MARKET ANALYSIS TOOLSMARKET ANALYSIS TOOLSMARKET ANALYSIS TOOLS

Presented by: L.K.L. Presented by: L.K.L. MagaganeMagagane

Directorate: International TradeDirectorate: International Trade

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1. MARKET ANALYSIS PROCESS1. MARKET ANALYSIS PROCESS1. MARKET ANALYSIS PROCESS

Define your product

Quantitative Analysis

Qualitative Analysis

Business contacts

Market analysis

Screen the marketsScreen the markets

Trade Map & Market Access MapTrade Map & Market Access Map

World Trade AtlasWorld Trade Atlas

Research market characteristicsResearch market characteristics

Product Map & Country MapProduct Map & Country Map

Euro monitorEuro monitor

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2. QUANTITATIVE ANALYSIS2. QUANTITATIVE ANALYSIS2. QUANTITATIVE ANALYSIS

What are the fastest growing markets?What are the fastest growing markets?Which countries are supplying to those markets?Which countries are supplying to those markets?What is the position of our products in those markets?What is the position of our products in those markets?What are the access conditions for those markets?What are the access conditions for those markets?

Quantitative Tools

www.trademap.org - FREE

www.macmap.org - FREE

Register

mas-admintools.intracen.org/accounts/Registra-tion.aspx

DAFF & NAMC has access to the link

….Where should further research be focused?

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3. TRADE – MAP (www.trademap.org)3. TRADE 3. TRADE –– MAP (MAP (www.trademap.orgwww.trademap.org))

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3.1. E.g. SCREENING THE MARKET – WINE OF FRESH GRAPES – HS 2204 (www.trademap.org)

3.1. E.g. SCREENING THE MARKET 3.1. E.g. SCREENING THE MARKET –– WINE OF FRESHWINE OF FRESH GRAPES GRAPES –– HS 2204 HS 2204 ((www.trademap.orgwww.trademap.org))

SA occupies the 9th position in the world supply of Wine of Fresh Grapes with 3% share.

Top 5 main World Importers of Wine of Fresh Grapes and SA’s share in those markets in 2008 were:

United Kingdom (5 %)

USA (1 %)

Germany (3 %)

Belgium (1 %)

Canada (3 %)

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3.2. E.g. WINE OF FRESH GRAPES (HS 2204)FASTEST GROWING MARKET (www.trademap.org) 3.2. E.g. WINE OF FRESH GRAPES (HS 2204)FASTEST 3.2. E.g. WINE OF FRESH GRAPES (HS 2204)FASTEST GROWING MARKET GROWING MARKET ((www.trademap.orgwww.trademap.org))

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3.3. SA EXPORTS OF WINE OF FRESH GRAPES (HS 2204)3.3. SA EXPORTS OF WINE OF FRESH GRAPES (HS 2204)3.3. SA EXPORTS OF WINE OF FRESH GRAPES (HS 2204)

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4. OTHER MARKET ANALYSIS TOOLS - WTA4. OTHER MARKET ANALYSIS TOOLS 4. OTHER MARKET ANALYSIS TOOLS -- WTAWTA

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4.1. OTHER MARKET ANALYSIS TOOLS - WTA4.1. OTHER MARKET ANALYSIS TOOLS 4.1. OTHER MARKET ANALYSIS TOOLS -- WTAWTA

World Trade Atlas – Not free(http://www.gtis.com/english/GTIS_WTA.html )

The following can be accessed from this database:Display product and country information from the most general (HS 2) to the most detailed level ( HS 8 -12 )of the Harmonized Tariff Schedules. Find any country's data with a simple keystroke or any product by keyword or HS number with the World Trade Lexicon. Compare quantity and unit price data among countries. Sort the data alphabetically by country, numerically by HS number, by market share or percent change. Switch from product to country sequencing at any level of detail. Check balance of trade data with individual countries and on individual products. DAFF had limited Countries-Mainly SA data

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4.2. E.g. SA EXPORTS OF WINES OF FRESH GRAPES (HS 2204) - (www.trademap.org)

