Workshop on Marketing in the face of Emerging Challenges of Globalization

and the Revolution of Information, Communication and Technology

Tehran, Islamic Republic of Iran, May 02-04, 2005

Preamble:

            In the present international economic environment, it is realized that integration of Information, Communication and Technology and marketing with manufactures and trade can effectively boost industrial production and volume of foreign trade. It improves efficiencies and productivity in production, resulting in substantial reduction in costs and expanding markets.

            Islamic Countries have to avail the opportunity to promote the growth of Internet and to create a safe and secure online environment for business development. For this, a new breed of Information, Communication and Technology (ICT) professionals working in various sectors of the member countries economies shall have to be created. Alongwith this, a conducive atmosphere of ICT shall have to be created. This should include computer access and computer literacy at all levels. This can only be achieved by making ICT accessible at the grassroots level.

            The fast pace of development in the information domain, particularly in Information, Communication and Technology have put us before a sole option, which is either we cope with these fast developments by striving to benefit from its products, or stay back without catching up with the fast march of modern technology which covers various fields that are related to science, economics and other significant areas that are useful to the businessmen.

            The significant role of Information, Communication and Technology in the industrial growth and providing information for access to new technologies for developing manufactures in Member Countries had inspired the Islamic Chamber to collaborate and jointly organize a Workshop on Information Technology with IRTI, Islamic Development Bank (IDB) and Iran Chamber of Commerce, Industries and Mines (ICCI&M) in Tehran, Islamic Republic of Iran on September 2-4, 2002. The participants of the Workshop stressed that in view of enormous potential for the growth and expansion of Information, Communication and Technology and e-commerce in OIC Countries, there is need for continuous support from Islamic Chamber of Commerce & Industry, Islamic Development Bank and OIC Member Countries to regularly hold the Workshop on Marketing and Information, Communication and Technology focusing on the promotion of e-market operations of Islamic Countries products.

ICT for Business:

            There are several ways in which B2B e-commerce may spur private sector growth and economic development in OIC Countries. Most generally, e-commerce over the Internet increases efficiency across the value-added chain, from input sourcing to production, to packaging, to marketing / sales, to distribution, creating higher quality products and services at lower prices. The more intricate the value-added chain, the more benefits the sector will experience in integrating e-commerce into its day-to-day operations. These benefits could for example, be seen in commodity sectors, where buyers and sellers can trade securely over the Internet and also in services sectors.

            For extended use of ICT in industry and trade, this Workshop shall lay special emphasis on interactive discussions and sharing experiences, both from representatives of member countries chambers, as well as from private enterprises that will cover the spectrum of marketing and business development.

            It has to be noted that business communities, to cope with the dynamic market and to maintain comparative edge, depend on sources of accurate and reliable information, as early as possible and on a continuous basis. The purpose of this Workshop is to illustrate through examples, how commercial transactions including ordering, transport and delivery, the invoicing and payment cycle can be conducted electronically.

            It will also be demonstrated that through Electronic Commerce, how operations are undertaken for advertising and promotion of products and services. This will also explain, how through Internet, dealings can be done for facilitation of contacts between traders, and in what manner market information is provided for pre and post sales business.

Marketing Strategies:

            Marketing and advertising today have moved far beyond the traditional channels. Companies find themselves managing multiple channels, multiple media and multiple target audiences, trying to find the best mix.

            As such, the Workshop will focus on the following areas:

-                     How to find the most profitable customers and to discover which channels are the best to reach them.

-                     How to most effectively measure the multi channel marketing results.

-                     How small shifts in the marketing mix yield return on investment optimization and tremendous revenue opportunities.

            The key to effective marketing lies in matching tools, processes and approaches with capabilities, customers and conditions. By examining the actual case studies, the participants will discover, firstly, why what seems like a good approach often fails. Secondly, a practical architecture for identifying the variables and conditions that impact sales and marketing success.

            This Workshop is conceived to cater a broad range of marketing vehicles, including some of the latest e-marketing vehicles. Practical approach would be discussed on how to use objectives and knowledge of the best use of marketing vehicles to set goals, metrics and intended results. Besides topics of how to track e-mail marketing campaigns, advertising including banner ads and web traffic will be included. How these vehicles could be integrated in a single campaign shall be explained, which may enable the participants to market their products in a competitive manner as well as they may gain entry in new markets.  

Objectives of the Workshop:

            Information, Communication and Technology can promote the growth of the Internet, which can help in growth of Electronic Commerce, and providing information for access to new technologies for developing manufactures in Member Countries. In the effort to promote higher growth and the development of industry, there is a need to introduce new marketing techniques and strategies for enhancing efficiency and penetration both in domestic and foreign markets. The main objectives of the Workshop are to provide opportunities for direct exchange of experiences among enterprises and Organizations involved in the use of e-commerce and e-marketing and to identify obstacles faced by them in order to propose actions that could be adopted by OIC Member Countries for their active participation in the global e-commerce. In this regard, the focus of the Workshop shall be on the following aspects:

(i)                  Creating the awareness and importance of Information, Communication and Technology in business and professional sectors of member countries.

(ii)                Development of a competitive and innovative environment promoting Electronic Commerce (E-Commerce).

(iii)               Providing education and training to local private sector business entrepreneurs, knowledge workers, policymakers and regulators.

