Institutional strengthening and digital transformation of CAPEX Comoros

The United Nations Industrial Development Organization (UNIDO) commissioned Globally Cool to strengthen CAPEX Comoros as the national export promotion organisation. The assignment combined an institutional assessment with hands-on capacity building and digital transformation support. Through a lean and mean McKinsey 7S analysis, international best practice benchmarking and a targeted capacity building programme, Globally Cool supported CAPEX in further professionalising its organisational structure, enhancing its market intelligence services and increasing the international visibility of the Comoros’ exportable offer, with a particular focus on social media.

Activities

• Conducted an organizational assessment inspired on the McKinsey 7S model.
  We analysed CAPEX’s Strategy, Structure, Systems, Staff, Skills, Style and Shared Values, identifying structural gaps, digital weaknesses and capacity constraints, and validating findings through working sessions with CAPEX and private sector stakeholders.
• Benchmarked CAPEX against international trade promotion organisations.
  We compared CAPEX’s service portfolio, governance model and digital positioning with international best practices, identifying reform priorities and strategic positioning opportunities.
• Developed an institutional strengthening roadmap.
  We formulated operational recommendations, milestones and responsibilities to professionalise CAPEX, including structured annual planning and enhanced export services including use of AI.
• Facilitated private sector consultations.
  We engaged exporters and producers to assess pricing mechanisms, certification gaps, branding challenges and market diversification opportunities, integrating their needs into CAPEX’s strategic roadmap.
• Designed and delivered a capacity building programme.
  Through various virtual coaching sessions and an onsite mission in Moroni, we strengthened CAPEX’s internal capabilities in digital communication, sector marketing and market intelligence development.
• Established CAPEX’s digital communication infrastructure.
  We created and optimised the LinkedIn company page, strengthened Facebook strategy, and developed a three-month integrated content calendar.
• Introduced AI tools for market intelligence and export promotion.
  We trained staff in applying AI platforms to summarise desk-research based market studies (including European vanilla markets), generate export-focused content, and create professional visuals ­