Developingan Export Strategy Marketing Plan (1)

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  • You will be inline with management goals and expectations.training PeopleBuy-inLack of clarity of the goalsLack of resourcesChanging environmentTimeline / budget
  • To help identity which foreign markets are suitable for your products and what potential product modifications will be required.
  • What role does each of these have in the competitive nature of your product.To help identity which foreign markets are suitable and determine the marketing approach.
  • This will help you identify your foreign market entry method and ideal customers.
  • What does your company do and which of these functions are outsourced?To identify what functions will later be done by your company or your foreign partner.
  • A common analysis is the Porter Five Forces model, discussed In Michael Porter's book Competitive Strategy. It presents an analytical framework for understanding industries and competitors particularly by describing five competitive forces that determine industry attractiveness:People processes & Technology http://en.wikipedia.org/wiki/Porter_five_forces_analysis
  • International expansion is often exciting. Even minor successes get the attention of staff and company stakeholders (owners, shareholders). But its very nature can also lure a company to keep investing and expanding without the necessary profit returns. The push and excitement to go global may also blind the company, including management, to the reality that the investment may become too great and retrenchment is necessary. Thus a company's international business plan must address indicators that eventually force the issue of addressing further investing in the global expansion. These may be on a market by market basis, or the whole of the international expansion plan.
  • Developingan Export Strategy Marketing Plan (1)

