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Capacity Building Services in

Market Analysis and Research

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Market Analysis and Research

(MAR) section

Enhancing Understanding of International Trade Opportunities and Obstacles

A key challenge for exporters is the scarcity of reliable trade information on markets. They need to stay on top of competitive conditions in their current markets, scan opportunities for new markets, and l ook for opportunities to diversify or value-add to their existing product range. At the same time importers worldwide also seek to optimize the potential offered by preferential trade agreements and improve the efficiency of their sourcing by scanning for new and competitive supplier countries. ITC addresses these issues with its suite of market analysis tools and r elated market data and information sources.

Market Analysis Tools

ITC’s Market Analysis and Research (MAR) section produces and disseminates online market analysis tools,: Trade Map, Market Access Map, Investment Map, Standards Map and Trade Competitiveness map, to help users examine the export and import statistics of over 220 countries and territories to better understand supply and demand trends for around 5,300 internationally traded products.

The tools are unique in product detail, as well as in breadth of geographic coverage – particularly for developing and least developed countries. More than 230,000 users in 224 countries and territories have registered to use the tools. They include enterprises, governments, educational institutions and most of the World’s top 100 companies.

Developing countries can use these tools to help grow their exports by identifying opportunities for product and market diversification. A wide range of navigation options, combined with a powerful set of analytical outputs – tables, maps and charts - make it easy to analyse trade-related information for sets of products, sectors or countries. Users in developing countries can benefit from

FREE

access to the tools thanks to financial contribution from the European Commission and donors to ITC Trust Fund.

To get your free password, register at

www.intracen.org/marketanalysis

Capacity Building Services

To support market analysis, one of the foundations of successful export strategies and trade policies, Market Analysis and Research (MAR) section also conducts market research and trade analysis, and delivers capacity building programmes for export oriented managers, trade support institutions and trade policy makers in developing countries. Workshops, seminars and mentoring activities take place in partner countries, in Geneva or by web conferencing (Webinar).

This document aims to provide an overview of capacity building workshops. Readers should interpret the workshops as indicative mainly of the type of content that can be delivered as ITC encourages potential partner countries to discuss their specific needs directly with ITC so that a tailored program can be developed.

More elaborated and i n-depth capacity building can be pr ovided and customized on any of the topics indicated herein. Workshops can be designed as “training of trainers” or “training of end-users”.

For more information about ITC’s capacity building in Market Analysis & Research, please contact

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TRAINING ACTIVITIES

BENEFICIARIES

DURATION

Companies Trade Support Institutions

Policy Makers E-LEARNING

FREE ONLINE SELF-GUIDED TRAINING PLATFORM ON ITC’S MARKET ANALYSIS TOOLS

(Trade map, Market Access Map, Investment Map and Standards Map) x x x 1 day per tool

CUSTOMIZED WEBINAR ON MARKET ANALYSIS

(Final number of sessions depending on the content) x x 2 hours per session

TRAINING WORKSHOPS

INTRODUCTION TO ITC’S MARKET ANALYSIS TOOLS

(Trade map, Market Access Map, Investment Map and Standards Map)

x x 1 workshop of 4 days PREPARATION OF MARKET PROFILES

(Including an introduction to ITC’s Market Analysis Tools via e-learning platform) x x 1 workshop of 4 days

MENTORING PROGRAMMES FOR ADVANCED TRADE ANALYSIS, MARKET ACCESS AND MARKET RESEARCH RESEARCHING AND ANALYSING EXPORT MARKETS TRAINING PROGRAMM

Workshop I: Export Readiness and Market Scan –Understand your position and identify your target market

Workshop II: Market Zoom - Understanding your target market

Workshop III: Target Market Map - Get to the target market *Selection of Participants Required

x x

3 four-day workshops over 6 months + remote mentoring over 6 months

via e-learning platform

EXPORT POTENTIAL ASSESSMENT MENTORING PROGRAMME

Workshop I: Analysing Export Potential for a Sector and its Market Diversification Opportunities Workshop II: Analysing non-tariff measures (NTMs) and private standards

Workshop III: Export Factsheet Report Writing Remote mentoring and online activities

*Pre-requisite: online self-guided training on Trade Map and Market Access Map + entry test

Market Analysts Trade Analysts

2 to 3 face-to face workshops + 1 customised webinar + remote mentoring over

6 months via e-learning platform NON-TARIFF MEASURES REGULATING TRADE

Workshop I: Capacity building for the private sector on non-tariff measures

Workshop II: Workshop II: Non-tariff measures in the context of trade negotiations and export development policies

