ESWATINI EXPORT READINESS A Training Manual AUGUST 1, 2019 MBABANE Page | 0 Contents List of Figures .......................................................................................................................................... 2 List of Tables ........................................................................................................................................... 2 List of Abbreviations .............................................................................................................................. 3 1. Background ..................................................................................................................................... 4 2. Export Readiness ............................................................................................................................ 5 2.1 Learning Outcomes: ............................................................................................................... 5 2.2 Module Content: Export Readiness ....................................................................................... 5 2.2.1 What is Exporting? ......................................................................................................... 5 2.2.2 Why Export? ................................................................................................................... 5 2.2.3 Understanding the Export Environment ....................................................................... 6 2.2.4 Assessing Your Export Potential .................................................................................... 7 2.2.5 The Export Value Chain .................................................................................................. 8 2.2.6 Stakeholders and Sources of Information ..................................................................... 9 2.2.7 Activities ....................................................................................................................... 12 3 Strategic Intent/Business Export Plan ......................................................................................... 13 3.1 Learning Outcomes .............................................................................................................. 13 3.2 Module Content: Strategic Intent/ Export Business Plan ................................................... 13 3.2.1 The Purpose of an Export Business Plan ...................................................................... 13 3.2.2 The Planning Process .................................................................................................... 14 3.2.3 Structure of the Plan .................................................................................................... 16 3.2.4 Activities ....................................................................................................................... 17 4 Product Development and the Product Value Chain .................................................................. 23 4.1 Learning Outcomes .............................................................................................................. 23 4.2 Module Content: Product Development and the Product Value Chain ............................. 23 4.2.1 Product Identification and Selection ........................................................................... 23 4.2.2 Product Quality ............................................................................................................. 23 4.2.3 Quality Control Scheme ............................................................................................... 23 4.2.4 The Need for Standardization ...................................................................................... 24 4.2.5 Production Process ....................................................................................................... 25 4.2.6 Product Design and Appearance .................................................................................. 25 4.2.7 Designing for Export ..................................................................................................... 26 4.2.8 Packaging and Sales Promotion ................................................................................... 27 4.2.9 Production differentiation ........................................................................................... 27 4.2.10 Product Pricing ............................................................................................................. 28 4.2.11 Activities ....................................................................................................................... 32 5. Marketing ..................................................................................................................................... 33 5.1 Module Outcomes ................................................................................................................ 33 5.2 Module Content: Marketing ................................................................................................ 33 5.2.1 Marketing Channels ..................................................................................................... 33 5.2.2 Market Communications .............................................................................................. 39 5.2.3 Social Media ................................................................................................................. 44 5.2.4 Activities ....................................................................................................................... 47 6. Export Procedures and Documentation ...................................................................................... 50 6.1 Learning Outcomes .............................................................................................................. 50 6.2 Module Content: Export Procedures and Documentation ................................................. 50 6.2.1 Eswatini Revenue Authority ........................................................................................ 50 Page | 1 6.2.2 Eswatini Multi-lateral Trade Agreements ................................................................... 51 6.2.3 Rules of Origin .............................................................................................................. 53 6.2.4 Certificate of Origin ...................................................................................................... 54 6.2.5 Flow of Goods and Money in the Export Value Chain ................................................ 55 6.2.6 Documentation ............................................................................................................. 56 6.2.7 Sequence of Steps Involved in a Typical Export Transaction ...................................... 58 6.2.8 INCOTERMS® 2010 ....................................................................................................... 60 6.2.9 Tariff Codes/ Structure of the Harmonised System of Nomenclature ....................... 63 6.2.10 Services Provided by Freight Forwarders .................................................................... 65 6.2.11 Guidelines for Registration of Exporters for Preferential Markets Access ................ 66 6.2.12 Activity .......................................................................................................................... 68 7. EXPORT FINANCING & CREDIT INSURANCE ................................................................................. 73 7.1 Learning Outcomes .............................................................................................................. 73 7.2 Module Content: Export Finance and Credit Insurance ...................................................... 73 7.2.1 Finance .......................................................................................................................... 73 7.2.2 Cargo Insurance ............................................................................................................ 74 7.2.3 Activity .......................................................................................................................... 75 8. Training and Advising for Export ................................................................................................. 76 8.1 Learning Outcomes .............................................................................................................. 76 8.2 Module Content: Training and Advising on Export ............................................................. 76 8.2.1 Training and Human Resources Development ............................................................ 76 8.2.2 Activity .......................................................................................................................... 78 Case Studies .......................................................................................................................................... 79 1.1 Gone Rural ............................................................................................................................ 79 1.2 Passion for Essential Oils ...................................................................................................... 81 1.3 Black Mamba Chillies ........................................................................................................... 85 1.4 Ngwenya Glass ....................................................................................................................