Apex-Brasil in figures
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Apex-Brasil in figures
842
Events in 2009
10.363
In 2006: 394
Corporations Supported in 2009
74
In 2006: 4.699
16,82%
Participation in Exports in 2009 In 2006: 6,5%
Sectors supported in 2009 In 2006: 52
357
79
Sector-oriented Projects in 2009 In 2006: 46
Actions oriented to attract investments in 2009 In 2006: 0 3
Apex-Brasil
Achievements THE WORLD BANK - In 2009, Apex-Brasil was elected the 2nd best agency regarding services to investors among 181 agencies from all over the world. The Agency was ranked first in Latin America and the Caribbean, and second in general, regarding information to investors, regarding the World Bank’s Global Investment Promotion Benchmarking. The report assessed the agencies’ skills toward promoting their countries and influencing foreign investors’ decision about where their resources should be invested. WAIPA - In 2008, Apex-Brasil was elected to head the World Association of Investment Promotion Agencies (WAIPA), strengthening the position of Brazil in the setting of investment attraction. IBERIAN-AMERICAN - In October 2009 Apex-Brasil took office in the Presidency of the IberianAmerican Network of Commercial Promotion Organizations (REDIBERO). INTERNATIONAL FORUMS - Apex-Brasil coordinates the Brazil – United States CEOs Forum; Brazil – United Kingdom Forum; Brazil – Mexico Forum; and Brazil – India Forum, among others. Business centers - These are platforms oriented to assist the Brazilian corporations acting in the main global markets. There are centers in Asia (Beijing), Middle West (Dubai), North America (Miami), Central America and the Caribbean (Havana), Europe (Warsaw) and in Russia (Moscow). A new center is about to be established in Africa (Luanda). NATIONAL COORDINATION TO ATTRACT DIRECT INVESTMENTS - The Agency coordinates the efforts to attract foreign investment, providing support and training to regional entities all over Brazil.
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Apex-Brasil
Apex-Brasil bears the mission of promoting the exports of Brazilian products and services, fostering the internationalization of the Brazilian corporations, while attracting direct foreign investments to Brazil. Apex-Brasil serves corporations of all sizes and at every stage of exporting maturity. It works increase the number of export corporations in the international market, diversify and add value to products exported; expand the volume traded; consolidate the presence of Brazil in traditional markets; and, open new markets to Brazilian products and services. Instance of strategic formulation and commercial intelligence, besides providing technical and expert support, Apex-Brasil is an agency of the Brazilian government established in 2003 as Autonomous Social Service reporting to the Ministry of Development, Industry and Foreign Trade (MDIC). Currently, Apex-Brasil supports more than 70 sectors of the Brazilian economy, comprising food and agribusiness, fashion, technology, housing and civil construction, entertainment and services, and machines and equipment. The Agency works on the image of such productive complexes through broad actions promoted among entrepreneurs and consumers in markets with strong purchasing potential. In the last few years, Apex-Brasil has advised investors from different countries and industries in the process of opening new units, and has also influenced on the allotment of investments to Brazil. The Agency has also identified investment opportunities in many sectors, promoting actions to introduce these opportunities to investors from different countries.
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Apex-Brasil
The headquarters of Apex-Brasil gathers the best of Brazil in a single room, representing the Brazilian soul and style, enabling the Agency’s innovative and modern management. The space is aimed not only at promoting exports abroad, but also at showing our visitors and international shoppers the Made in Brazil’s power. This is the environment where we work to increase foreign investments in Brazil and the Brazilian commercial interchange, which are translated into an aggressive policy of internationalization and incentive to consolidate an exporting culture in the Country. The material used to decorate the building has to do with the Brazilian exporting agenda, like the floor, furniture and handicraft work, transforming the agency into a great showroom of Brazilian products.
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Centro de Neg贸cios em Dubai
Internationalization
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Internationalization
Within the scope of promoting exports and fostering internationalization, Apex-Brasil provides corporations with services in the fields of Information, Qualification to Export, Commercial Promotion, Positioning and Image, and Support to Internationalization. Therefore, the services provided by ApexBrasil are useful to a wide range of corporations, from the non-exporting ones to those in advanced stages of internationalization.
