price related information, you can separate this by stage and subject. Stage 4
• Evaluation / Feedback
Most information you will use in stage 3: price level discounts etc., but you also can
use this information for stage 1 for relevant price-related information when looking
into the subjects: market structure and competitors.
26
3.1.1 Market size
Typical subjects to research and a few sources to find much of this information are:
• COUNTRY / CULTURE / ECONOMY ➧ TYPICAL SUBJECTS AND TOPICS :
■ General data such as: population trends, population by age group and sex,
trends in households, population by region, major cities, marriages, divorces
etc.
■ Economic data such as: GDP, household expenditure (by category), inflation,
production by sector, unemployment rate, retail sales food/non-food (by sector
or by detailed category), growing retail sectors, socio-economic trends etc.
■ Other data relevant for your product such as: technological developments,
health care, housing situation, education, politics, social conditions/region etc.
You definitely can find most information at the national statistics offices. On some
subjects, these offices make European comparisons, which are useful. The addres-
ses and Internet sites of each office can be found in Appendix 2.
Other country information can be obtained from Eurostat and the Organisation for
Economic Co-operation and Development (OECD):
- www.europa.eu.int/eurostat.html
- www.oecd.org
Next, you will have to assess the markets for your product or service in each country.
Depending on your product, you could focus on consumer markets or on industrial
markets.
27
Consumer markets
Try to collect reliable current and historical data. In CBI market surveys, other market
reports, trade press and trade associations, you can find market values (in € or US$) most you can find by
or volumes for your product or sector. Much of the data you can collect by desk desk research
research using the Internet (see Chapter 2.2.2 for an example).
• RETAIL SALES
Total sales by retail outlets in a country which sell your product. Retail sales
are often measured at current or constant end-user prices. Try to find retail sales
data for your product (or sector) and countries which are rather easy to find.
Even if product categories are often too broad, it still will be a good method to
compare countries. Please note that some sources report retail sales with sales
tax, while other sources don’t.
• TRACKING DATA
Up-to-date retail sales, which is measured for specific product groups or brands
on a quarterly or yearly basis. This data also provides detailed market shares and
their quarterly changes. This information is collected through cash registration
systems (ECR) or scanning systems (EDI). You can buy this data from research
specialists such as Nielsen, Taylor Nelson or NPD. The data is reliable but is
also expensive. You may find some parts of tracking data in trade press articles.
• CONSUMPTION
Consumption or consumer expenditure, which is calculated on the basis of a
large sample survey commissioned by the National Statistics offices (every
4 years) or large research companies. Up-to-date statistics on consumer expendi-
ture is easy to find in the UK, France (at a cost), but difficult in Germany, The
Netherlands, Belgium, Spain, Italy and Scandinavia. Euromonitor gives con-
sumption per capita figures of the EU countries, but you will have to pay for it.
• INDUSTRY SALES
Often trade associations provide trade and sales statistics. These sales statistics
include sales to export markets, which you will have to deduct to know the
domestic sales. Sometimes the prices given at wholesale or factory level.
In addition, you also need to be aware that some trade associations only give
sales figures of their own members, which is less than national sales.
Typical subjects and questions when searching for data on market sizes of consumer
markets and a few sources to find this information are:
28
• MARKET SIZE ➧A FEW SOURCES:
Information on market sizes and segments is included in the downloadable mar-
ket surveys from the CBI website, at portal sites and from sites of trade associati-
ons. Please note that addresses of portals sites and trade associations are included
in CBI’s link plaza on the CBI website.
The latest reports on a wide range of products can be found at business information
providers. Reports are expensive, but can also be bought in parts or by chapter:
www.marketresearch.com www.frostandsullivan.com
www.snapdata.com www.euromonitor.com
www.mintel.com www.profound.com
www.tns-sofres.com (tracking data) www.npd.com (tracking data)
Industrial markets
Because the supply lines are short, market research is relatively simple compared to
consumer research. Still, the research process is much the same as described in Part 2.
A starting point in industrial market research is to get familiar with the supply struc-
ture, which has changed for many products in the past decade.
In the past, EU manufacturers took care of the whole production process (from raw changes in the supply
material to finished product). Nowadays they only concentrate on the last stage of the structure
production process and buy assembled or semi-assembled products.
If you are a raw material (or component) supplier, some typical questions are:
• INDUSTRIAL MARKETS ➧ TYPICAL SUBJECTS AND QUESTIONS:
■ What is the supply structure for industrial products?
■ The main concept vendors, supplying semi-finished products to manufacturers?
■ Imports / Exports statistics, average price level, sourcing / destination countries?
■ What is the industrial demand in target countries?
■ What are the smaller and fast-emerging markets with opportunities?
The sources to check are similar to those given above. A few research specialists on
industrial markets are www.packagedfacts.com and www.globind.com.
