Promoting Market Analysis Tools in the Philippines

“I design export marketing strategies to promote Philippine brands and SMEs to the global market. Attending this training not only equipped me with the right tools to derive well-informed and data driven decisions for my role, but also allowed me to gather critical insights and arrive at intelligent, strategic, and data-driven perspective to help develop and champion Philippine businesses in the global market." said Ms. Windy P. Añonuevo, Market Specialist at the Centre for International Trade Expositions and Missions (CITEM).

She attended the Training of Trainers workshop on Market Analysis Tools conducted by ITC from 18th to 22nd July 2022 in Manila, along with 9 other participants and 2 observers from leading trade and investment national institutions. These institutions include the Center for International Trade Expositions and Missions (CITEM), the Export Marketing Bureau (DTI-EMB), the Board of Investments (DTI-BOI), PHILEXPORT, the Foreign Trade Service Corps (DTI-FTSC), the European Chamber of Commerce of the Philippines (ECCP), and the Bureau of Trade and Industrial Policy Research (DTI-BTIPR).

Market Analysis Tools are a set of tools implemented by ITC to facilitate MSMEs’ access to international markets. Participants were coached on ways to transfer knowledge about ITC Tools to companies seeking new export opportunities. Each underwent an individual assessment during which they developed and delivered a presentation on Trade Map and Market Access Map with a promising Philippine product.

Participants were coached on ways to transfer knowledge about ITC Tools to companies seeking new export opportunities. Each underwent an individual assessment during which they developed and delivered a presentation on Trade Map and Market Access Map with a promising Philippine product.

After two successful virtual workshops held in November 2021 and February 2022 on conducting data-driven research of market opportunities by using ITC’s Market Analysis Tools, the third workshop aimed to prepare the experts to present the tools effectively and lead market research activities in their respective organizations.

Establishing a pool of competent trainers from partner institutions, maximizes the impact of the robust capacity building programme and creates sustainability.

During his opening remark, Mr. Glenn G. Peñaranda, Officer-in-charge of the Trade Promotion Group (TPG), and Assistant Secretary & Coordinating Officer of the Foreign Trade Services Corps (FTSC) of the Department of Trade and Industry (DTI) said: “This workshop aims to strengthen our capabilities in providing data-driven insights and better guidance to our stakeholders in pursuing opportunities in global market. Equally important is our ability to effectively share these capabilities and grow the number of experts and certified trainers on Market Analysis Tools within our exporting community."

This workshop was conducted through the ARISE Plus Philippines project that is enabling Philippine exporters to take advantage of European Union (EU) market access and the trade privileges granted under the Generalized System of Preference (GSP+). It supports the overall EU-Philippines trade relationship and trade-related policies.

ARISE Plus Philippines is a project of the Government of the Philippines, with the Department of Trade and Industry as lead partner together with the Department of Agriculture, Food and Drug Administration, Bureau of Customs, the Department of Science and Technology, as well as the private sector. It is funded by the EU with the International Trade Centre (ITC) as the technical agency for the project.