PROJECT INFORM

A PRESENTATION OF FINDINGS
A STUDY TO ANALYZE THE INFORMATION DEMAND
OF SCCI MEMBER ORGANIZATIONS
20 June, 2006

FOR
EIS-- GTZ PROGRESS
EIS
BY
QUANTUM MARKET RESEARCH BANGLADESH LTD
NC/KSS/BD11160

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 BACKGROUND
½ PROGRESS is an SME promotion program of GTZ in Bangladesh (with a
duration until the end of 2007)

½ The objective of PROGRESS is to develop a support mechanism for the

SMEs in Bangladesh for long-
long-term, sustainable business development
solutions through local support institutions - training organizations,
business associations, chambers, design centers etc

½ EIS is one of the six components of PROGRESS - its mandate is to establish

and promote business-
business-related information services within a selected range
of private sector representative organizations

½ The EIS project is a fully integrated component of the Program for the
Promotion of Private Sector SMEs in the Post-
Post-MFA Era in Bangladesh. In
working to create optimal synergies, EIS projects aim to maximise their
contribution to the demand-
demand-led development of the market

½ Currently, EIS has six partners located throughout Bangladesh. The Sylhet
Chamber of Commerce & Industry (SCCI) is one of the EIS partners

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 BACKGROUND
½ The SCCI is a large private sector body comprising of over 4000 members
who represent a cross section of small, medium and large businesses in
the Sylhet region

½ The members are involved in production, trade and export of goods across
multiple sectors such as tea, agriculture, spices, natural gas, limestone
and cement and cane and bamboo handicrafts to name a few

½ The Client, EIS-

EIS-GTZ wishes to assist the SCCI in developing an Enterprise
Information support system that produces relevant and need-
need-based
information products for its members

½ The imperatives for this exercise are more pronounced in the Sylhet
region as many members of the SCCI are trading in multiple sectors; this
compounds the information delivery task for the SCCI.

½ To make the support system efficient, relevant and sustainable, the Client
wishes to understand the nature of information demand of the target
enterprises in Sylhet (SCCI members)

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 BACKGROUND
SUPPLY SIDE

•




STRENGTHENING
SUPPLY
EI SCCI
GTZ-EIS

TRANSACTION OF
INFORMATION
PRODUCT

NEED TO PRODUCER DEMAND SIDE

UNDERSTAND TRADER
SME Information
EXPORTER Demand
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 NEED FOR RESEARCH
½ EIS-GTZ needs to understand the nature of information demand of
EIS-
the SCCI members so that it can provide SCCI with insightful cues
and ideas to develop cost-
cost-effective and user
user--friendly information
products

½ These products would need to be a judicial mix of those that are

relevant across the sectors that the members of the SCCI operate
in as well as a select few designed specifically for certain
industrial sectors

½ In addition, the products would also be used to disseminate

information to
‡ Development planners (donor agencies, government bodies)
‡ Research institutions (consulting firms, private universities,
business students)

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 RESEARCH OBJECTIVES
½ To explore the nature of information demand of the SCCI member
organizations
‡ To understand the role of information across enterprises
‡ To evaluate usage practices of current information products
‡ To identify differences in information demand by size, nature
of business and location

½ To evaluate existing information products available to these

enterprises, and to identify the need-
need-gaps that exist with these

½ To provide direction on how best to address the information needs

across enterprises and plug the needgaps that currently exist

½ To provide direction to the SCCI for optimal pricing and user-

user-
friendly formats for the information products it produces

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 SAMPLE
½ SCCI MEMBERS: 100 Depth Interviews
Profile SMALL MEDIUM LARGE TOTAL
ENTERPRISES ENTERPRISES ENTERPRISES

Producers 8 12 8 28
Traders 18 21 18 57
(some with strong backward linkages
to producers)
Exporters 2 6 7 15
(some with strong backward linkages
to producers)
TOTAL 30 40 30 100

½ SCCI OFFICIALS: 2 Depth Interviews

Profile No. of Interviews
President 1

Secretary 1

TOTAL 2

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 CONTEXT

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 SCCI
½ Established in 1966, SCCI is one of
the oldest and most respected
trade--bodies of Bangladesh
trade
‡ Active membership of over 4000
enterprises
‡ Recognized by the Government of
Bangladesh, various government
agencies and other domestic and
foreign trade-
trade-bodies as a trade
trade--
growth facilitator for Sylhet
region
‡ Trusted by the potential investors
‡ Regular and effective interaction
with development partners,
academia and civil society

