International Market Research
Maggie Weaver
COEF@ontario.ca
The method of market research
Geographical markets & target consumers
Companies – customers and/or competitors
Regulations & standards
Marketing topics
Additional help
1. The Method
Market research is a process to learn about the target customer and the business environment into which you
will sell. Marketing is the process of selling to that target customer. As you do the market research, you will
begin to develop ideas about the best way to do the marketing.
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Research objective(s)
e.g, choosing between one geographical market and another
Research design
Secondary sources
both from outside sources (external), and information the company has already (internal)
Primary data collection
includes quantitative and qualitative data, acquired by surveys
Organization and analysis
Conclusions
This workshop covers secondary sources that will be useful.
Resources that will help with planning the research, and organizing & analyzing the information, include:
“Principles of Marketing” Tutorials
http://www.knowthis.com/principles-of-marketing-tutorials
KnowThis LLC. KnowThis represents the marketing specialty within the World Wide Web Virtual Library.
The tutorials on market research cover planning, and primary and secondary research. Under “Manage
and Plan”, see also tutorials on preparing a market study, and writing a marketing plan.
SBA Export Business Planner – Chapter 4: Creating an export business plan
http://www.sba.gov/sites/default/files/SBA%20Export%20Business%20Planner.pdf
US Small Business Administration, p.20-47. Includes worksheets: Market expansion – benefits/trade-offs;
Business analysis; Industry analysis; Products with export potential; Matching products to global
trends/needs; Most penetrable markets; Markets to pursue; Short- and long-term goals.
SBA Export Business Planner – Chapter 5: Developing your marketing plan
http://www.sba.gov/sites/default/files/SBA%20Export%20Business%20Planner.pdf
US Small Business Administration, p.48-92. Includes worksheets: Market factor assessment; Your industry
in target global markets; Building a distributor or agent relationship; Marketing your product/service;
Marketing your product – identifying practical needs; Defining your marketing strategy; Identifying
customers within your chosen markets.
Examples of secondary market research reports:
Market Reports
http://www.tradecommissioner.gc.ca (under Export tab, click on Market Reports)
Trade Commissioner Service. Market profiles compiled by Trade Commissioners at Canadian consulates and
embassies abroad, by specific geographic and sector markets. (Registration required.)
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Statistics & Market Information [food & beverage sector]
http://www.agr.gc.ca/eng/industry-markets-and-trade/
Agriculture & Agri-Food Canada. Statistics and market reports for the food & beverage sector, organized
by product and region. Includes food retail and food service trends.
2. Geographical markets & target consumers
Trade Data Online
http://www.ic.gc.ca/tdo
Industry Canada. Trade Data from Statistics Canada and US Census Bureau. Search for exports by
industry (NAICS codes) or by product (HS codes). Specify national or provincial detail, and country of
origin or destination. Also useful for determining HS codes.
Trade Map Canada
http://www.trademap.org/canada/Index.aspx
UN/WTO International Trade Centre. Access free to Canadian courtesy CanadaBusiness.ca. Trade Map is
an interactive tool providing key international trade data by product and by country. A TradeMap
registration also provides free access to ProductMap, a tool that gathers information for 72 industries, for
assessing global market trends, and identifying opportunities in product categories. Registration required,
contact TradeMapCanada@ic.gc.ca.
UNdata
http://data.un.org/
United Nations. 34 databases for data on a wide range of economic and socio-demographic topics, from
crime and education to tourism and trade. Links to national statistical offices, such as INSEE in France
and Statistics Sweden, are on the main page under Country Data Services.
World DataBank
http://databank.worldbank.org
The World Bank. Database of development data covering 1157 indicators, 228 countries, and 18 regional
and income groups, such as population, income, social, economic, financial, natural resources, and
environmental indicators.
FedStats
http://www.fedstats.gov/
Federal Statistical Agencies. Provides easy access to statistics and information produced by more than 100 US
federal government agencies, on topics such as that provide data and trend information on such topics as
economic and population trends, crime, education, health care, aviation safety, energy use, farm production and
more,. Browse by agency or by state.
American FactFinder
http://factfinder2.census.gov
US Census Bureau. A primary source for demographic information.
Consumer Expenditure Survey [US]
http://www.bls.gov/cex/
US Bureau of Labor Statistics. Information on the buying habits of American consumers, including data on their
expenditures, income, and consumer unit (families and single consumers) characteristics.
Eurostat
http://epp.eurostat.ec.europa.eu/
European Commission. Statistical office of the European Commission. Under “General & regional
statistics”, click on Portrait of the Regions to find statistics for countries and smaller regions (counties,
länder, etc.). In the other sections (industry, external trade, etc.) click on “Tables” for time series for each of
the 25 member countries.
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GlobalEdge Insights by Country
http://globaledge.msu.edu/global-insights (select a country)
Michigan State University. Links to sources of information by country: statistics, economy, history,
government, culture, risk, corporations, trade statistics, indices, and other resources.
