EXPORT MARKET

RESEARCH TECHNICS

Şefik ERGÖNÜL

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Fail to Plan
Plan to Fail

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 MARKET RESEARCH
CRITERIAS

1. Need for the product(s) in the Market.

2. Purchasing Power
3. Intention to purchase
4. Authority to purchase

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sefik@utided.org Avrupa İşletmeler Ağı
4
Pazar Araştırmalarında
İnternet Kullanımı yayınından
 SPECIFYING
THE MARKET

ACCURATELY
• Identifying &
• Segmenting the market &
• Positioning

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 DO YOU KNOW
WHO YOUR CUSTOMER IS?

 Present Customers?
• Enterprises? (B2B)
• End Users? (B2C)  Competitors Customers?

 Non users

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 MARKET SELECTION
CRITERIAS

1. Distance
2. Socio - politic conditions
3. Economical conditions
Production– Imports– Exports- Exchange
4. Cultur
5. Technologica conditions
6. Geo-physical, climate conditions

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 LET’S LOOK FOR (1)

• Is there purchasing power?

• Is it profitable doing biz in this market?
• Who are potential customers?
• Would they be interested in my
product?
• Would my product be fit to customers?
Needs, expectations, requirements
• What kind of adaptations
may be required?
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 LET’S LOOK FOR (2)

• What kind of pricing?

• Transport & Warehousing facilities?
• What are the tools for market grip?
• Political & cultural structure
• Competition
Local, International, Our locality

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 DO NOT DO!

• Imagine & guess

• Approaching with prejudice
• Exploiting mouth-to-mouth information
• Exploiting not up-to-date information
• Leave it for luck

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TYPES of INFORMATION
• Primary :
Custom made researches
• Secondary:
Present,
Printed,
Open to Public.

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 Do you know the HS code
1.
of your product

HS: 540761 90 90 11
HS CN Code National Statistics Code
Nomenclature Code Sub-Heading Code

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 By classifying your product
To which information you may reach?

 To where your product is exported?

 From where your product is imported??
 What is the market size?

 What is the commercial trend?

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 MARKET RESEARCH

Desktop Field
Research Research

Determining Evaluating
Market Potential Markets

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 DESKTOP RESEARCH
ADVANTAGES DİSADVANTAGES
• Fast data collection • Remains general.
• Low cost • Testing required for
• Provide foresight data reliability
• Conflict in statistics
• Difference in definitions
• Not up-to-date data

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 FİELD RESEARCH

ADVANTAGES DİSADVANTAGES
• Right in the field • High cost
• Possibility to meet • Time consuming
potential customers
• Design according to
the data required

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 COMPETITIVE
MARKET RESEARCH (1)

 Find the HS code of your product

 Determine the most profitable sector to use your product
 Go to ww.trademap.org and find global data for
• Imports
• Exports of your product
 Find data for your sector
• Globally,
• Locally
• In the target Markets
Production
 Size
 Consumption
 Determine the target market(s)
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 COMPETITIVE
MARKET RESEARCH (2)

 Search target market conditions

 Reach to potential buyers’ addresses
 Construct market entry action plan
 Go and visit potential buyers in target markets
by using “State Aids“ provided for market research
 Sell more.....

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 MARKET FILE
• Product Description • Importers
• Production • Distribution Channels
• İmports • Commercial habbits
• Exports • Promotion means
• Consumption • Useful addresses
• Imported countries • Exhibitions
• Market conditions • Information Resources
• Tariffs • Packaging & labelling
• Non-tariff barriers • Expectation from market
• Transport
• Pricing
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 WHY YOUR CUSTOMER
SHOULD CHOOSE YOU?

• Own & apply high-tech • Social responsibilities

• Product range (Environment e.t.c)
• Fast delivery • Design
• Presence • Price
• Being the first in market • Quality
• Service • Functionality
• Relations

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 CORRECT
MARKET DEFINITION

 Determining the market share

 Calculating the growth
 Determining target customers
 Identifying relevant competitors
 Formulating marketing targets &
strategies

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 IDENTIFYING
CUSTOMERS
MARKET IDENTIFICATION VARIABLES

• Geography, Industrial Sector

• Demographics
(Age, income, profession, sex, marriage, e.t.c.)
• Life style variables
• Differences in personalities
• Culture/Sub-cultures
• Social situation
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 AVOID SURPRISES

1- Follow carefully secondary sources

2- Merge primary & secondary sources
3- Determine primary sources in the company
4- Specify important activities
5- Build Network

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 WHAT ARE
YOUR LOCAL
COMPETITORS DOING?