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 MEMBERS
½ The members of SCCI form a highly diversified group of business
enterprises in terms of sector, nature of business and size of
operation

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 MEMBERS
½ Some general differences between the profile of the traders,
exporters and producers have been observed during the study
Traders Producers Exporters

‡Mostly family ‡Mix of family and self- ‡Newly developed

businesses (30-90 developed businesses businesses (10-12 years)
years) (15-25 years) ‡Modern operation
‡Traditional operation ‡Mix of modern (mostly systems (outward
(shop-centered, low indirect exporters) and looking, aware of new
usage of technology) traditional (mostly production and
‡Majority of the domestic producers) distribution techniques,
entrepreneurs have operation systems high usage of technology
basic education ‡Majority of the ‡Mix of highly educated
‡Mostly conformists, entrepreneurs have basic and moderately
not willing to fight education and beyond educated entrepreneurs
against the current ‡Survivors, have sustained ‡Aspirants, always
odds the odds and now looking looking for ways to make
for less-risky avenues the best use of
opportunities

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 SYLHET-- BUSINESS ENVIRONMENT
SYLHET
½ High remittance inflow due
to high proportion of non-
resident Bangladeshis in the
region
‡ Availability of liquid
capital
‡ Presence of a consumer
class that has high
purchasing power
½ Better law and order
situation compared to the
other regions in the country
½ Potentials of becoming an
important international
land-port for trading with
North-East India
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½ Limited production of
industrial raw-material
½ Lack of infrastructure,
support
‡ Absence of an industrial
growth pole (EPZ,
industrial park)
‡ Lack of skilled manpower
‡ Power disruption
‡ Corruption
½ Distance from the capital and
the sea-ports
½ Diplomatic and non-trade
barriers limiting the
opportunity of trading with
North-Eastern Indian states
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 PERCEPTION OF ENTERPRISE
INFORMATION AND ITS ROLE

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PERCEPTION OF ENTERPRISE INFORMATION

½ Perception of enterprise information varies between

traders, producers and exporters
½ Traders are mostly unaware of its existence
½ Producers in general have limited awareness and very little
usage experience
½ Exporters unequivocally are highly aware and have
moderate usage experience

½ Once explained, reactions to the idea of information

products varied between traders and producers
½ Majority of the traders were reluctant to consider using
these products; perceived value-
value-addition is too low
½ Producers were appealed by the idea but unsure of the
return on such investment

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 AND THEY SAID«
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  Trader, Small

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 Trader, Medium

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Producer, Large
 Producer, Medium

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    Trader, 
 Exporter, Large
Medium ›V
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PERCEPTION OF ENTERPRISE INFORMATION

½ Exporters perceive that there is a supply-

supply-gap in the
information products market
½ Relevant information unavailable/inaccessible
½ Existing enterprise information not customized/trade-
customized/trade-
specific
½ Collecting enterprise information from foreign sources
prohibitively expensive
½ Poor knowledge base due to lack of research facilities
barring creation of enterprise information in the country
½ Lack of support for educating/training the enterprises on
enterprise information; hence low capacity building for the
usage of such products
½ Trade--bodies and government agencies unaware of their
Trade
roles in producing and distributing enterprise information
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 AND THEY SAID«
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  Exporter, Small

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 #  

 
  Exporter, Large

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 Exporter, Large
 Producer, Medium

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 Exporter, Large
  Exporter, Medium
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PERCEIVED PRIMARY ROLES

Investment Risk Analysis & Business Planning
Nature of Information Demand Usage Frequency

‡ Market size High Low

‡ Current production and demand gap
statistics; competitive context
‡ Sources of raw material, land and
utilities; essential paperwork

Cost Saving
Nature of Information Demand Usage Frequency

‡ Foreign exchange rate High Moderate to low

‡ Transport related (road/rail/air)
‡ Technology: cost-effective
production/distribution/warehousing
methods
‡ Taxation related forecasts
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PERCEIVED SECONDARY ROLES

Market Enhancement
Nature of Information Demand Usage Frequency

‡ New product related Moderate Very low

‡ Dhaka and national market size,
nature of demand
‡ International trade regulations

