Cbi marketing support

CBI
Centre for the Promotion
of Imports from
developing countries

CBI - Ministry of Foreign Affairs

Mission and Vision

Mission Vision

Contribute to sustainable CBI is THE expert in
economic development export development and
in developing countries export promotion from
through the expansion of developing countries
exports from these
countries

2 2-10-2011 CBI - Ministry of Foreign Affairs

Vision
CBI is THE expert in
export development
and export promotion
from developing
countries

Integrated Core Competences CSR
Focus Stakeholders approach
Sustainable Powerful and large For SMEs, BSOs and Advice, counselling Embracing the
strengthening of the worldwide network governmental and knowledge principles of corporate
competitive capacity of authorities management social responsibility
SME-exporters and
producers in
with a primary focus
on European markets

3 02/10/2011 CBI - Ministry of Foreign Affairs

Honest and
reliable

Environment Result
sensitive driven

Core Flexible
Accountable
Values CBI

Aimed at
cooperation Respectful

Idealistic


Facts and Figures
 1971: CBI was established by the Ministry of Foreign Affairs of the Netherlands
 1998: Agency
 60 employees
 Worldwide network of 250 experts
 Order book until 2015
150 million euros

Rotterdam


Organisation Chart
Business
Operations

Managing Director

Research and Development Regional Regional Regional
Team: Team: Team:
 Market intelligence
 Marketing & communication Mutual Africa Asia Latin America
exchange of (including (including
 Sector- en Theme expertise intelligence Middle East) Eastern
 Learning Europe)
 Evaluation


Export

CBI Assistance

CBI and the Exports Income Revenue Investments Economic
export system growth increase increase increase development

Focus Focus


Countries

Current CBI countries New countries 2009 Countries with exit strategy

 Afghanistan, Albania, Armenia, Bangladesh,  Cape Verde, Democratic Republic of  Ecuador, El Salvador, Honduras,
Benin, Bolivia, Bosnia-Herzegovina, Burkina
Faso, Burundi, Colombia, Egypt, Ethiopia,
the Congo, Malawi, Mongolia, India, Jordan, Montenegro, Serbia
Georgia, Ghana, Guatemala, Indonesia, Palestinian territories, Sudan (south),
Kenya, Kosovo, Madagascar, Mali, Yemen
Macedonia, Moldova, Morocco, Mozambique,
Nepal, Nicaragua, Pakistan, Peru,
Philippines, Rwanda, Senegal, Sri Lanka,
Surinam, Tanzania, Thailand, Tunisia,
Uganda, Vietnam, Zambia, South Africa


Africa Palestinian
Territories
Tunisia
Morocco
Jordan
Egypt

Mali
Cape Yemen
Verde South
Sudan
Senegal Ethiopia
Benin
Burkina Faso Uganda
Demo. Rwanda
Ghana Rep. Kenya
Congo Burundi
Tanzania
Malawi
Zambia
Mozambique
Madagascar

South Africa


Asia

Mongolia

Afghanistan
Nepal

Bangladesh

Pakistan Vietnam
Philippines
India Thailand

Sri Lanka

Indonesia

Latin America
Honduras

Guatemala Nicaragua
El Salvador
Surinam
Columbia

Ecuador
Peru

Bolivia


Europe

Serbia Moldova
Bosnia
Herzegovina Kosovo Georgia
Armenia
Montenegro Macedonia

Albania


Sectors

Agricultural Industrial Consumer Services

 Fresh fruit and  Automotive  Office and school  Tourism
vegetables  Castings and supplies  Business Process
 Timber and timber forgings  Home textiles Outsourcing
products  Medical equipment  Garments  IT Outsourcing
 Wine  Etc.  Etc.  Etc.
 Etc.


Modules

ECP Modules BSOD Modules MI Modules HRD Modules

 SMEs  BSOs  SME en BSOs  SME en BSOs
 Increase of the  Improved sustainable  Effective  Effective
competitive capacity service provision implementation of the implementation of
available information export knowledge and
export skills


Principles Knowledge Management

Services and products Enhance, connect and We want to learn,
lead to actionable strengthen our unique share and we
intelligence worldwide network are critical


Programme
Sustainable Export Development
Impact

Programme
INTEGRATED APPROACH

Increased exports to Europe
Outcome

Intervention Effective Informed
Competent Pull
Business Policy
Areas Exporters Marketing
Support Makers

Programme
Project Project Project Project
Output

Project Project

Programme
Module Module Module Module Module
Input

More information
Postal address
P.O. Box 30009, 3001 DA Rotterdam
the Netherlands
Visiting address
WTC-Beursbuilding
Beursplein 37, 3011 AA Rotterdam

+31 (0)10 201 3434

+31 (0)10 411 4081

cbi@cbi.eu

www.cbi.eu


Cooperation

National European International Partner BSOs

 Ministry of Foreign  TRIC network:  ITC  Implementation
Affairs of the Sippo, BTC, BIO,  UNIDO, USAID, WB,  Delegated principal
Netherlands SIDA/Swedish IDB, WTO, Etc.
Chambers, FIN  Local external
 Other partners experts
Partnership,
 Private sector Norad/HSS, etc.
• Private sector


Strategy

Promising sectors and markets form the basis

Offering a tailor-made approach on country level, of the framework set
by our principal

To increase efficiency and effectiveness we work together with or link
into other organisations

CBI services are need orientated and applicable in practice

Anticipate pro actively and result driven to identified trends and
developments

Our services offer information, knowledge and skills, cooperation and
exchange of knowledge


