CBI Market Intelligence

CBI
Market
Intelligence
Bogota
June 10th 2014
Today’s
programme
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Introduction CBI
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CBI Market Intelligence
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Who are you?
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Who is your client?
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CBI tourism studies
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Trends in tourism and
interesting new markets
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Marketing plan
> Introduction CBI
Mission and Vision
Target groups
CBI operates in more than 50 countries
CBI services
CBI provides services to governments, support organisations, and
more than 700 SMEs a year in more than 50 countries, in
over 20 sectors.
Five clusters of services:
> CBI Market Intelligence
Market research
Why do the research?
Market research
CBI has been doing market research for over 20 years, to help
entrepreneurs from developing countries stop interesting
opportunities.
From information to intelligence
Information (facts and figures) won't get you across the gap that
separates your company from the EU markets
What you need is intelligence: data analyses, foresights, insight
into trends and business opportunities and practical onsiderations
for action
Intelligence = more insight in less time
Characteristics of CBI Market Intelligence:
• Practical
• Professional
• Reliable
• Supportive
• Insightful (future-oriented)
• Empowering
4 Market sectors, > 20 Subsectors
CBI Market Intelligence Guide
> How
CBI’s Market Intelligence
Process
Information versus intelligence
Developments
Trends
Foresights (short term)
Foresights (long term, scenario-oriented)
Opportunities
Considerations for action
Market Intelligence process
Peer Group session
> What
CBI’s Market Intelligence
Product Portfolio
See
European trends and their implications for your future
CBI Trends:
Insights and foresights on key European market
dynamics, short- and long-term
CBI Trade Statistics:
Broadcasting your trade statistics
Navigate
Europe’s market channels and segments
CBI Channels & Segments:
Your trade route on the European market
Navigate
Europe’s support organizations and assess the competition
CBI Competition
The competitive forces that shape your market
CBI EU Support Organizations
Find your European support organization
Penetrate
The minds of European buyers
CBI Inside a Buyer’s Brain:
Learn what’s on the mind of an European buyer
Grasp
European legislative & non-legislative requirements for exporters
CBI EU Buyer Requirements:
An overview of legislative and non-legislative requirements
Focus
On your most promising product-market combination in Europe
CBI Product Factsheet:
Practical market insights on your product as seen on
European markets
Know
All you need to know about EU market essentials
CBI Database:
An overview of EU market essentials for exporters, including tailored,
demand-driven market studies and tailored studies on (unintended)
policy effects in developing countries
Tailored Intelligence
• For BSOs or CBI Programme Managers (on-demand)
• Focus on a specific (EU) market for a specific sector
Export Intelligence
• For BSOs and exporters
• Manuals on EU market essentials of exporting to Europe
Anticipate
Shifts and future market developments
CBI Scenario Planning:
Strategic future roadmap development for BSOs
CBI Fashion Forecast:
Upcoming fashion trends and developments (styles, colours,
fabrics, design)
> Where
CBI’s Market Intelligence
Platform
www.marketintel.eu
Twitter
Want to know about new publications? @CBIMarketIntel
> Who are you?
Assignment 1
Make a short list of what your company offers tourists. Focus on
what makes you unique.
Make a short list of what your region offers tourists. Focus on what
makes the region unique.
Make a list of some of the region’s bottlenecks.
> Who is your client?
Assignment 2
Give a short description of your target group, based on what you are
offering. Think of three examples of people:
• What is their age, education etc.?
• Where are they from?
• What are their needs?
• What are their wishes?
> CBI tourism studies
CBI tourism market intelligence
Export Marketing Plan
Export Marketing Plan
Market research plays important role in step 2 and step 4 of the EMP.
