First Supplementary evidence submitted
by BERR/UKTI
TURKEY—HIGH GROWTH MARKET STRATEGY 2008-09
STRATEGIC OBJECTIVE—FIVE
YEAR HORIZON
By 2011 to deliver measurable improvements in
the business performance of UK Trade & Investment's international
trade customers in Turkey, with an emphasis on innovative firms;
and deliver a measurable improvement in the level of Turkish investment
in UK.
High-level objectives
— To achieve a step-change in the UK's
profile in Turkey by raising general awareness of the market characteristics
and opportunities for doing business there.
— To enhance the effectiveness of the
UKTI effort in Turkey by identifying more proactively opportunities
for business and engagement with Turkish companies.
— To foster an ever-improving environment
for business in Turkey which enhances business prospects and opportunities
and levels the competitive playing field.
— To build a greater understanding
and appreciation of the benefits of trade with the UK, ostensibly
through the Public Diplomacy Pilot on business and the economy.
Methodology
We will address these objectives in a variety
of ways, working closely with key players in the UKTI network
and other third party multipliers, as appropriate:
1. Demonstrably deepening and strengthening
our trade and economic relationships and networks (eg contact-building,
door-opening and encouraging the Turkish Government to see the
benefits of policies that allow UK companies to compete and win
business there)
— With Government—we aim to launch
in 2008/09 the high level government to government forum (provisionally
referred to as the "JETCO") to address weaknesses in
the macro-economic environment, to tackle barriers to trade and
to resolve trade disputes between UK companies and Turkish counterparts.
We will continue to ensure appropriate cross-Whitehall contribution
(particularly FCO) to the strategy.
— With NGOs—we will engage with
leading Turkish NGO players (eg TBBC, TUSIAD etc) to stimulate
greater dialogue between government and the private sector with
the aim of increasing their influence over commercial interests
and the business environment.
— With EU representative offices—with
the appointment of a new C4 2 Sec Commercial in Ankara we will
engage the EU Offices in Turkey to try to identify ways in which
the Turkish business environment can be improved and to secure
any commercial opportunities that arise from this work.
— With Turkish Business—we will
aim to develop key relationships with the top 100 companies in
Turkey to sell the "compelling proposition" and to emphasise
the benefits of involving the UK as a strategic business partner
in their corporate strategies. We should identify the strategies
they intend to adopt for the period ahead. We should seek to insert
UK partners, projects and solutions into their strategies. We
should approach the business development and/or strategy managers
on our target list and we should build, develop and sustain relationships
with each of these key personalities.
— With UK Business—Using our
network in the English Regions, the Sectors Group and Posts to
identify our target audience in the UK (ie in which sectors).
Also identify our primary customers [the expectation being that
these will primarily be middle-to-larger size businesses who are
existing exporters/investors].
— Others: eg Trade and Business organisations,
academia, Chevening Scholars, the Media—through the Public
Diplomacy Pilot we shall aim to widen understanding and awareness
of the compelling proposition offered by the UK and to build consensus
towards an improved business environment in Turkey.
2. Identifying the challenges and barriers
to market access and putting in place strategies to tackle them
(eg work on economic, regulatory, energy, sustainable
development and trade policy issues)
— Market/ institutional barriers—we
will carry out an analysis of the key barriers inhibiting trade,
engaging stakeholders to help identify them and find solutions
for overcoming them
— Weaknesses in supporting networks—we
shall aim to strengthen institutional weaknesses in key networks
(eg the TBBC) and to build a wide community of stakeholders to
help press for reforms and change to improve the business environment
— Information failures—we shall
both improve the presentation of information about business in
Turkey through our local and UKTI websites and seek to market
more effectively (eg using the PD Pilot), and to a wider audience,
the potential for greater business development between the UK
and Turkey.
