Market analysis tools Training of trainers workshops ... · PDF fileTraining of trainers...

Market analysis tools

Training of trainers workshops & Specialized training

Karachi, February & April 2006 Islamabad & Lahore, April 2006

This publication has been produced with the assistance of the European Union (EU) as part of an EU-funded Trade Related Technical Assistance (TRTA) programme with the Government of Pakistan. The International Trade Centre (ITC) is implementing the programme. The content of this publication is the sole responsibility of the implementing agency. Facts and figures set forth in this publication are the responsibility of the implementing agency and should not be considered as reflecting the views or carrying the endorsement of the EC, ITC, UNCTAD, or WTO. The factual details and in-country resources in the publication have been researched and compiled by the implementing agency. ITC has not formally edited this report.

Written by: DPMD / MAS

© International Trade Centre (UNCTAD/WTO) Palais des Nations, 1211 Geneva 10, Switzerland Email: [email protected] http://www.intracen.org Distribution: UNRESTRICTED May 2006

ITC: Your Partner in Trade Development The International Trade Centre is the joint technical cooperation agency of the United Nations Conference on Trade and Development (UNCTAD) and the World Trade Organization (WTO) for business aspects of trade development. ITC’s mission is to contribute to sustainable development through technical assistance in export promotion and international business development. ITC’s strategic objectives are:

Enterprises – Strengthen the international competitiveness of enterprises.

Trade support institutions – Develop the capacity of trade service providers to support businesses.

Policymakers – Support policymakers in integrating the business sector into the global economy.

International Trade Centre

Table of contents

Introduction 5 Training needs assessment 5 Mission objectives 5

Training report 7 Training of Trainers workshops 7 Specialized training 7 Meeting with EC Delegation 7 Conclusions 8

Annexes 9 Annex 1 – Agenda for TOT Workshop, Karachi 9 Annex 2 – Agenda for TOT Workshop, Lahore 13 Annex 3 – Agenda for professional training with MOC 17 Annex 4 – List of participants in Karachi & Lahore 19


Introduction

This report covers two missions; the first mission in February 2006 was scheduled to include Training of Trainer (TOT) workshops in Lahore and Karachi had to be limited to Karachi (14-17 February) only due to security reasons. The final day of the Karachi TOT workshop and the Lahore TOT workshop were completed during a second mission from 6-14 April 2006, along with additional training with the Ministry of Commerce (MOC).

Training needs assessment

For the TRTA programme in Pakistan, ITC’s Market Analysis Section (MAS) is providing access to its market analysis tools and a series of capacity building activities. Following the introductory courses on market analysis with MAS tools in Islamabad, Karachi and Lahore (which constituted phase I), a needs assessment was conducted on requirements for further market analysis and market research related training in Pakistan.

The needs assessment report proposed two additional phases and one further activity with the MOC:

• “Phase 2: Training of trainers through which to reach a much wider audience.

• Phase 3: Advanced workshops on market profile generation, inquiry reply service management, and advisory clinics where demand exists.”

After the needs assessment the team added an activity with the MOC:

“The needs assessment included a meeting with the Additional Secretary of Commerce, now Secretary of Commerce Mr. Syed Asif Shah. The Secretary was very keen to see his policy research officers in the various wings of MOC also exposed to our tools for their research. In response to his request, which was very much in line with the objectives of the overall project, we proposed holding one-to-one sessions with the various wings of MOC (WTO Wing, Foreign Trade Wing, Export Wing). One-to-one sessions would be better adapted to the specific types of research of the various wings than a general training.”

Mission objectives

The February 2006 mission had as its objective to implement the phase two training activities in two cities – Karachi and Lahore, bringing together trade support bodies (EPB, SMEDA), business schools and private consulting firms for train the trainer workshops. As stated above, the Karachi training was only partially finished before the team left due to security concerns.

The April 2006 mission had as its objective to complete the postponed activities from February along with a series of sessions in Islamabad over two days with a particular focus on the needs of the policy researchers of MOC. A day of training was also dedicated to MOC trainees undergoing 8 months of specialized training at the Foreign Trade Institute of Pakistan (FTIP).