Information To increase the Brazilian corporations’ competitiveness in the global market, through better knowledge on the global business environment, Apex-Brasil provides qualified information on markets and sectors. The information is provided through simple assays with general data on the countries and their commercial interchange with Brazil, or detailed surveys on the consumption habits, competitiveness, distribution channels and potential buyers in the target market. More than 300 assays focused on markets or products have already been produced. The assays are divided into: •
Country Profile;
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Products Group Profile;
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Market Ranking;
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Field Studies;
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Competitiveness Studies and Scenario Analysis.
Apex-Brasil organizes many regional seminars, providing relevant information to the Brazilian entrepreneurs to guide their decisions on their incorporation to international markets. The Agency has also entered a Cooperation Agreement with the International Trade Center (ITC) to deliver training in market analysis methodology and development of standards and tools on commercial intelligence.
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Apex-Brasil
Qualification to Export In order to develop competencies like negotiation and strategic planning among the Brazilian corporations seeking for increased competitiveness abroad, the Apex-Brasil programs on Qualification to Export provide from consultancy and diagnosis services specific to each corporation, to international training missions on fairs’ and business rounds’ dynamics. The Agency also works to train the 14 sector-oriented entities that are partner to APEX-Brazil through workshops with debates on topics such as: strategy, business promotion, communication and image, design, knowledge management, relationship with clients, and internal management. Exporting Industrial Extension Project (PEIEX) The PEIEX stands for a crucial opportunity of qualified technical support and assistance to build foreign trade strategies to corporations with exporting potential. The purpose is to increase competitiveness and promote the exporting culture in the micro-, small- and medium-size corporations. Currently, the PEIEX works with 27 Operational Centers in 10 Brazilian states and the Federal District and in 2009 trained 3,212 corporations. The goal is to serve more than 5,400 Brazilian corporations as of 2010. Exporting Culture Mission In partnership with the Ministry of Development, Industry and Foreign Trade (MDIC) and the Industry Federations, Apex-Brasil takes Brazilian entrepreneurs, as visitors, to international fairs and business rounds, giving them the opportunity of observing, on-site, the international negotiation dynamics. Exporting Culture Seminars The seminars disseminate and promote the exporting culture among the Brazilian entrepreneur community, focusing on small- and medium-size corporations, notably the non-exporter ones. It is worth highlighting the Foreign Trade Meetings (ENCOMEX) held by the Ministry of Development, Industry and Foreign Trade (MDIC) in partnership with Apex-Brasil.
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Internationalization
Commercial Promotion The Commercial Promotion services delivered by Apex-Brasil facilitate the Brazilian entrepreneurs to keep direct contact with international shoppers, aiming at increasing exports either through the participation in sector-oriented fairs and business rounds promoted by the Integrated Sector-oriented Projects (PSIs), or through the participation in multi-sector fairs, approximation with trading units or development of specific actions among international shoppers. Integrated Sector-oriented Projects Today Apex-Brasil develops 79 Integrated Sector-oriented Projects, in partnership with entities representing 74 sectors of the Brazilian economy. In 2009, the Agency supported the participation of Brazilian corporations in 842 events in Brazil and abroad. The actions have benefited 10,363 corporations that account for 16.82% of the Brazilian exports of products with medium and high added value The projects put the Brazilian corporations in direct contact with international shoppers, fostering the celebration of new businesses. It organizes commercial missions to pre-selected target markets, business rounds with important importers, Brazilian pavilions in the main international fairs, and visit of importers to the Country. Moreover, the projects work on the sectors’ image abroad, bringing foreign journalists and opinion builders to get acquainted to the Brazilian productive structure.
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Apex-Brasil
Multi-sector Fairs Attend the main international multi-sector fairs is crucial to enhance the Brazilian participation. In 2009, for example, Apex-Brasil supported the participation of 120 Brazilian corporations in Anuga - the biggest food fair in the world which is held every two years in Germany. The Brazilian corporations have celebrated agreements amounting to $ 970 million. The Agency also supports the Expocomer in Panama; the Filda in Angola; the Fihav in Cuba; and the Big 5 in the United Arab Emirates. Shopper Project This action aims at arranging business rounds in Brazil, inviting foreign shoppers and the Brazilian exporters. The advantage of this kind of action against the Commercial Mission is that Brazilian entrepreneurs do not need going abroad to do businesses, since Apex-Brasil organizes and affords with the transportation of foreign shoppers to participate in the negotiations. The Shopper Project also allows importers to get acquainted to the productive structure of the Brazilian corporations, thus collaborating to strengthen the commercial ties between exporters and shoppers.