(iv)              Fostering the use of specific Internet applications, such as micro-e-commerce, and improved access to government services.

(v)                Creating one-step access for all entrepreneurs to the entire government information.

(vi)              Marketing management and market intelligence for setting business goals and for determining sales priorities.

(vii)             Blending traditional marketing techniques, such as print and broadcast with the Web and other electronic media.

(viii)           Adopting the innovative online marketing practices for increasing customer coverage.

Themes for Information, Communication and Technology:

Overview

·        Business transactions occurring between companies, companies and customers as well as between companies and public administration through electronic network (Internet) – An overview.

E-Commerce

·        E-Commerce role in serving manufacturing and transportation sectors in the global market and its scope of expansion in OIC’s Private sector businesses.

·        National Experience of some OIC Countries on Development and Challenges of e-commerce.

·        Through electronic interaction traders can get market intelligence on specific markets thereby improving their competitiveness, quality in services and mass customization of personalized products and services. How these services can be used for growth of Intra-Islamic trade and Islamic Countries trade with other industrialized and developing countries.

·        Model Information, Communication and Technology strategy for OIC Member Countries.

E-Government

·        Electronic information services for gathering government revenues through customs duty, sales tax and property tax.

·        Building-up of database for Government expenditures and revenues.

·        How E-Government Services may be developed in OIC Member Countries.

Digital Divide

·        Bridging the Digital divide for enhancing economic development in OIC Countries.

E-Banking

·        Information, Communication and Technology services for growth of financial services, such as automated electronic transfers of funds, maintenance of bank deposits and management of lending services.

·        Strategy for development of E-Banking in Islamic Countries.

Benefit of Information, Communication and Technology and Marketing Strategies:

·        Manufacturers will be benefited through getting information about more efficient and competitive supplies.

·        Manufacturers advertising and delivery cost will be reduced and it will eliminate the third party.

·        Manufacturers and traders may get access to new markets and can avail increased opportunities of niche marketing.

·        E-Commerce removes national and geographical barriers to create new markets and ensures producers competitive position in international markets.

·        It raises opportunity for suppliers in terms of global presence and for customers in respect of global choice.

·        Marketing strategies for product development and market penetration. Pricing policy for market expansion and development of competitive strength.

·        Marketing strategies in terms of demand estimation and market selection.

Target Group for the Workshop:

-                     Representatives of manufacturing industries, especially belonging to food-processing, textiles, woodworks & furniture etc.

-                     Representatives of marketing agencies like distributors, suppliers and real-estate dealers.

-                     Representatives of marketing management of private enterprises.

-                     Representatives of export-import trading agencies.

-                     Representatives of ICT consulting firms, collecting and processing sectoral data.

-                     Representatives of Banks and Financial Institutions.

-                     Representatives of ICCI affiliated member chambers.

-                     Representatives of OIC and other international organizations.

Organization of the Workshop:

            Representatives from ten member countries will be invited to attend the Workshop. These representatives shall belong to the member countries chambers and Private Sector Business Organizations. They will be nominated by the member chambers.

OIC Institutions representatives and International Financial and other organizations shall also be requested to nominate their representatives for participation in the Workshop. These Institutions shall also be requested to contribute papers for the Workshop.

Venue:                                         Tehran, Islamic Republic of Iran.

Language of the Workshop:       The Workshop will be conducted in English.

Duration of the Workshop:        3 days.

Target Participants:

            The target participants will be from Information, Communication and Technology and Marketing Organizations in some selected OIC Countries, IDB Group, OIC Institutions Chambers of Commerce and Industry, United Nations Agencies, etc. Apart from this, the Workshop will also be attended particularly by the participants from member countries of Palestine, Egypt, Jordan, Cameroon, Tunis, Qatar, Oman, Pakistan, Kyrgyz Republic, Sudan, Mozambique and Islamic Republic of Iran.

            The participants should be proficient in English Language and well versed with ICT and marketing issues and prospects. They should prepare a Country paper about their national experience on Development and Challenges of Marketing and Information, Communication and Technology.

Participants’ Contribution in Paper Presentation:

            The following are guidelines for the preparation of papers:

1. Institutions / Experts desirous of presenting research papers on ICT, e-commerce and Marketing are cordially invited to contribute papers on various themes of the Workshop. A synopsis of the paper is required to be sent to the General Secretariat of the Islamic Chamber of Commerce & Industry at the earliest. The synopsis will be reviewed and intimation regarding acceptance will be sent to the authors by two weeks. The last date for receipt of text of accepted papers is two months before the start of the Workshop, in order to allow sufficient time for printing of Workshop Papers.

2. Manuscripts should be typewritten, camera-ready, provided in hard copy and electronic copy (on diskette) in Microsoft Word.

3. Authors should provide complete bibliographical references.

4. Presentations would be limited to the main points of the papers and should not exceed 20 minutes, in order to allow sufficient time for discussion.

5. Various assistance tools, including overhead projector, flip chart, and Power Point will be available at request, to facilitate illustrations.

6. Participants interested in making presentations at the Workshop are requested to submit a short Professional C.V. with a Personal Photo to Islamic Chamber. Selected Expert Speakers travelling (economy class), board & lodging expenses will be borne by Islamic Chamber of Commerce & Industry.

ORGANIZERS / CONTACT PERSONS: