New Idea Cut Flower - For Assignment
New Idea Cut Flower - For Assignment
Term paper on
EXPORT MARKET POTENTIAL FOR CUT FLOWERS IN
BANGLADESH
Prepared by
Id
Course Name
:
Fatima Khan
:
80903021
:
EIB 511
Theory and Practice of International
Business
:
Professor (Dr) Khondoker Bazlul
Submitted to
Hoque
Date of Submission :
University of Dhaka
International Business Department
EMBA Program
Fall Semester 2009
Dear Sir
I am pleased to present the final version of the research report titled Export Market
Potentials for CUT FLOWER in Bangladesh as a partial fulfillment of EMBA program in
Dhaka University.
The objective of this study was to find problems and solutions relating to export of one of
the export potential product Cut Flower.
This study was very valuable to me. I had the opportunity to gain more ideas and
insights about HRM issues and relate the practical organizational experience with
academic learning. It is a totally new product and there are many obstacles for exporting
the product..Despite all the limitation I have tried to find meaningful and logical
conclusion.
I hope the report on above said title will help to represent the issue and export condition
of our country related to the specified product.
Finally I would like to thank you for giving me the opportunity to work on this report and
for your valuable guidance & care and thoughtful advice in preparing this report. I will
further enthusiastically respond for any further clarification whenever you require..
Yours faithfully
Fatima Khan
ID # 3021
Page
I.
II.
Executive Summary
Chapter -1 : Introduction
IV.
12
V.
22
Bibliography
24
Annexure/Appendices
25
VI.
VII.
I.
Executive Summary
Realizing the need for market development activities, the government continues
to provide support and assistance in widening the marketing network, the
objective of which is to achieve greater penetration and consolidation in the
existing markets and diversification into new markets. Besides, to encourage
the exporters to establish market contacts in potential and unexploited markets,
participations in different international trade fairs have been organized which
have resulted in familiarization of our products. Marketing missions comprising
the delegation both from private and public sectors have been sent in order to
explore the potential of our products in the globe.
As a measure to broaden the export base the country has identified a number
of non-traditional items having high export potential for its further development.
Due to various support and activities undertaken by the Bangladesh
government export of some non-traditional items like cut flower and foliage
have been possible.
II.
Chapter-1
INTRODUCTION
Direct communication with the producer, seller or with any trading house
was not possible.
III.
Chapter-2:
Forty years ago, demand for cut flower by consumers around the world
was satisfied by local cut flower production. In Europe, per capita
consumption was significant, and consumer culture required a large
supply of cut flowers for gifts, occasions, and everyday use. As a result,
cut flower production in Europe was sizable. Gradually as transportation
systems developed throughout this region, it became possible to distribute
cut flowers grown in southern areas of Europe to northern areas of
Europe. Consequently, the European flower industry began to extend its
boundaries for cut flower production and along with this expansion grew
the influence of the European flower industry. This background history
Through the 1970s, the activities of the European flower industry had
begun to influence cut flower production and sales beyond the borders of
Europe. Cut flower sales through the Dutch flower auctions had gained a
share of the United States market. This was achieved by promotion
activities in the USA supported by the Holland Flower Council which
encouraged Americans to purchase more cut flowers for gifts, occasions
and everyday use, similar to consumer habits in Europe. Most of the
flowers sold to the USA through the Dutch flower auctions are shipped to
the USA by air through New York.
The major destinations of our export of cut flowers are India, Pakistan,
Saudi Arabia, UAE, USA, UK, Italy, Portugal etc.
10
Flower symbolic beauty, purity, peace and love. They are intricately
associated with social beliefs and no social function is complete without
the use of flowers. The annual growth potential of floriculture is 25-30%
which is many times more than that of cereals. At the same time,
competition is also increasing worldwide. Indian floriculture has recently
witnessed commendable changes which have transformed it from a
hobbyist activity, to a commercial enterprise. Flowers now merit attention
for their economic gain as much as for their aesthetic value. Opening up
of the world market in the WTO regime is paying way to free movement
of floricultural products worldwide, globalization and its effect on income
generation have all contributed to increase in per capita consumption of
flowers in most countries. Cut flowers occupy a unique position in the
floriculture industry.
With special care, fresh flowers can be enjoyed for the longest possible
time. The basic needs of fresh cut flowers and foliages are high quality
water sugar for food, healthy environment and sanitation.
11
IV.
There is considerable opportunity in both export and domestic markets for cut
flowers from southern Asia. In case of export markets, it seems reasonable to set
goals with respect to entering global markets.