The mission also took the opportunity of being in Islamabad to meet with Ms. Roshan Ara of the EC Delegation.


Training report

Training of Trainers workshops

The TOT workshop is a very intensive four-day course with a small group of up to 12 participants that aims to ensure the participants are confident presenting, demonstrating and teaching analysis with ITC’s market analysis tools.

The Karachi participants represented a good mix of the various trade support bodies, academia and private consulting. In Lahore, EPB and LUMs representatives did not attend. However, the empty seats were quickly filled by additional staff from the Lahore Chamber of Commerce & Industry’s (LCCI) Research & Development (R&D) department, who were excellent replacements.

The courses were well received with much enthusiasm and determination. We were particularly impressed with the performance of SMEDA, LCCI and Institute of Business Administration (IBA) participants – giving us much confidence that market analysis skills with MAS tools will be well transferred to Pakistani SMEs (IBA also offers extensive executive evening classes as well as its regular academic programmes). LCCI’s enthusiasm was demonstrated by their holding a 10-day in-house training course for 20 more staff immediately after the TOT ended.

Specialized training

The team held sessions over two days with MOC’s WTO Wing, Foreign Trade Wing and the Export Wing. Each session focused on the respective specialization of each wing – with the WTO Wing on market access issues, the Foreign Trade Wing on bilateral analysis and the Export Wing on general application of all the tools. The participants were well informed, eager to hear what ITC had to offer, and particularly interested in issues of export potential and market selection.

At the FTIP the team met with high-level trainees slated for important positions at MOC. This was an impressive audience. The director had taught them to use the tools already and they were quite proficient. Rather than focus much on analysis, they were eager to talk about improving marketing and ways to add value to Pakistani export products. The director certainly has an in-depth knowledge of ITC’s MAS tools.

Meeting with EC Delegation

The EC Delegation was pleased to hear that so many different groups had been involved in the MAS training. Asked why TOT workshops had been conducted only in Karachi and Lahore, we explained that we had preferred to take a one-on-one approach in Islamabad to discuss the tools with ministry officials, given their limited time availability and different specialties.

The EC was also pleased at the enthusiasm of the private sector participation in our various workshops. Asked how we could motivate the public sector more, we responded that it had much to do with individual motivation. Thus, it was important to ensure that MOC/EPB nominate good participants; trainees from SMEDA (Ministry of Industries) and FTIP, for example, have been very good.


Conclusions

It is very positive to see results coming from the seeds we planted during the various missions. For example:

• In Islamabad we learned that the Engineering Board of the Ministry of Industry was holding an awareness event on MAS tools.

• The FTIP Director is teaching and consulting with the tools.

• LCCI immediately did a post-workshop course for their whole department.

• SMEDA is actively using the tools.

• IBA is incorporating market analysis tools into their marketing courses.

• Links to the tools are on the MOC website main page.

• One of the TOT participants has already advised that he spoke as a guest speaker for an MBA class to discuss TradeMap.

Further evidence of the ongoing activity is the strong and growing level of usage of the sites – monitored in Geneva – with 300 to 500 visits per month across the three sites.

This dynamism provides a very good foundation for the next phase, which will focus on the private sector – more specifically SMEs – and the institutions that provide them with support services. Preliminary discussions were initiated with the various business support service providers regarding phase III to identify the business support service demands that exists and which partners to work with.


Annexes

Annex 1 – Agenda for TOT Workshop, Karachi

Training of Trainers workshop on Market Analysis with ITC tools

Karachi 14-17 February 2006

At the end of the workshop, participants will:

• Understand and be able to communicate the process of market analysis.

• Be comfortable using and explaining ITC market analysis tools: TradeMap, Market Access Map and Product Map.

• Be aware of key points for delivering training on the ITC Market Analysis tools.

• Have had two opportunities to present to the workshop for feedback.

Pre-workshop preparat ion

Pre-workshop: Preparing a topic of your choice

Participants will be asked to identify a subject they know well and would enjoy presenting. Examples would include describing processes in their job, explaining an approach to time management or explaining the use of a tool or appliance. On day three they will be required to present that topic to the workshop, be recorded, and receive feedback from the group.