Once you have an idea of market size, you have to look into the difficulties of ente-
ring these markets. You may find out that some markets have too strict regulations or
require too much investment on your part. So already at this stage, you can decide not
to export to these countries and stop your research there for the time being.
Nowadays, regulations and market requirements in the field of product quality, safety,
health, environment and social issues are growing throughout all sectors of the econo- meeting regulations
my. Generally, one can say that regulations are legally binding, whereas requirements and requirements
are a reflection of the market forces. Here you need to investigate the EU regulations
and requirements, which can be subdivided as follows:
Typical questions when searching for information on quality standards and some sour-
ces are given below. Almost all can be collected from the Internet.
• QUALITY STANDARDS ➧ TYPICAL QUESTIONS:
■ Are there any EU quality (management) standards to meet regarding my
product (e.g. ISO 9000:2000)?
■ Are these EU quality standards compulsory?
■ What are the quality standards in each potential market? Are they compulsory?
In addition, definition problems were constraints in the free circulation of food products in the EU. For exam-
ple, several member states have different definitions of yogurt. The French insist that anything called yogurt
must contain live cultures. So they prohibited the yogurt made in The Netherlands, made without live cultures.
In March 1996, the European Commission decided that only goat’s cheese or ewe’s cheese produced in
Greece could be called feta. This has led to protests from the Danes, who produced feta from cow’s
cheese. Still the Greeks could continue the name feta, with a long history, while the Danes had to look for
another name.
30
1 Non-tariff trade barriers ➧ Environmental, social, health & safety
issues
Other non-tariff trade barriers have become increasingly important. Consumers and
buyers have been more aware of environmental issues. The immediate consequences
for exporters in developing countries are:
Social issues are also becoming increasingly relevant in the EU. Companies are being
held accountable for their acts.
A growing number of Europeans share the idea that companies have a moral
obligation towards their workers and society as a whole. Although social
accountability does not necessarily incorporate obligatory measures, the
importance of ‘business conscience’ as a selection criterion for consumers is
growing.
When you know the HS code for your product, check whether its import duty is
reduced under the GSP (Generalised System of Preferences) or under the Cotonou
Arrangement for the ACP countries. If so, find out what documents are required (in
most countries: form A, EUR 1).
In the same way, you can check the VAT rates (ranging from 16 to 21% in EU coun-
tries) and possible EU import quotas in your target countries. Most of this information
you also can find out by the Internet.
You can search by product (HS Code) and country of origin on:
www.europa.eu.int/comm/taxation_customs/index_en.htm
On the same site you are able to find the latest VAT rates for each EU country
and news with regards to import quotas. In The Netherlands - see www.douane.nl
3 Trade regulations
Besides tariff preferences, there are other specific arrangements or international
agreements. These could be related to the trade of products (e.g. protocols for sugar,
bananas) or to special bilateral trade agreements between your country and an EU
country. If you are a Mercosur country, you may have several advantages when
entering the Spanish market. Or if you are within Magreb countries (Algeria, Libya,
Mauretania, Morocco and Tunisia), there are trade agreements with the EU, which
includes a tariff reduction for all industrial products between 40 and 80%.
Check if there are there any international trade agreements, which have a positive agreements between
effect on trade restrictions or barriers between your country and your target market. your country and
You could find more information in CBI’s publication ‘Exporting to the European target market?
Union’, which can be obtained from the download plaza at www.cbi.nl or you could
check at www.wto.org
32
3.1.3 Trade flows
A next step in your Export Market Analysis is to get an insight into the trade flows,
which gives you an overview of the trends in global supply of your product (group).
By identifying upcoming EU markets and competitive supplying countries to the EU trade by competitive
(e.g. China), you can further narrow down your prospective EU markets. supplying countries
From CBI market surveys or from Eurostat CD Roms, you can obtain trade statistics
which indicate the imports and exports of your product to and from various countries.
As the collection of information takes a long time, the most recent statistics are usual-
ly two years old. Most trade statistics of EU countries are from Eurostat.
Their figures are based on information from the Customs in all member countries,
who receive this from EU companies. However, it should be noted here that this infor-
mation is given on a voluntarily basis.
Still, you must treat these statistics with extreme caution and regard them as an just an indication of
indicator of trends in international trade. In addition, the presence of the distribution trends in supply
centres of large suppliers in Belgium and The Netherlands implies that large volumes
of products are re-exported from these countries to other EU markets.
When researching Eurostat statistics, you must know the HS codes of your product or
product group. In these statistics, values are all expressed in € 1,000 and volumes are
stated in tonnes (=1,000 kg). In order to have a better idea, try to compare the trade
for your product over the past three years, to identify fluctuations in supply.
When looking into trade flows, use desk research and Internet research.
