1. Executive Summary
1.1 Program Objectives
• General objective: to assist a group of SME to export their products or services.
• Short-term objectives: to assist the targeted customers in increasing their competence, theoretical and
practical knowledge relating to the field of export and, ultimately to endow them with an export strategy;
to strengthen systematic organization of export projects; allow participants to progress further into
marketing by offering them few hours of consultation.
• Medium-term objective: to create effective exporter networks and systems in Oman.
• Long-term objective: to facilitate and increase Oman exports.
The program allows participants to know what action needs to be taken to improve the quality of products intended for export, as well as marketing and export promotion techniques.
1.2 Three sessions
• Training session: 3 x 3 days, i.e. 12 lectures
• Technical support session: 44 days, to assist companies to apply or to thoroughly understand the notions of the training session.
1.3 Principal parameters
• Local partner: to be determined
• Targets: the targeted company must wish to develop their export potential and have to be in sound financial condition.. In the company, the representatives concerned are: executives, leaders and staff related to import and export activities. Prior knowledge not necessary.
• Places of diffusion: Mascate
• SME pedagogy: practical, multimedia, supported by tools available via a web platform.
• An regional (“binomial”), a Canadian and a Moroccan expert act as trainers and consultants to local companies.
• The Canadian & Moroccan experts realize three missions in Oman, for a total of five weeks (X2).
• The Canadian, Moroccan and the regional experts share responsibilities of training and providing technical support.
• Stages of realization: Program is spread over 4 months.
2. Context, objectives and general parameters of E.R.P.
2.1. An innovative program to support Gulf States
Foreign competition is lively, international free trade treaties are multiplying, globalization of markets intensifies. Gulf States SMEs are more and more interested in international markets. However, international trade is a very complex domain which is difficult to master. The importance of training related to international trade has been demonstrated. Every entity active on the international level know that perseverance, quality of strategic analysis and follow-up are primordial to ensure project success. Therefore domain knowledge (i.e., training) count as much as action (i.e., project support).
This present project on practical training program in international trade, E.R.P., is intended for companies from all sectors. Beginners as well as companies experienced at the international level, fulfill these requirements.
It is based on practice, conceived and controlled by practitioners, and setup in collaboration with key intervening parties which export from Africa and Canada. It offers its participants innovative training, both multimedia and dynamic, in a preconceived manner/schedule based on SME realities. It is supplemented by a
E.R.P. takes into account the needs and constraints of businessmen. It is:
• Based on practical aspects of exportation;
• Supported by a “SME based” pedagogy : multimedia, dynamic, interactive, based on practicality, with
remote web support;
• Based on the published book “The practice of international trade”;
• Realized in collaboration with key intervening parties from Canada and Africa;
• Personalized with expert advisory support;
• Multilingual (Arabic, English, French);
• Juxtaposed with a coaching session which ensures real integration of training with company realities.
2.2. Objectives of the mandate/course
The objective of the mandate/course is to provide training and technical support to a group of manufacturers and agricultural producers eager to orient their activities toward exportation. It is about:
• Initiating them to take into account aspects relating to quality in production, marketing and export process;
• Familiarizing them with techniques of market research and negotiating export sales contracts;
• Coaching the managers into integrating the knowledge received inside their own corporation.
These actions could allow large number of manufacturers and agricultural producers to benefit from the competitive advantages arising from natural conditions which characterize the international business climate and marketing facilities for industrial and food product in foreign markets particularly in European, Asia and
African markets, instituted by various cooperation agreements.
The program allows participants to endow themselves with actions related to improving product quality intended for exportation, as well as marketing and export promotion techniques.
Recipients will be sensitized and better equipped to further engage into orientation of their activities toward exportation.
2.3 Structure of the mandate/course
The program includes three sessions:
• Two training session for a group of manufacturers / producers (total 6 days)
• A coaching session at the workplace (total 44 days).
The mandate/course aims to offer practical training to participating exporters. Two blocks of training will be given:
• 3 days – during the Canadian & Moroccan expert’s first visit into the country
• 3 days – during the Canadian & Moroccan expert’s subsequent visit into the country.
These training will be given mainly by the Canadian & Moroccan experts. The local expert will also act as a trainer. The local expert’s involvement will ensure coherence of interventions by companies. A local banker,freight forwarder and lawyer will be present as guest speakers
Technical support under the form of coaching will be offered for a maximal duration of 38 days (1.2 days per company, if there are 30 companies or sites participating). Visits will be divided between the Canadian,Moroccan and the local expert, depending on the company coaching needs.
2.6. Targeted companies
The 30 targeted companies/sites must work in sectors susceptible to export or already exporting. In the company, the representatives concerned are: executives, leaders and staff related to import and export activities. Prior knowledge is not necessary.
2.7. Participation certificate
A certificate of participation, awarded by financial sponsors, will be bestowed to all registered candidates who have attended 80% of the course.
Why is 80% attendance required? Because although exportation is a stimulating domain and potentially very profitable, it’s a process which can prove to be long and difficult. To be successful, the company must be seriously committed and allow the necessary time and resources required for its realization; an assiduous participation will be proof enough. In fact, participating in the program is acceptance of commitment.
2.8. Advantages of the program for participants
The program allows access to:
• Training and Consultation session, practical and adapted to reality for local companies.
• A network of Contact in Africa and Canada:
• Service providers in international trade: custom brokers, forwarding agents;
• Intervening parties of all sectors in the country;
• Foreign distributors and manufacturing agents;
• Consulates and Embassies personnel and delegates.