Revenue Generating
Nature of Information Demand Usage Frequency

‡ Crisis alerts/forecasts Moderate Very low

‡ Updates on competitors
‡ Financial institutions and credit
access related

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PERCEIVED SECONDARY ROLES

Market Enhancement
Nature of Information Demand Usage Frequency

‡ Competitive context data: local, Moderate Very low

regional, national
‡ Analysis of trade policies and
identification of new marketing
opportunities

Technology Upgrading
Nature of Information Demand Usage Frequency

‡ Newer and more effective High Very low

production process related
‡ Machinery, equipments related
‡ Human resources development/
training related

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PERCEIVED SECONDARY ROLES

Market Enhancement
Nature of Information Demand Usage Frequency

‡ Destination market data: size, High Moderate to low

consumer behavior, forecast on
trends, competitive scenario
‡ International trade regulations:
quality standards, paperwork
‡ Trade fair related

Technology Upgrading
Nature of Information Demand Usage Frequency

‡ More productive and safe production High Low

process related
‡ More efficient storage, preservation
related

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 PARAMETERS SET BY ENTERPRISES TO
EVALUATE INFORMATION PRODUCTS
Traders Producers Exporters

‡Free of cost ‡Low cost ‡Cost effectiveness

‡Good to know ‡Easy to procure ‡Easy to use
‡Easy to use ‡Easy to use ‡Accurate
‡Easy to understand ‡Easy to understand ‡Competitive edge
‡Reliable ‡Value-add in terms of
‡Assured direct benefit quantity and quality of
‡Impact on current business
production ‡Impact on both short-
term and long-term
profitability
BASIC CONSUMERS:
SEEK EFFORTLESS
VALUE ADDITION CONSUMERS ASPIRING TO
EVOLVE: DEMAND
ASSURED QUICK RETURN EVOLVING CONSUMERS:
ON THE INVESTMENT UNDERSTAND THE
IMPORTANCE OF EI; FIND
CURRENT SUPPLY
INADEQUATE
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 INFORMATION PRODUCTS
CURRENTLY USED

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CATALOGUES
Format Booklet, Compact discs
Source Suppliers
Frequency of usage Need
Need--based yet consistent
Cost Free
Level of satisfaction ½ Moderate
Perceived Strengths ½ Source of basic raw material/machinery information
½ Guide for technology upgrading
½ Easy to understand
Perceived ½ Biased information
Weaknesses ½ Lack of details

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CELLPHONE
Format Pre
Pre--paid and post
post--paid connections
Source Purchased from the market
Frequency of usage High and continuous
Cost Taka 600
600--10000 (traders, producers); Taka 5000
5000--25000
(exporters) per month
Level of satisfaction ½ Moderate to high
Perceived Strengths ½ Guaranteed privacy
½ Quick and easy access to all important contact persons
½ Personal touch: more reliable, more under-
under-control
Perceived ½ Expensive
Weaknesses ½ Not documented

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CIRCULARS
Format Letter
Source SCCI
Frequency of usage Moderate
Cost Free
Level of satisfaction ½ Moderate irregular distribution
Perceived Strengths ½ Reliable and detailed
½ Guide for making and reviewing business plans,
operation methods
½ Source of trade-
trade-fair, delegation related information
½ Document for interacting government agencies,
inspectors, police
Perceived ½ Not regular
Weaknesses ½ Not easy to understand

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BROCHURES
Format Booklet
Source Big suppliers
suppliers;; their agents
Frequency of usage Moderate
Cost Free
Level of satisfaction Moderate to high
Perceived Strengths ½ Information on new products/schemes/promotions
½ Guide for investment decisions
Perceived ½ None
Weaknesses

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BUSINESS MAGAZINE
Format Booklet
Source National and international government agencies,
corporate and trade bodies, publishing houses
Frequency of usage Moderate
Cost Taka 1000
1000-- 5000 (per annum)
Level of satisfaction Moderate to high
Perceived Strengths ½ Information on new products/schemes/promotions
½ Guide for investment decisions
Perceived ½ None
Weaknesses

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COMPANY PROFILE/LISTS
Format Websites
Source Internet
Frequency of usage High
Cost Cost of browsing
Level of satisfaction ½ Moderate