• TRADE FLOWS ➧ TYPICAL QUESTIONS:
■ What are the total EU imports in volumes and values (over the past 3 years)?
■ What are the imports by EU target countries (volumes/values over 3 years)?
■ What are the sourcing countries for my product group – especially non-EU?
■ The same questions with regard to exports and destination countries?
■ Did import growth occur in large and small EU countries, even during periods
of economic recession?
Working with Eurostat CD Rom requires some exercise and time. You need to get
used to make the right combinations of variables, as there are many possibilities.
HS Codes for your product can be found on the CD Rom or at www.usatrade.gov,
where you can also find trade statistics in their reports (consumer + industrial pro-
ducts).
For agricultural products, the FAO statistical database (faostat) provides a very
useful source for trade as well as production statistics. Search filters include, pro-
duct, market, volume and value as well as multiple years selection. The faostat
database is free of charge. http://www.fao.org/waicent/portal/statistics_en.asp
33
3.1.4 Market structure
Now that you have an idea about the market sizes, market regulations, requirements,
and trade flows, you can focus on those EU markets which are easy for you to enter
and offer the best prospects for your product.
The next step is to find out how these prospective markets are structured. Once you
have a picture of the supply chain, the number of operators and the price sensitivity, find out who supplies
you get an impression of what your chances in each market are. to whom
An insight into the market structure shows you who sells to which target groups, what will be your
who your main competitors are and where your position in this supply chain will be position in the supply
in your prospective markets. Try to find answers to these questions and some of the chain?
questions below:
Information about prices is often difficult to get through the Internet, apart from
prices for commodities and fresh fruits and vegetables. Try to get information
from buyers or other people with some knowledge of the market structure. You
could check retail prices through websites of competitors, retailers or of mailorder
companies. Other sources - see Chapter 3.3.2.
34
3.1.5 Market growth and trends
Now you try to assess your chances in your prospective EU markets by researching
their developments. So you need to find out which markets are growing and why.
These new Scandinavian markets could qualify as emerging markets, given the lower also look at smaller
starting point. emerging markets
Other reasons can be found in market trends related to changing consumer behaviour,
technological developments, changing safety regulations etc..
35
You need to collect most data by desk research.
Check the Internet sites of local trade and consumer
magazines. Here you will often come across the
latest trends in the international or local market.
You could also recognize market trends by monitoring the main players, who usually check the latest trends
are the trendsetters. in magazines
If trends in fashion are important in your business, you can find trend forecasts in
trade and consumer magazines. Each year CBI provides two fashion forecasts
which can be downloaded from the download plaza at www.cbi.nl.
36
3.1.6 Market targeting and segmentation
• Primary markets, where you can expect a relatively fast payback against your
investment at a relatively low risk. These markets are also referred to as pilot or
target markets.
• Secondary markets expose your company to a greater risk. But if you have enough
resources and approach them, they are still capable of generating profit.
You could target these markets after you have gained more experience in the EU.
• Tertiary markets may be interesting to approach actively in the future. But for the
time being, an indirect approach is preferable e.g. producing for local manufacturers.
The most important segmentation variable when researching industrial markets is to which end user
recognise the end user industries or organisations for your product or service. industries?
For example, vegetable oil is a natural ingredient, which can be supplied to the food
processing industry, to the cosmetic industry or to the pharmaceutical industry.
Once these end users are identified, you will have to classify the people in the orga-
nisation who take the buying decisions. Here, a buying centre consists of all people
of the organisation who play a role in purchase decisions, such as:
38
3.1.7 Competitors
From the information on trade flows (see - Chapter 3.1.3) and on the main players
(see Chapter 3.1.4) you already have an idea who the main competitors are and where
they are from.
You now need to take a closer look at these competitors, especially in your primary spying on your
markets. You can collect this data by desk research and Internet research. Trade competitors
magazines frequently publish market analyses with estimates of
market shares by main players, their history, their target groups,
positioning and reasons behind their success or failure.
You could ask as a ‘customer’ for a list of dealers for your com-
petitors in your primary markets. This gives you an indication
of how they are organised in these markets.
You can also find information on your competitors by field research e.g. at exhibitions
or by conversations with experts in your sector or by a contact in the primary market.
• COMPETITORS ➧ TYPICAL QUESTIONS:
■ Who are the materials suppliers and manufacturers in my primary markets?
■ Is there much competition in these markets?
■ What sort of competitive products are on offer? How much do they sell/year?
■ What are the prices and where are they sold (e.g. small shops, chain stores)?
■ What product concepts do they use and how are they promoted?
■ What are the market shares of the key players and of my direct competitors?
■ How are they organised and do they have nationwide distribution?
■ What are the strengths and weaknesses of my main competitors?
■ How many competitors are there from my own country?
