NATIONAL ASSEMBLY
QUESTION FOR WRITTEN REPLY
QUESTION NUMBER: 1112
DATE FOR PUBLICATION: SEPTEMBER 2009
DATE REPLY SUBMITTED: 23 OCTOBER 2009
MR NJ van den Berg (DA) TO ASK THE MINISTER IN THE PRESIDENCY:
PERFORMANCE MONITORING AND EVALUATION:
1) Whether, in light of the bad publicity from overseas media due to the
recent strikes, the International Marketing Council (IMC) is doing
anything to enhance South Africaâs image abroad; if not, why not; if
so, what are the relevant details;
2) Whether the IMC has taken any steps to encourage foreign investment;
if not, why not; if so,
(a) what steps and
(b) how;
3) Whether the IMC has had any successes in the past; if not, why not; if
so, what are the relevant details?
NW1375E
REPLY:
Question 1
The IMC continues to embark on a focused and co-ordinated effort to send a
clear and unified message about South Africa .Efforts in the past year were
very much centred on the hosting of the 2010 FIFA World Cup. This event
presents South Africa with the next defining moment (the transition to
democracy in 1994 was the most recent one). It creates an extraordinary
opportunity to reposition the country, the region and the continent in a
way that will ensure the economic, cultural and diplomatic inclusion of
Africa and its integration as the last frontier of growth in the global
economy.
The IMC has a clear programme of engaging media, Thought leaders and key
decision makers in key markets, with activations executed in-country,
through our country offices. The IMC works very closely with SA Tourism and
the DTI in profiling opportunities in South Africa.
Question 2
The IMC collaborates regularly with the DTI on trade and investment
initiatives to key target countries. It recently collaborated on two
initiatives, Brazil in July and China in August where it interacted with
close to 250 potential investors per city visited.
During a visit to Brazil a South African company (UBUHLE renewable energy)
signed a memorandum of understanding with ALOMPAC from Brazil to
collaborate on a BIO-FUELS project in Kwa-zulu Natal, a project expected to
generate jobs for previously disadvantaged communities in Pietermaritzburg.
The China initiative facilitated collaboration between Zhongde Waste
Techonoly AG with three provincial investment agencies Nelson Mandela Bay
Municipality (NMBM), Mpumalanga Economic Growth Agency (MEGA) and WESGRO on
waste processing project.
Question 3
In terms of the IMCâs overall successes, this is measured by a set of
indicators included in the IMCâs strategic plan. The IMC tracks South
Africaâs ranking in the following:
⢠World Economic Forumâs Global Competitive Index
⢠Anholt Nation Branding Index
⢠MSA Reputation Index
The targets which have been set are as per the table below:
|OBJECTIVE |HISTORY |TARGET |L/T |
| | | |AIM |
|2007/8 |2008/9 |2009/10 |2010/11 |2011/12 |2012/13 |2020 | |ANNUAL
REPUTATION INDEX RATING
Measure: MSA Reputation Index[1]
|49,61 |44,76 |50% |55% |57% |59% |65% | |ANNUAL NATION-BRAND RANKINGS
Measure: Anholt Nation Brand Index
|
32
out of 40
|
37
out of 50
|35 |30 [2] |28 |26 |< 20 | |ANNUAL COMPETITIVENESS RANKINGS
Measure: WEF Global Competitiveness Index (GCI)
|
44
out of 131 |
45
out of 131 |44 |42 |41 |40 |< 30 | |
As mentioned above, SAâs reputation rating is currently sitting at 55%,
exceeding the target for the year. However, the full extent of the success
can only be determined at the end of the year when the complete picture for
the whole year is available.
Please refer to the IMC annual report which was tabled in Parliament for
further details on the IMC successes.
END
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[1] A 50% index rating is the entry point, the minimum reputation score a
country needs to be safe in its reputation. 65% and above is regarded as
good and what should be strived for.
[2] With effective leveraging, the FIFA World Cup in SA is expected to push
SA higher up the rankings in 2010. In the years after 2010, the move up
the ladder will realistically be slower