4.2. E.g. SA EXPORTS OF WINES OF FRESH GRAPES4.2. E.g. SA EXPORTS OF WINES OF FRESH GRAPES (HS 2204) (HS 2204) -- ((www.trademap.orgwww.trademap.org))

% Share of SA Exports Of Wines of Fresh Grapes (2008)

72%

5%

23%

EU SADC Rest of the World

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5. MARKET ACCESS MAP (www.macmap.org)5. MARKET ACCESS MAP (5. MARKET ACCESS MAP (www.macmap.orgwww.macmap.org))

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5.1. E.g. TARIFFS APPLIED BY THE MAIN IMPORTING COUNTRIES TO AN IMPORTED GRAPE WINE (220429)

5.1. E.g. TARIFFS APPLIED BY THE MAIN IMPORTING5.1. E.g. TARIFFS APPLIED BY THE MAIN IMPORTING COUNTRIES TO AN IMPORTED COUNTRIES TO AN IMPORTED GRAPE WINE (220429)GRAPE WINE (220429)

Source: Source: MacmapMacmap datadata

…This is the end our brief quantitative analysisThis is the end our brief quantitative analysis

Importing Country

Exporter % share in market (2008)

Tariff applied by the Importer

Germany Italy 33 % 0.00 %

South Africa 7 % 9.66 %

United Kingdom

Australia 23 % 13.00 %

South Africa 10 % 9.66 %

France Spain 57 % 0.00 %

South Africa 2 % 9.66 %

Sweden South Africa 28 % 9.66 %

Denmark 17 % 0.00 %

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6. QUALITATIVE ANALYSIS6. QUALITATIVE ANALYSIS6. QUALITATIVE ANALYSIS

What are the market characteristics?What are the packaging and labeling requirements?How should the product be priced?How is the product distributed in the target market?What are the options for promoting the product?

Qualitative Tools

www.p-maps.org - FREE

www.intracen.org/countries - FREE

Euro monitor - NOT FREE

Register

mas-admintools.intracen.org/accounts/Registra-tion.aspx

DAFF has the link

….How do my target markets operate and can I compete?

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7. EURO-MONITOR (www.euromonitor.com)7. EURO7. EURO--MONITOR (MONITOR (www.euromonitor.com))

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8. OTHER MARKET ANALYSIS TOOLS – EURO-MONITOR8. OTHER MARKET ANALYSIS TOOLS 8. OTHER MARKET ANALYSIS TOOLS –– EUROEURO--MONITORMONITOR

Euro Monitor - Not free (www.euromonitor.com) –All the Agricultural Provincial Departments has access

The following can be accessed from this database:Assess the current export markets to evaluate which are most promising for present and future growthCompare opportunities in both existing and potential marketsIdentify leading companies, brands and products in a marketCompare volume and value sales of companies and brandsBenchmark export performance against the market and competitorsTo understand socio- economic conditions that would support or hinder exportsPopulation, inflation, GDP, disposable income, poverty levels, level of urbanization and income distributionEating habits, food consumption at broad and detailed level.

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9. ADDITIONAL SOURCES – TRADE INFORMATION DIRECTORY

9. ADDITIONAL SOURCES 9. ADDITIONAL SOURCES –– TRADE INFORMATIONTRADE INFORMATION DIRECTORYDIRECTORY

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9.1. ADDITIONAL SOURCES - TID9.1. ADDITIONAL SOURCES 9.1. ADDITIONAL SOURCES -- TIDTID

Trade information Directory includes additional sources, itcovers a wide range of website:

Market access barriers and tariffs:European Union TariffsSACU tariffs

Trade analytic databases:SADC Trade dataTrade and Industry Policy Secretariat (TIPS)

Economic and trade research:Agribusiness onlineNational Agricultural Marketing Council

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10. CONTACT DETAILS10. CONTACT DETAILS10. CONTACT DETAILS

Directorate: International TradeTel: 012 319 8452Fax: 012 319 8001E-mail: info.ditr@daff.gov.za