1. Bogota
June 10th 2014
CBI
Market
Intelligence

2. Today’s
programme
- Introduction CBI
- CBI Market Intelligence
- Who are you?
- Who is your client?
- CBI tourism studies
- Trends in tourism and
interesting new markets
- Marketing plan

3. > Introduction CBI

4. Mission and Vision

5. Target groups

6. CBI operates in more than 50 countries

7. CBI provides services to governments, support organisations, and
more than 700 SMEs a year in more than 50 countries, in
over 20 sectors.
Five clusters of services:
CBI services

8. > CBI Market Intelligence

9. Why do the research?
Market research

10. CBI has been doing market research for over 20 years, to help
entrepreneurs from developing countries stop interesting
opportunities.
Market research

11. Information (facts and figures) won't get you across the gap that
separates your company from the EU markets
What you need is intelligence: data analyses, foresights, insight
into trends and business opportunities and practical onsiderations
for action
From information to intelligence

12. Characteristics of CBI Market Intelligence:
• Practical
• Professional
• Reliable
• Supportive
• Insightful (future-oriented)
• Empowering
Intelligence = more insight in less time

13. 4 Market sectors, > 20 Subsectors

14. CBI Market Intelligence Guide

16. > How
CBI’s Market Intelligence
Process

17. Developments
Trends
Foresights (short term)
Foresights (long term, scenario-oriented)
Opportunities
Considerations for action
Information versus intelligence

18. Market Intelligence process

19. Peer Group session

20. > What
CBI’s Market Intelligence
Product Portfolio

21. CBI Trends:
Insights and foresights on key European market
dynamics, short- and long-term
CBI Trade Statistics:
Broadcasting your trade statistics
See
European trends and their implications for your future

22. CBI Channels & Segments:
Your trade route on the European market
Navigate
Europe’s market channels and segments

23. CBI Competition
The competitive forces that shape your market
CBI EU Support Organizations
Find your European support organization
Navigate
Europe’s support organizations and assess the competition

24. CBI Inside a Buyer’s Brain:
Learn what’s on the mind of an European buyer
CBI EU Buyer Requirements:
An overview of legislative and non-legislative requirements
Penetrate
The minds of European buyers
Grasp
European legislative & non-legislative requirements for exporters

25. CBI Product Factsheet:
Practical market insights on your product as seen on
European markets
Focus
On your most promising product-market combination in Europe

26. CBI Database:
An overview of EU market essentials for exporters, including tailored,
demand-driven market studies and tailored studies on (unintended)
policy effects in developing countries
Tailored Intelligence
• For BSOs or CBI Programme Managers (on-demand)
• Focus on a specific (EU) market for a specific sector
Export Intelligence
• For BSOs and exporters
• Manuals on EU market essentials of exporting to Europe
Know
All you need to know about EU market essentials

27. CBI Scenario Planning:
Strategic future roadmap development for BSOs
CBI Fashion Forecast:
Upcoming fashion trends and developments (styles, colours,
fabrics, design)
Anticipate
Shifts and future market developments

28. > Where
CBI’s Market Intelligence
Platform

29. www.marketintel.eu

30. Twitter
Want to know about new publications? @CBIMarketIntel

31. > Who are you?

32. Assignment 1
Make a short list of what your company offers tourists. Focus on
what makes you unique.
Make a short list of what your region offers tourists. Focus on what
makes the region unique.
Make a list of some of the region’s bottlenecks.

33. > Who is your client?

34. Assignment 2
Give a short description of your target group, based on what you are
offering. Think of three examples of people:
• What is their age, education etc.?
• Where are they from?
• What are their needs?
• What are their wishes?

35. > CBI tourism studies

36. CBI tourism market intelligence

37. Export Marketing Plan

38. Export Marketing Plan
Step 2 - EU market selection & analysis
A. Market attractiveness
B. Competitive power
Step 4 - Sales & Marketing Plan
A. Export objectives
B. Marketing strategy (6 p's)
C. Financial feasibility
D. Action Plan & Monitoring
Market research plays important role in step 2 and step 4 of the EMP.
• CBI Trade Statistics
• EH Statistics
• ITC Trademap
• CBI Trends (STEEP)
• CBI Buyer Requirements
• EH My exports + Requirements
• ITC Standards Map
• CBI Competition
• ITC Trade Competitiveness Map
• ITC Market Access Map
• CBI Market Channels and Segments
• CBI Market Channels and Segments
• CBI Inside a Buyers' Brain
• CBI Product factsheet
• CBI Database (on demand studies)
• CBI EU support organizations

