Training & Capacity Building  Jamaica

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Training & Capacity BUilding - Jamaica - New Products, New Markets

Assigment:

On the heels of the completion of the National Export Strategy for Jamaica (developed by Leve Global) we were further commissioned to develop Marketing Plans and Capacity Building to assist SME exporters to understand key global market and consumer trends and to access new and non-traditional markets.

Solution:

For each product we identified 5 new/non-traditional markets. For each market we identified major opportunities for market penetration, carried out market research and developed a marketing implementation plan.

In addition to developing the market research and marketing plans, we were commissioned to provide training and capacity building to SME exporters so that they could meaningfully benefit from and implement the marketing plans and learn how to access the new markets.

Results:

23 New Export Products

There were 23 new products identified that were not traditional export products. These 23 new products included: crustaceans, cheese, wheat, malt extract, biscuits, breads, pastries, fruit and vegetable juices, sauces, water, non-alcoholic beverages, beer, vermouth, rum, animal feed, limestone flux, cement clinkers, aluminium ores, aluminium oxide, aluminium hydroxide, waste of gold, and waste of scrap iron.

21 New markets

For each product 5 new markets were identified. As such, a total of 21 new markets in total were identified for the 23 new products. Some of these markets included: Australia, Belgium, Brazil, Canada, China, France, Germany, Hong Kong, Indonesia, Italy, Japan, Netherlands, Nigeria, Russia, South Africa, South Korea, Spain, Thailand, UK, and USA.

115 Marketing Plans Developed

For each product 5 marketing plans were developed. In total 115 marketing plans were crafted. These marketing plans included a profile of each market, a competitive analysis of the main competitors operating in each market for the respective products, a price analysis, and key marketing and promotions initiatives for each product in each of the respective markets.

Training and Capacity Building for 40 SMEs

40 small and medium enterprises (SMEs) were identified and a two-day training and capacity building workshop was delivered to them. Based on the German Goal-Oriented Project Planning (GOPP) technique, the workshop was very interactive and engaging, participation levels were high and the satisfaction levels were off-the charts. 100% of participants had positive sentiments about the workshop’s effectiveness. The quality of the training and presentations were valued by all (100%) and 100% found that he level of participation was effective. 96% felt that the workshop achieved its objectives and a further 98% believed that the workshop addressed all of the relevant issues.

Training Manual Developed

A Export Marketing Training Guide were developed for distribution among the participants of the workshop as well as for use by the wider export sector in Jamaica. The Export Guide presented practical advice, concrete implementable recommendations, and down-to-earth research in an easy-to-read format. The guide address key areas such as how to monitor, track and understand global trends, how to carry out competitive analysis, how to get ready for export, which standards are required and for which markets, how to develop a brand, how to target niche markets, and the basics of digital marketing, among others.

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