Workshop III: Capacity building for NTM data compilation and classification

x x x 3 workshops of 4 days

STANDARDS MAP TRAINING PROGRAMME

Workshop I: Introduction to Voluntary Standards and Standards Map Market Analysis Tool Workshop II: Voluntary Standards - Case Study on a Pre-Defined Product/Sector Workshop III: Training of Trainers

x x x 3 workshops over 4 to 6 months

COMPUTABLE GENERAL EQUILIBRIUM (CGE) MODELLING

Experienced Trade Economists or Statisticians Minimum of 4 workshops over 9 months TRAINING OF TRAINERS

TRAINING OF TRAINERS ON ITC’S MARKET ANALYSIS TOOLS

*Prerequisite Face-to-Face Workshop on ITC’s Market Analysis Tools x x

1 workshop of 4 days for 2 tools

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Free Online Self-Guided Training Platform

On ITC’s Market Analysis Tools

www.learning.intracen.org

Summary:Focusing on giving exporters, trader advisers

and trade policy makers the basic understanding and confidence to use ITC’s online market analysis tools to answer a range of trade-related questions or to write market reports

Impact:Make better informed trade decisions based on most

recent trade data, market access conditions, foreign direct investment trends and voluntary standards

Duration: 1 day per tool to study the presentations and to

complete the exercises and quizzes Target Participants:

 Officers working in trade support institutions

 University / MBA students of trade or business related

studies

 Companies, particularly SMEs, already exporting or

intending to export

Mode of Delivery: Free access to the online training platform from

your desktop, high speed internet required to watch video tutorials. Self-assessment such as exercises and quizzes are available for downloading.

Content Overview:

1. Overview of the online training platform and the four market analysis tools

2. Trade Map : analysing trade flows

3. Market Access Map : analysing customs tariffs 4. Investment Map : analysing FDI data

5. Standards Map : analysing voluntary standards 6. Advanced Market Analysis

a. How to use Trade Map to identify product suppliers b. How to calculate growth rates on Excel spreadsheet c. Introduction to composite indicators

d. How to construct composite indices using Microsoft Excel

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Customised Webinar on Market Analysis

Summary: In an ef fort to reach out to beneficiaries who wish to participate in our capacity building

programme, we propose video conference training hosted by an experienced trainer in market analysis and research. The content of the presentation can be customised to better suit an organisation’s profiles and objectives.

Impact: Quicker, greener and more cost-effective than the traditional face-to-face workshop.

Duration: minimum 2 hours per session. The number of sessions is in consultation with the Market

Analysis and Research section. Target Participants:

 Officers working in trade support institutions

 Companies, particularly SMEs, already exporting or intending to export

Mode of Delivery: Online via our desk-top video conference facility. Participants can be located in

multiple locations or in one meeting room.

Content: Same courses available as the face-to-face capacity building courses but the depth of the

content will be customized based upon consultation with the beneficiaries

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Introduction to ITC’s Market Analysis Tools

Trade Map, Market Access Map, Investment Map and

Standards Map

Summary:A workshop introducing participants to ITC’s Market Analysis Tools and the analysis of trade

statistics, customs tariffs and foreign direct investment information.

Impact: Better screen and prioritise products and markets for export. Identify opportunities for

investment attraction by country and by sector.

Duration: 2 days or more

Target Participants:

 Officers working in trade support institutions

 University / MBA students of trade or business related studies

 Companies, particularly SMEs, already exporting or intending to export

Mode of Delivery: Face-to-face workshop to a maximum of 25 participants.

Content Overview: Please note the following content is indicative only. Depending on the duration of

the workshop and the needs of beneficiaries, it may be reduced or expanded.

Trade Map <www.trademap.org>

1. Understanding trade statistics

a. Harmonized System Nomenclature b. Reported and mirror statistics c. Data discrepancies and their causes

2. Product Analysis – finding new export markets for your product

a. Existing importers of a product from your country

b. Scanning world import markets for a product

c. Analysing the performance of competing suppliers in various markets d. Investigating a market in detail at the national tariff line level

3. Product Analysis – identifying product diversification opportunities

a. Assessing the performance of products currently exported to a market b. Analysing dynamic products at the national tariff line level

4. Country Analysis – Analysing a country’s trade portfolio a. Gauge national trade performance by sector b. Identify importing markets by sector

c. Analyse the trends in a sub-sector (HS 4-digit level)

5. Bilateral Trade – Identifying opportunities to increase trade between two countries

a. Identifying products traded between two countries

b. Analysing performance of traded products – size, dynamism, unit value etc 6. Regional Trade – Identifying opportunities to increase intra-regional trade

a. Identifying products traded within a region b. Analysing performance or trade products