3. Identifying opportunities and providing
UK business with timely access to information and opportunities
— Sectors—A re-focused and re-energised
effort on fewer key sectors, promoting in particular opportunities
which reflect the new UKTI strategic targets(high value, high
tech, R&D, Inward Investment or creative/innovative)
— R&D and S&T—We will
develop a new initiative designed to strengthen awareness and
co-operation on key R&D and S&T areas and to report regularly
on Turkish projects and activities in these disciplines.
— Through the provision of UKTI services
including the High-Growth Business Advisors, UKTI's English Regional
Network, the RDAs and the Devolved Administrations—we shall
carry out a targeted programme of activities designed to increase
awareness of Turkey and Turkish business opportunities amongst
our target audience in UK business, the ITAs (eg an ITA Seminar),
RDA networks and other key stakeholders such as interested Trade
Associations and Chambers of Commerce.
— Within the UKTI regional trade teams
and the responsible bodies in the Devolved Administrations (SDI,
IBW, INI) a number of individual "Champions" will be
identified to help:
— provide a focal point within each
region for queries relating to Turkey;
— be a contact point for Posts;
— facilitate collaboration between
regions on market specific events/missions etc.; and
— lead missions to Turkey.
— These networks will help bring some
coherence to the activity which the regions are already doing
or considering. By working together in this way we anticipate
that the improved communication between Posts and regions will
bring other benefits—for example, a better mutual understanding
of Turkey and a more productive environment for the generation
of effective support for business through our services and use
of our Customer Relationship Management system.
4. Measurably improving the perception of
the UK by marketing the UK's Business Strengths
— To market the UK as the preferred
choice for business partnerships
— To market the success of the UK economy
and the strengths of the UK business community
— To market our high-tech and R&D
success and potential
— To market the unique skills and expertise
of the City of London
— To market the UK as the single best
location for Turkish investment
— Embedding in all activities the `UK's
compelling proposition': Business UK
— Public diplomacy: working with others
(eg British Council and FCO in particular) on the PD Pilot theme
"Promoting British Business"
— Paying particular attention to the
design and content of market web pages and websites to ensure
they properly reflect the strategy.
PRIORITY SECTORS
UKTI sector groups decide which markets should
be given priority status. These decisions are always reached after
close consultation with the UK business community, principally
through the Sector Advisory Groups. The markets targeted in this
way are those where we can make the most impact by government
supporting business. The list below is an indication of where
we are focusing proactive resource in Turkey in this financial
year; it is not meant to suggest that companies in other sectors
are not assisted in their efforts to develop business opportunities
in the Turkish market. UKTI services are available to companies
operating across the entire range of sectors. The following are
the major sectors in which UKTI is active in Turkey:
PRIORITY MARKETS: (about 75% of available resource
devoted to them):
ENVIRONMENT
WATER (incl WASTE WATER)
AGRICULTURE (led by International Agri-Technology
Centre -funding confirmed only until June 2008)
MASS TRANSPORT (PORTS)
OPPORTUNITY MARKETS (approximately one key event
per year):
MASS TRANSPORT (AIRPORTS)
FINANCIAL AND LEGAL SERVICES
INFORMATION AND COMMUNICATIONS TECHNOLOGY
EDUCATION AND TRAINING
Turkey: planned activity 2008-09
| Date 2008 | Sector
