992-140
B
「簡己
British Overseas Trade Board
IN CONFIDENCE
MARKET ASSESSMENT PROGRAMME
PURPOSE AND SCOPE OF THE EXERCISE
The market assessment exercise has the twin aims of:
a).
b)
setting out the main features of our overseas markets and our approach to export promotion in them; and
reviewing the resources allocated to markets in the export promotion programme.
The exercise covers all market related export promotion acti of the BOTB and FCO: market branch staff, FCO commercial department staff and programme expenditure.
2 In practice the review and any reallocation of resources is undertaken in the context of BCTB's ability to influence
ies.
UK export prospects at the margin and in the light of its objective
a)
b)
c)
to maintain services which are in principle available to all firms and in all markets
to achieve a measure of selectivity by concentrating on small and medium sized firms and newcomers to markets
to develop the programme to get best value for money.
Given objective a) current distribution of resources reflects deman from companies and scope for reallocation (and selectivity) is limited.
It should be noted that the review does not extend to the support (other than OPF support) given to companies competing for major project business and coordinated by PEP division:
staff in PEP are not included in the review. Support for major project business is however a major activity in certain diplomatic service posts.
MARKET CHARACTERISTICS
3
The attached 10 "Branch Summaries" set out the main features of market areas and the strategy adopted in them. Three tables are annexed: Annex A summarises information from the Branch Summaries. Annexes B and C indicate on a comparative basis how export promotion expenditure is broken down.
REVIEW OF RESOURCES
4 The broad picture that emerges from this year's exercise is one of substantial effort and resource devoted to the high potential markets of Western Europe and North America where prospects for increasing UK exports are good in the short
1
IN CONFIDENCE