    1. 1. Developing an Export Strategy & Marketing Plan<br />International Business Certificate Program<br />
    2. 2. Topics to be Discussed<br /><ul><li>How to Succeed in Today’s Global Marketplace
    3. 3. Importance of a Marketing Plan
    4. 4. Market Research and Resources
    5. 5. Choosing a Product to Export</li></li></ul><li>Topics to be Discussed 2<br />Choosing Target Countries<br />Export Distribution Plan<br />Export Product Pricing Plan<br />Advertising and Promotion Plan<br />After Sales and Support Plan<br />
    6. 6. Why Export?<br />To Set-up Additional markets<br />To find sales opportunities not found here<br />To create sales stability in times of U.S. slumps<br />Exposure to new ideas and concepts<br />It’s fun, challenging and full of learning<br />
    7. 7. Today’s Global Marketplace <br />Global sourcing is a reality and its here to stay<br />Instant access to information via the Internet<br />Worldwide demand for more speed & efficiency, better quality & service<br />Trend of moving from manufacturing to more service oriented companies in U.S.<br />Information, technology, management and finance are main U.S. strengths<br />
    8. 8. Today’s Global Marketplace 2 <br />Fiercely competitive world<br />Must differentiate your product<br />High quality<br />High or new technology<br />New designs, more creativity<br />Quick & Efficient Service<br />Need for great branding, attractive products, packaging and promotion <br />
    9. 9. Before Going Global<br />Seven Questions to Answer before Developing an International Strategy<br />1. Do you have management commitment to expand int’l? <br />You will have:<br />Budget<br />Personnel<br />Time commitments<br />
    10. 10. Before Going Global<br />2. Who are the end-users and why do they need your product? <br />Identity the role the product plays for each consumer.<br />
    11. 11. Before Going Global<br />3. What is the basis for your company’s competitive advantage?<br />price, features, quality, customer service, brand and product Image, technology.<br />
    12. 12. Before Going Global<br />4. What is the most effective distribution channel for your product?<br />Do you sell to: <br />agents <br />distributors <br />direct to end-users<br />
    13. 13. Before Going Global<br />5. What role does your company play in the value chain? What are the value-added activities?<br />R&D<br />Purchasing<br />HR management<br />Technology<br /><ul><li>Manufacturing
    14. 14. Marketing and sales
    15. 15. Customer service</li></li></ul><li>Before Going Global<br />6. Did you conduct an analysis of your industry and its profitability structure? <br /><ul><li>Bargaining power of buyers - leverage
    16. 16. Threat of substitute products or services – alternatives
    17. 17. Bargaining power of suppliers - leverage
    18. 18. Threat of new entrants - entry barriers
    19. 19. Rivalry among existing firms – competition </li></li></ul><li>Before Going Global<br />7. When and how will you know if your international expansion must either be stopped or scaled back? <br />How much investment in time and resources (cash) will be allowed before the company acknowledges it cannot continue its international strategy?<br />
    20. 20. Qualities of a Successful Exporter <br />Long term thinking<br />Patient<br />Flexible <br />Culturally sensitive<br />Ability to deal with both detail and broad thinking and planning<br />Good communicator with people skills<br />
    21. 21. Export Players<br />Exporters<br />Manufacturers<br />Export Management Companies (EMC)<br />Commission Reps<br />Freight forwarders/Customs Brokers<br />Shipping lines/Airlines/Truck/Rail<br />Banks<br />Foreign Buyers<br />Distributors<br />Reps<br />Retailers/Chain stores<br />
    22. 22. The Export Process for Success<br />1. Focus on a product and be the best<br />2. Know your U.S. buying and selling environment and competitors <br />3. Know your foreign buyer environment and needs<br />4. Manage well all processes between factory and partners and foreign buyers <br />5. Its all about relationships. Make them solid, make them last <br />
    23. 23. Importance of market planning<br />Global market is a big place<br />We have limited resources<br />Must focus efforts on best countries and foreign partners for our products<br />Need to budget money and time for the most bang for the buck<br />Need to fit into overall business plan<br />
    24. 24. International Marketing Plan Elements<br />Written strategy for 2+ years covering:<br />Products<br />Target countries and sub markets<br />Distribution channels<br />Pricing<br />Promotion<br />Service<br />Budget<br />Travel<br />Time goals<br />(See sample export marketing plans and template)<br />
    25. 25. International Market Research Tools<br />Export assistance agencies<br />Internet<br />Colleges, universities & libraries <br />Trade & Industry associations<br />Trade shows<br />Information from other companies<br />Foreign consulates & embassies<br />
    26. 26. Choosing a Product to Export<br />Will your product sell abroad?<br />Are product modifications required?<br />Size/color/formulation/design<br />Labels & packaging<br />Instructions<br />Language<br />Voltage<br />
    27. 27. Selecting Your Target Countries<br />Where is the demand highest?<br />Where is there less competition?<br />Where do you have an advantage because of language of culture<br />Where do you already have contacts?<br />Analysis of competition by country<br />
    28. 28. Researching your markets<br />Understand your product classification numbers- Harmonized Tariff Schedule (HTS) and SIC codes<br />Use Trade agency websites<br />CITD<br />U.S. Department of Commerce<br />U.S. Customs (for HTS codes)<br />Selecting Your Target Countries<br />
    29. 29. Selecting Your Target Countries<br />CITD.org Website<br />Best Market Reports (BMR’s)<br />International Trade Database<br />Export and import trade statistics<br />U.S. Department of Commerce Country Commercial Guides<br />
    30. 30. Making an Export Distribution Plan<br />Decide on mix of distribution channels:<br />Distributors<br />Commission representatives<br />Chain stores<br />Direct to end user<br />
    31. 31. Finding Buyers/Distributors<br />Government agencies<br />Internet<br />Referrals <br />Trade shows<br />Trips<br />
    32. 32. Export Pricing Plan<br />Prices must be competitive with local, foreign and U.S. companies<br />Must be competitive with prices seen on internet, even with U.S. distributors of your own product<br />Prices should be affordable to target market buyers<br />Must analyze total cost to end user, with duties, sales VAT tax, distribution margins, etc.<br />
    33. 33. Plan for Advertising and Promotion<br />Begins with plan of how to find & reach potential buyers & distributors<br />Direct mail and email<br />Website and links (don’t forget foreign language translation)<br />Use of media: magazines, newspaper, radio & TV<br />Trade shows in USA and abroad<br />Trade associations and directories<br />
    34. 34. After Sales and Support Plan<br />There will always be after sales service and warranty issues<br />Normal U.S. policies are usually not enough. <br />Need to cover:<br />Who takes care of service? Here or there?<br />Who pays for service and freight if returned?<br />Who pays for training?<br />
    35. 35. Marketing Budget<br />Make a realistic budget, including:<br />People & salaries<br />Promotion, materials & advertising<br />Communication<br />Trips<br />Trade shows<br />
    36. 36. Good Communication is the Key<br />Frequent commutation with buyer & partners minimizes misunderstandings<br />Understanding of foreign requirements and cultural differences very important. If they ask for it, they probably need it<br />Provide responses and solutions quickly<br />Travel and meeting clients and partners is essential and will triple your sales! <br />
    37. 37. Travel is Key<br />Make travel plan budget<br />Establish travel procedures S.O.P<br />Visit your customers at least once/Yr. <br />Combine with trade shows<br />Don’t forget U.S. shows<br />Take samples & literature<br />Learn culture and honor clients<br />
    38. 38. Important to Revise Plan Often<br />This is a quickly changing world<br />Learn by your mistakes and quickly adapt to new conditions and trends <br />KEY: Learn to listen to your buyers & let the market tell you what it wants<br />
    39. 39. Conclusion<br />There is a large international sales and profit potential<br />To succeed, we don’t have to be the richest or smartest, but we must be ready to commit to the export process, putting in the time and effort required over the long term.<br />
    40. 40. Export Assistance Resources<br />Center for International Trade Development (CITD)<br />U.S. Department of Commerce (DOC)<br />Export Import Bank (EXIM)<br />U.S. & California Dept of Agriculture<br />Small Business Administration (SBA)<br />
    41. 41. Center For International Trade Development<br />California State funded<br />Fourteen offices in California<br />Assistance with export and import<br />Workshops<br />Free consultations<br />Trips and events<br />
    42. 42. Robert Corona<br />Director<br />Riverside Community College District<br />14745 Riverside Drive<br />Riverside, CA 92518<br />(951) 571-6443, Fax: 951-653-1051<br />Robert.corona@rcc.edu, www.citd.org<br />http://www.linkedin.com/in/rcorona<br />

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