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From February 26 to March 6, more than 50 Armenian companies gained professional insights into developing an export pricing strategy. The online workshop was organised by the International Trade Centre (ITC) in partnership with the Centre for the Promotion of Imports from developing countries (CBI) as part of “Eastern Partnership: Ready to Trade,” an EU4Business initiative. The project is being implemented by the ITC and funded by the European Union. 

The workshop was aimed at helping local companies develop a winning pricing strategy in order to mitigate the risks and shifts in global markets due to the COVID-19 pandemic. It will be followed by individual consultations for selected SMEs.

“This kind of workshop helps Armenian companies to develop a more targeted and dynamic pricing strategy to promote exports to international markets, especially the European Union,” notes Karen Gevorgyan, National Project Manager of the Ready to Trade initiative in Armenia. “The companies gain hands-on experience in pricing segmentation, price calculation and cost modelling. They also learn about effective channels of communication and sales, which should help them upgrade their marketing strategies.”

CBI expert Reindert Dekker, who is known for his work for major international organisations, including the World Bank and UNCTAD, conducted the workshop. Dekker has coached dozens of SMEs from Eastern Europe, Latin America and South East Asia on export management and market development.

“Eastern Partnership: Ready to Trade,” an EU4Business initiative, helps small and medium-sized enterprises (SMEs) from Armenia and other Eastern Partnership countries to access new markets with a focus on the EU In Armenia, the project primarily supports the food-processing sector, focusing on processed fruits and vegetables, dried fruits and vegetables, and herbal teas. 

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