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Market Access Map and World Tariff Profiles publication <www.macmap.org>

1. Understanding customs tariffs

a. Types of tariffs: ad valorem, specific, mixed

b. Comparing tariffs: calculating ad valorem equivalents (AVEs)

c. Trade regimes: MFN and

Preferences and Rules of Origin d. Overview of trade agreements in

workshop participants’ region e. Bound tariffs

2. Product Analysis:

a. Finding the tariff applied by an importer to a product from a particular country

b. Prioritising markets from a market access perspective for a particular product

c. Assessing your country’s tariff advantage / disadvantage vis-à-vis

competitors for a particular product in a particular market

d. Comparing the tariff treatment of a variety of products in a particular market 3. Country Analysis

a. Detailed exploration of a particular country’s applied tariff schedule: types of tariffs; maximum and minimum rates; average rate; averages by sector etc

b. Detailed exploration of a particular country’s bound tariff schedule: maximum and minimum rates; comparison with applied tariff rates; percentage of lines that are bound

4. Simulation Analysis

a. Introduction to tariff reduction formulas: linear, Swiss etc b. Simulating tariff reductions on applied and bound tariffs

Investment Map <www.investmentmap.org>

1. Understanding foreign direct investment data 2. Motivations for foreign direct investment

3. Industry analysis of FDI for a particular country – identifying industries with potential in terms of a. Inward investment

b. Outward investment

4. Analysis of potential investor countries

5. Analysis of countries competing as recipients of FDI in a particular industry

6. Analysis of company data

a. Foreign affiliate companies already present in a market or region

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Standards Map <www.standardsmap.org>

1. Introduction to standards impacting international trade

a. Public / mandatory standards b. Voluntary standards

2. Overview of the impact of voluntary standards

a. Do voluntary standards facilitate market access or represent a market barrier? b. Can participation in voluntary standards be

profitable for producers and exporters? c. Can voluntary standards have positive social

and environmental impacts?

d. Can voluntary standards provide upgrading opportunities?

3. Product & Country Analysis – identify opportunities for product diversification and niche markets

a. Comparative assessment of voluntary standards i. coverage and scope

ii. cost and price estimates iii. support and assistance

iv. governance and environmental, social, economic, ethical, traceability and quality requirements

4. Standard Analysis – complementary analysis with research material

a. Browse and access recent and fully referenced publications and resources on voluntary standards’ impact, operational assessments and selected market data 5. Standard Mapping – Visualize standards requirements and scope

a. Generate maps to view standards’ actual and potential geographical scope 6. Selecting applicable/relevant standards

a. Analyse and compare private standards to assess:

i. Whether voluntary certification / verification would be an appropriate move? ii. Which potential voluntary standard could be implemented?

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Preparation of Market Profiles

Summary:A workshop providing participants with experience in preparing writing presentations on the

opportunities for a particular product in a particular export market.

Impact: Provide better advice and research material for enterprises on the opportunities and feasibility

of exporting a particular product to a target market.

Duration: 4 days

Target Participants:

 Officers working in trade support institutions

 Companies, particularly SMEs, already exporting or

intending to export

Mode of Delivery: Face-to-face workshop to a maximum of 25

participants. This workshop includes an overview of market research

issues and methods as well as an introduction to ITC’s Market Analysis Tools. Content Overview:

1. Market profile research framework 2. Trade information research techniques

3. Product description and desired product positioning / competitive features a. Product definition and Harmonized system code

4. Analysing World Market Overview and Supplying Country’s Export Performance using Trade Map

a. Using trade indicators to analyse market size, dynamism and structure

i. Identifying top world exporters and importers ii. Analysing country’s export performance

5. Analysing Market Access Conditions using Market Access Map a. Understanding customs tariffs trade regime

i. Identifying tariffs faced by the exporters ii. Analysing tariff advantage

6. Identifying market opportunities using the Market Scan methodology

a. Reasons for market selection: size; growth; market access; cultural similarity; proximity

7. Understanding the Target Market : analysing market characteristics using the 9Ps research framework

a. Panorama, People, Product, Permission, Placement, Packaging, Price, Promotion and Prospects. Each aspect will be discussed and supported by the presentations of relevant trade information sources including ITC’s information portals and tools (MNS, Online market studies, contact databases, TIRC), institutional sources (international organizations, USA, Emerging markets), free and low cost information resources focusing on market information and some commercial information sources. 8. Presenting Market Profile & Feedback

9. Group debrief: after the group presentations, the trainers provided group feedback on the content and other aspects of the presentations.

