For the Netherlands Enterprise Agency (RVO), we joined forces with ZimTrade—Zimbabwe’s national trade development and promotion organisation—to bolster the country’s market intelligence (MI) capabilities. Running from October 2024 to April 2025, this initiative tackled a critical challenge: empowering ZimTrade to deliver sharper, faster, and more accessible insights that would enhance exporters’ global competitiveness.
Our expert Roula delivered a five-month capacity-building programme designed to institutionalise a sustainable MI function within ZimTrade. Through training, coaching, and co-creation, the project laid the foundation for long-term impact on Zimbabwe’s trade competitiveness.
Training and tools to strengthen market intelligence
Two in-person training missions in Harare played a pivotal role. The first, in November 2024, focused on MI fundamentals, primary and secondary research, and integrating AI tools like ChatGPT, Canva, and Synthesia. By the second mission in April 2025, participants had refined the MI Strategy 2025, drafted the flagship blueberry market study, and institutionalised new MI templates.
Virtual coaching sessions helped ZimTrade’s MI team apply their skills in real time. These included:
- Training in Canva for data visualisation
- Development of a harmonised MI report template
- Co-creation of a comprehensive “How-To” manual
- Guidance on a pilot MI study on Zimbabwean blueberries targeting the Dutch market
This iterative process culminated in a polished and replicable blueberry MI report—an exemplar of evidence-based, audience-specific market research.
Sustainable market intelligence in action
By enhancing internal capabilities, ZimTrade now operates with a structured market intelligence (MI) function. This includes the use of standardised research templates and digital tools, the implementation of a validated MI Strategy 2025 complete with content planning and dissemination frameworks, and the development of a growing portfolio of MI briefs covering high-potential export products such as melons, chillies, avocados, and cut flowers. Institutional alignment across ZimTrade’s departments further ensures the cohesive delivery of these intelligence services to exporters.
Globally Cool is proud to support ZimTrade’s journey towards data-driven export development. Want to strengthen your organisation’s market intelligence capabilities? Get in touch and let’s explore the possibilities!