Mexico: SRE Trade Representation - Activities Trade Related Technical Assistance for SRE Peter Bennett Trade Development Consultant

Mexico: SRE2.2. Topics 1.Budgets 2.Profile of a trade representative 3.Trade Office Administration 4.Trade Missions Introductions to buyers and distributors 5.Trade Fairs 6.Any other issues

Mexico: SRE3.3. Trade Office Budget Budget HeadingFixed / Variable Rent and ratesFixed SalariesFixed UtilitiesFixed Maintenance and cleaningFixed Entertainment / receptionsVariable Market research (market research consultants, purchase of info.)Variable Professional services (legal, financial, human resources)Variable TelecommunicationsFixed / Variable TravelVariable Trade consultants located in other marketsVariable PR and press relationsVariable LibraryVariable Maintenance / Repairs and renewalsFixed Projects - each project has separate budgetVariable

Mexico: SRE4.4. Profile of a trade representative Key sectors – consider specialists  Only in strategically important sectors  Both in HO and in markets  Benchmark against your competitors  Range from: Generalists – specialist  Specialist: contract 3 – 5 years  Specialist: appointment tied to a specific project Ads placed in European and US newspapers in  TR based in London  Industry specialist based in a support unit in HO.

Mexico: SRE5.5. TR based in London Software and services for public sector “Your role will be to help clients to take advantage of opportunities in the public sector by providing access to buyers, developing relationships with system integrators and advising clients on the unique procurement process of the public sector.” You must have a minimum of three years experience in the public sector, preferably gained within a software or services environment. You must have a clear understanding of the public sector’s buying process, ideally with experience in working with key decision makers. You must possess credibility and contacts within the public sector bodies and system integrators and a relevant degree is essential. You should have excellent communication skills and a strong understanding of the strategic sales and marketing process

Mexico: SRE6.6. Industry adviser in Support Unit in HO Software and services “…..the successful candidate will be responsible for working in collaboration with clients to identify and advice on technology issues that impact on their growth and development, …….. He/She will have a significant role in the development of the Trade Promotion Organisation’s strategies for the software clusters and sectors, and will be expected to provide specialist advice to client companies…….he/she will also undertake technical assessments and evaluations in support of ……. The candidate will have strong technical experience, ideally in a commercial environment. Practical experience in the development of software which has resulted in commercial products is essential..….. He/She should have ….. a track record of achieving results.

Mexico: SRE7.7. TR’s consultation with an exporter TR’s opinion that counts, not the organisations Do you agree with the strategy? Have you any evidence that it will work? What do you recommend? Are the sales targets achievable? Is the plan overambitions What are you going to do to help? Identify distributors / buyers Need experienced people to work at this level Use a marketing plan as a tool

Mexico: SRE8.8. Trade office administration Time management  Administration  Exporters »What you do  Local enquiries  Projects  Misc  See % spent on exporters dropping talk to mgr. Pre-empt administrative tasks and information requests

Mexico: SRE9.9. Admin: Keep this info up-to-date Client database  Used to keep track / record of your work with clients  Management tool  List of all the clients you worked for ytd  (Use Excel is no CDB) Administrative requests  Market brief  Market Sector Brief

Mexico: SRE10. Market brief – what is it? Describes key features of market and TPO activities Used to brief »Senior management »Government officials »Board members »VIPs Factual and can be customised

Mexico: SRE11. Market brief – guidelines 1.Level of exports / ranking / trends 2.TPO presence in market 3.Market conditions and economic outlook 4.Opportunity area for exporters 5.Development programmes and projects 6.List of top 10 exporters 7.List of top 10 export clients 8.Appendices: Import - export statistics List of clients services during past year Economic indicators: Exchange rate, employment stats, inflation, etc

Mexico: SRE12. Market sector brief 1 Aimed at exporters / groups of exporters Establish your credibility with exporters Practical documents / technical / jargon Length: 3 – 4 pages Briefs on top 1 – 4 sectors Topics »Distribution channels »Competition / Trends »Main players / importers / competition »Other commercial issues

Mexico: SRE13. Market sector brief 2 Established your credibility with exporters Establishes you as the market expert Contains:  Your intellectual input  Your analysis  Your opinion Format of document is dependent on audience Use for presentation to industry group Can be inserted into Exporter Business Mission docs Use quite periods to prepare

Mexico: SRE14. Trade missions 1.Origin of the idea – you or HO Dubai – Building materials 2.Sell idea in Mexico – who is responsible? Dubai, or SRE or Promexico? Market sector brief! 3.HO - assessment of the applicants Close relationship with building material companies 4.Preparation of individual business mission programmes 1 to 2 months lead time 5.Temporary staff

Mexico: SRE15. Trade mission logistics Series of appointments for each exporter with distributors and buyers Each exporter has a customised programme Large no of companies – complex  Logistics problem Mission is as good as the weakest programme!

Mexico: SRE16. Trade mission logistics

Mexico: SRE17. Role of ambassador Briefing the visiting group  TR will brief the ambassador  Ambassador deals with high level issues  Cf: Market brief High level introductions Reception / dinner Set up networking opportunity Oversee the operation

Mexico: SRE18. Individual itineraries Single visit or part of a trade mission Executive summary Recommendations –Actionable recommendations –Opinion as to what the exporter should do Itinerary –3 meetings per day over 3 days. 9 meetings. Sector / market information –Cf: Market sector bried General info –Does and don’t. Local custom. Briefing can be verbal Template in the manual

Mexico: SRE19. Corporate identity Complex  SRE, Promexico, and others? All itineraries and reports should look the same.  Follow the same template Business cards and logos Exporter – dealing with a single entity

Mexico: SRE20. Difficult issues Should a VIP travel / lead a trade mission? What are the advantages? Leader of the trade mission  Project / industry adviser in support unit HO  Can provide help / additional assert Depending on the status of the leader  Prepare a separate itinerary

Mexico: SRE21. A trade mission and a seminar Should you organise a seminar to coincide with the arrival of a trade mission? How it arises? Is this a good idea?

Mexico: SRE22. Trade fairs National stand  Establish a national identity  Co participation part of an overall plan Mexico – programme jointly with industry.  40 trade fairs (1 trade fair per week) Very good to consult with industry What you should no do!  Commit to a trade fair and then look for industry support.

Mexico: SRE23. Trade fair objectives To identify distributors / partners –There may be a more efficient way To support a local distributor –Cf Distributor support programmes To sell / get orders

Mexico: SRE24. Promoting participation Work with a distributor –Distributor does local promotion PR and Press –Press packs and dealing with journalists –You are competing with every other exhibitor –See: Manual for guidance Embassy –Official opening: Photo opportunity –Project leader introduces exporters to ambassador –Support to an exporter & distributor + major customer. –Individual exporter, or group of exporters. –Involvement – similar to trade mission

Mexico: SRE25. Manual Online – ITC server Updated Tuesday on next week PowerPoint slides Templates Your manual Tools

Mexico: SRE26. Any other issue?

Mexico: SRE27. Thank you