Export operations in English is a Classroom study of the first step of export. How do you Identify markets for your products? Which market has the greatest market potential? How do you quantify demand for your products?

1. Export Operations #1 Strategy:
Identify Markets
Classroom Study
Shing Wyee Jolivel, Sino Qua Non Consulting
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2. 10 steps to export
1 – Strategy (Objectives, Target Market)
2 – Diagnostic (SWOT)
3 – Market Study (Business Plan)
4 – Communication (Languages, Culture, SEO, budget )
5 - Prospection (Action Plan, Reflexes, conversion)
6 – Preparing for expedition ( Incoterms, customs, port, transport)
7 – Preparing the contract (risks, clauses, legal aspects, payment)
8 – Expedition (Road, Sea, Air forwarding)
9 – Implantation (sales rep, Agent, Filiale, Fusion-Acquisition, JV, Franchise,
Grouped action, Distributor, Licence etc. )
10 - Recruitment
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3. Step 1 to export - Strategy
INTEGRATING EXPORT INTO THE COMPANY’S STRATEGY
BY ASKING THE
RIGHT
QUESTIONS !
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4. Step 1 to export - Strategy
What are my motivations? Why export?
LOSS OF
CUSTOMERS?
LOSS OF MARKET
SHARE?
HOME MARKET
SATURATION?
EXCEEDING
STOCKS?
COMPETITION?
NATURE OF
PRODUCT MORE
DEMAND
OVERSEAS?
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5. Step 1 to export - Strategy
What are my objectives? Short term/Middle term/long term?
1 POTENTIAL
DISTRIBUTOR or
10?
1-SHOT ? HOW MUCH TIME
DO I ACCORD?
BUDGET?
WHICH
MARKETS?
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6. Step 1 to export - Strategy
WHERE DO WE START?
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IDENTIFY THE
RIGHT
TARGET
MARKETS
EUROPE ?
ASIA ?
AMERICA ?
AFRICA ?
BASED ON YOUR POSITIONING

7. Step 1 to export - Strategy
BEAR IN MIND
UNLESS YOU ARE ALREADY A
WORLDWIDE ESTABLISHED BRAND, YOU
ARE NOBODY IN THIS NEW EXPORT
MARKET.
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EUROPE ? ASIA ? AMERICA ? AFRICA ?
BASED ON YOUR POSITIONING
ALL YOUR ACTIONS : COMMUNICATION, SALES, PRODUCT RANGE, TASTES, COLOUR
SHOULD BE STUDIED AND ADAPTED TO THE NEW MARKET (IF NECESSARY)

8. Step 1 to export – Strategy
WHERE DO WE START?
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DEMAND OF YOUR PRODUCT = LOCAL PRODUCTION + IMPORT – EXPORT
(accès gratuit aux données mensuelles, trimestrielles, annuelles du commerce mondial par pays, produit et service, jusqu'au niveau le plus détaillé)
https://www.trademap.org/Index.aspx sinon http://douanes.gouv.fr/

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Top tomato exportors in
the world
NL = 22%
Mexico = 21,5%
ES = 12,5%
Morocco = 6,5%
Canada = 4,7%
France = 4,2%

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Germany imports
30% of Fr
exportations;
Germany’s import
growth = 0%;
Germany import
growth from the
world > France
export growth to
Germany
Spain imports 7%
of Fr exportations;
Spain’s annual
import growth =
20% ; Spain’s
import growth
from the world >
France export
growth to Spain
1. Germany
2. Spain
3. Italy
4. Poland
5. Sweden
6. Czech
7. Finland
8. Estonia
Import
growth from
the world >
France export
growth to
country A

11. Step 1 to export – Strategy: Identify Markets
Using a selection matrix
Country A Country B Country C
Criteria Coefficient
( 1 to 5)
Points
(1 to 10)
Total
Points
Points
(1 to 10)
Total
Points
Points
(1 to 10)
Total
Points
MarketAccess
Geographical proximity Eg. 4 4 (near) 4 x 4 = 8 2 (far) 4 x 2 = 8 3 (average) 4 x 3 = 12
Infrastructure/ Transport
Social-cultural factors
Regulations
Marlet
Potential
Evolution of demand
French products’ « image »
Local & International
competition (incl. Pricing)
Market
Security
/Risk
Transactions’ security
Payment delays
Investment security
Final Score xx xx xx
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12. SOME COMMON
SENSE TIPS !
TOP CONSIDERATION FOR EXPORT :
1. POLITIC
CUSTOMS BLOCAGE/QUOTAS/EMBARGO
2. PRICING
Check out the pricing on the local market of your
products. Then back calculate to check if you can
match in terms of cost price. Take into account
freight costs, marketing costs, translation costs etc.
If prices are too low in the local market for you to
cover your cost price, don’t lose your time.
3. CULTUREL ASPECT If you are a pork producer, you
know that you’ll have less outcome in muslim
countries, otherwise it has to be halal. If you are a
chicken producer, you know that you won’t find
customers for chicken feet in France, but in Asia.
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13. GROUP EXERCISE #1
THE FRENCH COOPERATIVE SAVEOL, SPECIALIST OF
TOMATOES IS ALREADY PRESENT IN SEVERAL
EUROPEAN COUNTRIES : GERMANY,ITALY, SPAIN,
LUXEMBURG, AUSTRIA etc. THEY WOULD LIKE TO
VENTURE INTO 3 OTHER POTENTIAL EU MARKETS LIKE
POLAND, CZECH REP, FINLAND
DIVIDE YOURSELVES IN GROUPS OF 3-4. USING THE
SELECTION MATRIX, FIND OUT ABOUT SAVEOL,
UNDERSTAND THEIR PRODUCT RANGE AND PRICE
POSITIONING; DO RESEARCH ON THE LOCAL
MARKET FOR THESE 3 COUNTRIES, DISTRIBUTION,
REGULATIONS, COMPETITION, CULTURE, PRODUCT
POTENTIAL AND PROPOSE THEM AN ANALYSIS OF
THE 3 MARKETS. WHICH MARKET TO GO FIRST?
SUPPORT YOUR ANALYSIS WITH ARGUMENTS &
STATISTICS.
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LET’S GET TO WORK ! THANK YOU….

14. GROUP EXERCISE #1
USEFUL WEBSITES :
1) www.trademap.org
2) https://www.bretagnecommerceinternational.com/flu
x-import-export/
3) http://www.franceagrimer.fr/filiere-fruit-et-
legumes/Informations-economiques/Chiffres-et-bilans
4) http://www.franceagrimer.fr/content/download/58146
/564481/file/SYN-FL%20veille%20tomate%202017.pdf
5) https://export.businessfrance.fr/ (fiches pays)
6) https://www.ccifrance-international.org/le-
kiosque/fiches-pays.html
7) https://www.lemoci.com/fiche-pays/
8) https://www.euromonitor.com/ (free blog articles)
9) https://export.agence-adocc.com (Region Midi-
Pyrenees > données export)
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THANK YOU

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17. Nos Services de prospection se qualifient pour l’Assurance Prospection de BPIFrance
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