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Researching and Analysing Export Markets

Training Programme

Summary: Trade advisers completing this course will have greater knowledge and experience of the

market analysis and research process and will provide better advice to exporting companies. Company participants’ will complete the programme with greater knowledge of how to research markets and with an actionable market research report of immediate relevance to one of their company’s products or services.

Impact:

 Identifying potential markets through quantitative market scanning methodology

 Preparing a market research which identifies key trade information criteria to better prepare the

action plan to enter a highly attractive market.

Duration: 3 face-to-face workshops over the period of 4-6 months including mentoring time in between.

Target Participants:

 Trade Support Institutions (TSIs) such as national trade promotion organizations, chambers of

commerce and industry bodies.

 Exporting companies and exporters associations, preferably SMEs with little export experience

 Export advisers and consultants providing services to exporting companies

Company representatives should be i ndividuals with business development and export responsibility. Ideally there should be an equal number of SME representatives and trade advisers/consultants from relevant TSIs. They will be matched in pairs for the practical exercise

Mode of Delivery: “Researching and Analysing Export Markets” is a blended learning programme that

combines face-to-face workshops with group exercises. Between each workshop, each group receive assignments and feedback through remote mentoring. Course materials include:

• A 165 page guide-book provided in hard copy written by professionals with extensive experience in providing export advice and market analysis,

• E-learning training platform with a discussion forum, practical exercises and video interviews of exporters and importers spanning all continents giving their own experience about their market analysis and research practices,

• Online tests at the end of each training workshop to help participants gauge their understanding as they move through the training.

• Mentoring and f eedback between workshops with assigned “home-work” to be s ubmitted to training team.

Curriculum:

Written by professionals with extensive experience in providing export advice and market analysis, the “Researching and A nalysing Export Markets” programme seeks to familiarize participants with the spectrum of questions, tasks and c hallenges facing companies either exporting for the first time or seeking to diversify into new export markets.

The training programme is composed of 3 face-to-face workshops and on-going practical research between each workshop:

1st Workshop: Export Ready and Market Scan - understand your company position towards

exports and identify potential market and select one target market

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3rd Workshop: - Market Entry and Target Market Map -understand business environment and go from market information to market intelligence directly used by the exporting company

Workshop I: Market Scan - Identifying your future export market

Content Overview

1. Why doing market research? 2. Assessing your objective to export

3. SWOT analysis : Identifying strengths and weaknesses of your product and company to face global market

4. Global trends and challenges

5. Market Scan: Identifying attractive markets a. “Proximity “ indicators

b. Trade indicators

c. Tariff duties and tariff advantage indicators

6. Analyzing market access conditions at the non-tariff measures level 7. Selecting a target market

Workshop II: Market Zoon –Understanding your target market

Content Overview

1. What to research and analyse: Market Zoom (9Ps)

2. Review of non-tariff measures and national export requirements 3. Understanding your target market -part 1: People, Products:

a. Case Study on niche marketing and sustainability segments 4. Understanding your target market -part 2 : Placement and Price

a. Speaker panel: Researching markets where information is hard-to-find 5. Understanding your target market -part 3 : Placement and Price

a. Practical exercise: analysing the distribution channel 6. Understanding your target market -part 4 : Packaging and Labelling

a. Practical exercise: analysing the packaging requirement 7. Framing a Value Proposition:

a. Practical exercise: synthesising the 9Ps 8. Developing your Target Market Map

Workshop III: – Target Market Map – Developing your action plan

Content Overview

1. What to research and analyse: Target Market Map

a. Group Presentations: Key External and Internal Implications

b. Case Study: P lanning a m arket visit –Analysing world markets for each of the products in the sector

c. Case Study: Internal implications? 2. Export Preparedness- Promotion and Trade Fairs

a. Practical Exercise: Finding the right communication channel 3. Export Preparedness - Prospects

a. Practical Exercise: Finding the right partners

4. Export Preparedness - Assessing implications for the company and for the Trade Promotion Organisation

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a. Practical Exercise: Assessing implications

5. Developing the Export Plan: from market information to market intelligence and actions a. Practical exercise: synthesising the findings in a simple Export Plan 6. Group presentations of final Target Market Maps analysis

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Export Potential Assessment Mentoring Programme

Summary:A series of three workshops providing participants with competencies and methodologies for

assessing the export potential, both at a national level as well as at the sector and product level.

Impact: this training is to enable the participants to assess the export potential of selected industries

and to provide industry-specific recommendations for future export growth. The participants will work in groups and undertake an in-depth review of the export potential of one sector per group. . These analyses could serve as inputs to national export strategies, industry policy or trade support institutional planning.