There are also generic business directories. The most important generic on-line
directories are Europages and Kompass. The business directories offer multiple
search filters, like product group, market, company type, company size etc. Use of
the business directories is free of charge. In addition to some market reports, Dunn&
Bradstreet provides financial information on any (registered) company in the EU.
www.europages.com www.kompass.com www.dnb.com
Quantitative research
Once you have chosen your target markets, you will have to find out more details on quantifying your
consumer groups and buyers. In consumer markets, quantitative research leads you to target group
a general profile of a chosen consumer target group. Here you try to quantify as much
as possible. For example, if you are exporting chocolate and want to start in the UK,
you may find out the following interesting target group:
Heavy users of chocolate bars, who are female, live in Northern England, are aged
between 17 and 22 years and have an average annual income of £18,000 and 25,000.
The more figures you can obtain about your consumer target group, the more you will
be able to estimate the size of your potential market.
Field research
During visits to exhibitions, you could ask buyers or talk with editors of maga-
zines. Other low cost methods to gain an impression are:
- In store observations (how consumers go around - how they look etc.).
- Asking the opinions of some people you know in your target market.
- Internet research by yourself (e.g. using Questionnaire).
Qualitative research
In qualitative research, you try to understand more deeply
your consumer target group by investigating their buying
habits, intentions and attitudes. You can measure your
product in relation to your competitors’ products.
You will need to find this out by field research and hire
research specialists in your target countries. They have
different techniques e.g. questionnaires-interviews-group
discussions-counting-image tests etc. They can be carried
out on an incidental (ad-hoc) or on a continuous
(omnibus) basis.
40
3.1.9 Internal Analysis and SWOT
After your Export Market Analysis, you must assess whether your company is able to
enter your chosen markets i.e. by doing an Internal Analysis. Then, a SWOT analysis
can help you to decide whether or not to start exporting to the target markets.
Internal Analysis
Especially if your company is new to exporting, you should do a company audit and
establish whether you can use your resources without jeopardizing your domestic
sales efforts. Elements to be assessed include: product standards, production capacity,
flexibility, logistics, sales force, financial strengths, capabilities etc.
You have to ask yourself for example, if you can meet the extra production capacity
needed to supply export markets? Can you finance the investment required for
product adaptation and machinery? Are you able to deliver in time? etc...
SWOT Analysis
Now that you know the size of your markets, their requirements, structure, develop-
ment, segments, niches and your main competitors, you can combine all this with
your own capabilities by making a SWOT analysis.
Try to optimise your strengths and see how you could overcome weaknesses in the
future and how to deal with threats in the market place.
The outcome of your SWOT analysis, the possibility of overcoming your weaknesses
and the degree of risk when entering these markets, are important in your decision
- whether or not to start exporting to your targeted markets.
41
3.2 STAGE 2 Decision making and formulating objectives
From your SWOT Analysis, you should have enough confidence to decide which Stage 1
markets to enter in the coming years. The result of this analysis should tell you if • Export Market Analysis
you are able to export, especially when there are more market opportunities (than
threats) and if your company is strong enough to start this venture.
Once you have made a positive decision, you are ready to formulate your objectives.
Analysis of all collected information enables you to narrow down your view and
decide which markets to approach and when to do this. In these decisions, you have
to include an element of control over your own efforts in the next few years. This
implies that you have to set marketing targets, sales targets, distribution targets,
awareness targets etc. for each target market. These together form your export • Internal Analysis
objectives.
• SWOT
Stage 2
• Decision making and
formulating objectives
Stage 3
• Market Entry Strategy
Stage 4
• Evaluation / Feedback
42
3.3 STAGE 3 Market Entry Strategy and Export Marketing Plan
Here you could choose for an entry strategy, i.e. producing as a contract manufacturer
for French and Italian suppliers. This will give you an entry into these secondary mar-
kets at a minimal risk and investment. Once you are successful in the Spanish market,
you can change your entry strategy by exporting to France and Italy.
• Internal Analysis
Some possibilities to enter EU markets are:
• SWOT
Stage 2
Licensing Assembly • Decision making and
Franchising Joint Ventures formulating objectives
Contract manufacture Acquisition
Strategic alliance Strategic alliance
Stage 3
EXPORTING DIRECT CHANNELS INDIRECT CHANNELS • Market Entry Strategy
During stage 3 when deciding your MES and preparing an EMP, you will have to
do research on marketing tools (product, price, place, promotion).
By being well informed, you will be more confident in managing these tools in
order to achieve your objectives and in measuring their effectiveness (Chapter 3.4).
43
3.3.1 Product and positioning
You have already found out in Chapter 3.1.2 how to comply with quality standards your product standing
and non-tariff trade barriers in your target markets. You also know the market de- out from competitors
velopments, niches, consumers and competitors. The next step is to find the right
positioning to achieve a good product-market match.
