A SECTORAL APPROACH TO TRADE PROMOTION

AANZFTA BUSINESS SEMINAR

Dr Val LindsayVictoria University of Wellington

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Outline of Presentation• What is meant by a sectoral approach?

• Why a sectoral approach?

• Benefits of a sectoral approach

• Sector Mapping - how does it work?

• Cross-border sector collaboration

• Conclusions

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Defining a Sector

• A group of companies that represent similar or related product or service offerings

• May consist of a number of related industries

• Includes: food and beverage, tourism, education, advanced manufacturing, aviation – and many others

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What is meant by a Sectoral approach

• An approach to a market opportunity that draws on a collection (package) of products and services offered by firms in the sector

• (Generally) involves collaboration between members of the sector

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Benefits of Collaboration for Individual Firms and the Sector as a Whole

SECTOR

Specialisation – allows focus and innovation in specific areas

Customisation – enables the ‘sector’ to be responsive to specific customer needs

Scale – allows large (or small) volumes to be produced

Flexibility – products and services can be added or subtracted, or combined/recombined, according to customer needs

Integration – ‘packaging’ of technologies and IP to provide new and innovative offerings and ‘integrated solutions’

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FIRMS

Information sharing: access to more information

Cost savings for market entry

Easier market access: customers recognise ‘larger’ supplier

Sharing of resources: for many business activities (e.g. distribution, marketing)

Higher innovation potential: combining ideas and technologies

Overall Benefits

• Through collaboration in the sector, companies gain access to business opportunities that they might not gain alone

• By working with a sector group of companies, customers have most, or all, of their requirements met. AND they may gain access to ‘integrated solutions’ or ‘packages’ of products and services that offer particular advantages to them relative to their competitors.

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Why Consider a Sectoral Approach?

Evidence and potential in New Zealand

• “We felt that there was great potential in India for airports and hospitals but these were two sectors we had never done any work in, nothing at all. And we were not going to get a job even with our ten years experience in India, because Indians want experience in airports and hospitals. So we partnered up informally with a company in New Zealand who has specialized in hospitals and airports.” (NZ manager)

• “China is a very, very difficult market and we would much rather learn with other New Zealand companies and share and pool our learning. And if we can go into those markets with collaborativeactivities, we think that’s going to be a smart way of learning - much quicker than we normally do.” (NZ manager)

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Why Consider a Sectoral Approach?Businesses and customers in overseas markets suggest this approach for NZ

firms

• “... if there is some specific focus for a sector - that will be a better way to present New Zealand than making it good at everything. Let’s face it, not every country is good at everything; it has its own competency and its own competitive advantage.” (Chinese manager)

• “First we do business with [XXX NZ firm] because of their technology and their equipment in the industry. But we also consider that we could use [XXX NZ firm] as a platform to engage with the New Zealand industry, so we could learn more from other people. So this a platform for us to have this opportunity to discuss with New Zealand counterparts.” (Chinese manager)

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A Sectoral Approach Requires Collaboration

• “I mean, you’ve got a billion people who will consume the products, and that’s a very, very large market. So my point is that we’ve got to look at and identify collaborative areas - look at the sectors with opportunities for collaboration.” (NZ manager)

• “You could collaborate if there are big projects - you could come in consortiums, because you have a great strength.” (Indian manager)

• “Food, wine, meat, seafood. They have are our biggest competitors coming into here. We need to cooperate back at home to compete with others in China - you can create a demand up here if you do it together.” (NZ manager in China)

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A Sectoral Approach: How Does it Work?

• Market-driven approach to sector development• Involves researching and mapping the sector

opportunity in the market and matching suppliers• Example: An aviation park development, comprising,

for example:– Airport buildings– Aircraft – Runways– Pilots and crew– Air traffic control– Security– Many others

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Sector Mapping: Six Steps

STEPS 1 - 3IDENTIFY AND MAP THE

OPPORTUNITY IN THE MARKET

STEP 4 IDENTIFY AND MAP

SUPPLIER COMPANIES (SECTOR)

IN THE HOME COUNTRY

STEP 5 COLLABORATION AMONG COMPANIES WITHIN THE

SECTOR

STEP 6 CROSS-BORDER

COLLABORATION WITHIN THE SECTOR

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SECTOR MAPPING: STEP 1 IDENTIFY THE OPPORTUNITY - IN THE MARKET

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SECTOR MAPPING: STEP 2MAP THE INDUSTRIES (AND INSTITUTIONS) INVOLVED - IN THE MARKET

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SECTOR MAPPING: STEP 3MAP THE SUPPLY CHAIN ACTIVITIES FOR THE INDUSTRIES INVOLVED – IN THE

MARKET

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SECTOR MAPPING: STEP 4IDENTIFY AND MAP COMPANIES (IN THE HOME COUNTRY) ABLE TO DELIVER

THE SUPPLY CHAIN REQUIREMENTS

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SECTOR MAPPING: STEP 5COLLABORATE TO PROVIDE INTEGRATED SOLUTIONS:

SUPPLY CHAIN LEVEL

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SECTOR MAPPING: STEP 5COLLABORATE TO PROVIDE INTEGRATED SOLUTION:

INDUSTRY LEVEL

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SECTOR MAPPING: STEP 5COLLABORATE TO PROVIDE INTEGRATED SOLUTION:

SECTOR LEVEL

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SECTOR MAPPING: STEP 6CROSS-BORDER COLLABORATION

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Sector Mapping• Step 1: Identify the opportunity in the market (e.g. aviation

development)• Step 2: Map the industries (and institutions) involved in the

opportunity• Step 3: Map the supply chain activities involved in each of the

industries• Step 4: Identify and map companies in the home country able

to deliver the supply chain requirements • Step 5: Collaboration of these companies to provide an

integrated approach to supplying these customer requirements – supply chain level; industry-level; sector-level

• Step 6: Seek cross-border collaboration to provide better solution

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Aviation Sector – an example of a substantial opportunity

• “You’re going to see Mumbai airport coming, a new greenfield airport; three greenfield airports were commissioned this year, three. Which, collectively, would mean almost $7 or $8 billion of investment. Imagine the kind of work that those three airports require. They require consultants; they require safety experts. They require master planning. The airlines require pilots to be trained. So it’s a huge market.” (Indian manager)

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SECTOR MAPPING: A NEW ZEALAND AVIATION SECTOR EXAMPLE

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Opportunities for Cross-border Sectoral Collaboration within the AANZFTA

• Joint research and development• Collaborative product / market developments• Collaborating within supply chains to deliver

sectoral-based solutions to member markets• Leveraging of opportunities for joint access to other

markets, e.g.– Collaborating within supply chains to deliver sectoral-based

solutions to other markets– Access to other markets via member networks (e.g. to India

and China via Singapore networks)

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Conclusions

• A sectoral approach developed from the market opportunities allows for relevant and creative sectoral development in NZ

• Within-country and cross-border collaboration among firms in the sector allows them to collectively respond to market opportunities

• A sectoral approach provides a vehicle to unlock the potential for firms in NZ and AANZFTA more generally to enhance trade and build collective capabilities.

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THANK YOU

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