KPI Guidebook Overview
This article provides an English summary of the KOTRA overseas trade office performance evaluation guidelines, also known as the KPI Guidebook. Reflecting the May revision, it explains the criteria for evaluating local staff, the KPI scoring method, and the overall review process in a structured way.
The KPI Guidebook serves as a unified performance evaluation standard applied to local employees across KOTRA's global trade office network. The English edition is designed to ensure that local staff can reference the rules directly in clear and practical language.
124 offices
Coverage
All KOTRA trade offices
1,500+
Local Staff
Worldwide
2025.5
Revision Date
Latest update
12
KPI Items
Core indicators
Semiannual
Review Cycle
Twice a year
60%
Quantitative Weight
Performance-based
40%
Qualitative Weight
Capability-based
5 levels
Rating Scale
S-A-B-C-D
KPI Categories
KOTRA Local Staff KPI Categories (May Revision)
| Category | KPI Item | Weight | Measurement Method | Revision Point |
|---|---|---|---|---|
| Export Support | Consultation volume and outcome value | 25% | Cases + value | Higher threshold for outcome value |
| Market Research | Report volume and quality | 20% | Volume + review | Stronger quality assessment |
| Investment Promotion | Consultations and closed cases | 15% | Case count | Greater weight on successful closures |
| Buyer Matching | Matchmaking volume and satisfaction | 15% | Cases + survey | New indicator added |
| Professional Expertise | Job knowledge and language skills | 10% | Test + evaluation | Higher language standard |
| Collaboration and Attitude | Teamwork and attendance | 15% | Office head review | 360-degree review introduced |
Major Highlights of the May Revision
Before Revision (2024 basis)
Performance MeasurementPrimarily volume-based quantitative review
Quality ReviewOffice head subjective review only
Language StandardBased on self-reporting
FeedbackOne interview per year
After Revision (May 2025)
Performance MeasurementCombined volume, value, and quality assessment
Quality ReviewHQ review plus client satisfaction
Language StandardOfficial test scores required
FeedbackQuarterly interviews required
Evaluation Guide
01
How the quantitative score (60%) is calculated
The quantitative score aggregates export consultation volume (1 point per case), export outcome value (1 point per USD 10,000), market research reports (2 points per report), and successful buyer matching results (3 points per case). In the May revision, the weight assigned to export outcome value was increased to place greater emphasis on tangible export contributions.
02
Criteria for the qualitative score (40%)
The qualitative score is composed of professional expertise (10%), collaboration and attitude (15%), self-development (5%), and leadership (10%). The May revision introduced a 360-degree review framework so that peer and customer feedback complements the office head review. Language capability now requires official scores from exams such as TOPIK, IELTS, or TOEFL.
03
Rating thresholds
Grade S (top 5%) is assigned to exceptional performance that significantly exceeds expectations. Grade A (top 20%) reflects strong performance above target. Grade B (60%) indicates normal performance meeting target. Grade C (15%) signals a need for improvement and performance below target. Grade D (bottom 5% or lower) applies to serious underperformance and may trigger a warning. Incentive payments differ by grade: S=150%, A=120%, B=100%, C=80%, and D=0%.
04
Appeal and remedy procedure
If an employee objects to the evaluation result, a written appeal may be submitted to the office head within 14 days of notification. The office head must review the case and provide a response within seven days. If the employee is still dissatisfied after reconsideration, a final review may be requested from the headquarters HR department.
Evaluation Process Flow
KPI Evaluation Process
Set KPIs
Agreement at the start of the year
→↓
Execute Work
Accumulate performance data
→↓
Semiannual Review
Quantitative + qualitative review
→↓
Finalize Rating
Confirm S through D
→↓
Feedback and IDP
Interview and development plan
The May revision of the KOTRA KPI Guidebook places more weight on actual financial performance, introduces 360-degree review, and strengthens the language qualification standard. As a result, the framework moves toward a more balanced evaluation of both results and competence.
2025 Individual KPI PlanReview workload allocation and individual KPI indicators by staff member
2025 Dhaka Trade Office KPI AnalysisSee the annual KPI targets and progress across the Dhaka office
KOTRAKPIGuidebookPerformance EvaluationEnglish
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