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Internationalization
Commercial Mission Apex-Brasil promotes missions abroad to approximate the Brazilian corporations and the potential foreign consumers. Prior to each Mission, Apex-Brasil analyzes the sectors reporting more opportunities in the market to be visited; identifies and organizes the participation of potential shoppers to hold business rounds with the Brazilian entrepreneurs. Thus, Apex-Brasil’s action enhances the opportunities to do businesses with international shoppers. Tradings Project In Brazil, 29% of the exporting corporations are trading companies, accounting for 10.5% of the total exports amount in the Country. Seeking new strategies to promote the increase in Brazilian exports, ApexBrasil outlined the Tradings Project with involves exporting commercial businesses, trading companies, small- and medium-size corporation, and international shoppers. The Agency promotes business rounds between trading companies and exporters, besides promoting Missions with different economic sectors.
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Apex-Brasil
Positioning and Image The services of Positioning and Image provided by Apex-Brasil aim at improving how the Brazilian products and services are perceived abroad, facilitating the corporations’ access to markets, and prospecting exporting business opportunities. The Agency’s work comprises the productive pools of agribusiness, fashion, technology, housing and civil construction, entertainment and services, and machines and equipment. The Agency works on the image of these chains through far-reaching actions on marketing and dissemination among entrepreneurs and consumers in markets with strong purchasing potential, through the projects Talent Brazil, Technological Brazil, Tastes of Brazil, Fashion Brazil and House Design Brazil.
Support to Internationalization The services on Support to Internationalization are delivered through the five Business Centers of Apex-Brasil – platforms oriented to increase the national participation in the main markets: Asia (Beijing); Middle East (Dubai); North America (Miami); Central America and the Caribbean (Havana); Europe (Warsaw); and, Russia (Moscow). A new center is about to be established in Africa (Luanda). The Centers provide the best conditions to internationalize the Brazilian corporations: from the commercial and legal support to open a corporation abroad, to the physical structure to exhibitions, direct negotiation with foreign shoppers, and storing. The Business Centers of Apex-Brasil are the best option to those corporations needing support to develop business plans or to get in touch with potential shoppers in their target market. Markets prospecting, distribution channels and commercial promotion in one single place.
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Corporations can rest on the Business Centers in the different stages of their international insertion: •
Market Intelligence: customized studies, business plans and list of qualified contacts.
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Business Promotion: matchmaking with potential shoppers, business rounds and showroom.
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Support to Local Establishment: equipped offices, virtual secretary and meeting rooms.
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Logistic and Distribution: cargo storage and handling; pick and pack.
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Investments
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Investments
Apex-Brasil strongly works toward attracting Direct Foreign Investment (DFI). The Agency focuses its services to foreign companies capable of incorporating technological innovations, introducing new business management models and improving the productive chains, with impacts on job generation, expansion of volume and diversification of the Brazilian export agenda. The Agency’s investment area is focused on identifying business opportunities and promoting strategic events, besides supporting the foreign investor during the process in Brazil. In partnership with the World Bank, Apex-Brasil in 2009 started the project on National Coordination of Investments Attractions which is aimed at structuring an integrated system to promote investments, involving the Brazilian states. In 2009, Apex-Brasil was elected the 2nd best agency regarding services to investors among 181 agencies from all over the world. The report assessed the agencies’ skills toward promoting their countries and influencing foreign investors’ decision about where their resources should be invested. Strengthening the position of Brazil in the scenario of international investments attraction, Apex-Brasil heads the World Association of Investment Promotion Agencies (WAIPA) since 2008.
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Strategic Actions
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Ações Estratégicas
Some bold and innovative actions developed by Apex-Brasil open new opportunities to the Brazilian corporations.
