Notes from ATO/Guangzhou's Staff Retreat

The staff of ATO/Guangzhou held a retreat on October 9th and 10th to review the office's successes and failures in FY2001, the assess its strength and weaknesses, and to update staff assignments for FY2002. The following are notes from the retreat and the reference point for ATO/GZ staff for FY2002.

Program Successes

• abAttended promotional events of WAC, USWA, FDoC, ASA, USAPEEC, USMEF, ABC, and RAC.
• abAttended networking events of Guangzhou Western Food Association's salon, and various trade shows, conferences, and seminars.
• abCompleted the Citrus Report and the Deciduous Fruit Report.
• abOrganized a Reception for Minister-Counselor Larry Senger in Guangzhou.
• abOrganized a Reception for Visa Referees and Consular Officers.
• abProvided liaison between Cooperators' representatives and Chinese Government Officials.
• abProvided trade leads to FAS/W.
• abPublished five Chinese articles on ATO/GZ's market development activities.
• abPublished the Sector Brief on Food Processing.
• abRecruited and Led a delegation to the PMA Annual Show in California.
• abRecruited and Led a team to the Boston Seafood Show in Boston.
• abRecruited and Led a team to the FMI Show and enabled 40 other Chinese buyers to visit the Show.
• abResponded to trade inquiries from U.S. and local traders.
• abSupported in-store promotion of U.S. food products and menu promotion in Zhuhai, Shunde, and Guangzhou.
• abVisited Hainan, Zhuhai, Shantou, Shenzhen, Nanning, and Xiamen for market development and cultivation of trade contacts.
• abVisited the Cooperators' representatives for an assessment of market development strategy and the role of ATO in market development. abVisited Shenzhen port facilities and Guangdong's Academy of Agricultural Sciences for networking.

Program Failure

• abNew Products Promotion was aborted despite extensive preparation.
• abVisit to the National Restaurant Association was canceled due to poor response from local restaurant managers and chefs.
• abPublication of the ATO webpage was delayed due to connectivity and equipment problems.
• abPublication of the Exporter's Guide was delayed due to personnel change in the office.
• abTrade Mission to the United States (recruitment for New Products Promotion) was aborted as a result of Dan Berman's directing John Rutledge not to attend the NRA Show. Berman felt that recruitment of U.S. exporters for the New Products Promotion should be among exhibitors of Asian trade shows and not in the United States.
• abMenu Promotion in the Holiday Inn, Guangzhou, was canceled due to personnel change in the hotel.
• abMenu Promotion in the White Swan Hotel, Guangzhou, was canceled due to lack of response from New Orleans.
• abJuly Fourth Reception was off-scheduled because ATO Director was on home leave.
• abOutreach to U.S. Exporters in Seattle was canceled because the State Department held up ATO Director's medical clearance.

The Unexpected

• Presided over the 6th Annual Regional Convention of the American Hardwood Export Council held in Guangzhou, winning broad acclaim and recognition.
• Briefed the U.S. Exhibitors attending the Fodex Show in Hong Kong.
• Assisted New York television crew to do a documentary on Guangzhou cuisine.

Administrative Successes

• abContinuing operation of the office despite computer failures, personnel changes, and political tension.
• abEstablished the Petty Cash Account operation.
• abProvided more than 260 visa referrals for local trade contacts.
• abCreated opportunities for staff training and development.
• abReestablished the office contact database.
• abInstalled a broadband connection for Internet Access.
• abCleared obsolete FAS furniture from Consulate warehouse.
• abHosted the Planning Session of FAS/China Office Heads in Shenzhen.
• abCleared the office and the storage room of obsolete reports, books, files, and memorabilia.
• abInstallation of an air conditioning system for the office van.

Administrative Failure

• abLate submission of Petty Cash Account monthly reports.
• abInadequate screening of trade mission participants (Three known "jumpers.")

The Unexpected

• The resignation of the Administrative Assistant due to personal problems.
• The Marketing Conference in Kuala Lumpur.
• The Attache Global-Lite Conference in Washington, D.C.
• The spy plane incident in Hainan.
• The September 11 incident in the United States.

Strength

• abA strong sense of sharing and commitment.
• abAbility to liaise with U.S. exporters and Chinese importers.
• abVariety of background and experience among the staff.
• abGood connection with the local people and good support from them.
• abBeing a bridge between U.S. exporters and Chinese importers.
• abGood follow through with assignments.
• abAdequate financial resources for market development activities.

Weaknesses

• abFailing to follow up on contacts.
• abUntimely submission of reports.
• abFailing to collect success stories from trade contacts.
• abObsolete and failing computers and printers.
• abFocusing on individual tasks and not working as a team.
• abInadequate understanding of the South China market.
• abNot doing enough promotion of Guangzhou as an import center.
• abInvisibility of ATO/GZ.
• abLack of product information and suppliers.
• abUnable to attract more U.S. exporters to GZ. (ATO/GZ will channel most of its resources to overcome this constraint in these next two years)
• abInadequate knowledge on marketing.
• abFailing to take initiative.

Staff Assignment, FY2002

Dr. Samuel Wong, Director - Program and Administrative Management of ATO/GZ. Trade Shows, Visa Referral, Promotion of ATO/GZ.

John Rutledge, Agricultural Specialist -- Fruit Reports, Export Opportunity Report, Exporter's Guide, Sector Briefs, Grains, SRTGs, U.S. Visitors, UES Review, New Products Promotion, Trade Liaison, F&B News Analysis, GAIN Reports, Web Update (English Editor, Market Briefs, "Doing Business with China," Useful Links).

Lynda Jiang, Agricultural Specialist -- Inspection & Quarantine, Tariff, Horticultural & Tropical Products, Snack & Confectionary, Trade Shows, Trade Liaison, Trade Leads, Buyers Alert, F&B News Analysis, GAIN Reports, Web Update (China Trade Shows).

Julie Zhu, Agricultural Assistant -- Dairy, Livestock, & Poultry, Food Ingredients, New Products Promotion, Trade Liaison, Trade Leads, Buyers Alert, F&B News Analysis, GAIN Reports, Web Update (Chinese Editor, Trade Leads).

Ursula Chen, Agricultural Assistant - Seafood, Beverage, New Products Promotion, Cold Chain Seminar, LAN Management, Trade Liaison, Trade Leads, Buyers Alert, F&B News Analysis, GAIN Reports, Web Update (Webmaster, U.S. Market, U.S. Trade Shows, Useful Links).

Ivy Li, Administrative Assistant -- Director's Schedule, GA & AMP Budgets, Petty Cash Account, Contracts, Procurement, Office Management, Office Equipment, Forestry Products, Liaison with Cooperators, Trade Liaison, Trade Leads, Buyers Alert, F&B News Analysis, GAIN Reports, Web Update (Assistant Webmaster, ATO News, U.S. Cooperators).

Vacancy, Administrative Secretary -- Reservation & Reception, Visitors' Log, Data Entry, Chron Files, Library Maintenance, Database Management, Inventory Control, Upkeep of Conference Rooms and Display Area, Correspondence, Timekeeper, Liaison with China Hotel, Web Update (Buyers Alert, Buyers Guide).

Jiang Zhi Zhu, Driver/Messenger -- Office Van, Reception, Office Maintenance, Mail Collection and Delivery, Custody of Promotional Materials.

The staff are developing individual workplans and performance standards while carrying on their various assignments. ATO/GZ expects that with a more explicit workplan and clearer accountability, the office will achieve its program objectives for FY2002.

This activity was funded under ATO/GZ UES's"ATO Coordination."