39. Market Attractiveness
CBI Trade Statistics

40. Market Attractiveness
Other great sources:
• UNWTO - worldwide arrival statistics and tourism barometer
(www2.unwto.org/)
• European Travel Agents’ and Tour Operators’ Associations - facts
& figures EU tourism market and overview of national tourism
trade associations in the EU (www.ectaa.org)
• World Travel & Tourism Council - tourism research for several
regions and countries (www.wttc.org)

41. Market Attractiveness
CBI Trends (STEEP)

42. Market Attractiveness
CBI Buyer Requirements

43. Market Attractiveness
Other great sources:
• ITC Standards Map – tourism standards information
(www.standardsmap.org/)
• Tourism Review - worldwide tourism industry news channel.
(www.tourism-review.com)
• Sustainable travel international - sustainable tourism
information (http://sustainabletravel.org)
• European Travel Commission - tourism reports and studies for
several regions and countries (www.etc-corporate.org)
• ITB Berlin - world travel trends report (www.itb-berlin.de/en)
• World Travel Market - world travel market industry report
(www.wtmlondon.com)

44. Competitive power
CBI Competition

45. Competitive power
Other great sources:
• Travel & Tourism Competitiveness Index, WEF
(http://reports.weforum.org/travel-and-tourism-
competitiveness-report-2013/)
• Tourism Ireland - market profiles for many countries worldwide
(www.tourismireland.com/Home/Consumer-Insights.aspx)

46. Marketing Strategy
CBI Market Channels and Segments

47. Marketing Strategy
CBI Inside a Buyers' Brain

48. Marketing Strategy
CBI Product Factsheet

49. Marketing Strategy
CBI Database (on demand studies)

50. Marketing Strategy
CBI EU support organizations

51. Marketing Strategy
Other great sources:
• European Travel Agents’ and Tour Operators’ Associations - facts
& figures EU tourism market and overview of national tourism
trade associations in the EU (www.ectaa.org)
• Tourism Australia - EU traveler profiles
(www.tourism.australia.com)
• Adventure Travel Trade Association - adventure tourism news
and reports (http://www.adventuretravel.biz)

52. > Trends in tourism and
interesting new markets

53. Tourism trends

54. Tourism trends
Social:
• Lifestyles of happiness demand new holidays.
• Demographic changes create new target groups.
• Growth in regional tourism offers new business opportunities.
Technological:
• Customers are finding new ways to make travel decisions.
• New distribution channels create extra opportunities for market
entry.

55. Tourism trends
Economic:
• Look for disposable incomes available for travel.
• Experienced customers determine travel offers through new
business propositions.
• Accelerating development cycles require flexible market entry
strategies.
Environmental:
• Climate-neutral companies are preferred business partners.
• Pressure on destinations demands sustainable business.
Political:
• Increased liability demands solid and reliable business partners

56. Interesting product-market combinations for
Latin American countries
Volcano and active tourism, from France, Germany, the
Netherlands and the UK.
Cultural Heritage and Colonial Tourism, from France, the
Netherlands, Italy and Spain.
Nature and Eco-tourism, from Germany, the Netherlands, Spain
and the UK.

57. Interesting product-market combinations for
Latin American countries
Rural and Community Based Tourism (CBT), from Germany, the
Netherlands, Spain and the UK.
Surfing Tourism, from France, Germany, Italy, the UK.
Wellness Tourism, from France, Germany, Italy and the UK.

58. Upcoming research
MICE tourism from Europe
Adventure tourism: Spain to Latin America
Nature tourism: Scandinavia to LA
Cruise tourism from Europe
Tourism to conflict areas
Need for sustainable suppliers: EU tour operators
Explorative tourism families with kids (12+)
Cycling tourism: the Netherlands
Diving tourism: Germany

59. > Marketing plan

60. Assignment 3
Select one or two interesting product-market combinations, based
on what you offer.
Fill in the form for that product-market combination. Use multiple
sources.

61. > Questions?

62. Questions?
Do you have any issues you would like to discuss?
Questions about market research?
About EU outbound tourism?

63. Thanks for your attention!
Want to keep up to date on our research?
Follow us on Twitter! @CBIMarketIntel
Questions? thoek@cbi.eu