Perceived strengths ½ Source of merchandising information

½ Provides the competitive context scenario
½ Huge amount of information: detailed and easily
accessible
½ Freedom to explore
Perceived weaknesses ½ Expensive
½ Too broad: difficult to locate one particular source
½ Can·t be handled by less-
less-skilled employees
½ Uncertainty regarding authenticity of data
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 CURRENT EI USAGE IN SUM
TYPE OF FREQUENCY OF USAGE
INFORMATION
TRADERS PRODUCERS EXPORTERS

Market size and Low Moderate to low Moderate to high

demand trends
Trade partners, Moderate to low Moderate High
suppliers
Government Moderate High High
regulations
Trade fair related Moderate to low Moderate to high High

International trade Very low Low High

related
Technology Low Moderate to high Moderate to high
upgrading related
Human resource Very low Low Low
development

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 BARRIERS TO EI USAGE IN SUM
BARRIER IDENTIFIERS

TRADERS PRODUCERS EXPORTERS

Unawareness about EI Ƚ

Unawareness about sources of EI Ƚ Ƚ

Inability to interpret EI Ƚ Ƚ

Unavailability of EI Ƚ Ƚ

High money and time cost Ƚ Ƚ

Uncertainty regarding return on EI Ƚ

investment
Perceived adequacy of relevant EI Ƚ

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 CURRENT INFORMATION PRODUCT USAGE
PATTERN IN SUM
½ Overall information product usage pattern of the SCCI member
organizations is found to be at a very basic level
½ Majority of the traders are unfamiliar to the concept of enterprise
information
½ Some producers and most of the traders have started using information
products but have limited capacity of utilizing EI products
‡ Lack of pro
pro--active approach to seek EI products
‡ Lack of skilled employees to interpret EI

½ Only a few large-

large-scale exporters pro
pro--actively seek enterprise information
to manage and expand their business

½ Slow-paced nature of the market, traditional work culture, lack of

Slow-
effective competition and less opportunities for growth of business in
Sylhet bar the enterprises to invest more on information products

½ However, a few young and dynamic entrepreneurs have realized that

investment on enterprise information is a must to create better trade
opportunities in Sylhet and to attract foreign direct investment

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 DESIRED INFORMATION
PRODUCTS

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TRADE DIRECTORY
Desired format Book/booklet

Perceived end-
end-user Entrepreneurs, managers
Willingness to pay Low
½ Perceived to be a responsibility of the SCCI

Likely sources SCCI

Perceived benefits ½ Source of detailed contact information required for

networking and sub-
sub-contracting
½ Cost--effective and easy to store
Cost
½ Bonding instrument: ¶feel of belonging to a larger
trade community·

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INVESTMENT CLIMATE INFORMATION

Desired format Website, book
‡Market size
‡Current performance and supply
supply--demand gap
‡Trend analysis, forecasts
‡Business set
set--up guidance
Perceived end-
end-user Entrepreneurs
Entrepreneurs-- current and potential
Governments-- Bangladesh, India, UK, USA
Governments
Willingness to pay High
‡¶Cost won·t matter if the data is useful and
authentic·
Likely sources SCCI reliable, accountable

Perceived benefits ½ Tool for exploring investment opportunities and

reviewing current performance
½ Documents to attract foreign direct investment
½ Validation of credit proposals
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UPDATES ON WHOLESELL MARKET

Desired format Book, website
‡ List of distributors, contact address
‡ Update on market rates, products/services
available
‡ Merchandising information
Perceived end-
end-user Entrepreneurs, managers

Willingness to pay High

½ Cost
Cost--sharing
Likely sources SCCI
½ Effective forum for cost and information sharing

½ Trusted by traders and trade-

trade-bodies
Perceived Benefits ½ Guide for efficient procurement, merchandising

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UPDATES ON TECHNOLOGY
Desired format Book
‡ Training manuals
‡ Productivity enhancement tips
‡ Infrastructure development guides
‡ Modern machine/equipment technology
‡ Effective marketing and distribution tips
Perceived end-
end-user Entrepreneurs, managers

Willingness to pay Moderate to low

‡Cost
Cost--sharing
Likely sources SCCI, EPB, Ministry of Commerce
‡Can afford the huge initial investment essential for
gathering and distributing this type of information

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TRADE FAIR RELATED INFORMATION