So you need to find out whether your product needs much adaptation
in terms of design, size, packaging, related accessories etc.
Try to find out where most of your competitive products are made e.g. in
China and other Asian countries. Based on the results you can distinguish
your product from the mass produced articles by adding something special
or an USP (Unique Selling Proposition).
It remains important to match this speciality with your target group. An
interview, discussion, or co-operation with a designer in your primary
market would be useful to give the product a ‘local touch’.
You can gather information mainly by desk research and some field
research. Try to find answers to some of the following questions:
You could buy some competitive products or observe at exhibitions how they are
presented. During visits, you could ask buyers or talk with editors of trade maga-
zines. Other field techniques are: In store observations or asking opinions of people
you know in your target market.
You will have to find out detailed information (e.g. consumer opinions, attitudes
and perceptions) together with research specialists. You can contact the Export
Licensing Unit in your country or the Customs in the target market to find out if
you need a licence and how to apply for it.
44
3.3.2 Prices and margins
You could start from a broad view e.g. monitoring the price developments on the
world market. Afterwards you narrow down to your target market by finding out what
consumers are prepared to pay for your product.
You can gather as much as you can by desk research using the Internet. However, you
have to collect most information by field research e.g. conversations with buyers and
store checks. When researching price, try to answer the following questions:
Try to get some detailed information on margins from buyers or other people with
some knowledge of the market structure.
From your Export Market Analyses you are now familiar with the structure of the
supply chain, the number of operators and competitors in your target markets.
After you have decided your Market Entry Strategy, you have to select a distribution
channel (see MES - Chapter 3.3).
During visits, you could do some in store observations, get an idea of in-store the-
mes and ask opinions of store managers. It is useful to know beforehand if your
product fits into the store concept when approaching buyers. When you are not
able to do it yourself, ask local people to check some stores.
You could find buyers through exhibition catalogues, trade portals and at sites of
business platforms (by sector - by country/region).
Through your shipping agent and potential trade partner you can find out how
much you must invest in logistics, stock keeping and transportation costs.
46
3.3.4 Promotion
What competitors do
When collecting data, you could start with your
competitor’s promotion. Much can be gathered
by desk research using the Internet. Also try to
find some advertisements, free publicity by your
competitors in magazines.
Also check information in parts of reports from on-line business information pro-
viders (see Chapter 3.1.1). By field research you can get a feel for in store promo-
tion including competitors’ promotion.
Information about trade fairs, worldwide, can be obtained free of charge from the
following trade fair databases:
www.tsnn.com
www.exhibitions-world.com
47
3.4 STAGE 4 Evaluation and Feedback
After you have implemented your Export Marketing Plan, you will have to evaluate Stage 1
your target markets and judge how effective the marketing tools were. Maybe the • Export Market Analysis
market conditions changed or new opportunities emerged. This implies new research
into your target or into new markets.
After a period of one year you should evaluate whether you have taken the right deci-
sions with regards to your marketing tools. You should measure their effectiveness
direct from your own sales reports or check the questions below with your importer or
other contacts in your target markets.
48
PART 4 ORGANISING MARKET RESEARCH
In part 2, the six-step research process was explained, with the major techniques in
how to collect your information, whereas part 3 showed what you need to research
during the Export Marketing Stages.
Part 4 focuses on the practical side of your research in terms of preparation, budget,
involvement of other people and organisation of your collected data.
When to start?
When starting up a research process, you will need to estimate a reasonable deadline
for the collection of data and when you want to have all information analysed. categorize at each step
You could set dates for an Export Market Analysis country by country using the and stay focused on
Research Action Plan (see example in Chapter 2.3), categorizing the countries and your target
research subjects.
If there is only a small budget available, this will give you at least an indication of
what is possible and what restrictions you must keep in mind. For example, if you
can afford to hire a research specialist.
Sometimes there may be no budget at all. In this case, the time you need to spend
will have to be allocated with the permission of others.
49
General information on EU countries and much information
on the Internet is free of charge. However, you should not
forget the telephone costs. When searching on the Internet,
you will find out that the more specific information you
want,the more expensive it will be. Most business informa-
tion providers want you to pay in advance by a valid
credit card.
50
4.2 Involving other people in research
As for field research, you should visit the international market and get a personal
understanding of customer needs. Visiting an exhibition provides a good opportunity.
Try to do some research at the show itself and in the city where it is held. Although
using a local researcher may seem more expensive, do not underestimate the costs
of doing it yourself. Besides the time and money spent on the trip, you need time for
preparation. You will need to find organisations and make appointments. An option
could be to hire a consultant in the target market, who prepares an itinerary for you
and who joins you during the trip.
In case of field research, you probably will discover research methods you would not
have used yourself, because of the complexity and time-factor. Moreover, to prepare
questionnaires, sample a target group, run hundreds (or even thousands) of personal
interviews (or telephone interviews) and run a statistical analysis are no small tasks.