| Activity | Location
| Sponsor | Resource implication
|
| 12 April | Leisure & Tourism
| Istanbul Stationery Office | Istanbul
| SG-TAP | £1,000 |
| 20-25 April | Oil & gas |
BDV | Derby & Glasgow | SG
| £1,500 devolved |
| 23 April | Multi-sector | Awareness Seminar
| Nottingham | IG/Region | 0
|
| 1-2 May | Financial Services and PPP
| Launch Seminar of International PPP Platform Turkey
| Ankara Istanbul | SG Public Diplomacy Team
| £10,000 |
| 8 May | Construction | ISK Sodex 2008
| Istanbul | SG-TAP | £1,000
|
| 19-22 May | Agri-technology |
Visit by IATC Director with the Camden and Chorleywood Food Research Association
| Istanbul and Ankara | SG-IATC
| Tbc |
| 20-24 May | Environment | Sustainability Live Exhibition
| UK | SG | £2,750
|
| 21 May* | Oil & gas | BDV & inward mission. "All Energy"* exhibition & conference
| Aberdeen | SG | Tbc
|
| 4 June | Agri-technology |
Inward Business visit around the Camden Open Day on the 4th June. There will be a visit programme arranged around the event to which Commercial Officer from the British Embassy in Turkey is be invited
| UK | IATC | Tbc
|
| 9-12 June | Environment | Commercial officer and buyers to the Chartered Institute of Waste Management
| UK | SG | £3,250
|
| 12 June | Chemicals | Beauty Eurasia
| Istanbul | SG-TAP | 1,000
|
| 23-25 June | Environment |
Inward Mission of 5 Companies to "Towards a Low Carbon Global Economy"
| London | SG | £2000 app
|
| 12-16 September | ICT | BDV-Inward mission to "IBC 2008" (& Technology World)
| Amsterdam & Birmingham | SG
| £1,500 |
| September | Airports | Inward visit and BDV to the UK with the State Airport authority
| UK | SG | £5,000
|
| 13-17 Oct | Water/wastewater |
Seminar-Mission | Ankara | SG
| £8,800 |
| 16 Oct | Advanced Engineering
| Ankiros | Istanbul | SG-TAP FESA
| £7,410 |
| 17-18 October | Education |
Meet the buyers, National Association for Special Needs and the TES.
| UK | SG | Tbc
|
| 26-30 Oct | Construction |
BDV & inward mission | London
| SG | Tbc |
| October | ICT | Market visit & seminar
| Ankara Istanbul | SG | £13,350
|
| 10-14 November | Environment |
Workshop Seminar mission on Waste Management |
Istanbul Ankara | SG | £8,800
|
| 10-13 Nov | Tourism | Inward mission World Travel Market
| London | SG | Tbc
|
| 17-18 November | ICT | Visit to Technology World
| UK | SG | £1,500 devolved
|
| 27 November | Advanced Engineering
| Plast Eurasia Exhibition | Istanbul
| SG-TAP British Plastics Federation | £9,880
|
| 1 December | Agriculture |
Growtech Eurasia | Antalya | SG-TAP Commercial Horticultural Association
| £9,810 |
| Tbc | Airports | Commercial officer to the Routes airport/airline conference
| Kuala Lumpur | SG | Tbc
|
| Tbc | Financial Services |
Seminar on alternative dispute resolution | Istanbul
| SG | £4,405 |
| tba | Education & training
| Market visit
Scoping visit
Inward mission (CAT1)
| Ankara Istanbul London | Post
| Tbc |
| Feb 09 | Financial Service/Energy
| Workshop on Renewable Energy Finance | Ankara
| SG | £4,405 |
| Jan 09 | Financial Services |
Seminar on Islamic Finance | Ankara
| | £4,405 |
| Tba | Multi-sector | Awareness seminar
| Swindon | IG/Region | £2,000
|
| Tba | Multi-sector | Awareness seminar
| Newcastle | IG/Region | £2,000
|
| Tba | Multi-sector | Awareness seminar
| Barnsley | IG/Region | £2,000
|
2009 | |
| | |
|
| 14-17 January | Education and Training
| Meet the Buyers at the British Educational Teaching Technology Show
| UK | SG | NA |
| February | ICT | BDV to "Mobile Comms World"
| Barcelona | SG | Tbc
|
| 26-28 March | Education and Training
| Meet the Buyers at the Education Show |
UK | SG | NA |
| Tba | Ports | Market visit
| Ankara Istanbul Romania and Bulgaria | SG
| £5,400 |
| TOTAL (incTAP) | |
| | | £113,165
|
NOTE: Regional Awareness and future publicity activity not included
unless known.
March 2008
|
