Marketing approach for foreign posting
By Athar Ahmed

AS the world economic leaders have acknowledged the speedy progress of the economy of Pakistan and it has started moving towards better future, indeed the movement towards progress can be seen by ever-increasing index points of the stock exchange, extra ordinary large participation of foreigners in recently concluded Expo-2005 where large number of export orders were executed.

All these signs of progress are beyond any doubt outcome of the hectic efforts of our financial and commercial managers and apex bodies of private sector. The foreigners visited Expo-2005 have realised the fact that Pakistan is a country having enough potential to meet their requirements in many sectors but the only thing lacking is professional marketing approach by our Trade and Information Attaches based in Pakistani Missions round the globe.

Present is the most appropriate time when the saying “Hit the iron when iron is hot”, since most of the people from commercial sector round the globe are aware of recently held Expo-2005, It must be fresh in their mind and our Commercial Counsellors based in different countries must adopt professional approach in their routine and instead of sitting in office and wait for any enquiry to come which can be transmitted to home country to be pasted on the notice board of Export Promotion Bureau the Commercial Counsellors must move around in the city to look for concern buyers for the products of Pakistan.

If we look into the back ground and criteria of appointments of Commercial Attaches we will realise the fact that this position was always considered as prize posting for near and dear ones or for extending political favours. Never in the history of Pakistan a proper marketing professional and marketing qualified person was appointed as Commercial Attache. Although some very highly qualified persons were sent for this post but proper marketing professional was never sent. It is a right time for us to look into the infrastructure and chain of command of commercial attaché and the infrastructure pattern of Ministry of Foreign Affairs must be adopted as this Ministry.

Separate Director General for different regions guide and looks after the working of our diplomats based in their area of command. With a minor adjustment in infrastructure the responsibilities of appointing Commercial Attaché must be entrusted to the Export Promotion Bureau instead of Ministry of Commerce as Export Promotion Bureau is directly responsible for the promotion of Exports from Pakistan. Export Promotion Bureau should also have different Director Generals for different geographical regions and all commercial diplomats under his region must report to him in EPB and it must be the duty of Director General to introduce Non-Traditional items for exports in his area of command.

Division of areas will reduce the gap of trading volume as presently it is said that 80% of our trade is carried out with 20% of the countries and 20% of the trade is carried out with 80 of the countries, by this division of areas of Director Generals the volume of trade can be evenly balanced in every geographical direction and no single part of the world can be said as un tapped or un explored market. About a decade ago the Government had decided to privatised the position of Commercial Attaches and Commercial Counsellors and only MBAs with specialised in Marketing will be sent as Commercial Attaches and the process was even started and the President of Federation of Pakistan Chamber of Commerce & Industry (FPCCI) was assigned the task of selecting and recommending suitable persons who holds qualifications for the said appointment.

Commercial entrepreneur is the main person who needs the services of commercial attaches and he is the person who knows the best that who can be his best representative abroad. Now when by the Grace of Almighty Allah we are progressing in every sector, we must also start changing and revamping this sector and proper marketing qualified and experienced persons, recommended by the apex body of trade community should be appointed as Commercial Attaches.

Those Commercial Attaches must report to his area Director Generals in Export Promotion Bureau rather than Ministry of Commerce directly. At a later stage the area of working of Commercial Attaches must be expanded by adding the responsibilities of marketing tourism services of Pakistan in their country of postings which can also be said as their commercial activity.●

© 2005 Athar Ahmed