Participants completing this series of workshops can engage ITC’s market analysis training team for further in-depth mentoring to gain experience in writing an Export Diagnostic Study as well as validating findings with industry stakeholders through company interviews.

Target Participants:

 Officers working in the private or public sector that have a role in developing trade or

industry policy

Mode of Delivery: Face-to-face to a maximum of 15 participants. Participants are expected to take

part in practical exercises. It is not necessary to undertake all modules in the workshop series and they need not be taken sequentially however it is recommended that this workshop series be preceded by an introductory workshop on ITC’s Market Analysis Tools.

Curriculum and Duration: 3 to 9 months. Customized, based upon consultation with beneficiaries.

Launch of the training programme cycle: – Live online presentation

1-day event to launch the mentoring programme. ITC experts will do a remote live demonstration of the e-learning platform and present the objectives of the 2-month online training activities on basic trade analysis skills using ITC’s market analysis tools and MS Excel.

Online training on ITC tools–Trade Map and Market Access Map

1. Using ITC’s tools Trade Map, Market Access Map

2. Developing a c omposite index of trade potential based on export performance and global

demand

3. Practical exercises on using ITC’s market analysis tools and c omposite index creation

methodology.

Selection of participant for advanced training and selection of export

products:

Participant will take an online test about trade indicators and market access conditions. 20

participants will be selected upon the results of their tests.

The partner institution, in collaboration with ITC’s Market Analysis and Research section, will select 3-5 high export potential products (based on the Export Potential Assessment Study done ITC). Participants will be di vided into groups; each group will be responsible to carry out the market research for a particular sector.

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Workshop I: Analysing Export Potential for a Sector and Market

Diversification Opportunities

Content Overview

1. Analysing Export Potential for a Sector(s) (by country or region

a. Analysing the export performance of all products within a sector

i. Value of exports ,Share in world exports, Export growth and Net exports as a percentage of total trade

b. Analysing world markets for each of the products in the sector i. Growth of world imports (in value terms)

ii. Market access conditions

c. Synthesising analysis of export potential by product

2. Analysing Market Diversification Opportunities for a country’s exports

a. Market scan: methodology to create and analyse market attractiveness index b. Analysing top trading partners

i. For country overall

ii. For each of the products with export development potential (in terms of size, dynamism & market access)

iii. Identifying opportunities to increase market share in existing markets for each of the products

b. Identifying opportunities to increase exports to particular partners i. Free trade agreement partners

ii. Trading partners of benchmark countries

Workshop II: Analysing non-tariff measures (NTMs) and private standards

Content Overview

1. Introduction to NTMs sources for key markets and i nterpreting NTM regulations: practical

exercise on interpreting NTM regulations and incorporating into a market study.

2. Comparative analysis and review of non-tariff measures with the new Market Access Map.

3. Introduction to private standards and review of thematic areas (social, environment, economic

development, food safety and quality).

4. Comparative analysis and review of private standards with ITC Standards Map

(www.standardsmap.org).

5. Group presentations: each group will have to present the NTMs and private standards faced in

the target market and implication for the exporters.

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Workshop III: Sector Export Factsheet Report Writing

Content Overview

1. Principles of report writing

2. Presenting report findings and written analysis 3. Support tables and graphs

4. Practical exercise of preparing a draft report using template 5. ITC feedback on draft reports

Examples of recent advanced trade analysis:

 Export Potential Assessment in Nepal, 2010

 Egypt’s export performance in COMESA markets, May 2011

 Analyse quantitative du potentiel de l’offre exportable de l’Algérie, projet EnACT, juin 2011

 Potentiel d’exportation de la République Centrafricaine, Document technique, août 2011

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Computable General Equilibrium (CGE) Modelling

Summary: This series of workshops comprises two modules. The first module consists of a series of

three workshops, one full week each, to learn how to build the CGE model of a single country involved in international trade with several partners. This initial module can be complemented one optional module. Two optional modules are proposed: the first one comprises 3 or more additional workshops (one week each) to accompany a team of selected students in their building of an actual model of their country. The second option is a 2 week-workshop to learn how to use the Mirage model, a world CGE model.

Impact: Support analysis on: trade policy, impact assessment of trade policy as well as trade-related

domestic policy (subsidies on imported and exported goods), trade policy negotiations.

Participants completing this series of workshops can engage ITC for further in-depth mentoring to gain experience in writing a study on trade agreements with external partners.