3. Companies – Customers and/or competitors
Industry and Local Business Statistics [US]
http://www.census.gov/econ/census/snapshots_center/
US Census Bureau, Economic Census. Produced every five years for 18 sectors, for the US as a whole,
and States, metropolitan areas, counties, economic places, and ZIP Codes (coverage varies from sector to
sector). Economic Census statistics are collected and published primarily by "establishment", for example,
a single store or factory. Industry Snapshots are summaries of 37 industries, from alcoholic beverage
wholesalers through wireless telecommunications, and of 21 metropolitan areas. Data from the 2012
Economic Census will be released from December 2013 through mid-2016.
ThomasNet.com [US]
http://www.thomasnet.com/
Thomas Publishing Company. Directory of 610,000 qualified manufacturers and distributors, of
components, equipment and raw materials. Browse by category, from adhesives and sealants to pumps
and valves, or keyword search products, brand and company names. “Other” category covers 53 product
categories, from animal and veterinary to video systems.
Europages
http://www.europages.co.uk/
Europages. Lists 2 million European companies by industry sector, geographic region, size and activity.
Browse by one of 26 categories, or use keyword search and then restrict by country, size and category.
Solunet Info-Mex
http://www.solunet-infomex.com/
Odovo Network. Directory of 1 million Mexican companies. Keyword search, or browse by industry
category or location.
Kompass
http://ca.kompass.com
Kompass. Multinational directory of 4 million companies. Search by country and product. Provides full
contact information including website, and indicates whether the company is a producer, and distributor,
and exporter or an importer for each product.
Superpages – Global Directories
http://www.superpages.com/global/
Supermedia LLC. Search Yellow Pages, White Pages and directories worldwide, for example TeleListas
from Brazil, and AME Info, a business directory for countries in the Middle East.
Gateway to Associations
http://www.asaecenter.org/Community/Directories/associationsearch.cfm
American Association of Association Executives. International directory of business, trade and professional
associations that have an online presence. Search by keyword from association name, and by country.
See also Encyclopedia of Associations, at your public library.
Consumer Goods Related Trade Associations [US]
http://www.ita.doc.gov/td/ocg/assoc.htm
US International Trade Administration. Links and contact information for more than 60 US trade
associations, from Association of Home Appliance Manufacturers, to Toy Industry Association, Inc.
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WCN World Chambers Directory
http://chamberdirectory.worldchambers.com/
International Chamber of Commerce. Database of 12,000 chambers worldwide, for example the Russian
Chamber of Commerce and Industry in Moscow, and the Chambre de Commerce France-Canada in Paris.
Provides links to websites and to member directories where available. In some countries, company
registration is handled by the chambers of commerce.
4. Regulations and standards
Canadian export regulations:
Exporting Goods from Canada – A Handy Customs Guide for Exporters
http://www.cbsa-asfc.gc.ca/publications/pub/bsf5081-eng.html
Canada Border Services Agency. Overview of the process for reporting exports: why you have to report,
what goods you have to report, where and when to report, and how to complete Form B13A Export
Declaration.
Canadian Export Classification
http://www.statcan.gc.ca/pub/65-209-x/65-209-x2014000-eng.htm
Statistics Canada. General rules for the interpretation of the Harmonized System (HS), and titles of
sections and chapters of the Canadian Export Classification.
Exporting Goods Regulations & Contacts
http://www.canadabusiness.ca/eng/page/2728//
Covers export regulations for live animals, cultural products, customs regulations, export controls, firearms,
food, hazardous waste, labeling, meat & marking, poultry, narcotics, nuclear material, plants and wildlife.
Food Exports
http://www.inspection.gc.ca/english/fssa/expe.shtml
Canadian Food Inspection Agency (CFIA). Food products must be certified before export.
Export Controls Handbook
http://www.international.gc.ca/controls-controles/about-a_propos/expor/guide.aspx
Foreign Affairs, Trade & Development Canada. The main reference tool to assist exporters with questions
about the administration of Canada’s export controls which are administered under the authority of the
Export and Import Permits Act. Most important areas for small business: Dual use and US goods and
technology.
Target country import regulations:
Country Commercial Guides
http://www.BuyUSAinfo.net
US Dept Commerce. Especially Chapter 5: Trade Regulations & Standards. NB no guide for USA.
Always check the country’s own guide to importing, for example:
Importing Into the United States – A Guide for Commercial Importers
http://www.cbp.gov/document/publications/importing-united-states
US Customs & Border Protection. Covers entry of goods, informed compliance, invoices, assessment of
duty, classification and value, and special requirements (incl. prohibited goods). 211p, PDF.
Export Helpdesk – Europe
http://exporthelp.europa.eu
European Commission. Intended to assist developing countries in exporting to the EU. Sections include
Requirements and taxes – EU import requirements, VAT rules and excise duties; Import tariffs – a lookup
table using 10-digit HS codes; Trade statistics; and Business Contacts – including customs and taxation
organizations.
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iXPOS, Your Business in Germany
http://www.ixpos.de
Germany Trade & Invest. Market Entry section covers import regulations, standards, etc.
Handbooks for Import Regulations [Japan]
http://www.jetro.go.jp/en/reports/regulations/
JETRO. Import procedures for various sectors. Other pages provide market trends, statistics, etc.