Below is a table showing different markets and their charateristics.
country
1. Countries in Asia - Japan,
Korea, Taiwan, Singapore
Characteristics
they are relatively near;
and
USA;
Central
Europe
12
China has emerged as a major player in the booming worldwide trade in highquality cut flowers and has shown how export-led growth can be a powerful
antidote to rural poverty. In fact, the growth of the industry in Yunnan has been so
successful that it is now a business partner of the worlds largest cut-flower
auction, the Verenigde Bloemenveilingen Aalsmeer (VBA) Aalsmeer flower
auction in the Netherlands. The VBA has a strong long-term interest in
ensuring that Yunnan meets international standards.
A series of critical developments during the 1990s saw the village-level industry
grow rapidly, and subsequently gain entry to international markets. Key steps
included:
Between 1994 and 1996 the tobacco industry, formerly the provinces
dominant sector, invested more than US$ 1 million in the evolving cutflower industry, a move that encouraged other investors to back the new
industry. This investment facilitated the crucial introduction of international
expertise.
13
The Yunnan Flower Association and ITC are now cooperating to map out
the next phase of the industrys development. This involves finding ways
to overcome several important new challenges. For example, in order to
move significantly into European and North American markets, the
association needs to find ways to overcome existing logistical limitations.
With no direct flight from Kunming to the international cut-flower
distribution centers that would serve these new markets, guaranteeing the
essential cooling chain is a major problem to be addressed.
14
With hindsight it is safe to say that ITC assessed the developing country
potential for flower exports correctly. In 1980, the world import market for
cut flowers amounted to US$ 850 million. By 2002, the market had
increased almost fivefold to over US$ 4 billion. In 1980, developing
countries held less than a 10% share in this market. In 2002, they
accounted for a market share of over 30%.
15
Tuberose, rose, orchid and marigold are among the major flowers that
make up Bangladesh's floral basket for exports.
16
This year 1047.76 acres of land in Jessore district alone has been brought
under flower cultivation by 1687 cultivators.
The table below shows the sale in Crore during 2008-09 period
New Year
Valentine Day
Ekushe February
Bangle Nobo
Barsha
Sale 1.10
1.75
1.60
1.20
In million USD
2006-2007 2007-2008 2008-2009 2009-2010 2009-2010 2009-2010
July
July-Aug
July-Sep
2009-2010
July-Oct
32.71
10.55
55.98
32.49
3.47
5.48
8.60
2007-2008
2008-2009
July 2009
July-Aug
19
July-Sep 2009
July-Oct 2009
0ver
2006-2007
over
2007-2008
over
July 2008
2009
Over
July- Aug
2008
Over
July- Sep 2008
Over
July-Oct 2008
+71.14
-41.96
+31.06
+4.20
+2.67
+2.47
20
V.
22
In conclusion it can be said that there is huge opportunities for production of Cut
Flower in Bangladesh. Bangladesh has good transport facilities like sea ports, air
transport to connect to the business world. It has friendly relationship with the
importing countries. What it needs is technological knowhow that will make
flowers to sustain for long time.
23
VI.
Bibliography:
1. Bangladeshinfo.com
2. On line information through International Trade Forum.
3. FAO Comparative Document Repository.
4. The Daily Star online edition
5. The New Edition-Bangladeshs independent news source
6. Commodity Trade Statistics database.
7. EXPORT Promotion Bureau, Bangladesh.
24
VII.
Annexure/Appendices:
1. Export Import Data from 2006 to 200
Export performance for the Month of July 2009
Overall position
Mn. US $
Products
Export
performance for
2008-2009
1
2
All products
15565.19
Products recorded growth over last years performance
Knitwear
6429.26
Terry towel
132.57
186.93
Foot wear
6.44
Handicrafts
Other primary Com:
132.83
a) Cut flower/foliage
32.49
46.68
c) others
53.66
Strategic export
target for July
2009
Export
performance for
July 2009
5
1438.18
% Change of export
performance over