Target Participants:

 Officers working as advisors for the Ministry of trade or Ministry of the economy, either

directly as members of those ministries or indirectly as economists in research units working as subcontractors for the Ministries

 Trade policy negotiators

 Researchers

Important:all participants must have a master degree in economy or equivalent, and a taste and skills

for quantitative approaches and programming.

Mode of Delivery: Face-to-face to a m aximum of 15 p articipants (first series of workshops), or 10

participants (second series of workshops). The teaching method is based almost entirely on practical exercises to be completed by participants. The first module includes some more traditional courses. All participants should have their individual computer (no group of 2 or 3 on a single computer).

All models will be written with GAMS. Curriculum:

Module 1: a series of 3 workshops to learn how to build a dynamic CGE model of a single country.

Module 2a: a series of 3 or more additional workshops (depending on the objective of the team) to

assist in the development of a single country model. After workshop 1, the most advanced trainees should be able to produce a model of their own economy without external assistance. However, these additional workshops will allow participants to take advantage of the experience of ITC economists in this field, so as to obtain results more rapidly.

Module 2b: if the country is involved in negotiations involving several partners, it may be of interest to

use a world CGE model like Mirage. This implies to have long-term funding for a subscription to the GTAP database. The Mirage model is more complex than the model that could be produced in Module 2a, but it is already there, so that 2 weeks should be enough to reach the target of having autonomous users of the model.

MODULE 1 (1 week workshop)

Workshop I: the basics of CGE modelling

1. The principles of CGE modelling

2. Production of a static model for a single country 3. Modelling of trade

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5. How to read external data sources with GAMS

Workshop II: Using real data, dynamics, unemployment

1. Modelling of trade (continued): presentation of modelling alternatives 2. Employment issues

3. Sequential dynamics

This workshop will involve active reflexion of the participants on the various modelling options.

Workshop III: Advanced issues

1. Trading with multiple partners

2. The agricultural sector: land as an additional factor 3. Commercial margins

4. Computing indicators

MODULE 2a

This second module will take the form of an active support and guidance of a smaller group of modellers selected within participants to the first module.

Workshop IV: dealing with actual data

1. Producing an actual social account matrix

2. Transformation of the model to adapt to available data 3. Data issues: labour revenue vs. wages, return to land

Workshop V and VI: content depends on objectives

1. Possible issues can be for instance:

a. Trade agreement with a partner

b. domestic policies related to food and agriculture,

c. trade in services

d. simulating external price shocks

2. They will generally imply significant changes to the initial model

MODULE 2b

Duration: 2 times 1 week.

Mirage is a m odel built at CEPII (Paris) and used by several institutions: CEPII, IFPRI (Washington), UNECA (Addis Ababa), ITC, INRA (Paris). Final beneficiaries also comprise: WTO, European Commission, French Ministry of finance.

This model is useful whenever impacts on bot h participants of a t rade agreement are of interest, and interaction with third partners is likely to be an issue (trade diversion for instance).

Participants will be taught how to use the model, and how to read and interpret results. They will also do some practical exercises enabling them to implement some small transformations to the code.

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Non-tariff measures regulating trade

Workshop I: Capacity building for the private sector on non-tariff measures

Summary:This workshop provides participants with an enhanced

understanding of the increasingly complex regulations governing international trade. It is primarily aimed at companies (wishing to be) involved in international trade. Being otherwise similar to Workshop II described below, it puts specific emphasis on the identification of the key non-tariff measures (NTMs) affecting the exports of specific products in major target markets.

Impact: Improve the transparency of information about non-tariff

measures and help companies identify NTMs relevant when exporting to a particular market.

Duration: Customized

Target Participants:

 Officers working in trade support institutions answering trade enquiries from exporting

companies

 Companies involved in international trade and private sector stakeholders with an interest

in non-tariff measures.

Mode of Delivery: Delivered face-to-face to a maximum of 25 participants.

Content Overview

1. Defining NTMs and their potential impact

2. Classifying NTMs using a new international taxonomy 3. International and national sources for information about NTMs 4. Types of NTMs that are most commonly observed

5. Understanding regulations

6. Presentation of a w eb-based portal for accessing and analysing information about NTMs applied by home and partner countries

7. Comparing NTMs applied by potential markets

8. Benchmarking: NTMs applied to exports from own country to NTMs applied to competitors from other countries

9. Practical exercises

Workshop II: Non-tariff measures in the context of trade negotiations and

export development policies

Summary: This workshop provides participants with an e nhanced understanding of the increasingly

complex regulations governing international trade and t heir implications for trade negotiations and export development policies. Participants will get familiar with the definition and most common types of non-tariff measures and their international classification. The workshop introduces the main international and national sources of information on NTMs and helps participants identify key non-tariff measures affecting their country’s trade.

