Despite the global twin turmoil - the economic crisis and the Influenza A H1N1 pandemic - affecting trade worldwide, the Malaysia External Trade Development Corporation (MATRADE) remains cautiously optimistic about the economy as it gears up for the biggest industry-wide trade event in the country, the International Trade Malaysia (INTRADE) 2009. A platform to foster trade ties between Malaysian companies, especially SMEs, and the international market, INTRADE is an annual trade exhibition currently in its third year and will be held from the 10th to 12th of November at MATRADE Exhibition and Convention Centre, Menara MATRADE in Kuala Lumpur. International Business Review speaks to Ms. Susila Devi, Senior Director of the Product and Services Development Division at MATRADE, who shares why she believes companies should not miss out on this opportunity to participate in this year's INTRADE.

New challenges

While there have been many events and exhibitions that have been downsized, postponed, or cancelled due to the effects of the economic crisis and flu pandemic, Ms. Susila says that MATRADE is proceeding to host INTRADE because "we should not cut back on promotions even during these difficult times." According to her, even with the ongoing crisis happening around the world, the process of international trade has not come to a standstill. She is also of the opinion that companies should not overlook any opportunities that has been presented to help them grow and gain exposure in the international market.

She revealed that INTRADE was established as a platform to help local companies realise their business potential. INTRADE also functions as a gateway to explore new business and investment opportunities globally, and this is one aspect of the exhibition that the SMEs have identified as the drawing factor for them to participate in the event every year. Ms. Susila explained that the SMEs realised that a platform such as INTRADE is most ideal for them because they cannot bear the cost of promotions overseas, and as such, they rely on events such as this that brings together international buyers.

Moreover, even though MATRADE has been presented with a new set of challenges that it has to overcome compared to previous INTRADEs in 2008 and 2007, it has not stopped MATRADE from working hard to ensure that the exhibition is a mutual success for both the exhibitors and the buyers. Ms. Susila adds that MATRADE has been promoting the event aggressively through various channels, encouraging local companies and international trade visitors to participate in the event. "There are signs pointing to a gradual economic recovery. We should strive to remain visible by promoting Malaysian companies to countries looking to source products from Malaysia. Otherwise, we would lose out," she emphasised.

Promotional devices

Among some of the devices implemented by MATRADE to promote INTRADE is through the print media. Ms. Susila revealed that many interviews were done with local and international media since early this year and this will be ongoing as the event date draws nearer. Besides press coverage, MATRADE has also invested part of its budget to ensure that it has numerous advertisements published in the newspapers, reputable business magazines, international trade publications and newsletters of various chambers of commerce.

Furthermore, she also mentioned that MATRADE has utilised a few electronic media outlets to help it spread awareness about INTRADE and the benefits a participant could gain when they register as a buyer and exhibitor. MATRADE has also been promoting the event through MATRADE's trade offices around the world, Malaysian embassies as well as the offices of other government agencies overseas, in hopes of attracting quality international buyers to come to INTRADE.

Ms. Susila said that MATRADE is focusing on attracting visitors from countries which are still actively trading during this time. She cites China as one of these countries, and also mentioned countries from the Middle East region, Eastern Europe, Latin America and Africa.

For Europe and the US, Ms. Susila revealed that businessmen are still looking for commercially viable and alternative products which are competitively priced and of good quality. With Malaysia's solid reputation in manufacturing quality products such as electrical and electronic components, rubber-based products, palm oil-based products and building materials such as nuts and bolts as well as flooring materials, buyers from these countries will also be targeted for INTRADE.

"This would be our main strength - we are still maintaining good quality products, reliable supplies and prices remain competitive. There are still plenty of opportunities out there in the market and we should always be ready to seize those opportunities. International trade exhibitions such as INTRADE are instrumental in facilitating trade and help companies to expand their networks,".
Ms. Susila elaborated.

She also added that INTRADE offers a conducive and supportive environment for companies to showcase their product innovations. Ms. Susila explained that among the international trade visitors that visit INTRADE every year, are regular visitors who come to Kuala Lumpur once a year to look for new products that open up possibilities for new functions and new user markets. Knowing this gives companies the added impetus to invest in research & development to come out with new innovative products every year.

Technology companies have also been singled out by Ms. Susila as the ones that most international visitors are looking for in Malaysia, especially companies that have a lot of new technology-based products. "Our technology companies have grown tremendously and are known to produce new and innovative products. Therefore, companies which are already producing these products and seeking to expand further, INTRADE is a good platform for them to come in," she concluded. Ms. Susila added that, the KL International Trade Forum (KLITF), which will be held on 12 November 2009, is a must attend event for companies looking to learn from the experience and success of other businesses.

With over 95% of MATRADE's target of 300 exhibitors having registered their participation in INTRADE 2009, one can see that MATRADE's promotional efforts and strategies have been successful. It also indicates that many local companies are fully aware of the vast opportunities that are still available in the international market despite turbulent times as this. Ms. Susila Devi, Senior Director of the Product and Services Development Division at MATRADE, could not have put it better when she said, "The more promotions you do, the higher the chance for you to clinch that lucrative business deal."

There is still business to be made in exports.
The whole world has not stopped trading.
Last year, we successfully clinched RM2b worth of business deals.
With a bit of hard work this year, we can repeat this success.

- Ms. Susila Devi,
Senior Director of the Product and
Services Development Division at MATRADE.