Development of export promotion strategic framework for MITC
Adam Smith International engaged Globally Cool to develop an export promotion strategic framework for the Malawi Investment and Trade Centre (MITC). Through desk research, focus group discussions, field-based working sessions, and co-creation with the MITC team, Globally Cool developed a comprehensive strategy, roadmap and implementation plan to help MITC identify priority markets, strengthen exporter readiness, improve buyer visibility and engagement, and stimulate investment in export-enabling activities for Malawi’s mango and macadamia value chains. The assignment also included a guidance manual to support implementation and institutional uptake.
Year
2025 – 2026
Country
MalawiType of activity
- Branding and Promotion
- Digital Marketing
- Market Intelligence
- Strategy Development
- Webinars
Activities
- Conducted desk research and value chain analysis to identify the main constraints, needs, and export opportunities for Malawi’s mango and macadamia sectors, including logistics, compliance, market access, certification, and value addition challenges.
- Facilitated focus group discussions with public and private sector stakeholders to validate market constraints, assess MITC service performance, and gather practical input on high-potential service areas for export promotion and investment promotion.
- Assessed MITC’s tactical export promotion capacities through an online assessment, field mission, strategic sessions, and working discussions on market intelligence, export readiness, digitisation, buyer engagement, coordination, and institutional capacity.
- Developed an export promotion strategy framework built around six strategic pillars: Market Intelligence, Export Readiness, Buyer Visibility & Engagement, Investment Promotion, Coordination & Partnerships, and MITC Capacity.
- Designed value-chain-specific strategic actions for both mango and macadamia, including priority market briefs, exporter readiness tools, digital promotion measures, buyer-facing content, trade fair participation, and investment opportunity packaging.
- Prepared a roadmap and implementation plan setting out urgent actions, quick wins, timelines, and operational priorities for MITC, including SEO and GEO improvements, market intelligence functions, exporter directories, trade fair preparation, and stakeholder coordination.
- Produced a guidance manual with standard operating procedures to translate the strategy into repeatable internal processes for market intelligence, export readiness, coordination, online content, trade fairs, and investment promotion.
- Trained and coached the MITC team through sharing sessions, validation workshops, and implementation-oriented support, including the use of AI tools for market intelligence, digital promotion, and content management.
Results
- A clear export promotion strategy framework was established to help MITC move towards a digital-first, and market-oriented approach to supporting exporters in the mango and macadamia value chains.
- Priority export markets and strategic opportunities were identified for fresh mango, dried mango, mango kernel derivatives, and macadamia products, helping MITC target its support more effectively.
- MITC received a practical implementation roadmap with quick wins and phased actions to improve market intelligence, exporter support, buyer engagement, and investment promotion.
- Operational guidance was provided through detailed SOPs, templates, decision points, and KPIs, leveraging AI tools and system prompts, strengthening MITC’s ability to institutionalise the framework and manage delivery consistently.
- The assignment highlighted concrete measures to improve SmartConnect as a central platform for exporters, buyers, and investors, including buyer-facing content, exporter directories, analytics, SEO, and Generative Engine Optimisation.
- The project strengthened MITC’s focus on coordination with stakeholders such as the Ministry of Agriculture, standards bodies, associations, donors, and logistics actors to address export readiness and investment bottlenecks.
Frequently Asked Questions
1. Why were mango and macadamia selected as priority export value chains?
The assignment focused on mango and macadamia because both value chains offer export potential for Malawi, including opportunities linked to market access, seasonal advantage, and value-added products. At the same time, both sectors face constraints related to production, quality, certification, logistics, and market entry, which the framework was designed to address.
2. What are the main pillars of the export promotion strategic framework for Malawi?
The framework is built around six strategic pillars: Market Intelligence, Export Readiness, Buyer Visibility and Engagement, Investment Promotion, Coordination and Partnerships, and MITC Capacity. Together, these pillars create a structured approach to strengthening export promotion in Malawi.
3. How does the project support export development in Malawi?
The project supports export development by helping MITC identify priority markets, improve exporter readiness, strengthen market intelligence, increase buyer visibility, attract investment in export-enabling infrastructure, and improve coordination with public and private stakeholders involved in trade and agriculture.
4. What export promotion challenges in Malawi did the project address?
The project addressed challenges including limited export-ready supply, weak compliance with international standards, logistics constraints, limited market intelligence, insufficient buyer-facing promotion, gaps in investment promotion, and the need for stronger coordination between MITC and relevant stakeholders.
5. What makes this project relevant for trade and investment promotion in Malawi?
The project links export promotion with investment promotion by recognising that stronger exports require not only better market access and buyer engagement, but also investment in orchards, processing, cold storage, shelling, certification, and other export-enabling capacities. This integrated approach makes the framework relevant for both trade development and investment attraction in Malawi.