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Impact: Improve the transparency of information about non-tariff measures and hel p policy makers identify those NTMs affecting their country’s exports and imports.

Duration: Customized, based upon consultation with beneficiaries.

Target Participants:

 Policy makers

 Officers working in trade support institutions

Mode of Delivery: Delivered face-to-face to a maximum of 25 participants.

Content Overview

1. Defining NTMs and their potential impact

2. Classifying NTMs using a new international taxonomy

3. International and national sources for information about NTMs 4. NTMs and non-tariff barriers (NTBs) in the WTO context 5. Types of NTMs that are most commonly observed 6. Implications of NTMs for national exports

7. NTM provisions in trade agreements

8. Presentation of a w eb-based portal for accessing and analysing information about NTMs applied by home and partner countries

9. Practical exercises

Workshop III: Capacity building for NTM data compilation and

classification

Summary: This workshop provides an in-depth introduction to the new international classification for

non-tariff measures (NTMs) developed by a multi-agency task force including ITC, UNCTAD, WTO, World Bank, and FAO.

Impact: Improve the transparency of information about non-tariff

measures by enhancing participants’ capacity to compile and classify NTM data in an internationally comparable way.

Duration: Customized, based upon consultation with beneficiaries.

Target Participants:

 Policy makers wishing to improve the collection and

dissemination of official NTM data

 Researchers in the field of NTMs and non-tariff barriers to trade

 Institutions or companies involved in research, analysis and surveys related to NTMs

Mode of Delivery: Delivered face-to-face to a maximum of 25 participants.

Content Overview

1. Defining non-tariff measures (NTMs) – an introduction to a taxonomy for their classification 2. Non-tariff measures versus non-tariff barriers

3. Official NTMs versus perceptions of NTMs as barriers to trade as reported by exporting and importing enterprises

4. Practical exercises on interpreting and classifying NTM regulations

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Summary:The set of Standards Map workshops provides participants with a set of skills which enables them to identify, understand, differentiate and benchmark private standards with the ultimate aim to enhance the sustainable production and trade of ITC’s key stakeholders. While the introduction workshop sets the basis to understand private standards and Standards Map’s main functionalities, a follow-up session reviews the potential certification/verification of production/processing units making use of real life case studies. Each of the case studies (ranging from 2-4) reviews the experience of pre-defined stakeholders wishing to become certified/verified under pre-pre-defined standards, operating in a particular product/economic sector and market. A third session may be organized to enable participants having already been trained on both workshops to undertake a training-of-trainers course.

Impact: Improve the transparency and enable the analysis of private voluntary standards which are

potential gateways to new emerging niche markets.

Duration: 3 training workshops over 4-6 months

Workshop I: Introduction to Private Standards and the Standards Map Market Analysis Tool

Workshop II: Private Standards - Case Studies focusing on a pre-defined product/economic sector

Workshop III: Training of Trainers

Target Participants:

 Producers and exporters can learn about certification programs and their implementation

mechanisms, audit procedures, and potential costs and benefits

 Trade support institutions can compare and benchmark requirements across standards and

disseminate the information to their stakeholders

 Policymakers can obtain a complete overview of sustainability issues addressed by the

different standard initiatives

Mode of Delivery: Delivered face-to-face to 25-30 participants.

Workshop I: Introduction to Private Standards and the Standards Map

Market Analysis Tool

1. Introduction to standards impacting international trade a. Public / mandatory standards

b. Private / voluntary standards 2. Overview of the impact of private standards

a. Do private standards facilitate market access or represent a market barrier? b. Can participation in private standards be profitable for producers and exporters? c. Can private standards have positive social and environmental impacts?

d. Can private standards provide upgrading opportunities? 3. Product & Country Analysis – identify opportunities for

product diversification and niche markets

a. Comparative assessment of private standards i. coverage and scope

ii. cost and price estimates iii. support and assistance

Standards Map – Comparative Analysis and Review

of Private Standards

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iv. governance and e nvironmental, social, economic, ethical, traceability and quality requirements

4. Standard Analysis – complementary analysis with research material

a. Browse and access recent and fully referenced publications and resources on private standards’ impact, operational assessments and selected market data

5. Standard Mapping – Visualize standards requirements and scope

a. Generate maps to view standards’ actual and potential geographical scope 6. Selecting applicable/relevant standards

a. Analyse and compare private standards to assess:

i. Whether private certification / verification would be an appropriate move? ii. Which potential private standard could be implemented?

