An export market plan outlines the strategy a company will use to expand their business beyond their domestic market. The plan should begin with a thorough analysis of the potential international market(s) to enter, including market size, growth rate, competition, and cultural factors. From there, a company should focus on defining and positioning their product or service for the target market, as well as identifying any necessary modifications or adaptations, International marketing and exporting strategy are important for businesses to achieve success in the global market. An export market plan is a crucial component in effectively expanding a company’s reach beyond domestic borders. To develop an effective export market plan, businesses need to conduct thorough market research to identify market trends, opportunities, and challenges. The next step is to identify target markets and determine the most effective marketing channels to reach them. Companies must consider cultural and language differences, regulatory requirements, and logistics when deciding on the best export market entry strategy. This may involve partnering with local distributors or agents, establishing a foreign subsidiary or building direct relationships with customers. To ensure success in the export market, it is essential for businesses to maintain a flexible and adaptable approach, continuously monitoring market changes and adjusting strategies accordingly. Additionally, companies must prioritize clear and consistent communication with all stakeholders involved in the export process. Overall, a well-executed export market plan can open up new opportunities for businesses to grow and diversify their revenue streams while also contributing to.

1. EXPORT MARKET PLAN
1

2. EXPORT MARKETING PLAN (EMP)
In this process of planning the combining of marketing tools into the 'export marketing mix’ will shape your selling power.
Step – By - Step roadmap for your export activities addresses three basic questions:
 Which markets are best to pursue?
 What’s the best entry strategy for each target market?
 What’s the action plan to implement the strategy?
The Purpose Of The EMP Is:
 To bring all relevant marketing instruments together in a mix
 To give direction to your planned activities reaching an optimal effect as outlined in the objectives
 To estimate the very moment results can be expected. To facilitate sound decision-making in a planned logical time sequence
 To estimate the costs involved in order to make money available on time. 2

3. EXECUTIVE SUMMARY
 The executive summary is a synopsis of the key points of your entire plan.
 It should include highlights from each section of the rest of the document. As it is a summary, it is
recommended that this section is completed last.
3

4. BUSINESS DETAILS
 Company Name
 Address
 Telephone Number
4

5. MARKET SELECTION
 Target Markets - When trying to define your target market, you should consider who will be most likely to buy
your products or services. List your identified target markets and the reasons they were chosen.
 Profiling Competitors –
How you can improve on their offer and/or price(s):
 Market Positioning - Your market position in Northern Ireland may not be the same as your position in
overseas markets. You should provide positioning for each overseas market.
 Distribution Methods - Describe how you intend to get your product or service to the potential customers in
each overseas market.
Competitor Name Strengths Weaknesses
  
  
  
  
  
5

6. MARKET SELECTION
 Sales Goals - Detail timescales and forecasted sales figures. You can read more about how to forecast and
plan your sales.
 Market Entry - Here you should outline your market entry strategy. The best way to sell into an export
market depends on your circumstances and local market conditions. For example, if local wholesalers
dominate the market for your product, you might target them rather than trying to sell directly to end-
customers. Read more about how to plan your export market entry strategy.
 Promotional Strategy - Include details of how you plan to support your customers and partners (e.g.
agents, distributors). You also need to think about how to promote yourself. It's important to take local
culture and regulations into account. If you work with a local agent or distributor you will benefit from
their local contacts and expertise. In some countries, working with a local partner is almost essential - or
even legally required.
6

7. PRODUCTS
 Products/Services For Export - List your products and services and the key features and benefits that will make them
attractive to potential customers in your target markets.
 Changes To Product/Services For Export - Describe any changes that may need to be made to your product or service
for each target market. These could include packaging design, branding, labelling etc.
 Production Capacity - Here you should provide details of your spare production capacity including seasonal
fluctuations. If you have low levels of spare capacity you should highlight how you will increase capacity in order to
meet potential sales in your target markets.
 Pricing Strategy - When developing an overall pricing strategy, you will need to understand what your goods or
services cost you to provide, and what they are worth to your customers. You will also need to work out your fixed and
variable costs and decide whether to use cost-plus or value-based pricing. Read more about developing a pricing
strategy.
7

8. FINANCE
 Marketing Budget - Describe the total budget and how you intend to spend it. Include costs such
as overseas visits, advertising, promotional materials, listing fees and training for overseas partners.
 Cash Flow To Fund Orders - Highlight how your business will manage cash flow for potential large
orders. Read more about cash flow management.
 Sustainability Of Export Budget - You need to decide if the business is able to withstand additional
expenditure to develop export markets in the medium term until your export business starts
generating profits. Aim to define this time period.
8

9. EXPORT MARKET PLAN
THANK YOU
9