Turkish Exporters Index

http://www.ekonomi.gov.tr/dtmihrrehber/index.cfm

TOBB Industry Database

(http://sanayi.tobb.org.tr)

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 FOREIGN TRADE
STATISTICS
1- Product Classification : HS No
http://ggm.gtb.gov.tr/bilgi-bankasi ; http://www.ibp.gov.tr

2- Turkey’s trading partners & Export Imports values

- tbrh@ibp.gov.tr
-(http://www.ekonomi.gov.tr )
- Exporters Unions (Sectoral & Regional)
3- World Import & Export Statistics
- Interactive TradeMap: http://www.trademap.org
- World Trade Atlas: http://www.gtis.com/gta
(Brazil, Algeria, China, South Africa, India, Canada, Kenya, Egypt, Poland,
Russia, Senegal, Jordan)
4- UN Stats: http://www.unstats.un.org/unsd/comtrade
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 INTERNATIONAL
BODIES

 European Union http://europa.eu.int

 EU Export Help : http://exporthelp.europa.eu
 World Trade Organisation (http://www.wto.org )
 International Trade Center-ITC (http://www.intracen.org )
 World Bank (http://www.wb.org ) http://rru.worldbank.org

(Investment, Business, Legal barriers etc.)

 http://www.doingbusiness.org

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 INTERNATIONAL
BODIES

 United Nations (http://www.un.org )

 UN Statistics: (http://unstats.un.org/unsd/default.htm )

 UNCTAD: (http://www.unctad.org)

 OECD: (http://www.oecd.org )

 APEC (Asia Pacific Economic Cooperation) http://www.apec.org

COMESA-Common Market for East and South Africa, (20 countries)

http://www.comesa.int

 World Food Organisation: http://www.fao.org

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 INTERNATIONAL
BODIES
CIA World Fact Book:
http://www.odci.gov/cia/publications/factbook/
GlobalEdge (Michigan State University)
http://globaledge.msu.edu
The Economist Intelligence Unit Country Reports-
http://db.eiu.com
Country Reports, Country Profiles, Consumer Goods and Retail
Forecast, Energy and Electricity Forecast,
Food, Beverages and Tobacco Forecast
FITA- http://www.fita.org/
Source for international import export trade leads, events, and
links to 8,000 international trade (export import) related Websites.

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 INTERNATIONAL
BODIES
US Ministry of Agriculture:
http://www.fas.usda.gov-http://faostat.fao.org/
US Ministry of Trade-Trade Information Center (TIC):
http://www.ita.doc.gov http://dataweb.usitc.gov/
The National Trade Data Bank (Paid):
http://www.stat-usa.gov/tradtest.nsf
Country Library of Tradeport: Country Profiles
http://www.tradeport.org/ts/countries/index.html
Eurasianet : Country and market information
About the Central Asian countries. http://eurasianet.org
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 INTERNATIONAL
BODIES

Holland: http://www.cbi.nl
UK: http://www.tradepartners.gov.uk
Canada: http://www.strategis.ic.gc.ca- http://www.infoexport.gc.ca
Australian Trade Commission: http://www.austrade.gov.au/
Swiss Import Promotion Programme - http://www.sippo.ch
Japan: http://www.jetro.go.jp
CIS Countries & Russia: http://www.itaiep.doc.gov/bisnis
http://www.bisnis.doc.gov
China: http://www.stats.gov.cn,
http://www.chinaonline.com, http://www.setc.gov.cn

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 STATISTICAL
WEB SITES

• www.Eurostat.com (EU statistics)

• www.statistcis.gov.uk
• www.statistics.bund
• www.statcan.ca
• www.insee.fr
• www.abs.gov.au
• www.stats.govt.nz
• www.stats.go.jp
• www.census.gov
• www.stats-usa.gov
• www.fedstats.gov
• http://www.stats.gov.cn
www.chinaonline.com
www.setc.gov.cn
sefik@utided.org
(UK National statistics)
(Germany statistics)
(Canada statistics)
(French statistics)
(Australian statistics)
(New Zeeland statistics)
(Japan statistics)
(US statistics)
(US State Information)
(US Statistics)
(China statistics & information)
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 CUSTOMS DUTIES

International Customs Tariffs Bureau

http://www.bitd.org/Homepage.aspx
US Customs Duties: http://www.dataweb.usitc.gov
EU Customs Duties ve Other countries http://mkaccdb.eu.int
Asia-Pacific Countries: http://www.apectariff.org
Australia Brunei Darussalam Canada, Chile, China, Chinese, Taipei, Hong Kong, China
Indonesia, Japan, Korea, Malaysia, Mexico, New Zealand, Papua New Guinea, Peru,
Philippines, Russia, Singapore, Thailand, United States of America, and Vietnam

http://docsonline.wto.org

Canada Customs - Tariff Wizard -

http://207.61.56.166/services/twiz2001/twiz2001e.cfm

EU Textile & Steel quotashttp://sigl.cec.eu.int/

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COUNTRIES APPLYING
GSP TO TURKEY

