International Trade Strategy

Sector Definition:

Canada has a well-developed onshore oil and gas equipment and services sector concentrated in Alberta that has grown in the 55 years since oil was first discovered in Alberta. Today it features many export oriented companies providing products and services to customers around the world. Building on skills acquainted in meeting local requirements the industry has world leading companies that are experts in reservoir analysis, enhanced oil recovery, fast and efficient drilling operations, training, as well as a myriad of specialized products for exploration and production of oil and gas. The large technologically advanced companies that have developed are capable of operating in markets all around the world. Service companies such as engineering, procurement and construction (EPC) firms, geophysical survey firms, specialized consulting firms located across the country serve the international market.

While Canadian Oil and Gas firms are very successful in exporting their products and services to the United States, the Trade Team concentrates its efforts on helping the industry penetrate newer and more difficult markets. The team meets its clients diverse needs through activities in foreign markets targeted at the supply of equipment and services for both land based oil and gas exploration, development and transmission and in the offshore sector where an additional consideration is promoting joint ventures and technology transfer. There is no single national industry association that effectively represents the myriad of interests of the national oil and gas sector, so the Trade Team brings all the players together to formulate strategy and plan activities that simply cannot occur elsewhere.

Priority Markets:

The team's priority markets include China, United Arab Emirates, Kazakhstan, Libya, Mexico, Brazil, United States, Venezuela, Russia and Iran.

Trade Strategy - Key Components:

Focussed Strategy/Targeted Markets:

Strategies for these markets are developed based on a proven series of activity types, and opportunities in a given timeframe.

The focus of Trade Team activities in priority markets include:

• broad survey type missions aimed to raise the profile of Canada as a source of supply with key prospective purchasers and senior officials in key markets
• commission market studies to describe how major prospective purchasers operate
• participation in major international trade events (trade shows, seminars, and conferences)
• incoming missions to Canada of key planning and purchasing officials, allowing them to see Canadian companies and Canadian technologies in operation

Enabling/Structural:

Private sector members of the Trade Team have identified the importance of accurate and timely information and intelligence that would allow them to make better marketing decisions in foreign markets. Several government members of the trade team have developed or initiated development of information dissemination tools (e.g. the Virtual Trade Commissioner, the Electronic Business Information System, SourceCAN). These kinds of initiatives provide Canadian oil and gas equipment and services firms with a timely bank of information and generic support for international marketing. To avoid duplication and enhance the effectiveness of these tools, the Trade Team has facilitated coordination that leverages the efforts of regional/provincial agencies and associations for the common benefit of Canadian industry.

Market Access, Policy and Legislation:

The Trade Team is a vehicle of consultation with Canadian industry concerning trade policy issues, both through reporting and discussion at Trade Team meetings and through consultations based on the Trade Team membership lists for the periods between meetings. The Trade Team acts as a communication channel between the Canadian companies and Canada's trade negotiators, thus helping companies contribute to the identification and resolution of policy issues that affect Canadian oil and gas business development abroad. These initiatives help provide a trade environment conducive to the international marketing efforts of Canadian firms