Manitoba
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Entrepreneurship, Training and Trade

International Trade Strategy for Manitoba
Prepared by The Council on International Trade

NextSection IV Strategic Objectives

Manitoba has both strengths and weaknesses in international trade, but it also has differences that set it apart from others. The probability of success is greater if the differences are used as the basis for strategy rather than attempting to imitate the actions of others. The formulation of the strategic objectives was based on this premise. Our strategic objectives describe the specific areas of Manitoba’s trade strategy going forward. The development of these strategic objectives gives focus to Manitoba’s extensive trade experience and capabilities. Suggested measures of achievement for each strategic objective are presented for future discussions.

1. Enhance the awareness of Manitoba in international markets
Manitoba needs to become better known in international markets. We have a lot to offer and with a more focused approach to promoting the “Manitoba story” we will open an increasing number of doors to targeted trade opportunities. Awareness must be created at a number of levels within our strategic markets. Political, governmental, business, targeted sectors and the general public must make up the targets. Awareness building through presentations, media, events, missions, business-to-business meetings, and marketing materials must be involved in an awareness-building strategy in our priority markets. Awareness activities will be targeted and tracked to measure success on this objective.
2. Increase the number of Manitoba SMEs engaged in international trade
The success of the trade strategy will be seen through its effectiveness in growing the number of small and medium-sized businesses across all sectors that engage in international business. Interprovincial, single market and multi-market activity will be increased. The number of SMEs undertaking a process and engaged in programs to become market ready will also grow. This objective will be enhanced through a greater understanding of our current and emerging exporters, and by educating SMEs on international trade.
3. Diversify and increase Manitoba’s international trade through growth into new markets
Manitoba needs to reduce its reliance on the U.S. market by diversifying into new markets, while at the same time building and diversifying exports within the U.S.. We will also have to foster greater trade development diversity across our many sectors. Strategies to increase trade through greater awareness, more robust partnerships, and the identification and pursuit of targeted trade opportunities will be executed.
4. Create an international trade culture and mindset in Manitoba
We need more companies getting more aggressive internationally and making a long-term investment in the pursuit of new markets. The need for the public sector to make this a priority with increased support for Manitoba exporters is also important in driving the global culture. Profiling international successes, mentorship, international students, international events and leveraging our immigrant communities are activities that will enhance the international perspective of Manitoba.
5. Enhance the leadership of trade development through the formation of public/private partnerships that can leverage the current trade expertise in Manitoba
An important Manitoba strength is our ability to collaborate. The trade strategy will create a collaborative model that will leverage the strengths of partner organizations to accomplish the objectives of a single strategy for which each organization is accountable. Collaborative initiatives, trade collaboration agreements and multi-level agreements will be pursued through the trade strategy.

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