Fórmula Indy In 2009, Apex-Brasil launched an innovative business platform to promote the Brazilian products and services in the North-American market. The strategy proved to be a success: about 300 corporations, sector associations and guests have participated in the Formula Indy stages. The project involved 14 races in the United States, two in Canada and one in Japan, besides generating potential businesses of US$ 370 million in worth, notably in the sectors of software, food, airspace, bio-materials, furniture, wines, fruits, jewelry and cosmetics. The Agency’s initiative includes actions to disseminate the national products during the races, associating the attributes of innovation and technical leadership found in the IndyCar Series to the Brazilian production image, and enabling more aggressive commercial promotion in a clearly strategic market as well. The project aims at consolidating the Country’s image as a strong and reliable commercial partner, with vision, knowledge and logistic and strategic mastership. It is also characterized for reaffirming the top position of Brazil as holder of technology in the field of renewable and clean energy: the ethanol that fuels all vehicles is produced in Brazil, from the sugar cane.
Expo Xangai The participation of Brazil in the Expo Xangai 2010 is expected to promote the commercial approximation between Brazil and China, involving enterprises of all sizes and sectors in both countries. The MDIC has appointed Apex-Brasil as the institution in charge of organizing the Brazilian participation in that universal fair that involves 191 countries and 48 international organizations. During the 6-month Fair that will deal with the topic of Urban Development with Life Quality, more than 70 million individuals are expected to pass by the pavilions that will disclose the best each country has to offer. The national public and private sectors – including municipal representations – have made the arrangements to participate in the event, supported by Apex-Brasil. With the motto of Vibrating Cities, the Brazilian pavilion should host artistic, cultural, tourism events, thematic discussions, business and gastronomic events. Expo Xangai should also serve as room to disseminate the 2014 World Cup and the 2016 Olympic Games
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Apex-Brasil
Carnival Project The Carnival Project attracts to Brazil potential foreign shoppers and investors from different economic sectors, to get to know the Brazilian industrial park and the corporations from different economic sectors. Moreover, visitors can enjoy business rounds for two weeks – one prior to and another after the Carnival. The schedule also brings a cultural agenda, with the Rio de Janeiro’s samba schools parade at the Marquês de Sapucaí. Besides leisure and party, the Carnival’s attributes of creativeness, innovation and technology are associated to the image of Brazil as a reliable and promising commercial partner. Thus, the most famous popular festival of the world became a business environment, innovating the way of attracting businessmen to get to know the Brazilian potential. Only in 2009, it yielded $ 20 million in businesses.
International Entrepreneur Forums Aiming at improving the business and foreign investment setting, Apex-Brasil works in different fronts, like the Brazil – USA CEOs Forum; the Brazil-United Kingdom Joint Committee on Economic and Trading; the Brazil-Mexico Forum; and, the Brazil-India Forum on Trade and Investments. For the deep and broad discussions held, these actions have positive impacts on the governmental decisions about foreign trade.
WAIPA IIn 2008, Apex-Brasil was elected to head the WAIPA, the world association that gathers 249 investment promotion agencies from 157 countries. At WAIPA’s regional scope, Apex-Brasil heads the joint action strategy of the South American (Brazil, Argentina, Uruguay, Paraguay, Colombia, Chile and Ecuador) investment promotion agencies.
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REDIBERO In 2007, Apex-Brasil launched an innovative proposal aimed at the integration and articulation of the Latin American and the Caribbean countries to the international economy, resulting in the 1st Latin American Meeting on Trade and Investments, held in Rio de Janeiro and attended by 45 exports and investment promotion agencies. In October 2009, Apex-Brasil took office in the Presidency of the Iberian-American Network of Commercial Promotion Organizations (Redibero) that represents 22 countries.
Relationship with the Client In a pioneer initiative developed by the Export Promotion Agencies from all over the world, Apex-Brasil has implemented an automated system that allows for diagnosing the exporting maturity of the corporations served and, then, provide the commercial promotion and internationalization services that fit better to their profile, with the customized support of the Agency.
Service Units In partnership with the National Industry Confederation and the Industry Federations, Apex-Brasil has enabled the implementation of 10 Service Units in the states of Minas Gerais, Paraná, Santa Catarina, Ceará, Rio Grande do Sul, São Paulo, Goiás, Mato Grosso do Sul, Pernambuco and Amazonas Therefore, the products and services provided by the Agency get closer to businessmen in all corners of the Country.
