The Minister for Enterprise Trade and Employment, Mr Martin, yesterday signalled that he wanted to see changes in the State agency, Enterprise Ireland.
He told told the National Marketing Conference in Dublin that: "A key innovation in the agency's future activity that I would like to see is a better alignment of overseas staff with specific enterprise sectors."
"This means that unique expertise in new and selective markets and sector combinations can be developed," he said.
The role of Enterprise Ireland was examined as part of the Enterprise Strategy Group (ESG) review of industrial policy completed last year. Amongst the issues highlighted were weaknesses in the marketing of Irish goods and services overseas.
The report of the group established subsequently by the Department to look at how best to give effect to the ESG's recommendations is due to be published in the coming weeks.
"Implementing the Department's report will see significant changes in the way the agency helps its clients whose operations require an overseas dimension," said Mr Martin yesterday.
"I want to see that any operational changes bring about a regime whereby clients receive both in-depth business development guidance and advanced market intelligence and services comparable to best international practice."
He added that, in the longer term, he expected changes within Enterprise Ireland that would emphasise the flexibility to respond to businesses' needs.
Speaking at the same conference, Manchester United plc's marketing boss acknowledged that the interest of US sports tycoon Mr Malcolm Glazer in Manchester United probably stems from its under-exploited media rights.
Mr Peter Draper, Manchester United's marketing director, told the conference yesterday that the club had an estimated 75 million fans around the world.
He said once it began fully exploiting the media potential of this audience, it would be "a goldmine". Mr Draper did not comment directly on the US billionaire's €1.1 billion bid for the company that owns the world's richest soccer club.