Desired format Newsletter/Website
‡Date and venue of fairs
‡Pre
Pre--requisites for participation
Perceived end-
end-user Entrepreneurs

Willingness to pay Moderate to low

‡Added burden on the cost of taking part in the fair
Likely sources SCCI, Ministry of Commerce
½ Organizers/facilitators of the fairs

Perceived benefits ½ Exposure required for market enhancement and

technology upgrading

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INTERNATIONAL TRADE RELATED
INFORMATION
Desired format Website
½ List of buyers; current and potential

½ Quality standards, item and product code

½ International trade regulations, paperwork

½ Trends in international market; present and future

Perceived end-
end-user Entrepreneurs, managers

Willingness to pay High

½ Cost
Cost--sharing
½ Depending on the value added

Likely sources SCCI, EPB

½ Effective forum for cost and information sharing

½ Respected by both domestic and foreign business

community
Perceived benefits ½ Opportunities to enhance market and diversify trade
½ Guide for earning foreign exchange
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SHIPMENT RELATED INFORMATION

Desired format Website
‡ List of fair
‡ Transparent and detailed space booking
information
Perceived end-
end-user Entrepreneurs, managers

Willingness to pay High

‡ Cost
Cost--sharing
Likely sources SCCI, Biman Bangladesh Airlines

Perceived benefits ½ Assured fair distribution of air-

air-cargo spaces amongst
the exporters

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 NEEDGAP IN SUM
½ Sylhet, as a business growth pole, is still stuck at a very basic level
‡ Corporate evolution is yet to gather pace
‡ Attitude towards business is mostly traditional

½ The exporters and producers associated with the exporters, though a very
small portion of the SCCI population, have evolved much more than the
other traders
‡ Realize that they are not well
well--equipped to face the challenges of a highly
competitive business world
‡ Recognize the importance of enterprise information in securing a competitive
edge

½ However, all respondents recognize the need for comprehensive and factual
investment climate information for improvement of current business
performance and to attract foreign direct investment

½ Hence there are two distinctively different gap areas

‡ Common investment climate information
‡ Segment
Segment--specific enterprise information on productivity and competitiveness
enhancement process
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EVALUATION OF SCCI AS A PROVIDER
OF INFORMATION PRODUCTS

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 SWOT ANALYSIS (SCCI OFFICIALS)
STRENGTHS
½ Commitment towards serving the
business community in Sylhet
½ Pro--active efforts in improving the
Pro
business climate of Sylhet
½ Partnership with donor agencies,
academia and other trade-
trade-bodies
½ Newly developed technological
infrastructure
½ Heritage and goodwill
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ÕEAKNESSES
½ Acute fund shortage
½ Absence of existing enterprise
information base
½ Absence of separate research and
development wing to handle
procurement and distribution of
enterprise information
½ Lack of awareness of the members
about information products
½ Lack of support from the
government, public agencies
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 SWOT ANALYSIS (SCCI OFFICIALS)
OPPORTUNITIES
½ To provide accurate information on
Sylhet·s investment climate to attract
domestic and foreign investors
½ To serve members with better and
newer information products
½ To collect and process information
better through a modern and equipped
enterprise information cell
½ To arrange seminars to raise awareness
about the benefits of using information
products
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THREATS
½ Pressure on budget for the
unwillingness of members to pay
for the information products
½ Limited support from government
for improving the business
environment in Sylhet
½ Difficulty in handling the demand
for information products with
limited expertise and resources
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 SWOT ANALYSIS (SCCI MEMBERS)
STRENGTHS
½ Trust of the members
½ Recognized by the Government of
Bangladesh and other trade bodies
½ Good working relation with the
development partners, academia and
EPB ability to collect, process and
distribute enterprise information
½ Interest expressed by the potential
investors to join the Chamber more
money, power and numerical
advantage
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ÕEAKNESSES
½ Lack of expertise on information
products
½ Low participation of the members
in the process of decision-
decision-making
on the production of information
products
½ Limited manpower
½ Lack of pro-
pro-activeness in
approaching the members,
development partners and EPB for
creating an investment
information database
½ Infrequent interaction between
the members
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 SWOT ANALYSIS (SCCI MEMBERS)
OPPORTUNITIES
½ To make the members aware of the
importance of enterprise information
½ To become the facilitator for the
members in interpreting available
enterprise information
½ To get technical/financial support from
the development partners and the
potential investors for collecting and
analyzing investment climate
information
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THREATS
½ Inefficient distribution of
enterprise information due to
irregular interaction with the
members
½ Cost--burdens on the members
Cost
½ Failure in handling ¶price-
¶price-
sensitive· enterprise information
½ Instability; measures taken by one
elected body not continued by the
next one
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 EVALUATION OF SCCI IN SUM
½ Both the provider (SCCI) and the recipients (member organizations) agree
that SCCI has to be the lead force in procuring, processing and distributing
enterprise information in Sylhet