Technical Cooperation Agreements Apex-Brasil coordinates the actions among different Brazilian governmental bodies to promote exports and attract investments. Therefore, in 2009 it celebrated the following technical cooperation agreements: •
Banco do Brasil (BB) – the project aims at training micro-, small- and medium-size businesses interested in exporting.
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Brazilian Economic and Social Development Bank (BNDES) – it provides for the technical cooperation to attract foreign investments and hasten the corporations’ internationalization.
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Contacts
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Apex-Brasil - Brazilian Exports and Investments Promotion Agency President - Alessandro Teixeira Business Director - Maurício Borges Management and Planning Director - Ricardo Schaefer Apex-Brasil Headquarters SBN, Quadra 02, Lote 11, Edifício Apex-Brasil ZIP 70.040-020 - Brasília DF apexbrasil@apexbrasil.com.br Telephone: (61) 3426-0202 BC Dubai Contact Fabiana Giuntini Giffoni Telephone: + 971 (0) 4 885 5404 Fax: + 971 (0) 4 885 5405 cn.dubai@apexbrasil.com.br BC Miami Contact Silvia Breda Pierson Telephone: +1 305 704 3502 Fax: +1 305 704 3505 cn.eua@apexbrasil.com.br BC Havana Contact Hipolito Gaspar Telephone: + 537 204 1878 + 537 204-1879 cn.cuba@apexbrasil.com.br BC Warsaw Contact Piotr Kulka Telephone: +48 22 354 8487 Fax: +48 22 354 8488 cn.varsovia@apexbrasil.com.br BC Beijing Contact Cesar Yu Telephone: +86 10 5969 5333 Fax: +86 10 5969 5123 cn.china@apexbrasil.com.br BC Moscow Contact Yuri Ribeiro Telephone: +7 495 967 7901 Fax: +7 495 967 7600 cn.russia@apexbrasil.com.br
Apex-Brazil Service Unit Amazonas - FIEAM Av. Joaquim Nabuco, 1919, Térreo - Centro ZIP: 69020-031 – Manaus (AM) Contact Luiz Otávio Guimarães Telephone: (92) 3631 0907 (92) 3631 0899 Ceará – FIEC Avenida Barão de Studart, 1.980, 2º andar ZIP: 60120-901 – Fortaleza (CE) Contact João Kertch Telephone: (85) 3421 5417 Goiás – FIEG Ed. Albano Franco – Casa da Indústria Av. Araguaia, n.º 1544, - Centro Internacional de Negócios (3º Andar) Leste Vila Nova ZIP: 74645-070 Goiânia-GO Contact Itana Miller Telephone: (62) 3219 1765 Minas Gerais – FIEMG Rua Timbiras, 1200, 8º Andar Funcionários – ZIP 30140-060 Belo Horizonte/MG Contact Miriam Moraes Euclides Telephone: (31) 3213 8263 Mato Grosso do Sul – FIEMS Avenida Afonso Pena, 1.206, 1º andar ZIP: 9005-901 – Campo Grande (MS) Contact Andrea Elossais Telephone: (67) 3389 9000
Paraná – FIEP Avenida Cândido de Abreu, 200, 5º andar ZIP: 80530-902 – Curitiba (PR) Contact Alethéa de Freitas Macena Telephone: (41) 3271 9106/9869 Fax: (41) 3271 9120 Pernambuco – FIEPE Avenida Cruz Cabugá, 767, Edifício Casa da Indústria, 5º andar ZIP: 50040-911 – Recife (PE) Contact Marcela Cardoso Telephone: (81) 3412 8363 Rio de Grande do Sul – FIERGS Avenida Assis Brasil, 8787 ZIP: 91140-001 – Porto Alegre (RS) Contact Gustavo Ludwig Telephone: (51) 3347 8675 Santa Catarina – FIESC Rodovia Admar Gonzaga, 2.765 ZIP: 8034-001 – Florianópolis (SC) Contact Helena Carla de Luca Telephone: (48) 3332 3015 São Paulo – FIESP Avenida Paulista, 1.313, 4º andar ZIP: 01311-923 – São Paulo (SP) Contact Samir Neto Telephone: (11) 3549 4616
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