Introduction of ITC market analysis tools

International Trade Center (ITC)1: a multilateral đa phương agency which has a joint
mandate with the (WTO) and the (UN) through the United Nations Conference on Trade
and Development (UNCTAD)2.

 Mission: ITC enables small business export success in developing countries by

providing, with partners, trade development solutions to the private sector, trade
support institutions and policy-makers
 ITC’s analysis tools: Trademap, Market Access Map, Proceduremap, Standard
map, Investment Map. http://www.intracen.org/marketanalysis/
-> Users: close to 500,000 & MOST FORTUNE 100…. There are 3 groups of
users (the detailed purposes see in the slide):
 Companies
 Policy makers
 Investors

1. International market analysis

Steps in analysing world trade data:

Stp1: Determine the HS-code (6-8 numbers)

Stp2: Analyse world market (Import/Exporter, Export perfomance, Market access)

Stp3: Identify attractive market (Scanning the market of importing countries)

Stp4: Cross-check and complete the statistic

1
Trung tâm Thương mại Quốc tế hoạt động trên 6 lĩnh vực:
Phát triển sản phẩm và thị trường
Phát triển dịch vụ hỗ trợ thương mại
Mậu dịch thông tin
Phát triển nguồn nhân lực
Quản trị buôn bán và phân phối quốc tế
Thẩm định nhu cầu, hoạch định chương trình xúc tiến thương mại.
2
The UN body for design of policy recommendations to achieve economic and social development
through trade and investment.
 1.1. Step 1: Determine the HS-code

“The Harmonized System (HS)”: an internationally recognised hierarchical schema for

classifying products for trading purposes overseen by the World Customs Organisation
(WCO)

 Step 1: Understand the product type, characteristics of the commodity -> Define the
main features of your product -> determine the HS-code (Because HS code differs
within a type of commodity and depends on the features of product.)
 Step 2: Understand the way HS-code is structured.
 The first 6 digits: International standard – applied for all market (members of
WTO)
 HS-2 digit level: Chapter (e.g. 09 = Coffee, tea, mate and spices)
 HS-4 digit level: Heading (e.g. 09.01 = Coffee, 09.02 = Tea, 09.03 =
Maté)
 HS-6 digit: subheading or product (e.g. 09.01.11 = Coffee, not roasted,
not decaffeinated, 09.01.12 = Coffee, not roasted, decaffeinated,
09.02.10 = Green tea (not fermented) in packages not exceeding 3 kg,
09.02.10 = Green tea (not fermented) in packages exceeding 3 kg.)
(?) When the trader dodge the tax by writing down the wrong HS-code?
 The last 6 digits: National standard – differs from countries to countries
“National tariff line (NTL) codes”: Classification of goods after the 6 digit level of
the Harmonized System classification (normally 8<NTL<12).
NTL = HS + “extra” digits
(?) The pros and cons of having more/less digits in HS-code?
e.g.
 1.2. Step2: Analyse the World market

1.2.1. Trade map

Trade Map are used by traders when they seek for indicators about the global market
before jumping in officially. Trademap provide information about “Market Size” and
“Market growth”

It can answer the questions such as

 Domestic market: The trends, the government regulations, the contacts of

customer/supplier, etc.
 International market:
Who are the main importers in the world market?
Who the main exporters in the world market?
What is the trade performance of my country in the world market?
Who the fastest growing markets in the world market?
Which markets seems to be the most attractive?
How my country is performing in attractive markets?
 1.2.2. Market Access Map

Market Access Map (Macmap) similar to trademap, it’s used for identifying customs
tariffs, tariff rate quotas, trade remedies, regulatory requirements, etc. It can answer the
questions such as

What are tariff barriers of the attractive markets for the selected products

Are there any trade remedies of the attractive markets for the selected product?

What are requirements of the attractive markets for the selected product?

1.3. Step 3: Identify attractive markets

Market scanning helps traders smaller their choices about potential market (from a
group of markets -> filter out 1-3 potential market to jump in)

 Stages in market scanning:

 Stage 1: Market Size
Market Dynamism
Competition
 Stage 2: Distance
Cultural Proximity
Country Risk
Business Environment
 Stage 3: Market openness

1. Step 4: Cross-check and complete the statistic