An important advantage of commissioning the research to an outside specialist is that a neutral view and
there will be an independent, un-biased view and outcome. On the other hand, research credibility to buyers
specialists can be very expensive. So seriously consider beforehand, whether they are
really needed and the potential result would be worth your investment.
Once you have decided to work with research specialists (see also
Chapter 2.2), the research process is very important in order to
prevent any misunderstandings. Please note other items such as:
• The briefing: a document in which you and the specialist agree on the research
objective, process, planning, methodology, deliverables (e.g. report, CD Rom
etc.) and cost of the research project. After meeting the specialist, he will write
a briefing (or research proposal) on which you have another meeting, to make
sure he can do the job and to avoid all kinds of misunderstandings (wrong
problem definition, wrong target group etc.). At the end the specialist will make
a de-briefing on which you finally agree.
• Always ask a few research specialists: compare their skills, relevant expertise,
ability to do the job fast and on the spot and their costs. If you ask them to make
a proposal on a no win no fee basis, it would be polite to send them a small
letter letting them know that you are not continuing the job with them.
• Advance payment 50%: once you agreed have to start the research, do not be
surprised if they ask you to pay 50% in advance to finance their initial costs.
52
4.3 Organising your data and information
• Data is the raw material from which intelligence is ultimately derived. It includes
all kinds of facts, complete or incomplete, in various degrees of accuracy and can
be formal or informal (e.g. opinions, feeling, suspicions).
In smaller companies, marketing decisions are often driven by informal rather data are ingredients to
than formal data, due to a lack of money and time, or that management feels that prepare the recipe
its informal data is sufficient for the task. Companies already have all sorts of
data on markets in which they operate, most of which is in the directors or
managers heads. Often there is no time to make it available to others, to collect,
sort and filter these data into information.
ACTION
INTELLIGENCE
predicting
KNOWLEDGE
understanding
INFORMATION
filtering
DATA
53
What to do with all data collected?
Most of all data collected will provide you suggestions for a planned entry into EU keep all data and
markets. Undoubtedly you have come across secondary or primary data, which you categorize it
will not need immediately. Some of this data or pieces of information may raise new
questions. In order to stay focussed on the relevant issues, ignore them. However,
you still should categorize them (e.g. by country, by subject) and keep them aside
for later analysis or for future research. You can use pieces of information more than
once. Depending on the purpose, data often can be recycled for various applications.
It may take some time to set up such a system, depending on the form of your MIS. sharing information
But once it is established, all people involved can benefit from its functional capabi- with others
lities, particularly when you have created your own electronic database.
With the help of some specialised computer software, you can automatically incor-
porate data feeds to your MIS from the Internet and from other external sources. In
addition, a MIS is often designed to make sure that:
An electronic MIS can be developed relatively easily by using a Microsoft Access ... or in an electronic
database. You can label information with: subjects/countries/keywords/year/source - database
variables which make retrieval of data easy. Such a database can be easily published
on a website or Intranet, so it can be shared by other people in the organisation.
55
NOTES
56
APPENDIX 1 - USEFUL INTERNET SITES NOTES
57
APPENDIX 2 - USEFUL ADDRESSES
INTERNATIONAL Tilastokeskus - Statistics Finland
International Trade Center (ITC) E-mail: tiedotus.tilastokeskus@stat.fin
Division of Product and Market Development Internet: www.stat.fi
E-mail: itcreg@intracen.org
Internet: www.intracen.org
FRANCE
International Standardisation Organisation (ISO) COLEACP
E-mail: central@iso.ch E-mail: coleacp@coleacp.org
Internet: www.iso.ch Internet: www.coleacp.org
GREECE
DENMARK Athens Chamber of Commerce and Industry (ACCI)
The Danish Import Promotion Office for products E-mail: info@acci.gr
from developing countries (DIPO) Internet: www.acci.gr
E-mail: dok@commerce.dk
Internet: www.commerce.dk NSSG - National Statistical Service of Greece
E-mail: info@statistic.gr
Danish Chamber of Commerce Internet: www.statistics.gr
E-mail: handelskammeret@commerce.dk
Internet: www.commerce.dk
IRELAND
Danmarks Statistik Chambers of Commerce of Ireland
E-mail: dst@dst.dk E-mail: info@chambersireland.ie
Internet: www.dst.dk Internet: www.chambersireland.ie
58
ITALY SPAIN
Italian Union of Chambers of Commerce Spanish Chamber of Commerce
E-mail: unioncamere@unioncamere.it E-mail: postmaster@camerdata.es
Internet: www.unioncamere.it Internet: www.camerdata.es
ICE - National Institute for Foreign Trade INE - Instituto National de Estadistica
E-mail: sitoece@ice.it E-mail: info@ine.es
Internet: www.ice.it Internet: www.ine.es
Statistisk Sentralbyrå
E-mail: ssb@ssb.no
Internet: www.ssb.no
PORTUGAL
Portugese Chamber of Commerce
E-mail: mcr@port-chambers.com
Internet: www.port-chambers.com
59
APPENDIX 3 - RECOMMENDED READING NOTES
GENERAL
Desk research
Paul Hague, Kogan Page, 1994, ISBN 0749412178
INDUSTRIAL
The Industrial market research handbook
Paul Hague, Kogan Page, 3rd ed, 1992, ISBN 0749407743
TECHNIQUES
Constructing effective questionnaires
Robert A Peterson, Sage Publications, 2000, ISBN 0761916415
Interviewing
Paul Hague, Kogan Page, 1993, ISBN 0749409185
60
GLOSSARY NOTES
Apparent consumption
Rough estimation of consumption, which is calculated by the production figure and adding
the imports minus the exports and inventory level in that year. This method is often used in
FAO statistics.