½ Both the segments perceive that SCCI lacks in expertise and resources for
generating enterprise information for the member organizations
‡ Due to the involvement of a highly diversified group of entrepreneurs in
terms nature, sector and size of business, SCCI requires to produce a
number of segment specific information products
‡ But the unawareness of the traders about EI, unwillingness of the
producers and exporters to pay for it, and the small number of target
enterprises for a particular information product makes it difficult for
SCCI to fund its information products based on revenue earned from
those

½ Hence, SCCI is not perceived to be self

self--sufficient in procuring enterprise
information and producing information products

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 RECOMMENDATIONS

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 ANALYZE THE CONSUMERS
½ To serve its members with appropriate EI products, SCCI must first
know who these members really are
½ Sector
½ Nature of business
½ Size of operation
½ Awareness about EI and capacity to handle it

½ SCCI has to prepare a database on its members and list them in

separate segments considering the aforementioned factors

½ Members need to be divided into two groups

½ Basic consumers of EI products
½ Semi--evolved consumers of EI products
Semi

½ Basic consumers have to be made aware of the uses of EI products

while semi
semi--evolved consumers have to be convinced to pay for those
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 EDUCATE THE CONSUMERS
½ Educating the consumers is the first step in developing demand in a
less--evolved market
less

½ Sylhet being a less

less--evolved market for EI, SCCI has to take the
responsibilities to educate its members on the importance and usage
of enterprise information

½ SCCI needs to create awareness about EI among its members through

direct communication

½ To convince the semi

semi--evolved consumers of EI (such as exporters),
SCCI needs to identify and record some case-
case-studies in Sylhet where
usage of an information product has led to visible material benefits
for that particular user

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 BUILD CAPACITY TODAY TO MEET THE
DEMANDS OF TOMORROW
½ In the context of rapid liberalization of the market and globalization
of the economy, SCCI must be aware of the fact that corporate
evolution process will soon gather pace at Sylhet
½ Interest of NRBs from Sylhet to invest in the region
½ Strategic advantage in terms of location for trading with North
Eastern Indian states

½ Hence SCCI has to develop its capacities to play an active role in

meeting the enterprise information demand in the near future
½ Create a comprehensive database containing all relevant information
regarding the investment climate of Sylhet and its business
potentials
½ Track current business performances of the members and aid them
by suggesting new investment opportunities
½ Provide information on opportunities for domestic and foreign direct
investment
½ Partner exporters in procuring and interpreting enterprise
information and share the experience with the other members to
encourage them in building capacity for utilizing EI
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 PRODUCE AN SCCI TRADE DIRECTORY

½ SCCI has to produce a trade directory to introduce its members to

one basic source of enterprise information

½ Regular update of the directory would be must for keeping the

members interested in it

½ It has to pro
pro--actively seek for the information regarding the profile
of all of its members

½ Besides the list, contact address and the brief description of the
members, the trade directory has to contain some basic business
information that would make the enterprises aware of their current
standings and improvement opportunities

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 CONCLUSIONS

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 CONCLUSIONS
½ Despite its limitations, SCCI alone has the potentials to become the key
source of enterprise information for the business community in Sylhet

½ Though it is early days to start selling information products for SCCI, the
time has come for the trade body to begin the groundwork of educating
the members on EI products and of creating its own enterprise information
database

½ It also needs to interact with the potential investors for support since they
are going to be the beneficiaries of an EI base developed by the SCCI

½ SCCI has to gather support from the public, corporate and development
agencies to build capacity

½ A failure in setting up an effective EI base by SCCI would mean a significant

loss of opportunities in developing Sylhet as an important business growth
pole for the region and for the country as a whole

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