Workshop II: Private Standards - Case Studies on a pre-defined

product/economic sector

1. Introduction to private standards operating in the product/economic sector under review: a. Overview of main standards operating in the market and product/economic sector

under review

b. Review of key market and economic trends for the certification and verification of the product/economic sector under review

c. Assessment of findings found in the literature relating to the potential costs, benefis and implementation of standards within the product/economic sector under review

2. Introduction to case study material

a. Presentation of rational behind the selection of the different (2-3) scenarios developed for the target audience’s specific needs.

b. Discussion about the main lessons to be learned from this exercise i. What differentiates one standard system from another

ii. Parameters to take into consideration when targeting different markets or contemplating different standards.

3. Presentation of case studies by ITC trainers

a. Each ITC trainer presents each of the case studies to their own group.

i. Review and di scuss of each case study with the group through a participatory process

ii. Identification of main aspects to be analysed iii. Q&A throughout case study presentations

b. Repetition of steps i, ii and iii for the 2nd / 3rd case study.

4. Review and summarise different scenarios for different decision takers

a. Group work session on t he identification on private standards most appropriate for each case study

b. Presentation of initial findings by each group and rational for the selection of potential standards

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Workshop III: Private Standards – Training of Trainers

1. Provision of skills enabling a clear understanding of the differences and similarities between public and voluntary standards:

a. Overview of main voluntary standards trends (growth rates, impact of non-compliance…)

b. Overview of public and voluntary standards:

i. Public standards: Introduction to SPS & TBT norms ii. Voluntary Standards: Emergence,

rational and evolution.

2. Presentation of data collection methodologies, processes and updates

a. Review of data collection processing under the Standards Database – the 5 step approach – and the Data Protocol up-date procedures. b. Review of research selection methodology

under the Research Database. 3. Analysis of Standards Map taxonomy

a. Presentation of Standards Map database architecture highlighting areas where participants seem to encounter the most issues.

b. Assessment of the inter-connectivity between specific criteria points, enabling the benchmarking and in-depth review of standards

4. Exploration of Standards Map navigation functionalities

a. Review of common mistakes or misunderstandings of workshop participants i. What to do when a product cannot be identified in the product list? ii. What to do when standard systems do not operate in a given country? iii. How to make the most of the filtering functionalities under Step 1 and 2? iv. How to identify relevant research material in a few seconds under Step 2?

v. How to interpret results of Steps 3 and 4? 5. Brief overview of presentation skills necessary to be a good trainer 6. Presentation and assessment of future training-of-trainers to ITC’s staff

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Summary:Undertaking market analysis in support of international marketing, however, is not a simple task and neither is teaching it. ITC’s Market Analysis and Research (MAR) section has developed a series of interactive market analysis tools to assist analysts to research more efficiently. In addition, MAR has also developed a workshop to build the capacity of trainers in developing countries to teach others how to use our market analysis tools effectively.

Impact: This training is designed to build-in sustainability within the trade support institutions and other

related training institutions and universities.

Duration: 4 days or more

Target Participants:

 Officers working in trade support institutions with training experience

 University / MBA professors of trade or business related studies

The selection of participants is necessarily rigorous in order to ensure successful synergy and results. Our trainers will closely monitor the selection process. Participants that complete the 4 day s satisfactorily and participate in the facilitation of a training workshop are awarded with a certification to train others.

Mode of Delivery: Face-to-face to a maximum of 12 participants to ensure that everybody gets

significant personal coaching, and so that all of them can be individually tested and recorded in practical situations. Participants are requested to perform simulations. They should also demonstrate an ability to interpret trade data and convey their knowledge to others.

Content Overview:

The 4-day workshop consists of three elements:

 Two days of training on strategic market analysis using Trade Map and Market Access

Maps;

 One day focussing on how to deliver a hi gh-impact training activity on ITC’s Market

Analysis Tools;

 A final day devoted to testing the participants’ understanding o, Trade Map and Market

Access Map, and their ability to transfer their knowledge to others.

The first two days are an in-depth course on market analysis with much reference made to aspects related to conducting training. If a participant already has experience with ITC’s market analysis tools, this part will help him/her understand the issues involved in teaching these to others.

Day three is an overview of general teaching techniques with market analysis and organisational skills on managing a t raining course related to the tools. It also includes a session covering the

most frequent questions and problems users have when learning how to use ITC tools. Day four, each participant has to prepare and perform a presentation of a short market analysis case study based on a live demonstration of Trade Map or Market Access Map. Presentations are recorded and each participant will receive a copy at the end of the training. After the presentations, the trainers will provide group feedback on the content and other aspects of the presentations.

For more information, contact marketanalysis@intracen.org or telephone +41 22 730 0468

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References

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