Other regulations and standards:
Preparing Your Product for Export
http://export.gov/basicguide/eg_main_043085.asp
US Trade Information Center. Chapter 8 in “A Basic Guide to Exporting”. Covers Adapting your product to
meet government regulations, country conditions, or preferences; Modifying your product labeling and
packaging; Planning for installation of your product overseas.
Regulated Products Handbook [US]
https://www.cpsc.gov//Global/Business-and-Manufacturing/BusinessEducation/RegulatedProductsHandbook.pdf
US Consumer Product Safety Commission (CPSC). A guide for manufacturers, importers, distributors, and
retailers on procedures relating to the enforcement of consumer product safety standards and regulations.
Six Steps to CE Marking [Europe]
http://www.tradecommissioner.gc.ca/eng/document.jsp?did=133335 (registration required)
Canadian Trade Commissioner Service. The CE mark indicates that products meet all applicable European
health, safety, performance and environmental requirements. The steps relate to: Find the applicable CE
directive(s) and essential requirements; Certification; Documentation; Declaration of conformity. (16 pages
PDF)
Standards Alert!
http://www.scc.ca/en/information-services/standards-alert
Standards Council of Canada. Subscribers receive e-mail updates about changes to the Canadian and
international standards in a particular field of interest.
5. Marketing Topics
Tariff Download Facility
http://tariffdata.wto.org/
World Trade Organisation. Comprehensive database of WTO members’ customs tariffs. The data are the
general non-preferential rates (“most-favoured nation” or MFN rates), both the rates actually “applied” and
countries’ maximum rates, using the standard six-digit HS codes. Download in Excel, XML or CSV formats.
Intellectual Property for Exporting Businesses
http://www.cipo.ic.gc.ca/eic/site/cipointernet-internetopic.nsf/eng/wr03073.html
Canadian Intellectual Property Office. A guide to protecting your intellectual property, including trademarks.
Includes links to resources under each step, including developing an IP strategy, searching IP databases
and protecting your rights.
Country Insights
http://www.intercultures.ca (click on Country Insights)
Department of Foreign Affairs, Trade & Development, Centre for Intercultural Learning. Links to a widerange of country-specific topics, including economy, media, and cultural topics, from conversations and
communications to relationship building and stereotypes.
TSNN – Event Search
http://www.tsnn.com
Trade Show News Network. Database of 25,000 trade shows, major emphasis on US shows. Search by 52
industry categories, from agriculture to travel and tourism, or search by location, month or keyword.
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Maggie Weaver, Canada-Ontario Export Forum
EventsEye
http://www.eventseye.com
EventsEye.com. Bilingual database of 9,000 tradeshows, with good coverage for Europe. Search by name,
theme, date or location. “Themes” are 150 broad topics, such as Jewelry or Mining Technologies, with
about 50 entries under most themes.
J-messe
http://www.jetro.go.jp/en/database/j-messe/
Japan External Trade Organization (JETRO). The database has more than 2,000 tradeshows with good
coverage for Asia. Search by keyword, industry, date or location.
ATA Carnet
http://www.chamber.ca/carnet/
Canadian Chamber of Commerce. Internationally-recognized customs document for the temporary
importation of goods. The carnet is commonly used to bring commercial samples to potential customers or
trade fairs, and by service companies to travel with their professional equipment.
GlobalTrade.net Trade Services Directory
http://www.globaltrade.net/expert-service-provider.html
GlobalTrade.net. Directory of 125,000 trade service providers worldwide, including banks, language
services, lawyers, taxes, trade compliance and customs, trading companies and agents, etc. Search by
service category, country or keyword.
Export Strategies of Small and Medium-Sized Canadian Businesses
http://www.edc.ca (under Knowledge Centre, click on Publications)
Export Development Canada (EDC).Brief introduction to market entry strategies: direct exporting, using
representatives, partnering with a larger Canadian exporter, follow-the-customer partnerships, and
partnering with a foreign company. (6 pages PDF, registration required)
6. Additional help
International Trade Research / International Marketing
http://www.fitt.ca/en/FITTskillsProgram
FITT Forum for International Trade Training. In-depth training available online or in person. Part of a series
leading to the designation “Certified International Trade Professional”, or may be taken separately ($).
Export Market Access
http://exportaccess.ca
Ontario Chamber of Commerce. Eligibility: 5+ employees and annual sales of $500,000+. Grants to cover
up to 50% of eligible costs incurred to develop export sales. Eligible activities include market research,
marketing tools, direct contacts and foreign bidding projects.
Quirk’s Researcher Sourcebook
http://www.quirks.com (click on Directories, the Sourcebook)
Quirk Enterprises Inc. Directory of 7,000 companies providing market research services. Search by state or
province, and by area of research or industry specialization.
Summary:
The method of market research
Geographical markets & target consumers
Companies – customers and/or competitors
Regulations & standards
Marketing topics
Additional help -- COEF@ontario.ca
International Market Research, November 2014
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Maggie Weaver, Canada-Ontario Export Forum