Apparent sales
Rough estimation of sales if you know the number of companies or retail outlets in a coun-
try or region selling your product. By estimating their average sales per year, you may get
a picture of what is being sold in that year.
Bookmark
A file on your computer in which you can store all the URLs of useful Internet sites which
you frequently visit. In Explorer, you can create bookmarks in the ‘favourites’ which you
can see on the menu bar.
Briefing
A document which confirms the requirement for, and scope of, a proposed research project.
Among others, the research objective, process, planning, methodology, deliverables (e.g.
report, CD Rom etc.) and cost of the project should be mentioned and agreed by both parties.
Browser
A program on your computer which enables you to ‘browse’ or quickly navigate through a lot
of information. Microsoft Internet Explorer and Netscape Navigator are dominant browsers.
Customised research
Desk and/or field research done by research specialists and which are tailored to your needs
or to your specificresearch problem.
Data
Data (primary and secondary) is the raw material from which marketing intelligence is ulti-
mately derived, similar to the raw ingredients used to make a recipe dish.
Desk research
The technique to collect secondary data from existing sources, which can be subdivided into
internal (e.g. data within your company) and external sources (e.g. Trade Association, Busi-
ness Support Organisation, Internet etc.).
Field research
The collection of primary data in the target markets by using interviews, questionnaires,
store checks, product tests etc.. It focuses on details and opinions of consumers or buyers
related to your specific product. Field research is mostly done on the spot and usually fol-
lows desk research.
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Industry sales NOTES
Sales figures, often provided by trade associations. These sales figures also include sales to
export markets, which you will have to deduct to calculate the domestic sales.
Information
The process of digesting the data and convert it into patterns. During this process, you try
to collect all categories, to reconcile contradictory items, to interpolate missing information,
to identify inaccurate data and deepen the overall picture of your target markets.
Intranet
Internal databases which are set up by companies and organisations with all information
relevant to all their employees, branch offices and sometimes to their clients.
Intelligence
Intelligence or market intelligence results from the transformation of knowledge by predic-
ting how the market will develop and how it can be acted upon.
Keyword
The way you describe the subject you are searching on the Internet. Keywords can be any-
thing e.g. name of a product, country, person, company or a title of a book or even a com-
bination of words.
Knowledge
Further analyses of information by an interpretation of all relevant information in order to
understand what it means.
Market players
Domestic and foreign suppliers such as importers, manufacturers who have a considerable
share in the market. Suppliers with the largest share are the ‘main players’ who dominate
that market.
Market research
The collection and analysis of information about markets, organisations and people to sup-
port better export marketing decisions.
Market segmentation
Subdividing a market into distinct categories of consumers - or end-users industries - with
similar wants and behaviour patterns. A market can be also segmented into other categories
e.g. by product, by season etc.
Perception
The process by which people select, organize and interpret information to form a meaning-
ful picture.
Portal
A starting point for research on the Internet. They usually have a subject focus e.g. by
product (food, ingredients, jewellery) by science or as a general starting point for research
on the web (e.g. Yahoo). All information portals are designed to be ‘one-stop-shops’ for all
your information needs.
Positioning
Positioning is a term used to refer to how you want consumers (or buyers) to think of your
product or service relative to those of competitors.
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Primary market data NOTES
In this case, you or a professional researcher collects data directly from the foreign market-
place through interviews, surveys, and other direct contact with representatives and potential
buyers.
Quantitative research
Can be done to find out a general profile of your consumer target group in terms of general
characteristics such as country, region, sex, age, income etc.
Qualitative research
This is often used to understand more deeply your target group in terms of their culture,
attitudes, feelings and motivations for using a product.
Research subject
The subject you need to find the information about such as countries, market size, target
groups, trends, players, trade channels etc.