USA
RUSSIAN FEDERATION
NEW ZEALAND
JAPAN
BELARUS
CANADA
AUSTRALIA

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 STANDARTS,
TECHNICAL REGULATIONS,
CERTIFICATIONS,
ENVIRONMENTAL LABELLINGS,
QUALITY ASSURANCE SYSTEMS

International Organization of Standardization:

http://www.iso.org/iso/home.htm /
Uluslararası Ticaret Merkezi- ITC
http://www.intracen.org
EU Laws website
http://www.eur-lex.europa.eu
European Standardization Committee:
http://www.cen.eu
European Telecomunication Standarts Institute:
http://www.etsi.org
European Electronics Standardization Committee:
http://www.cenelec.eu
US National Standarts Institute :
http://www.ansi.org

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 STANDARTS,
TECHNICAL REGULATIONS,
CERTIFICATIONS,
ENVIRONMENTAL LABELLINGS,
QUALITY ASSURANCE SYSTEMS

WTO- Technical Barriers to Trade: National Enquiry Points

http://www.wto.org/english/tratop_e/tbt_e/tbt_enquiry_points_e.htm
Codex Alimentarius Commission
http://www.codexalimentarius.net/web/contacts_en.jsp
International Commission on Microbiological Specifications for Foods,
ICMSF International Office of Epizootics (Animal Health)
http://www.icmsf.iit.edu/main/home.html/
International Portal on Food Safety, Animal and Plant Health
http://www.ipfsaph.org/En/default.jsp /
International Organization of Legal Metrology:
http://www.oiml.org
Rusya-Fedaral Agency on Technical Regulations and Metrology
http://www.gost.ru
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 PRICE
INFORMATION

ITC: http://www.p-maps.org

Agrıcultural goods: Public Ledger, Food News

UNCTAD-Commodity Price Statistics

http://stats.unctad.org/cpb
http://www.agricommodityprices.com

Yarn Prices http://news.ctei.gov.cn

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 PRICE INFORMATION

EU Price movements
http://www.ecb.int/pub/pdf/scpops/ecbocp57.pdf
(South East Europe)

http://www.froogle.com & http://www.google.com/products

Both addresses reach to the same site

http://shopping.yahoo.com
http://www.kelkoo.com
http://shopping.msn.com
http://www.ciao.com (Connected with Microsoft Bing)
http://www.pricerunner.co.uk
http://www.akakce.com
http://www.cimri.com

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 INTERNATIONAL EXHIBITIONS
http://www.auma-messen.de
http://www.expodatabase.com
http://www.expocentral.com

TRANSLATION SITES
http://babelfish.altavista.com
http://europa.eu.int/eurodicautom/login.jsp
http://dict.leo.org
http://www.freetranslation.com
http://translate.google.com

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REVERSE AUCTION
E-SUPPLY
Aberdeen.com
Procuri.com
Ariba.com
Bravosolution.com
Vebdigital.com

Gratis.net (Sabancı Holding Purchasing website)

Osoline.net
İtkibosap.com.tr

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 COUNTRY BASED
RESEARCH SOURCES

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 IMPORT PROMOTION
OFFICES

Canada: TFOC (The Trade Facilitation Office Canada)

www.tfoc.ca
Germany: GTZ (Deutsche Gesellschaft
für Technische Zusammenarbeit GMBH).
www.gtz.de
Italy: ICE (Italian External Trade Institute).
www.italtrade.net
Japan: (The Japan External Trade Organization)
JETRO’s Import promotion department
www.jetro.go.jp
Hollanda: CBI
(The Centre for the Promotion of Imports from Developing countries).
www.cbi.eu

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 IMPORT PROMOTION
OFFICES
Norvay: Norad (The Norwegian Agency for Development Cooperation)
www.norad.no
Sweden : SIDA (The Swedish International Development Agency)
Work together with Swedish Chambers of Commerce and Industry
www.cci.se/trade - www.chambertrade.com
Switzerland: SIPPO - The Swiss Import Promotion Organisation.
www.sippo.ch
Denmark: DIPP – The Danish Import Promotion Programme
http://www.dipp.eu/defaulte.aspx

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 ON-LINE RESOURCES
AVAILABLE AT IBP LIBRARY

http://www.infotrac.london.galegroup.com/itweb/igeme
http://www.globalbusinessinsights.com/login.asp
http://www.cbi.eu/marketinfo
http://db.eiu.com
http://www.emarketer.com
http://www.export-leads.com/enter.htm
www.fft.com (Food For Thought - FFT)
http://www.gtis.com/gta
(Brazil, Algeria, China, South Africa, India, Canada,
Kenya, Egypt, Poland, Russia, Senegal, Jordan)
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 THE EIU
COUNTRY INFORMATION
Country Reports, Forecast,
Country Profiles, Risk Services
Automotive Forecast
Consumer Goods and Retail Forecast
Energy and Electricity Forecast
Financial Services Forecast
Food, Beverages and Tobacco Forecast
Healthcare and Pharmaceuticals Forecast
Telecoms and Technology Forecast
Travel and Tourism Forecast