Export Value System
Supporters

Financial Institutions Private consultants NGOs Certifying agencies

Trade promotion Inst. Chambers of commerce Sector associations Customs

Supply side: Developing countries

Production Chain

Demand side: Europe

WTO Ministries of Trade European Union Lobbyists

Employer cooperations Trade Union Local Authorities xxx

Influencers


Export Value System
Supporters : CBI interventions

Financial Insitutions Private consultants NGO’s Certifying agencies

Trade promotion Inst. Chambers of commerce Sector associations Customs

Supply side: Developing countries

Production Chain :
CBI interventions
Demand side: Europe

WTO Ministries of Trade European Union xxx

Employer cooperations Trade unions Local Authorities xxx

Influencers : CBI interventions


Corporate Social Responsibility

Environment Consumer Labour rights Good Fair Community Human
interests Governance operating development rights
practices

ISO 26000 guideline

Focus of CBI Focus of CBI Focus of CBI Focus of CBI


Export Coaching modules

 Assessment SME on  Providing expertise regarding
Business competence for European the proces of certification
market entry by means of an
Audit and Certification  Possibility of co-financing
export audit
action plan
 Plan of action

 Coaching the SME to further
professionalisation of their  Realisation of skills and
Business
Business business operations Market entry
experience of their marketing
development
development Regional concerning both the regional
and European markets
 Realising a sufficient amount of
relevant business contacts
 Coaching SME to meet  Taking part in trade fairs,
Export European market demands conferences, roadshows and/or
Market entry B2B
Capacity  Exploring European markets
Building EU
 Developing an export strategy


BSODs Modules (Business Support Organisation Development)

 Analysis of/advice on the role of the BSO within the
BSO diagnosis export value system
& intervention  For the purpose of sustainable reinforcement of SME-
design exporters and producers

 BSO has developed sustainable capacity for providing
export intelligence on European markets to exporting
BSO Export companies
Intelligence

 BSO possesses improved sustainable service provision for
Export export development and export promotion
development and
promotion


MI modules

 Market studies aimed at  Through our network of experts
developing an export marketing in developing countries, the CBI
Market strategy, specific for each sector Business has up-to-date information on
Intelligence  Available for 26 sectors and 100 Intelligence the impact of CSR and market
subsectors access requirements on
exporters in DCS

 Sector studies provided on  Sector studies on the chances
request of a BSO and threats concerning the
Tailored  Exporters, marketing managers Import import from developing
Intelligence and/or entrepreneurs from Intelligence countries to Europe

 Essentials for exporting to  Legislation laid down by the
Europe European Union, the EU-
Export  E-commerce, trade fair Market members and Norway and the
Intelligence participation: Access voluntary private sector’s
What is the European Union? requirements
 For countries from DCs that
want to export to Europe


Knowledge domains
Export model
Internal External

Organisation Market
Analysis Research
Analysis

Strategy &
Planning
Execution
Product Export
Development Expansion


HRD Modules

 Creating knowledge, developing of skills and attitude
Training  Aimed at SMEs and BSOs staff members
Target  Two-day training
countries

 Aimed at SMEs and BSOs staff members
Training
Europe  Five-day training

 Aimed at SMEs and BSOs staff members
Online
Online
Training
Training  Online training


Business Audit & Action plan

 Completed export audit with an action plan based on which the
company understands the steps to take to become a successful
exporter. The export audit forms the starting point for the
Result:
Results:
decision how the company will further participate in the ECP.

1. Pre-selection assessment (to determine suitability)
2. Company visit by EU sector expert
Tools: 3. Company visit(s) by local expert

 Max. 0.5 years
 No participation fee
Duration:


Business Development

 Business operations of the company have been professionalised
as monitored in the business audit. Company is at the level to
start thinking about exports.
Result:

1. Technical assistance (visits) by local experts
2. Distant coaching
Tools: 3. Group trainings on common topics

 1-2 years
 No participation fee
Duration:


Export Capacity Building

 Company is able to meet European market demands and has
familiarised itself with the European market. Furthermore, an
Export Marketing Plan has been developed. Monitoring takes
Result:
place through the Export Audit.

1. Technical assistance (visits) by local expert
2. Technical assistance (visits) by EU sector expert
Tools: 3. Distant coaching
4. Export Marketing Seminar (EXPRO) participation
5. Orientation visit to EU trade fair

 1-2 years
 Participation fee: € 250
Duration:


Certification

 Company has obtained a certification that is a EU market access
requirement or increases market chances on the EU market.
Result:

1. Technical assistance by expert
Tools: 2. Co-financing of part of the certification costs
3. Support in negotiations with certification bodies

 1-2 years
No Participation fee
Duration:


Market Entry Regional

 Company has gained skills and experience with the marketing of
its products. Furthermore, it has established relevant contacts in
regional export markets.
Result:

1. Technical assistance by local, EU and target market experts
2. Trade Fair participation/conference participation
Tools: 3. Roadshows
4. B2B activities
5. Assistance in follow-up of contacts (market consolidation)

 2-3 years
 Participation fee: €250
Duration:


Market Entry EU

 Company has gained skills and experience in the marketing of its
products towards EU/EFTA markets. Furthermore, it has
established relevant contact in EU/EFTA markets.
Result:

1. Technical assistance by EU market expert
2. Trade Fair participation / conference participation (3x sponsored)
Tools: 3. Roadshows
4. B2B activities
5. Assistance in follow-up of contacts (market consolidation)

 3-4 years
 Participation fee: €500
Duration:


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