• Group experience:
• 30 companies/sites participating per program;
• Networking, partnership and sponsorship;
• Exchange, mutual assistance and synergy.
2.9. Profile of the Canadian expert assigned for this mandate/course
The Canadian expert assigned to this mandate/course is Karl MIVILLE-DE CHÊNE, an International consultant and trainer.
The principal functions of Mr. Miville-de Chêne will be to conceptualize, manage, realize and control the course, in collaboration with a Moroccan expert, the selected Organization and a local expert. Besides, he will establish detailed contents of intervention which he will submit for approval to the selected Organization and ensure its execution.
The main qualifications of Mr. Miville-de Chêne are:
• 25 years of experience in International consultation and training;
• Specialist in food products and import-export techniques (multi sectorial);
• Founder of two International trading Companies;
• Managed four organizations related to International business;
• Since 1998, Supervised CCM and worked in training and consultation;
• Close to 100 training programs per year;
• Teach in many universities (Canada, Tunisia, Lebanon);
• Author of several books (6) on international trade, published in French, English and Arabic in Canada, Tunisia, Algeria and Morocco.
For realization of this mandate/course Mr. Miville-de Chêne will be supported by a team from Consultation Contacts Monde.
2.10. Profile of the Moroccan expert
The resident expert of the country will ensure continuity of service and contribute towards execution of training and coaching.
2.11. Profile of the local expert and other collaborators
The resident expert of the country will ensure continuity of service and contribute towards execution of training and technical support.
Responsibilities of the local expert will be to:
• Assist with recruitment of participating companies;
• Assist in program administration;
• Participation in training (which permits him to impregnate company needs well);
• Participation in consultation sessions;
• Availability between sessions and at the end of the program to answer various company needs.
Several other collaborators will be invited to participate. In fact, one of the programs objectives is interaction between key speakers in the region and participants. Collaborative approach is the center of this program; the
speakers will be asked to collaborate in several ways: financial sponsor, guest lecturers, consultants, etc.
3. Training details
Allow participants to develop their companies potential to export (or to equip them to setup their export
project), by providing them information and necessary individual support.
The course aims to increase their competence, theoretical and practical knowledge related to the export
domain by practice and continual exercise on problems occurred in reality.
To make participants capable to:
• Solve problems related to export activities;
• Identify principal target markets depending on a product or service;
• Elaborate and implement an international marketing plan;
• Identify and use all available resources;
• Evaluate the roles of various intervening party (custom brokers, banks, etc.);
• Know the different modes of financing exports;
• Select a manufacturing agent or a distributor;
• Know how to find & manage risks;
• Evaluate importance of legislative framework specific to exports;
• Use information technology to assist the project (web 2.0).
3.2 General presentation of contents
The mandate/course will cover all aspects related to realization of export operations and accordingly decide
how to reach the aforementioned objectives. As an example the following aspects will be handled:
• Market Survey, canvassing, negotiation and conclusion of sales;
• Behavior of operators: wholesalers, importers, agents;
• Approach trade route, value chain, , price chain and coordination between professionals;
• Product quality with its sanitary and normative barriers;
• Product quality and traceability;
• Preparation of industrial and agricultural product for marketing and exportation;
• Logistics, export procedures, loading and unloading products.
Moreover, the contents offer precise, concrete, useful and updated information on all exportation aspects:
• Initiation and deepening the dynamics of exportation;
• Testimonies and exporters experiences;
• “SME based” pedagogy: multimedia, dynamic, interactive, based on practicality, with remote web support
(the trainer will be available via Internet between training, as often as required);
• Specialized lecturers (bank, freight, law);
• Contact with governmental organizations and other key local intervening parties for realization of
• Various documentation: manual on USB key, Internet platform, auxiliary material in paper format for every course (example, guides published by various ministries, banks, forwarding agents, etc.).
3.3. Structural and educational approach
• 12 sittings of training will be provided spread over 6 days, during the Canadian & Moroccan experts 1 and 2 and visit into the country.
• “SME based” pedagogy “. This pedagogy emphasizes on practice, case-study, simulations and interactivity. Various situations which trainers have experienced at a given time will be discussed in groups and plenary meetings. Participants will benefit with web support (see later section), which will allow them to thoroughly understand the material in their own manner.
• Practical cases;
• Invited lecturers, from that area;
• Multimedia material; complete web based platform;
• Between sessions participants will have access to auxiliary material and will be allowed to contact the Canadian expert via the Internet. Electronic support available at all time.
3.4. Tools and training material given to companies
The program is supported by several tools, which are presented via a multimedia web platform. These tools
look further into notions shown in the class.
This Web platform includes all necessary material (audio, video, programs, manual, etc.). Its contents depend on the course program.
In every meeting, the participant will be invited to visit, via Internet, the site dedicated to this program, where he will read supplementary material, download tools to use them in their company, and will have access to links to other sources of information.
Among tools, we include:
• Memorandum to facilitate implanting a concept in the company: self-diagnosis, activities to do, risks to be avoided;
• Tools for self-diagnosis;
• Tools for export price calculations;
• Free links to internet resources.
The educational strategy aims to encourage participants to fully use these tools.
No International Trade training program use a multimedia web platform of this type as training support. This program offers participants unique tools and material.
This unique platform allows participants to thoroughly study the material in a very convivial manner. Whatever your familiarity level with information technology, the platform is very easy and pleasant to use.
The following material could also be distributed:
• “The Practice of International Trade” manual. (printed locally)
• Other auxiliary documents will be distributed free during the program, including printed matter, power points, USB key.