Hong Kong Awards for Services-Export Marketing

Hong Kong's economy is on the move, climbing up the value-added ladder. The services sector now contributes 87 per cent of Hong Kong's Gross Domestic Product (GDP) and employs 89 per cent of the workforce, making the Special Administrative Region the most services-oriented economy in the world.

The importance of services is reflected in Hong Kong's export rankings. It is well-known that Hong Kong is the tenth largest merchandise trader in the world, but what many do not know is that it ranks ninth as a services exporter.

Hong Kong's economic future is intrinsically linked to the further development of the services sector. At the same time, there is a vital need to raise public awareness of our outstanding achievements and contributions in services. With this in mind, the Hong Kong Coalition of Service Industries initiated the first Hong Kong Awards for Services in 1997.

The Services Awards have received tremendous support from the industry and related organisations over the years. The Government's Financial Services Bureau and the Trade and Industry Department support the awards, along with the Hong Kong Trade Development Council (TDC), Hong Kong Productivity Council, Hong Kong Retail Management Association, Hong Kong General Chamber of Commerce and Hong Kong Tourism Board.

Building on this success, the Organising Committee again invites service companies to participate in this year's scheme.

TDC is fully committed to the goals of the scheme, in particular by promoting excellence in the marketing of our services overseas. The Council will continue to organise the "Export Marketing Award" category of the Awards scheme.

HONG KONG AWARDS FOR SERVICES: EXPORT MARKETING

DEFINITION OF SERVICES

For the purpose of this award, "Services" is defined as "all economic activities by private firms whose output are other than tangible products that include but are not limited to finance, transportation, information technology, telecommunications, professional services, education, entertainment and infrastructural development."

OBJECTIVES

• to recognize excellence in services export marketing
• to heighten awareness of the importance of effective marketing among Hong Kong's service providers
• to heighten public awareness of the importance of services exports to Hong Kong's economic well-being

ORGANIZER

Hong Kong Trade Development Council (TDC)

ELIGIBILITY

The Awards scheme is open to companies registered and operating in Hong Kong that are in the business of exporting services. The services can be provided either in Hong Kong or by Hong Kong.

Subsidiaries or divisions within a company in Hong Kong that function as a self-contained unit, constituted under distinct management and marketing its own distinct services, are also eligible.

Judges' companies may participate provided a declaration of interest is made.

TDC reserves the right to decide the eligibility of all applicants.

MESSAGE FOR SMEs

Small and Medium Enterprises (SMEs) are the backbone of Hong Kong's economy and make up more than 98% of all Hong Kong companies. It has always been part of TDC's mandate to support SMEs, as seen in the establishment of an $85 million SME centre. The annual Hong Kong Awards for Services: Export Marketing also helps to support SMEs by giving them an opportunity to further enhance their marketing strategies in overseas markets. TDC strongly encourages SMEs to participate in this year's event!

AWARDS

There will be two level of awards:

Main Award
Hong Kong Awards for Services: Export Marketing Grand Award

Subsidiary Award
Hong Kong Awards for Services: Export Marketing Award

One winner will be selected for the Hong Kong Awards for Services: Export Marketing Grand Award. The number of winners of the Hong Kong Award for Services: Export Marketing Award will be decided by the TDC Judging Panel.

EVALUATION CRITERIA

Evaluation is based on the success of the entrant in marketing and exporting their services The following are the main criteria for evaluation:

• Market Research
• Marketing Strategies
• Export Sales Performance
• Personnel Management
• Company Vision

JUDGING PROCEDURE

All applications will be considered by the TDC Judging Panel, which will provide a shortlist to the Central Panel of Judges for consideration.

The winner of the Hong Kong Awards for Services: Export Marketing Grand Award will be decided by the Central Judging Panel, which will consist of experts and business leaders in trade and services industries.

The winner/s of the Hong Kong Awards for Services: Export Marketing Award will be decided by the TDC Judging Panel, which will consist of individuals with expertise and experience in the services sector. If the Panel decides that no services company merits the award, it will be withheld.

In the initial judging process, TDC will appoint an independent consultant to conduct an expert assessment of each application and submit its recommendation to the TDC Judging Panel, where entrants will be short-listed.

Participating companies which qualify in the initial screening will be asked to make a presentation to the consultants. This is to help the consultants better understand the company's operations when making their assessment.

All decisions made by the Organiser and the Judging Panel will be final and binding.

BENEFITS OF PARTICIPATION

The winner of the Hong Kong Award for Services: Export Marketing Grand Award will be entitled to display the Hong Kong Awards for Services logo for a period of 3 years, on the company's letterheads, envelopes, compliment slips, press advertisements and other promotional materials.

The Award is a recognition of excellence. Winning the Award ensures territory-wide media coverage.

TDC will also publicise the winners of the Hong Kong Awards for Services: Export Marketing via its channels.

Participating in the Award scheme offers companies a valuable experience that can help them enhance their operations. Each applicant will receive an assessment which should help them to:

better understand their marketing structure
identify strengths and improve on existing techniques
be aware of potential export markets

EXHIBITION & PUBLICITY

The Organizer will publicize the names of winners and other entries at its discretion.

Any other information supplied by an entrant for the purpose of the Hong Kong Awards for Services: Export Marketing will be treated as confidential, and will not be released by the Organizer without the entrant's consent.

HOW TO APPLY

The application form is designed to be simple and open, please feel free to attach additional information as appropriate. Participating companies should complete the application form and return it to:

Hong Kong Awards for Services: Export Marketing
Services Promotion Department
Hong Kong Trade Development Council
38th Floor, Office Tower, Convention Plaza
1 Harbour Road, Wanchai
Hong Kong

Applicants do not need to be sponsored or nominated and no participation fee is required .

CLOSING DATE FOR ENTRIES

Entries must be submitted by, 16 July 2003

PRESENTATION CEREMONY

The presentation ceremony of the Hong Kong Awards for Services will be held in December, 2003.

ENQUIRIES

For further information on the Hong Kong Awards for Services: Export Marketing, please contact :

Nanny Calabrese
Hong Kong Trade Development Council
38/F Office Tower, Convention Plaza
1 Harbour Road, Wanchai, Hong Kong
Tel: 2584 4245
Fax: 2169 9713
Email: nanny.calabrese@tdc.org.hk