export target
Export
performance for
July 2008
% Change of
export performance
July 2009
Over
July 2008
6
-
7
1543.09
8
-6.80
640.50
11.29
18.58
0.46
+1.77
+16.74
+12.97
+17.39
+17.56
3
-
4
-
651.85
13.18
20.99
0.54
13.99
3.46
11.90
+31.06
2.64
-
6.18
-2.06
6.31
4.35
+47.46
2.95
Strategic export
target for JulyAug. 2009-2010
1
2
3
All products
15565.19
17600.00
Products recorded growth over last years performance & also over target :
269.25
282.71
Jute goods
Electronics
1.19
1.49
148.80
132.83
Other primary Com:
34.11
32.49
a) Cut flower/foliage
58.35
46.68
b) Agro. process food
56.34
53.66
c) others
Other mfd. goods:
510.54
566.10
a) Melamine tableware
0.59
0.80
b) Camera parts
14.07
14.77
c) Leather bags & purses
16.89
21.96
4
3014.88
Export
performance for
July-Aug 20092010
5
2808.15
% Change of export
performance over
export target
Export
performance for
July-Aug 200809
6
-6.86
7
2903.78
% Change of
export
performance
July-Aug 20092010
Over
July-Aug 200809
8
-3.29
48.43
54.75
+13.05
54.5
+0.46
0.26
25.49
0.57
34.62
+119.23
+35.82
0.31
+83.87
+51.64
5.84
5.71
-2.23
22.83
+4.20
5.48
10.00
18.58
+85.80
+49.60
12.42
9.65
96.96
0.14
2.53
3.76
25
10.33
100.86
0.15
1.41
2.75
+7.05
+4.02
+7.14
-44.27
-26.86
+109.53
4.93
71.14
0.06
3.2
2.53
+41.78
+150.00
-55.94
+8.70
d) others
478.99
528.57
90.53
96.55
+6.65
65.35
+47.74
Jute goods
Electronics
Export
performance for
2008-2009
Strategic export
target for JulySep. 2009-2010
Export
performance for
July-Sep 20092010
% Change of export
performance over
export target
Export
performance for
July-Sep 200809
% Change of export
performance
July-Sep 2009-2010
Over
July-Sep 2008-09
269.25
282.71
69.55
85.62
+23.11
81.40
+5.18
1.19
1.49
148.80
0.37
36.60
0.65
43.33
+75.68
+18.39
0.42
+54.76
+25.78
34.11
8.39
8.83
+5.24
132.83
a) Cut flower/foliage
32.49
46.68
c) others
53.66
34.45
+2.67
8.60
58.35
14.35
21.32
+48.57
+21.34
17.57
56.34
13.86
13.18
-4.91
+59.18
8.28
269.25
282.71
89.99
123.13
+36.83
101.81
+20.94
1.19
1.49
148.80
0.47
47.36
0.69
50.44
+46.81
+6.50
0.5
+38.00
+22.40
34.11
10.86
10.81
-0.46
132.83
a) Cut flower/foliage
32.49
46.68
c) others
Raw jute
Engineering Products :
a) Bicycle
b) Iron chain
c) others
53.66
148.17
189.48
84.54
1.62
103.32
41.21
+2.46
10.55
58.35
18.57
23.88
+28.59
+15.47
20.68
56.34
17.93
155.58
220.09
109.90
1.70
108.49
49.52
70.05
34.98
0.54
34.53
15.75
66.85
72.74
37.39
0.46
34.89
-12.16
+57.82
+35.00
+3.84
+6.89
-14.81
+1.04
9.98
43.45
66.78
32.98
0.49
33.31
+53.86
+8.92
+13.37
-6.12
+4.74
Products recorded decline over last year's performance and also over target
Raw jute
192.30
148.17
Tea
16.38
12.29
331.07
269.25
Jute goods
Electronics
3.86
1.19
Leather
304.32
177.32
574.13
Frozen food
454.53
Ceramic products
47.91
31.70
220.28
% Change of export
performance over export
target
% Change of export
performance
July- June, 2008-09
Over
July-June, 2007-08
-22.95
-24.97
-18.67
165.06
14.89
318.34
-10.23
-17.46
-15.42
-69.17
-41.73
-20.83
2.97
284.41
-59.93
-37.65
-14.89
-33.83
-35.52
534.07
38.33
-17.30
-23.27
Petroleum bi products
Other primary Com:
a) Cut flower/foliage
314.50
114.70
142.03
132.83
32.49
-57.76
-71.67
185.11
153.41
55.98
-13.42
-41.96
83.34
46.68
-43.99
40.65
+14.83
26
c) others
Engineering Products :
a) Bicycle
b) Iron chain
c) others
116.40
230.66
70.71
2.30
157.65
53.66
189.48
84.54
1.62
103.32
-53.90
-17.85
+19.56
-29.57
-34.46
56.78
219.68
64.28
2.09
153.31
Mn.
+94.85
185.11
Petroleum by products
Knitwear
Tea
Textile fabrics
Foot wear
Ceramic products
Agri. products:
a) Vegetables
b) Tobacco
c) Others
Other primary Com:
a) Cut flower/foliage
b) Agro. process food
c) Others
5465.00
8.00
40.00
5532.52
14.89
165.00
35.00
100.00
40.00
20.00
40.00
87.00
40.00
26.00
21.00
169.60
38.33
120.13
60.47
22.38
37.28
153.41
55.98
40.65
56.78
66.57
27
-5.49
-13.75
+31.52
-22.49
-32.61
+120.63
83.90
+1.24
+86.13
+66.43
4553.60
6.94
+2.79
+9.51
+20.13
+51.18
+11.90
-6.80
+76.33
+39.95
+56.35
+170.38
135.94
29.95
87.82
35.64
18.03
34.15
75.04
32.71
22.94
19.39
36.08
+21.50
+114.55
+84.51
+24.76
+27.98
+36.79
+69.67
+24.13
+9.17
+104.44
+71.14
+77.20
+192.83