Tuesday, 14 February 2006: Workshop Launch and TradeMap

9:00-10:15 Presentation: Welcome and Overview

Instructors will present the main objectives to be achieved during these 4 days, introduce a structure for market analysis and welcome participants into the ITC Training Team.

10:15-10:30 Coffee break

10:30-12:30 Demonstration: Review of Analysis with TradeMap

The first step of the market analysis process is screening markets according to trade flows. Participants will focus on analyzing the main characteristics of this tool, and the best practices to train potential users. This presentation will familiarize participants with the tool, and introduce a methodology for its presentation.

12:30-13:30 Lunch Break 13:30-15:15 Exercise: Comparing Two Products Using TradeMap

The best mechanism to understand a tool is to put it into practice. Participants will be asked to conduct analysis of two products, compare the results and choose the more favorable product.



15:30-16:15 Presentation: Common Problems when Teaching TradeMap

The participants will be presented with the common problems the group of ITC trainers has come across in teaching TradeMap and be asked to answer questions in front of the group.

16:15-17:30 Lightning Round: Answering Questions on TradeMap

Instructors will test participant knowledge of how to use and explain TradeMap.

Overnight Preparing to present

Participants will prepare their presentation for delivery on day three and will read the article on Trade Barriers

Wednesday, 15 February 2006: Market Research with Market Access Map & Product Map

9:00-10:15 Review of Market Access Analysis with Market Access Map

Instructors will demonstrate how Market Access Map is used to analyze the market access conditions a country faces around the world to reveal competitive advantages, identify the potential for market or product diversification or prioritize trade development programs.

10:15-10:30 Coffee Break 10:30-12:30 Practice Session- Review Market Access Map and Common Problems when

teaching Market Access Map As in the case of TradeMap, the best mechanism to understand a tool is to put it into practice. Participants will go through a set of exercises aimed at using Market Access Map to identify different trade regimes and tariffs and model the effect of trade negotiations. As part of the exercise, trainers will identify common problems in presenting the tool.

12:30-13:30 Lunch Break 13:30-14:15 Lightning Round: Answering Questions on Market Access Map

Instructors will test participant knowledge of how to use and explain Market Access Map.

14:15-15:30 Review of Market Research with Product Map

TradeMap and Market Access Map allowed identifying and positioning key potential products for potential markets according to their trade performance, market potential and access conditions. Product Map is a library of information that analysts can use to complement the initial market positioning. Instructors will present the main characteristics of Product Map, emphasizing the sources and structure of the available information.

15:30-15:45 Coffee Break

15:45-16:15 Discussion: What is good training?

Participants will identify what are the elements of good training based on their experience


16:15-17:30 Delivering a training course A trainer must have a thorough knowledge of the tools that s/he is presenting. However, it is equally important for a trainer to develop and facilitate the delivery of a training workshop. This presentation will provide participants with a series of skills and tools that will allow them to maximize their impact while training users


Participants will prepare their presentation for delivery on day three.

Thursday, 16 February 2006: Role play exerc ise, test on knowledge of the tools and guidance on del iver ing a t ra in ing course

9:00-10:15 Group exercise - Role-play

In this exercise, the participants will adopt roles of different stakeholders facing trade information needs. By doing so, participants will have the opportunity to experience and use the tools in a series of practical situations.

10:15-10:30 Coffee Break 10:30-12:30 Group exercise – Role-play (continued)

Group exercise continued. 12:30-13:30 Lunch Break

13:30-15:15 Practical session – Putting Teaching Techniques to Practice (recorded on

video) Participants will present a specific topic of their choice. This exercise will allow participants to focus on their presentation skills. Instructors and fellow participants will provide feedback on presentation skills.

15:15-15:30 Coffee Break 15:30-17:30 Group Exercise: Preparing to Present the Market Analysis Tools

Participants will now break into groups and be assigned one of the three tools to present. They will have to design the presentation and target it to a specific audience.

Overnight Preparation of Market Analysis Tools Presentation

Participants will continue to prepare for their presentation on day four.

