2019 and 2020 Marketing Team Activity Plan: Overview
This material compiles KOTRA Dhaka trade office's 2019 and 2020 marketing team activity plans as a historical reference. By analyzing the strategies, execution tasks, and outcomes of those years, it provides insights applicable to current activity planning.
2019 was a period of exceptional economic boom for Bangladesh — recording the country's highest-ever GDP growth rate of 8.1% — when opportunities for Korean companies to expand exports were at their peak. In contrast, 2020 saw dramatic environmental shifts driven by the COVID-19 pandemic: RMG export order cancellations exceeding $3 billion, a nationwide lockdown in April and May, and sweeping operational disruptions. The experience of crisis response and transition to non-face-to-face operations remains a valuable reference for trade office management today.
2019 and 2020 Bangladesh Economic Environment
Marketing team performance is closely tied to the Bangladesh economic environment. In 2019, Bangladesh recorded its highest-ever growth rate (8.1%), triggering explosive growth in infrastructure investment and consumer goods demand. RMG exports reached $34.1 billion, a record high, and Korean exports to Bangladesh grew to $720 million (+12% YoY). In contrast, the 2020 COVID-19 pandemic led to RMG order cancellations exceeding $3 billion, temporary garment factory closures, and a national state of emergency from March to May. Despite all this, Bangladesh's GDP growth rate held at 5.2% — a remarkable achievement among Asian economies.
2019 Activity Plan and Performance
| Activity | Target | Achieved | Achievement Rate | Note |
|---|---|---|---|---|
| Export Consultations | 150 | 180 | 120% | Exceeded target |
| Buyer Matching | 60 | 55 | 92% | Normal |
| Trade Show Participations | 5 | 6 | 120% | DITF and Textech added |
| Market Research | 30 | 28 | 93% | Normal |
| Performance Value | $30M | $35M | 117% | Exceeded target |
| Buyer DB Construction | 300 | 320 | 107% | Exceeded target |
| Investment Promotion Consultations | 20 | 24 | 120% | New item added |
Among the six trade shows in 2019, key events included DITF (Dhaka International Trade Fair — 3,000+ exhibitors), Textech Bangladesh (textile and garment equipment), Pharmex (pharmaceuticals and medical devices), Build Bangladesh (construction materials), ICT Expo, and Dhaka Food Pro. In particular, the Korea Pavilion at DITF alone generated 72 direct export consultations and 150 buyer database entries — achieving more than 40% of the year's total performance from a single trade show.
2020 COVID-19 Response
| Item | 2019 Budget | 2020 Budget | Change Rate | Reason |
|---|---|---|---|---|
| Trade Show Participation | $120,000 | $35,000 | -71% | Show cancellations and reductions |
| Buyer Invitation Programs | $45,000 | $10,000 | -78% | Border restriction measures |
| Video Consultation Infrastructure | - | $18,000 | New | Zoom and equipment setup |
| Digital Marketing | $8,000 | $22,000 | +175% | Online channel strengthening |
| Market Research | $30,000 | $20,000 | -33% | Field surveys suspended |
| Personnel and Operations | $95,000 | $90,000 | -5% | Headcount maintained |
Key Insights and Takeaways
Activity Plan Evolution Timeline
The 2019 and 2020 experience simultaneously demonstrates the high ROI of a trade show-centric strategy and the critical importance of digital transformation during crises. In particular, Korea Pavilion operations at DITF ($5.8M per show) and video consultation infrastructure investment ($18,000) stand as model cases of achieving maximum impact at minimum cost. Building on this reference, maintaining a hybrid (face-to-face + virtual) activity plan, systematic buyer database management, and a 15-20% digital budget allocation as core operating principles is the most effective approach.