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 ITC
INTERNATIONALTRADE CENTER
MARKET ANALYSES TOOLS

http://www.intracen.org
http://www.trademap.org
http://www.macmap.org
http://www.p-maps.org

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http://www.intracen.org

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sefik@utided.org 56
http://www.trademap.org Go here
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 http://www.macmap.org

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 EU EXTERNAL
TRADE WEB SITES

http://madb.europa.eu/madb/indexPubli.htm.

http://exporthelp.europa.eu/

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Pazara Erişim
Veri Tabanı

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EXPORT HELP DESK

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 SECTORAL MARKET
INFORMATION RESOURCES

1. ACNielsen Trends and Insights: http://www.acnielsen.com

2. Agricultural Market Access Database: http://www.amad.org
3. Arab Net: http://www.arab.net
4. http://www.asiaintel.com
5. http://www.countrywatch.com
6. Datamonitor: http://www.datamonitor.com
7. www.productscan.com
8. http://www.marketlineinfo.com
9. http://www.globalbusinessinsights.com/login.asp
10. Dun & Bradstreet: http://www.dnb.comN
11. Economist Intelligence Unit: http://db.eiu.com
12. Euromonitor GMID- http://www.euromonitor.com
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 SECTORAL MARKET
INFORMATION RESOURCES
13. Frost & Sullivan: http://www.frost.com
14. World Markets Online (Automotive):
http://www.globalinsight.com
15. GfK, Growth from knowledge: http://www.gfk.com
16. http://www.cmaiglobal.com (petro-chemicals)
17. http://www.freedonai.com
18. http://www.icislor.com (petro-chemicals)
19. http://www.icongrouponline.com
20. http://www.imriresearch.com
21. http://www.indmin.com (Industrial Minerals)
22. http://www.internationalbusinessstrategies.com
23. http://www.irn-
research.com/index.php?/main/sector_specific_services/reports
(Service sectors)

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 SECTORAL
MARKET INFORMATION RESOURCES
24. http://usa.infores.com
25. http://www.isa-world.com
26. http://www.keynote.co.uk/GlobalFrame.htm http://www.kellysearch.com
27. http://www.marketresearch.com
28. http://www.marketsearch-dir.com
29. http://www.metalbulletin.com
30. Htp://www.npd.com
31. http://www.researchandmarkets.com
32. http://www.businessmonitor.com
33. http://www.snapdata.com
34. IRI Information Resources: http://www.infores.com
35. Mintel (http://www.mintel.com): EU, US, UK Consumer goods Market
36. Nielsen Netratings: http://www.nielsen-netratings.com
37. Reuters: Live info from various media resources, special industry reports
38. Synovate : http://www.synovate.com
39. Textiles Intelligence: http://www.textilesintelligence.com (Textile)
40. Taylor Nelson EU tracking http://www.tns-sofres.com (In French)
41. WorldGlobalStyleNetwork: http://www.wgsn.com (Fashion)
42. http://www.zawya.com (Middle-East)
43. http://www.luxuryboard.com
44. http://www.bizminer.com
45. http://www.onesource.com
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46. http://www.warc.com
 1 2

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 SOME OTHER INSTITUTIONS

Foreign Chambers of Commerces

http://www.worldchambers.com
http://www.chamberofcommerce.com
http://www.chamberfind.com
http://www.webchamber.com
http://www.chamberdirectory.worldchambers.com

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 SUPPORT FOR
MARKET RESEARCH & MARKET ENTRY
(DECREE NO: 2011/1)

Companies in Turkey;

 Operating in industrial and commercial fields,

 Dealing in foreign currency earning services or activities,
 Cooperation Bodies and Organisation establishments
Are supported for their

 Market research and

 Market entry activities
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 SUPPORT FOR
MARKET RESEARCH & MARKET ENTRY
(DECREE NO: 2011/1)

MARKET RESEARCH TRIPS

Industrial and/or commercial companies and

 Companies operating in software business
 Are supported for their market research trips abroad
 Upto 70 % of their expenses and maximum 7.500 us $
 Each company supported
maximum 10 (ten) trips per calender year

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 SUPPORT FOR
MARKET RESEARCH & MARKET ENTRY
(DECREE NO: 2011/1)

MEMBERSHIP to
B2B E-COMMERCE WEB SITES
Memberships supported to B2B websites only
 Upto 70 % of their expenses & maximum 10.000 US $
 Maximum 5 web sites supported per calender year
 This support goes for 3 years period only

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