Fr iday, 17 February 2006: Putt ing Teaching Techniques and Knowledge of Tools into Pract ice and Workshop Closing

9:00-10:15 Group Exercise: Preparing to Present the Market Analysis Tools (cont)


10:15-10:30 Coffee Break 10:30-12:30 Presentation of Market Analysis Tools

Participant groups present their assigned tool: TradeMap, Product Map or Market Access Map. These presentations will bring together the knowledge of the tools as well as the training techniques.

12:30-13:30 Lunch Break


13:30-15:15 Presentation of Market Analysis Tools



15:30-16:00 Postcard to a Friend

Participants will write a postcard to a friend describing the workshop outcomes and what they would recommend to a friend.

16:00-17:00 Discussion: Key Learning Points and Plans Going Forward

Instructors will lead a discussion on the utility of the tools and the key learning points. Participants will identify objectives for incorporating what they have learned into their activities.

17:00-17:15 Closing


Annex 2 – Agenda for TOT Workshop, Lahore

Training of Trainers workshop on Market Analysis with ITC tools

Lahore April 2006

At the end of the workshop, participants will:

• Understand and be able to communicate the process of market analysis.

• Be comfortable using and explaining ITC market analysis tools: TradeMap, Market Access Map and Product Map.

• Be aware of key points for delivering training on the ITC Market Analysis tools.

• Have had two opportunities to present to the workshop for feedback.

Pre-workshop preparat ion

Pre-workshop: Preparing a topic of your choice

Participants will be asked to identify a subject they know well and would enjoy presenting. Examples would include describing processes in their job, explaining an approach to time management or explaining the use of a tool or appliance. On day three they will be required to present that topic to the workshop, be recorded, and receive feedback from the group.

Day 1: Workshop Launch and TradeMap

9:00-10:15 Presentation: Welcome and Overview

Instructors will present the main objectives to be achieved during these 4 days, introduce a structure for market analysis and welcome participants into the ITC Training Team.


10:30-12:30 Demonstration: Review of Analysis with TradeMap

The first step of the market analysis process is screening markets according to trade flows. Participants will focus on analyzing the main characteristics of this tool, and the best practices to train potential users. This presentation will familiarize participants with the tool, and introduce a methodology for its presentation.

12:30-13:30 Lunch Break 13:30-15:15 Exercise: Comparing Two Products Using TradeMap

The best mechanism to understand a tool is to put it into practice. Participants will be asked to conduct analysis of two products, compare the results and choose the more favorable product.



15:30-16:15 Presentation: Common Problems when Teaching TradeMap The participants will be presented with the common problems the group of ITC trainers has come across in teaching TradeMap and be asked to answer questions in front of the group.

16:15-17:30 Lightning Round: Answering Questions on TradeMap

Instructors will test participant knowledge of how to use and explain TradeMap.


Participants will prepare their presentation for delivery on day three and will read the article on Trade Barriers

Day 2: Market Research with Market Access Map & Product Map

9:00-10:15 Review of Market Access Analysis with Market Access Map

Instructors will demonstrate how Market Access Map is used to analyze the market access conditions a country faces around the world to reveal competitive advantages, identify the potential for market or product diversification or prioritize trade development programs.

10:15-10:30 Coffee Break 10:30-12:30 Practice Session- Review Market Access Map and Common Problems when

teaching Market Access Map As in the case of TradeMap, the best mechanism to understand a tool is to put it into practice. Participants will go through a set of exercises aimed at using Market Access Map to identify different trade regimes and tariffs and model the effect of trade negotiations. As part of the exercise, trainers will identify common problems in presenting the tool.

12:30-13:30 Lunch Break 13:30-14:15 Lightning Round: Answering Questions on Market Access Map

Instructors will test participant knowledge of how to use and explain Market Access Map.

14:15-15:30 Review of Market Research with Product Map

TradeMap and Market Access Map allowed identifying and positioning key potential products for potential markets according to their trade performance, market potential and access conditions. Product Map is a library of information that analysts can use to complement the initial market positioning. Instructors will present the main characteristics of Product Map, emphasizing the sources and structure of the available information.


15:45-16:15 Discussion: What is good training?