Step 2 - EU market selection & analysis
A. Market attractiveness
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CBI Trade Statistics
EH Statistics
ITC Trademap
CBI Trends (STEEP)
CBI Buyer Requirements
EH My exports + Requirements
ITC Standards Map
B. Competitive power
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CBI Competition
ITC Trade Competitiveness Map
ITC Market Access Map
CBI Market Channels and Segments
Step 4 - Sales & Marketing Plan
A. Export objectives
B. Marketing strategy (6 p's)
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CBI
CBI
CBI
CBI
CBI
Market Channels and Segments
Inside a Buyers' Brain
Product factsheet
Database (on demand studies)
EU support organizations
C. Financial feasibility
D. Action Plan & Monitoring
Market Attractiveness
CBI Trade Statistics
Market Attractiveness
Other great sources:
• UNWTO - worldwide arrival statistics and tourism barometer
(www2.unwto.org/)
• European Travel Agents’ and Tour Operators’ Associations - facts
& figures EU tourism market and overview of national tourism
trade associations in the EU (www.ectaa.org)
• World Travel & Tourism Council - tourism research for several
regions and countries (www.wttc.org)
Market Attractiveness
CBI Trends (STEEP)
Market Attractiveness
CBI Buyer Requirements
Market Attractiveness
Other great sources:
• ITC Standards Map – tourism standards information
(www.standardsmap.org/)
• Tourism Review - worldwide tourism industry news channel.
(www.tourism-review.com)
• Sustainable travel international - sustainable tourism
information (http://sustainabletravel.org)
• European Travel Commission - tourism reports and studies for
several regions and countries (www.etc-corporate.org)
• ITB Berlin - world travel trends report (www.itb-berlin.de/en)
• World Travel Market - world travel market industry report
(www.wtmlondon.com)
Competitive power
CBI Competition
Competitive power
Other great sources:
• Travel & Tourism Competitiveness Index, WEF
(http://reports.weforum.org/travel-and-tourismcompetitiveness-report-2013/)
• Tourism Ireland - market profiles for many countries worldwide
(www.tourismireland.com/Home/Consumer-Insights.aspx)
Marketing Strategy
CBI Market Channels and Segments
Marketing Strategy
CBI Inside a Buyers' Brain
Marketing Strategy
CBI Product Factsheet
Marketing Strategy
CBI Database (on demand studies)
Marketing Strategy
CBI EU support organizations
Marketing Strategy
Other great sources:
• European Travel Agents’ and Tour Operators’ Associations - facts
& figures EU tourism market and overview of national tourism
trade associations in the EU (www.ectaa.org)
• Tourism Australia - EU traveler profiles
(www.tourism.australia.com)
• Adventure Travel Trade Association - adventure tourism news
and reports (http://www.adventuretravel.biz)
> Trends in tourism and
interesting new markets
Tourism trends
Tourism trends
Social:
• Lifestyles of happiness demand new holidays.
• Demographic changes create new target groups.
• Growth in regional tourism offers new business opportunities.
Technological:
• Customers are finding new ways to make travel decisions.
• New distribution channels create extra opportunities for market
entry.
Tourism trends
Economic:
• Look for disposable incomes available for travel.
• Experienced customers determine travel offers through new
business propositions.
• Accelerating development cycles require flexible market entry
strategies.
Environmental:
• Climate-neutral companies are preferred business partners.
• Pressure on destinations demands sustainable business.
Political:
• Increased liability demands solid and reliable business partners
Interesting product-market combinations for
Latin American countries
Volcano and active tourism, from France, Germany, the
Netherlands and the UK.
Cultural Heritage and Colonial Tourism, from France, the
Netherlands, Italy and Spain.
Nature and Eco-tourism, from Germany, the Netherlands, Spain
and the UK.
Interesting product-market combinations for
Latin American countries
Rural and Community Based Tourism (CBT), from Germany, the
Netherlands, Spain and the UK.
Surfing Tourism, from France, Germany, Italy, the UK.
Wellness Tourism, from France, Germany, Italy and the UK.
Upcoming research
MICE tourism from Europe
Adventure tourism: Spain to Latin America
Nature tourism: Scandinavia to LA
Cruise tourism from Europe
Tourism to conflict areas
Need for sustainable suppliers: EU tour operators
Explorative tourism families with kids (12+)
Cycling tourism: the Netherlands
Diving tourism: Germany
> Marketing plan
Assignment 3
Select one or two interesting product-market combinations, based
on what you offer.
Fill in the form for that product-market combination. Use multiple
sources.
> Questions?
Questions?
Do you have any issues you would like to discuss?
Questions about market research?
About EU outbound tourism?
Thanks for your attention!
Want to keep up to date on our research?
Follow us on Twitter! @CBIMarketIntel
Questions? [email protected]