Research process
Research programmes are usually structured in a 6-step process. In each process, you can
combine different research subjects using different techniques.
Research technique
A method to collect primary or secondary data such as desk research or field research.
Retail sales
Total sales without sales tax by all retail outlets in a country for a product, product group or
sector. Although product categories are too broad it still will be a good point of reference to
compare EU countries.
Sample
The number and the characteristics of people (e.g. French young male, aged between 20
and 30 years old, living in Paris) who are selected for a piece of field research and who
should represent a percentage of your target group.
SWOT
Strength-Weakness / Opportunity-Threat analyses from which you have to set your export
marketing objectives.
Tracking data
Retail sales of specific product groups and up-to-date, measured quarterly instead of yearly.
This information is collected through cash registration systems or scanners and registered
by research specialists such as Nielsen, Taylor Nelson or NPD, which is reliable but very
expensive.
USP
Unique Selling Proposition i.e. how consumers can recognize that your product or brand is
standing out by being special or different from competitive products or brands.
URL
Uniform Reference Locator or an Internet address, similar to a street address in that it
identifies a particular location (Web server or file on that server) on the Internet.
63
CBI: YOUR EUROPEAN PARTNER FOR THE EUROPEAN MARKET business-to-business activities and general export market entry support.
Key elements usually include technical assistance in fields such as
The CBI (Centre for the Promotion of Imports from developing countries) is an product adaptation, improving production, implementing regulations and
agency of the Dutch Ministry of Foreign Affairs. The CBI was established in 1971. standards and export marketing and management assistance.
The CBI’s mission is to contribute to the economic development of developing
countries by strengthening the competitiveness of companies from these countries Training programmes
on the EU market. The CBI considers social values and compliance with the most Training programmes for exporters and BSOs on, among others, general
relevant environmental requirements to be an integral part of its policy and export marketing and management; trade promotion; management of
activities. international trade fair participations and developing client-oriented
market information systems. The duration of the training programmes vary
CBI offers various programmes and services to its target groups: between two days and two weeks and are organized in Rotterdam or on
location in developing countries.
Market information
A wide variety of tools to keep exporters and Business Support Organisations BSO development programme
(BSOs) in developing countries in step with the very latest development on the EU Institutional support for capacity building for selected business support
market. organisations.
These include market surveys and strategic marketing guides for more than 40 The programme is tailored to the specific needs of participating BSOs and
product groups, manuals on export planning and other topics, fashion and interior can include train-the-trainer assistance, market information systems
forecasts and the CBI News Bulletin, a bi-monthly magazine. This information can support and staff training. CBI’s role is advisory and facilitative.
also be obtained from our website at www.cbi.nl For all information on non-tariff
trade barriers in the EU CBI has a special database, AccessGuide, at Please write to us in English, the working language of the CBI.
www.cbi.nl/accessguide
And finally CBI’s Business Centre is offering free office facilities, including Centre for the Promotion of Imports from developing countries
telephones, computers, internet and copiers for eligible exporters and BSOs. Centrum tot Bevordering van de Import uit de ontwikkelingslanden
Market reports, international trade magazines, cd-roms and much more can be
consulted in the information section of the business centre. Mailing address:
CBI
Company matching P.O. Box 30009
The company matching programme links well-versed suppliers in developing 3001 DA Rotterdam
countries to reliable importing companies in the EU and vice versa. The online Phone +31 (0) 10 201 34 34
matching database contains profiles of hundreds of CBI-audited and assisted Fax +31 (0) 10 411 40 81
exporters in developing countries that are ready to enter into various forms of E-mail cbi@cbi.nl
business relationships with companies in the EU, as well as many EU companies Internet www.cbi.nl
interested in importing or other forms of partnerships such as subcontracting or
private labelling. Office:
WTC-Beursbuilding, 5th Floor
Export development programmes (EDPs) 37 Beursplein, Rotterdam, The Netherlands.
EDPs are designed to assist entrepreneurs in developing countries in entering and
succeeding on the EU market and/or in consolidating or expanding their existing
market share. Selected participants receive individual support over a number of No part of this publication may be sold, reproduced in any form or by any
years by means of on site consultancy, training schemes, trade fair participation, means without the prior permission of CBI
Disclaimer
The information provided in this manual is believed to be accurate at the time of writing.
It is, however, passed on to the reader without any responsibility on the part of CBI or
the authors and it does not release the reader from the obligation to comply with all
applicable legislation.
Neither CBI not the authors of this publication make any warranty, expressed or implied,
concerning the accuracy of the information presented, and will not be liable for injury or
claim pertaining to the use of this publication or the information contained therein.
No obligation is assumed for updating or amending this publication for any reason,
be it new or contrary information or changes in legislation, regulations or jurisdiction.