Participants will identify what are the elements of good training based on their experience


16:15-17:30 Delivering a training course A trainer must have a thorough knowledge of the tools that s/he is presenting. However, it is equally important for a trainer to develop and facilitate the delivery of a training workshop. This presentation will provide participants with a series of skills and tools that will allow them to maximize their impact while training users


Participants will prepare their presentation for delivery on day three.

Day 3: Role play exercise, test on knowledge of the tools and guidance on del iver ing a tra in ing course

9:00-10:15 Group exercise - Role-play

In this exercise, the participants will adopt roles of different stakeholders facing trade information needs. By doing so, participants will have the opportunity to experience and use the tools in a series of practical situations.

10:15-10:30 Coffee Break 10:30-12:30 Group exercise – Role-play (continued)

Group exercise continued. 12:30-13:30 Lunch Break

13:30-15:15 Practical session – Putting Teaching Techniques to Practice (recorded on

video) Participants will present a specific topic of their choice. This exercise will allow participants to focus on their presentation skills. Instructors and fellow participants will provide feedback on presentation skills.

15:15-15:30 Coffee Break 15:30-17:30 Group Exercise: Preparing to Present the Market Analysis Tools


Overnight Preparation of Market Analysis Tools Presentation

Participants will continue to prepare for their presentation on day four.

Day 4: Putt ing Teaching Techniques and Knowledge of Tools into Pract ice and Workshop Closing

9:00-10:15 Group Exercise: Preparing to Present the Market Analysis Tools (cont)


10:15-10:30 Coffee Break 10:30-12:30 Presentation of Market Analysis Tools


12:30-13:30 Lunch Break


13:30-15:15 Presentation of Market Analysis Tools



15:30-16:00 Postcard to a Friend

Participants will write a postcard to a friend describing the workshop outcomes and what they would recommend to a friend.

16:00-17:00 Discussion: Key Learning Points and Plans Going Forward

Instructors will lead a discussion on the utility of the tools and the key learning points. Participants will identify objectives for incorporating what they have learned into their activities.

17:00-17:15 Closing


Annex 3 – Agenda for professional training with MOC

Professional Training Programme for Commerce & Trade Group, Ministry of Commerce

Strategic Market Analysis for International Business Development

Foreign Trade Institute of Pakistan Islamabad

Friday, 7 April 2006

Morning Session

09.30 -10.15 Introduction to ITC and Market Analysis Services –The Need for Trade Strategy and Market Analysis

Coffee break

10.30 -12.30 TradeMap: Web-based tool for trade flow analysis

12:30 –14:00 Lunch break

Afternoon Session

14.00 -15.00 Market Access Map: Web-based tool for trade barrier analysis

Coffee break

15.15 -16.30 Other tools for Trade Policy Research:

Product Map and Country Map

16.30 -17.00 Discussions and Closing


Annex 4 – List of participants in Karachi & Lahore

Karachi Name & position Organization

Zeeshan Ahmed Assistant Manager

Small & Medium Enterprise Development Authority (SMEDA)

Babar Shahbaz Management Associate

SMEDA

Ikhtiar Khoso RBC, Larkana

SMEDA

Carissa de Souza Associate Professor

Institute of Business Administration (IBA)

Babar Jhumra NBA Computers

Zeevar Scheik TxT Solaris

Ms. Rubina Ghangro Assistant Director

Export Promotion Bureau (EPB)

Mr. Abdul Sattar Soomro Assistant Director

EPB

Syed Sohail Siraj Database Administrator

EPB

Mr. Naveed Shafi, In-charge WTO Reference Centre

EPB

Lahore Name & position Organization

Madiha Butt Aftab Associates Ltd

Javed Afzal Manager - Training Programmes

Small & Medium Enterprise Development Authority (SMEDA)

Salman Khalid Project Manager

SMEDA

Rooma Assistant Manager

SMEDA

Ms. Asifa Waheed R&D Officer

Lahore Chamber of Commerce & Industry (LCCI)

Ms. Kiran Farooq Assistant Director

LCCI

Mr. Furqan Hanif R&D Officer

LCCI

Mr. Muhammad Tahir R&D Officer

LCCI

Mr. Ghalib Ata Director R&D

LCCI

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