Trade Map

A web-based trade flow analysis tool

Introduction
An exporter of pineapples is looking to diversify its client
baseWhich country should be targeted?

A shoe exporter needs an overview of trade barriers he/she

would face for exports to Malaysia

A trade mission needs to know our top export products to

Germany

Where could you import automotive components from?

Who are the largest suppliers in your region?

What is the current trade between your country and the United
States?
Initial answers to these questions and many
more are easily found in Trade Map

Trade Map
Online application to produce reports on international trade
flows
Every product (HS-6) to and from (almost) every country

Based on probably the largest trade flow database in the

world

User-friendly interface, report-ready outputs

Flexibility for customising reports, analysis

Graphic presentation of outputs to facilitate analysis

Key characteristics
Where does the data come from?
National Authorities
COMTRADE, produced by the United Nations Statistics Division database

What is Trade Maps geographical coverage?

Information for over 220 countries and territories using data reported by 170
countries and territories (not all have reported each year)

Data for non-reporting countries is derived from mirror statistics

What is Trade Maps product coverage?

For the Harmonized System
over 5,300 products at the 6 digit level

For the National Tariff Line

up to 30,000 products for 90 countries (~84% of world trade)

What is Trade Maps time horizon?

Yearly, quarterly and monthly data

Data classification
The Harmonized System (HS)
Is used as a basis for the collection of Custom duties and
international trade statistics by almost all countries, representing
about 98% of world trade

Developed by the World Customs Organisation WCO

(www.wcoomd.org)

Implemented late 1980s.

Harmonised different existing nomenclatures

Adopted by almost all countries in the world
Basis for all trade conversations internationally
Main revisions in 1996, 2002 and 2007

Data classification
The Harmonized System (HS)
Is a numerical classification system of
products used as a basis for international
trade statistics by almost all countries.

is harmonized up to six digits (HS-6) - You

can compare HS data between countries.

Is broken down into 3 clusters:

HS-2: the chapter of the good (sector)

HS-2

HS-4

E.g. 09 = Coffee, Tea, Mate and Spices

HS-4: groupings within the chapter (sub-sector)

E.g. 0902 = Tea, whether or not flavoured

HS-6: product(s) within the grouping (product

level)

E.g. 090210 = Green tea (not fermented)

HS-6

Data classification
National Tariff Lines (NTL) codes
Classification of goods after the 6 digit level of
the Harmonized System classification.

National Tariff Lines go from 8 digits to 12

digits.

Why use the HS and NTL classification?

The HS classification is standardised

HS-2

HS-4

internationally

The NTL classification is not standardised

HS-6

internationally.
Each country decides its own further
classification after the Harmonized System.
Hence, National Tariff Line codes can be
different from a country to another.

NTL

Data classification
HS
(Internationa
l standard)

08

Edible fruit and nuts; peel of citrus fruit or melons.

08.04

Dates, figs, pineapples, avocados, guavas,

mangoes and mangosteens, fresh or dried.

08.04.50

Guavas, mangoes and mangosteens.

Australia
08.04.50.00

Fresh or dried guavas, mangoes and mangosteens

Japan

NTL
(NON
standard)

08.04.50.01.1
08.04.50.01.9

Mangoes, fresh
Guavas and mangosteens, fresh

United States:
08.04.50.40.40

08.04.50.60.80

08.04.50.80.00

Mangoes, fresh, if entered during the period from

September 1, in any year, to the following May 31,
inclusive
Guavas and mangosteens, fresh, if entered during the
period from June 1 to August 31, of the following year,
inclusive
Guavas, mangoes and mangosteens, dried

Bubble graphs in Trade Map

Same logic applies, but adapted to specific needs:
Instead of products, HS codes (2, 4, 6 digits) or
countries.

Adapted to each analytical need:

National supply vs. international demand
National supply vs. international demand growth
Export performance relative to market demand
Prospects for market diversification

Free to users from developing countries

Thanks to financial contributions from ITC's Global Trust Fund

and the World Bank, as of the 1st January 2008, all users from
developing countries and territories may access ITC's market
analysis tools free of charge.

http://www.intracen.org/marketanalysis

Free to users from developing countries

Trade Map selection menu

Trade Map selection menu

Direction of flow
Product
selection

Country/Region
selection

Partner country
selection
Data visualisation

Advanced search

This is the option to use if you haven't

found the product code for your
product

Three options to
search for product
codes

Advanced search
"Search by
Hierarchy"
allows you to
display the
entire HS
system up to
the HS6 level
and to identify
the specific
description of
each code

Managing groups

Create your own product or

country groups to suit your
needs

Select product and/or market

Two options:
1. Type in the product
code
2. Type in first letters of
keyword
Then select code to analyse

Select product and/or market

Bear in mind:
No country/product selection
means ALL
countries/products selected

Click here to get trade

indicators that facilitate
analysis

World demand for pineapples

Always read title

of the table first!!

World demand for pineapples

Situation

Trends

Structure

World demand for pineapples

Countries

Value of
imports, in
thousands of
US Dollars, in
the last
available year

Trade
balance=
exports
imports

Quantity
imported in the
last available
year
Quantity unit,
depends on type of
good

Unit Value=
Value/Quantity;
provides an
indication of average
value of one unit of
the product; NOT
actual price of the
product

World demand for pineapples

Average annual
growth of the imported
quantity over the past
5 years
Average annual
growth of the imported
value over the past 5
years

Growth rate of
the imported
value over the
past year

World demand for pineapples

Share of world maket held by each

country. Shows how concentrated
the world supply is.

World demand for pineapples

Chose a target market

based on different criteria
(size, dynamism,
proximity, etc.)

Assess performance in market

Assess performance in market

Situation in
target market

Trends in
target market

Assess performance in market

Competitors in the target market

Performance of
partner countries

Assess performance in market

Selecting National
Tariff Line level...
... automatically changes the output format to time series

Assess performance in market

Alternatives for displaying data

Assess performance in market - NTL

NTL codes under the HS6 code provide

first glimpse at market segmentation and
consumer preferences

Assess performance in market - NTL

Competitors
currently in
this market
Global
competitors
NOT present
in this market

Analyse time series

Analyse time series

Identify and understand seasonality

through quarterly and/or monthly data

Analyse time series in graphic format

Seasonality!

Graphic analysis

Graphic analysis

Graphic analysis

Graphic analysis

Japan losing importance as a

market for partner country

Japan gaining importance as a

market for partner country

Graphic analysis

Who are alternative suppliers

that Japan could source from?

Analyse potential for bilateral trade

Select your
countries/regions

Analyse potential for bilateral trade

Initial approach at the HS-2 level

Analyse potential for bilateral trade

Brazil's imports from Malaysia

Existing demand in Brazil for
products coming from Malaysia

Analyse potential for bilateral trade

Malaysia's exports to the world

Existing supply potential from
Malaysia

Analyse potential for bilateral trade

Malaysia's exports to the world

Countries currently importing
Malaysia's products

Analyse potential for bilateral trade

Brazil's imports from the world

existing demand in Brazil for
products that could potentially
be sourced from Malaysia

Analyse potential for bilateral trade

Brazil's imports from the world

countries which Brazil is
currently buying from

Analyse potential for bilateral trade

Refine analysis at HS6 level

Analyse potential for bilateral trade

Further refine analysis at NTL level

for base country only, obviously

Trade Map Graphs

Bubble Charts:
Positioning products according to growth
rates and changes in market share

Boston Consulting model or matrix

Portfolio model of product selection based on stage in life cycle
High

Babies
Market
Growth

Stars

Product Life Cycle

Dogs

Cash cows

Low
Low

High

Relative Market Share

Boston Consulting model or matrix

Bubble size is proportional to sales of product
High
Farm-direct Organic coffee

Babies

Stars

Specialty coffee

Market
Growth

Cash cows

Dogs
Low
Low

Relative Market Share

Instant coffee High

Bubble graphs in Trade Map

Same logic applies, but adapted to specific needs:
Instead of products, HS codes (2, 4, 6 digits) or
countries.

Adapted to each analytical need:

National supply vs. international demand
National supply vs. international demand growth
Export performance relative to market demand
Prospects for market diversification

National supply vs. world demand

National supply vs. world demand

Prospects for market diversification

Growth in demand for a local product

TradeMap helps users

Search for new markets or suppliers
Assess competition or diversify sources
Benchmark their trade performance
Set priority products for trade promotion and development

Evaluate tariffs and trade barriers

Assess product diversification potential with a partner
country